Beruflich Dokumente
Kultur Dokumente
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I. Course Description:
a) Text Book:
3. Business to Business Marketing, 1st Edition by Jim Blythe and Alan Zimmerman,
2005, South Western, Cengage learning.
5. Kerin, Roger and Robert Peterson. Strategic Marketing Problems, 13th ed.
Prentice Hall, 2013.
V. Pedagogy:
All students are expected to observe the academic rules and regulations of the IMT.
Please refer to your Student Handbook for specific details. Feel free to ask your
instructor or Program Coordinator if you have any questions as to how those rules and
regulations apply to this course. NOT knowing the rules is not an excuse for breach of
the rules Regular attendance is expected of all students. Assignments are important part
of this course. All assignments must be handed-in on the due dates. Evaluation would
be based on presentations, assignments, tests, projects etc. and a final Examination.
Guidelines
Case Analysis
Form a group with the members of your choice. The group size should not exceed 4-5.
Each group will be provided with a case and is expected to present and submit a write-
up.
Case Write-up
The group is expected to analyze the case and prepare a write-up. The write-up should
not exceed 5 pages (12 font; Times new roman, 1 line space) excluding exhibits and
appendices. Your write-up will be graded on both style and content. Present your ideas
in a clear, concise, logical and organized manner. Dont repeat the case facts in your
write-up. (5 marks total for 8 cases write-up)
Group Presentation
The group will get a maximum presentation time of 30 minutes with some 30 minutes for
discussion and Q&A. You should submit a copy of your slides before the presentation
for some suggestions from me.
The following are some guidelines for your presentations:
Focus on the key issues and do not spend (much) time on long, detailed, complete
and repetition of facts presented in the case.
Involve the class by direct questioning, discussion of problems/issues, presentation of
controversial statements, etc.
The group is required to study an industry and develop a marketing plan for a new
company in the chosen industry. The project work should not be a pure description of
the industry, but should also involve critical evaluation and/or identification of key issues.
The following are some guidelines for the project:
1. Select an industry of your choice. For information about industries in UAE please visit
the following link http://www.uaeexportdirectory.com/en/IndustryItems.aspx?Letter=All
2. Prepare a report that describes the important elements of the industry and how
business to business marketing opportunities exist in the chosen industry. Then, you will
be required to identify and analyze one business to business marketing opportunity in
UAE. Your analysis should include the existing players of the chosen b to b opportunity,
nature of competition and customers and demand. Finally, you will be required to
develop a marketing plan for a new company.
3. Your analysis should use the concepts developed during the course where
appropriate.
4. The write-up should not exceed 10 pages excluding appendices (as per the same
format suggested for case write-up).
5. Before making presentation, you should submit your slides.
Identify one small b2b relation, may take small company, assume ourselves to be
a vendor of a company. Identify the b2b opportunities, benefits, break even
analysis,
4th week topic and brief, 7th week review report, 14th week project report ppt
Newsbytes Assignment
You will be required to find a recent article or news item (less than 3 months old)
published in newspaper or business magazine about business marketing preferably in
middle east region and produce a one page summary (Times New Roman, Font 12,
single space) that relates with the topics discussed in the class. This assignment is due
for each class from class 2 to 11 (10 essays). This is an individual assignment and in
each class any three students will be asked to present their assignment. The summary
should contain the following (use them as headers):