Designed for students whose career interests may include the business market, the course examines the formulation and implementation of marketing strategy for non-consumer projects. While emphasis is placed on the business market, course material is relevant to any market where professional buying dominates, such as governments, hospitals and other institutions. It presents a conceptual framework of organizational buying behaviour as a basis for marketing planning. This framework is applied and tested through the analysis of cases, the contribution of guest speakers and, if the student desires, the use of field projects. PREREQ: COMM 2035 (min. 60%). (cst 3) cr 3
