TThis is a course for students seeking to find solutions to international business-to-business (B2B) marketing and supply chain problems in a) business/customer development, b) establishing and managing marketing relationships between firms, c) planning and launching new, technology-based products and services, or d) planning and implementing dynamic, international customer supply chains. The course is taught in a case-based, applied problems/discussion decision format and is designed for students who desire careers in marketing, international trade, supply chain management, entrepreneurship, consulting, localization or business development. In particular, those students will benefit who plan to work in enterprises that source/buy from and provide products and services to other enterprises as opposed to doing so directly to end consumers. It examines five different contexts of the marketing process:

1) The International Business Enterprise Customer and Market Opportunity Analysis: Developing and applying a customer-driven approach to marketing, determining and analyzing how and why business, NGO and government enterprises choose to buy the products and services that they do, who and how many suppliers they buy from, and the relationships they form as suppliers and customers of one another,

2) International Business Customer and Supply Chain Management: Managing and developing long-term relationships with business enterprise customers, responding to changes in customer needs, and effective solutions to conflicts and problems experienced by customers.

3) New Product Development: Planning and managing the development and launch of products and services, based on emerging technologies, as well as management of product lines for enterprise customers,

4) Pricing of Products and Services: Conducting B2B pricing, competitive bidding and negotiated pricing as mechanisms and processes.

5) International Marketing/Supply Chain Plans: Creating and critiquing international marketing plans for B2B marketing and customer relationships.

Students are given substantial opportunity to critique, plan and participate in case discussions involving various B2B marketing plans and programs and the core of business plans for international enterprises. This course constitutes a critical elective for the MBA international marketing specialization or supply chain specialization, as well as being an elective for several other programs such as general international management, entrepreneurship, localization and trade and development management.

Prerequisites: Completion of IMGT 8571 or IMGT 8570 or Advanced MBA entry, or dual degree equivalent.

Prerequisites: Completion of IMGT 8571 or equivalent, open to GSIPM students