Browse Hierarchy MKTG713: Business-to-Business Marketing Dynamics

Delves into the intricacies of business-to-business (B2B) marketing from a theory and practice-based perspective. Students explore contemporary B2B research, methodologies and practical applications relevant to B2B relationship dynamics. Emphasising both empirical research and current B2B marketing practice, this course equips students with the skills to analyse B2B markets, understand B2B buyer behaviour, and develop effective relationship marketing strategies.