B2B? Brand Marketing & Sales
It is the aim of this course to provide the students with a comprehensive view of the challenges in managing business marketing and sales. As such, the course provides an opportunity for students to:
• Deepen their understanding of business-to-business marketing and sales force management, • Gain an appreciation of the linkages between marketing, different channels as well as other functional areas, and • Develop insights into the global scope of the managerial challenges in business marketing and sales.
CourseContent LLiterature AAssessment MMaterials PPrestentations NNextclass
The [VGP] chapters will be accessible on the CEIBS server and the [JHS] book is available in the internet:
Managing Business Marketing and Branding
It is the aim of this course to provide the students with a comprehensive view of the challenges in managing business marketing and branding. As such, the course provides an opportunity for students to:
• Deepen their understanding of business-to-business (B2B?) marketing and brand management, • Gain an appreciation of the linkages between marketing, different channels as well as other functional areas, and • Develop insights into the global scope of the managerial challenges in business marketing and branding.
The structure of this course reflects our belief that these objectives are best accomplished through rigorous analysis of a large number of business marketing situations, guided by certain fundamental concepts and leavened by an exposure to marketing literature that reports on recent empirical research and conceptualizations. Balanced with concepts and research, the course content is biased towards developing a managerial decision-making orientation among the course participants, supported by theory and empirical research. More specifically, the focus of the course is management of the levers available in business marketing, management of the marketing and sales function, and management of the interfaces with other functional areas, such as manufacturing, R&D, finance, IT, human resources, as well as vendors and customers. Thus, we will also be inviting some practicing managers to visit with us in the class. The foundation for the course is the marketing management paradigm that will be used to deepen the participant’s understanding of marketing tools. These marketing tools will be examined in the context of managerial decisions, including critical interface issues.
Main required materials: Required Cases and Readings
Supplementary textbook:
Kotler, Philip; Pfoertsch, Waldemar B2B? Brand Management, Springer, Heidelberg, New York, 2006. [KP]
Vitale, Rob Giglierano, Joe; Pfoertsch, Waldemar, Business to Business Marketing: Analysis and Practice in a Dynamic Environment Western Publishing, Second Edition 2007 [VGP]
GroupPaper and Presentation (suggestions):
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