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The course also develops decision skills for segmentation, targeting, positioning, launch, communications, and channel management, connecting macro trends like digital transformation and sustainability to B2B opportunities.",{"@graph":14,"@context":73},[15,34,56],{"@type":16,"itemListElement":17},"BreadcrumbList",[18,23,27,31],{"item":19,"name":20,"@type":21,"position":22},"https://docshare.wps.com","Home","ListItem",1,{"item":24,"name":25,"@type":21,"position":26},"https://docshare.wps.com/template/","Template",2,{"item":28,"name":29,"@type":21,"position":30},"https://docshare.wps.com/template/presentations/","Presentations",3,{"item":32,"name":10,"@type":21,"position":33},"https://docshare.wps.com/template/mktg-818-business-to-business-marketing-strategy-fall-2026/356079/",4,{"url":32,"name":10,"@type":35,"image":36,"author":41,"headline":10,"publisher":44,"fileFormat":47,"inLanguage":8,"description":12,"dateModified":48,"datePublished":49,"encodingFormat":47,"isAccessibleForFree":50,"interactionStatistic":51},"DigitalDocument",{"url":37,"@type":38,"width":39,"height":40},"https://docshare.wps.com/thumbnails/mktg-818-business-to-business-marketing-strategy-fall-2026/356079.png","ImageObject",442,249,{"name":42,"@type":43},"Stanford","Person",{"url":19,"name":45,"@type":46},"DocShare","Organization","application/pdf","2026-10-27","2026-09-23",true,{"@type":52,"interactionType":53,"userInteractionCount":55},"InteractionCounter",{"@type":54},"ViewAction",17,{"@type":57,"mainEntity":58},"FAQPage",[59,65,69],{"name":60,"@type":61,"acceptedAnswer":62},"What is the central framework used in the course?","Question",{"text":63,"@type":64},"The course centers on the “ISBM Value Delivery Framework,” a five-step structure that maps course concepts, tools, and approaches to each stage of B2B marketing practice.","Answer",{"name":66,"@type":61,"acceptedAnswer":67},"What skills will students be able to apply by the end of the course?",{"text":68,"@type":64},"Students will be able to analyze strategic marketing problems and make decisions around segmentation, targeting, positioning, product launch, communications, and channel management in competitive business markets.",{"name":70,"@type":61,"acceptedAnswer":71},"How is the course delivered and what activities are included?",{"text":72,"@type":64},"The course is a 3-credit online, asynchronous format that includes prerecorded lectures, readings, case studies, an online discussion forum, and scheduled synchronous sessions recorded for flexible viewing.","https://schema.org",{"og:url":32,"og:type":75,"og:title":10,"og:site_name":45,"og:description":12},"article",{"robots":77,"canonical":32},"index,follow",{"doc_id":79,"site_id":7},356079,1791743523,{"code":4,"msg":82,"data":83},"success",[84,88,93,98,103,108,112,117,122],{"id":85,"doc_module":22,"doc_module_name":25,"category_name":29,"show_sort_weight":86,"slug":87},11,90,"presentations",{"id":89,"doc_module":22,"doc_module_name":25,"category_name":90,"show_sort_weight":91,"slug":92},12,"Resumes",80,"resumes",{"id":94,"doc_module":22,"doc_module_name":25,"category_name":95,"show_sort_weight":96,"slug":97},14,"Invoices",70,"invoices",{"id":99,"doc_module":22,"doc_module_name":25,"category_name":100,"show_sort_weight":101,"slug":102},15,"Posters",60,"posters",{"id":104,"doc_module":22,"doc_module_name":25,"category_name":105,"show_sort_weight":106,"slug":107},16,"Social Media",50,"social-media",{"id":55,"doc_module":22,"doc_module_name":25,"category_name":109,"show_sort_weight":110,"slug":111},"Forms",40,"forms",{"id":113,"doc_module":22,"doc_module_name":25,"category_name":114,"show_sort_weight":115,"slug":116},18,"Letters",30,"letters",{"id":118,"doc_module":22,"doc_module_name":25,"category_name":119,"show_sort_weight":120,"slug":121},21,"Paper Templates",5,"papers-templates",{"id":123,"doc_module":22,"doc_module_name":25,"category_name":124,"show_sort_weight":4,"slug":125},158,"General","general-158",{"code":4,"msg":82,"data":127},{"doc_id":79,"user_id":128,"nickname":42,"user_avatar":129,"doc_module":22,"category_id":85,"category_name":29,"doc_title":10,"doc_description":12,"doc_content":130,"file_id":131,"file_url":132,"file_type":133,"file_size":134,"view_count":55,"is_deleted":4,"is_public":22,"is_downloadable":22,"audit_status":22,"page_count":135,"language":136,"language_code":8,"site_id":7,"html_lang":8,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":12,"update_tm":140,"read_time":33},2336477552062,"https://ap-avatar.wpscdn.com/davatar_994ba38a5ba835b3df7d355c54d3ed8d","MKTG 818, FALL 2026  \nBUSINESS-TO-BUSINESS MARKETING STRATEGY  \nInstructor  \nDr. Stefan Wuyts  \nProfessor of Marketing  \nDirector, Institute for the Study of Business Markets Office: 468 Business Building  \nEmail: [suw282@psu.edu](suw282@psu.edu)  \nWhy B2B Marketing?  \nCritical to the growth and health of the economy, and an essential part of business, are the myriads of transactions that happen between organizations, i.e.,“Business-to-Business”(B2B) . According to most sources, the volume of transactions between businesses far exceeds transactions that are Business-to-Consumer (B2C) . During the last several years, the $ volume of B2B e-commerce, for example, has far exceeded the $ volume of B2C e-commerce. Many reports estimate that B2B e-commerce exceeds B2C e-commerce, for example, by a factor of 3 to 5. Unfortunately, the economic importance of B2B exchange is not reflected in marketing scholarship (only about 10% of articles published in top journals address B2B issues) and very few business schools offer marketing classes that equip students with the necessary tools and frameworks to thrive in business markets. In this class, we will learn the language, concepts, theories, principles, and best practices of modern B2B marketing. We will follow a proven template for developing B2B marketing strategy to drive business results.  \nB2B markets differ markedly from B2C markets, requiring unique tools, perspectives, and theories to develop successful B2B marketing strategies. Many B2B marketers operate in technology-intensive, fast-moving industries. The Smeal College of Business at Penn State is uniquely positioned to offer classes that are specific to B2B markets, hosting the Institute for the Study of Business Markets – the global research institute on B2B marketing – since 1983 ([www.isbm.org](www.isbm.org)) .  \nLearning Objectives  \nAt the end of this course, you will be able to:  \n1. Internalize language, theory, skills, and tools to better understand, create, and profitably harvest value in B2B markets.  \n2. Internalize tools and templates that enable students to develop a strategic marketing plan that generates profitable organic growth, along a five-stage \"Value Delivery Framework”.  \n3. Adopt a multi-stakeholder perspective, involving not only direct customers, but also the customers’ customers, value chain partners, regulators, and society at large.  \n4. Analyze strategic marketing problems and develop decision-making skills related to segmentation, targeting, positioning, product launch, communications, and channel management in competitive business markets.  \n5. Turn macro-level trends such as the digital transformation and sustainability into profitable B2B market opportunities.  \n6. “Coach\" teams and peers at industrial firms how to shape and implement a B2B marketing strategy, while navigating the marketing/sales interface.  \nCourse Delivery  \nThis is a 3-credit online, asynchronous course which includes various online course materials such as prerecorded lectures, readings, case studies, an online discussion forum, and various synchronous sessions and office hours.  \nThe key readings can be found in the HBSP Course Pack, which each participant should purchase using the course site: [https://hbsp.harvard.edu/import/1427199](https://hbsp.harvard.edu/import/1427199. The 8 required)[. The 8 required](https://hbsp.harvard.edu/import/1427199. The 8 required)[ ](https://hbsp.harvard.edu/import/1427199. The 8 required)items cost $38.25 . These items include the four case studies that all students must purchase to complete this course.  \nSynchronous sessions have been scheduled (see Outline on p. 8 of this syllabus), but topics can change depending on student input. After the deadline for each case study, we will hold asynchronous session where I can share my case insights with you. All synchronous sessions are recorded so that you can watch them at your own pace.  \nThroughout the course, we encourage engagement and int","cbCaigEgPaoRSKIJ","https://ap.wps.com/l/cbCaigEgPaoRSKIJ","pdf",551584,10,"English","# Why B2B Marketing?\n# Learning Objectives\n# Course Delivery\n# The Course Core - ISBM Value Delivery Framework\n## Backbone course: Value Delivery Framework\n## Build language/taxonomy of value","[{\"question\":\"What is the central framework used in the course?\",\"answer\":\"The course centers on the “ISBM Value Delivery Framework,” a five-step structure that maps course concepts, tools, and approaches to each stage of B2B marketing practice.\"},{\"question\":\"What skills will students be able to apply by the end of the course?\",\"answer\":\"Students will be able to analyze strategic marketing problems and make decisions around segmentation, targeting, positioning, product launch, communications, and channel management in competitive business markets.\"},{\"question\":\"How is the course delivered and what activities are included?\",\"answer\":\"The course is a 3-credit online, asynchronous format that includes prerecorded lectures, readings, case studies, an online discussion forum, and scheduled synchronous sessions recorded for flexible viewing.\"}]","MKTG 818 - Business-to-Business Marketing Strategy - Fall 2026 | PDF",1790123335]