Welcome to Bugema University - E-Learning Platform.

This course explores the business-to-business (B2B) marketplace, including understanding the unique nature of the business customer's needs, and the complexities of developing an effective B2B marketing strategy. Students learn about organizational buying behaviour and the unique characteristics of the B2B customer and will design strategies and presentations to effectively market to this customer.  This course is essential since the marketing of products and services to businesses, organizations, and institutions is a major component of the marketing activity in the world economy today.