Course Outline for Business Marketing

1. B2B
Marketing
The course will deal with marketing in business to business markets, including
strategic marketing management, buyer behaviour and competitive analysis, sales
management, new productmanagement, and international issues.
It will combine theory and practice. While providing the basics in the field for all
students, the course will also provide scope forindividual student investigation of
topics of interest.
Specific objectives are:
 To understand the differencesbetweenBusiness-to-Consumer(B2C)marketing
and Business-to-Business(B2B)marketing
 To understand buyer behaviour in B2B marketing
 To apply the elements of the marketing mix to the B2B environment
 To apply marketing strategies relevant to businesses
 To develop critical thinking skills to solve real life entrepreneurship problems
Course Outline

2. PrescribedBook
Business Marketing Management, Micheal Hutt & Thomas Speh, 10th Edition
Teaching Schedule
Chapter 1 A Business Marketing Perspective
Chapter 2 The Business Market: Perspectives on the Organizational Buyer
Chapter 3 Organizational Buying Behavior
Chapter 4 Customer Relationship Management Strategies for Business Markets
Chapter 5 Segmenting the Business Market and Estimating the Segment Demand
Chapter 8/10 Managing Products/Services for Business Markets
Chapter 11 Managing Business Marketing Channels
Chapter 12 E-Commerce Strategies for Business Markets
Chapter 13 Supply Chain Management
Chapter 14/15 Business Marketing Communications
Supplemented by currentarticles, real life examples,casestudiesand video lectures fromindustry standard sources
Group Project
Each team (the same as for the group assignments) will investigate a B2B
phenomenon or issue by searching th e company website, talking with the
people of the company, or even talking with their clients, suppliers, the
advertising agency and others.
A team may choose to examine either:
(a) A specific company’s B2B marketing problem, or
(b) A B2B marketing issue confronted by a group of companies or
industry.
A team project should (a) clearly define the issue or problem at hand,
including its importance, (b) contain a thorough analysis of the customer,

3. competitive and organizational environments relevant to the problem or issue,
and (c) offer a concrete recommendation for handling the problem or issue.
Final reports are due one week after the end of the final exams. Final report must be:
o Between 5-7 pages
o Double spaced
o 12 point font (your choice between Arial or Times New Roman)
o Margins, header and footer are 1 inch wide
Grading
Credentials
Education
 MBA – Institute of Business Administration
 MBA – Oregon State University, USA
 Diploma in Social Media Marketing – Market Motive
 Professional Diploma in Social Media Marketing –Digital Marketing Institute
Work Experience
 Currently working as Head of ADC Marketing and Merchant Acquiring at Bank AL
Habib
30
40
10
10
10
Marks Breakup
Mid term Final Quiz Participation Project

4.  Total work experience of over 13 years in Product Marketing / Advertising.
Contact Information
 Cell. 03222654545
 Email: jawad.chaudhry@hotmail.com