| Course ID: | MARK 7811. 1.5-3 hours. |
| Course Title: | Business-to-Business Customer Relationships and Go-to-Market Strategy |
Course
Description: | Examination of customer relationship strategy in B2B
(Business-to-Business) markets, including the market strategy
implications, customer opportunity analyses, customer
relationship strategy models (transactional vs. collaborative),
strategic account management, multi-channel selling models,
operational CRM (Custom Relationship Management), partner
relationship strategy, and CRM-Supply Chain linkages. Current
topics in B2B e-commerce, such as the use of public, sell-side
and buy-side e-marketplaces in B2B exchanges. |
| Oasis Title: | B2B CR & MKT STRAT |
| Duplicate Credit: | Not open to students with credit in MARK 9210 or MARK 7810 |
| Prerequisite: | MARK 7510 |
Semester Course
Offered: | Offered every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | Students will be able to define and apply appropriate strategies
and methods for defining the B2B firm’s customer relationship
typology and strategy. Students will also be able to: 1)
articulate and employ customer segmentation criteria to select
customers worthy of strategic account relationships; 2) analyze
and define customer preferences for single and multi-channel
sales systems; 3) articulate the essential qualities and
tradeoffs defining an integrated multi-channel strategy; 4)
analyze business cases and requirements underlying the
specification of an integrated sales force strategy; and, 5)
able to develop and apply an integrated B2B customer
relationship and loyalty assessment instrument to a real-world
business. |
| Topical Outline: | Customer relationship strategy in B2B markets
Strategic and collaborative B2B account management
Managing complex multi-channel sales systems
B2B e-Commerce approaches in the channel and sales systems
Integrating CRM and Supply Chain (SCM) systems
Building an integrated sales plan and performance scorecard
Building and conducting a CRM and Sales Assessment System |