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School of Business
Department of Marketing

MKT3416 Business-to-Business Marketing

Instructor: Associate Professor Lau Geok Theng
Office: BIZ1 Mochtar Riady Building 08-10
Tel: 6516-3179 Fax: 6779-5941
E-mail: geoktheng@nus.edu.sg

Session: Semesters II, 2011/2012

Course Objectives

This course seeks to acquaint participants with the basic concepts, tools and frameworks in business-to-business marketing. Participants are exposed to the unique challenges in operating in the business market and provided with opportunities to carry out marketing analysis and to make marketing decisions in the business marketing context.

This course will be taught in an application-oriented fashion. The various business marketing management concepts and principles will be taught through brief lectures, class discussions, class exercises and videos. The participants will learn how to make business marketing decisions, solve business marketing problems and develop business marketing plans through individual analysis, class discussion and group presentation of marketing cases as well as group involvement in a business marketing project.

Required Text

Lau Geok Theng, Business Marketing: An Asian Perspective, McGraw Hill, 2007.

Reference Text

Michael D. Hutt and Thomas W. Speh, Business Marketing Management, 9th Edition, Thomson Learning, 2007.

Course Outline

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|Session       |Topic                                         |Assignment                                                                           |
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|1             |Course Introduction.                         |Chapter 1...

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