Most Ivey graduates pursue careers in companies whose primary customers are businesses rather than consumers. This requires a keen understanding of business buying behaviour, which is quite different than consumer behaviour. In addition, many of these companies employ as sales force as their chief means of competing for market share and growing the business. This is the elective at Ivey that is designed specifically for this segment. This is a case-based course, focused on growth marketing strategies and best practice tactics to create and capture value, with a high return on the investment in marketing and sales costs.