The course, taught by Dr. Gary Lilien will start by focusing on identifying and understanding the gap in marketing research between Business-to-Business (B2B) and Business-to-Consumer (B2C) contexts. Next, Gary will examine current academic research by top B2B scholars across several topic areas guided by the Handbook of Business-to-Business Marketing (2nd Edition). Many of these top scholars will also join the sessions to discuss their chapters in the handbook as well as their current research and working papers.
It will consist of approximately seven sessions of 120 minutes each beginning in October 2023. Part 1 will be offered on 11 Oct, 25 Oct, & 8 Nov, 2023. Part 2 will be held Jan/Feb 2024 based on student availability and will be set during 8 Nov session.
Please follow the Admission Procedure (https://isbm.org/admission-procedure/) when registering for this Course.