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Marketing Communications
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B2B Direct Marketing

IMC 526

This course is offered in:

M.S. Integrated Marketing Communications

Top Three Course Takeaways

  1. How B2B is different than consumer marketing and the specific approaches and strategies utilized.
  2. Identify the legal and ethical issues and situations faced by B2B marketers.
  3. How to leverage technology platforms to enhance the direct marketing functions of a B2B campaign.

Course Topics

  • Introduction to Business-to-Business (B2B) Marketing
  • More B2B Marketing Concepts
  • Challenges of B2B Marketing and OST – “Objectives, Strategies and Tactics"
  • Proven Creative Strategies for B2B DM Implementation including E-Mail and Other Online Marketing Techniques
  • Managing B2B Sales Leads, Measuring "Return on Marketing Investment" (ROMI) from Sales Lead Programs
  • Managing the Global B2B Brand Asset with DM
  • Ethical and Legal Issues in B2B DM

WORKLOAD:   (8-10 hours per week)

This course examines strategies and tactics for incorporating a business-to-business approach (B2B) into an integrated marketing communications framework. Students will explore the differences of a B2B approach from business-to-consumer (B2C), as well as the considerations marketing communicators must take into account in order to be successful in B2B.

Course Learning Outcomes:

  • Determine the differences between B2B and B2C marketing, and how to segment B2B markets.
  • Identify hands-on tactical creative strategies for successful B2B direct marketing campaigns.
  • Evaluate appropriate metrics to measure the ROI of B2B direct marketing strategies.
  • Analyze ethical and legal issues in B2B marketing communications.
  • Develop and propose a B2B direct marketing campaign.

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