The domain of Business Marketing spans the range of activities in business-to-business marketing. Often also termed industrial marketing, business marketing is a key part of the marketing spectra in the work place. More than half of business graduates will spend a better part of their professional careers in this domain. While the basic principles of the marketing discipline still applies to business marketing there are significant differences with the traditional consumer marketing. The differences span the gamut from business customers and partners, to considerations of the firm structure itself. On the one hand, business customers tend to be more sophisticated and often engage with much greater involvement in the purchase process. Additionally, the purchase unit in a business transaction is rarely, if at all, a single person and involves multiple levels of stakeholders. Understanding this becomes a key determinant of a business marketer's effectiveness. Business partners also play a greater role in the ultimate delivery of goods and services – whether on the supply or the distribution side. An effective business marketer therefore needs to develop a set of skills and sensitivities to understand the partner incentives as also think through structural issues of contracts and relationships. Fewer customers tend to account for a larger part of the firm's business. These customers may then sell to yet other customers. To be effective in the business marketing domain, business marketing strategies often need to take into account not only the customer but also the customer's customers, therefore. Costs of failure with even one customer often reflect immediately in the P/L statement, making it a very high stakes game. Lastly, business marketers exercise perhaps the greatest influence on corporate strategy. This course will teach the students the basic institutional details and principles of Business Marketing. It will give the students tools and frameworks to think strategically in a fast changing Business Marketing landscape. The students will learn about best practices in Business Marketing as well as engage in practical learning experiences.
No Scheduled Class Meetings, September 9 - December 8 (Online)
Location:
ONLINE
Instructor:
Emily Baillie
Notes:
Riipen Project - You will gain access to your online course three days before the course start date. Please note registering after the course start date may delay course access and does not permit exceptions to coursework due dates, late textbook purchase
Instructors
Emily Baillie
Emily Baillie is an accomplished digital marketing instructor and content marketing consultant. Through her business Compass Content Marketing she provides content and digital marketing strategic counsel to clients including MasterCard, Northern Ontario Travel, United Way, Adoption Council of Ontario, Tourism Simcoe County & more. She is a member of the Canadian Marketing and a Chartered Marketer with over 15 years of experience in the marketing industry. Emily graduated from Wilfrid Laurier University with an Hons. BA in Communications Studies and earned a Certificate in Strategic Communications from University of Toronto.
Emily has taught social media and digital marketing courses in the GTA for more than a decade. She also leads digital marketing workshops and corporate training sessions across Ontario. Emily is widely admired by McMaster Continuing Education staff and students for her extensive expertise and dedication as an educator. Emily is the recipient of the 2023 Educational Innovator Award is Emily Baillie, in part for her pioneering work incorporating the use of generative AI into a course content.
