With over half the global economy in Business-to-Business (B2B) markets, consultants, PE professionals and those working directly in industry are highly likely to be competing in a B2B market at some point, and yet most Kellogg marketing courses skew toward consumer marketing examples. B2B purchase decisions are made in complex, high-price/high-risk, multi-stakeholder environments. Today's rapid technological advances are transforming B2B customer value requirements and the business models needed to deliver them. How does one not merely survive in these challenging markets, but succeed? This course provides a practical understanding of four primary B2B marketing processes: choosing, creating, communicating and converting customer value into profit and growth. It builds on MKTG 430 (Marketing Management) by focusing on the application of methods/tools that are unique to B2B markets. Using a mix of articles, lectures from current practitioners, class discussion, cases, and your own group research projects, we will apply frameworks and tools to:

• identify & quantify value to B2B customers,
• craft more compelling B2B value propositions,
• price to achieve business objectives,
• segment and target the most attractive B2B customers,
• create and manage new B2B business models, and
• integrate marketing communication throughout the longer, more complex B2B customer journey

Instead of a final exam, a group research project is presented on the final day of class