1. MBA655 Business to Business Marketing
Course Introduction/Overview

2. Agenda Instructor & Students Introduction Course Requirements
Group Formation & Case Assignment
Article Assignment
Marketing Knowledge Review
Chapter 1: What is B2B

3. Course Objectives
Briefly what is B2B? - Marketing activities that are directed toward businesses, governments, institutions and not-for-profit organizations
By the end of this semester you should be able to
Describe the nature of business markets and related concepts and theories
Recognize the differences between B2C and B2B
Familiarize the organizational buying behavior
Analyze business situations in the context of buyer-seller relationships, customer relationship management and supply chain management
Apply concepts and theories to business marketing situations and take appropriate decisions using a strategic marketing perspective

4. Teaching Method/Class Activities
Lectures (Nov 21, 22; Dec 5; Dec 12)
In-class Assignments
Journal Articles
Case Studies
Live Projects

5. Course Format & Evaluation
At An Individual Level (40%)
Article Presentation 20%
Final Exam %
At A Group Level (60%)
In-class Assignment 10%
Case Study & Presentation 20%
Group Project & Presentation 30%
Overall Course Grade %

6. Article Presentation
Each student will make a presentation on an assigned article (Nov 29 & Dec 6: 13:30-18:00)
Provide useful insights into the related topic
Identify a real business example/case to illustrate the managerial applications of the principles or theories highlighted by the article
Raise some challenging questions for class discussion
30 minutes for presentation & 10 minutes for discussion
PowerPoint slides submitted after the presentation

7. Case Study & Presentation
Each group will analyze a case and present it in class (Nov 29 & Dec 6: 19:00 – 21:30)
30 minutes for presentation
30 minutes for discussion
I will present / hand out my case analysis results as well
PowerPoint slides submitted after the presentation

8. Guide To Case Analysis – Ten Commandments
Read the case twice, once for an overview and once to gain full command of the facts; then take care to explore every one of the exhibits.
Make a list of the problems and issues that have to be confronted.
Do enough number crunching to discover the story told by the data presented in the case.
Look for opportunities to apply the concepts and analytical tools in the text chapters.

9. Guide To Case Analysis – Ten Commandments
Be thorough in your diagnosis of the situation, you may make a one- or two-page outline of your assessment.
Support any and all opinions with well-reasoned arguments and numerical evidence; don’t stop until you can purge “I think” and “I feel” from your assessment and, instead, are able to rely completely on “My analysis shows.”
Develop charts, tables, and graphs to expose more clearly the main points of your analysis.

10. Guide To Case Analysis – Ten Commandments
Prioritize your recommendations and make sure they can be carried out in an acceptable time frame with the available skills and financial resources.
Review your recommended action plan to see if it addresses all of the problems and issues you identified.
Avoid recommending any course of action that could have disastrous consequences if it doesn’t work out as planned; therefore, be as alert to the downside risks of your recommendations as you are to their upside potential and appeal.

11. In-class Assigments A few group assignments offered during the class
Case studies or answers to questions
Report back to the full class and/or hand in written points or answers to questions
All assignments completed in class, as parts of the lectures
To replace class participation marks – students are required to participate actively in class discussion

12. Final Examination
10 review questions will be distributed before the final
5 questions will appear in the final
You choose 3 out of 5 questions to answer
December 1:30-3:30

13. Group Project Investigate a B2B phenomenon or issue
To contact a business firm and make a study on any aspects relevant to B2B marketing
To contact two business firms and make a comparative study
To select a topic of interest in B2B marketing and make a literature review of the topic with your own criticism
The primary objective is to acquire first-hand knowledge of B2B marketing in HK and to acquaint yourselves with the frontier developments in the subject
Projects must include:
- Presentation (Dec 13: 45 minutes with 15 minutes Q/A)
- Final report (Dec 20: 15 pages double-spaced, by )

14. Group Project Evaluation
Presentations will be peer-evaluated in class in terms of Creativity; Organization; Professionalism in dress and presentation style; Effective use of visual aids; Effective use of time; State of preparation
Peer-evaluation accounts for 50% and instructor evaluation accounts for another 50%
Refer to Appendix – Guideline for Group Presentations

15. Course Overview
Part one: Business Markets and Business Marketing (Ch 1-4)
Chapter 1 Introduction to Business Marketing
Chapter 2 The Character of Business Marketing
Chapter 3 The purchasing Function
Chapter 4 Organizational Buyer Behavior
Part two: Foundations for Creating Value (Ch 5-7)
Chapter 5 Market Opportunities
Chapter 6 Marketing Strategy
Chapter 7 Weaving Marketing into the Fabric of the Firm

16. Course Overview (Cont)
Part three: Business Marketing Programming (Ch 8-14)
Chapter 8 Developing and Managing Products
Chapter 14 Pricing & Negotiations
Chapter 9 Business Marketing Channels
Chapter 10 Communicating with Customers (IMC)
Chapter 11 Advertising, Trade Shows and PR
Chapter 12 The One-to-One Media
Chapter 13 Sales and Sales Management
Part four: Review, Recap and Makeup (Ch 15-16, skip)
Chapter 15 Evaluating Marketing Efforts
Chapter 16 Customer Retention and Maximization

17. Group Formation Three persons in a team Case assignment
Article assignment

18. MBA655 – In-class Assignment
What do you know about Marketing?
Refresh your knowledge about marketing, as complete as possible …
Please prepare a 2-minute presentation to review what you have known about marketing

19. Marketing Knowledge Review
The goal of marketing:
To build and manage profitable customer relationships
On one hand, marketing seeks to attract new customers by promising superior value;
On the other hand, marketing seeks to keep and grow current customers by delivering satisfaction

20. Marketing Knowledge Review
The definition of marketing:
A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others
The marketing function:
Production
Distribution
Ethical and social responsibility functions

21. Understand the marketplace and customers’ needs/wants
Create customer driven marketing strategy
Construct a marketing program that delivers superior value
Build profitable relationships & create customer delight
Capture value from customers to create profits & customer quality

22. Elements of a Modern Marketing System

23. Pulling it All Together

24. The Marketing Environment
The microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.

25. The Marketing Environment
The macroenvironment consists of the larger societal forces that affect the microenvironment.
Demographic
Economic
Natural
Technological
Political
Cultural

26. The marketing information system

27. Model of Consumer Behavior

28. Factors influencing Consumer Behavior

29. Model of Business Buyer Behavior

30. Major Influences on Business Buyer Behavior

31. Four Types of Buying Decision Behavior
Complex buying behavior
Dissonance-reducing buying behavior
Habitual buying behavior
Variety-seeking buying behavior

32. The Buyer Decision Process
Five stages in the buyer decision process
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Post-purchase behavior

33. Marketing Strategy Market Segmentation Marketing Targeting
Differentiation
Positioning for Competitive Advantage 33