Question

Topic: Strategy

Teaching B2b Marketing To Mba Students

Posted by Anonymous on 5/20/2010 at 12:32 PM ET 250 Points
What are the best and most up-to-date resources for teaching MBA students about B2B Marketing? Books, articles, blog, texts ...
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  • Posted by telemoxie on 5/20/2010 at 12:45 PM Member
    you can also click the "search resources" link to the right. I won't say that this is a comprehensive list or the latest list for the best list, but there are quite a few good resources listed.
  • Posted by mgoodman on 5/20/2010 at 5:27 PM Accepted
    Good B2B marketing is good marketing. If your students understand marketing -- really understand it -- they can market toothpaste or industrial chemicals, products or services, proprietary products or commodities, capital equipment or consumables, even causes and associations.

    The best way to teach B2B marketing, IMHO, is to teach Marketing. Make sure that the students generalize the lessons from each case study or example, so that a solution they came up with for a consumer product would apply to a B2B situation as well (and vice-versa, of course). If you explicitly challenge them to make those "translations" every time, they'll be better marketers ... whether it's for consumer products or B2B.

    I have personal experience on "both sides" of marketing, and I fail to see any fundamental difference between them when it comes to Marketing. Sure there are differences in the mix of tools you use, but they all go back to understanding what your customer/consumer is going to need, being ready with a product or service that satisfies that need, and communicating the unique and important benefit of buying and using your solution.
  • Posted on 5/24/2010 at 3:30 PM Member
    I've found that most college MBA programs are nowhere equipped to even discuss the current state of marketing on the internet. Asking a college professor to explain affiliate marketing, joint ventures, product launches, etc... is like asking them to put on a pink leotard and dance on the desk. I've found that people who are really good at marketing are actually making money in the private sector. Those are the marketing people I want to learn from, not some theorist in a classroom that hasn't sold anything to anyone except his time to his employer.
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