Course Introduction / Marketing III (Business Marketing)
Course Introduction / Marketing III (Business Marketing)
Course Level: Applied Courses
Specialized: Marketing and Strategy
Required/Elective: Elective
Credits: 1.5
Pre-IMBA/Open Course: Open Course
Specialized: Marketing and Strategy
Required/Elective: Elective
Credits: 1.5
Pre-IMBA/Open Course: Open Course
Report (Report Day): Day 4
Course Period (Number of Classes): 3 months (6 classes)
Hours Per Class: 3 hours
Capacity: 35 students
Class Style: Case Method
Course Period (Number of Classes): 3 months (6 classes)
Hours Per Class: 3 hours
Capacity: 35 students
Class Style: Case Method
COURSE OVERVIEW
Students will understand the differences between marketing aimed at general consumers and marketing aimed at corporations, as well as learn ideas that are specific to marketing aimed at corporate clients. Students will understand factors such as positioning, pricing, strategy planning, product mix management, the introduction of new products, and how organization-wide change in perceptions can affect business marketing.
Prerequisite Courses
- Critical Thinking
- Marketing I
- Strategy
- Marketing I
- Strategy
THEME/CASE (*The themes and cases shown below are subject to change)
Day 1
| THEME | Basic Aspects of Business Marketing and Pricing |
|---|---|
| CASE | Augat Electronics, Inc. |
Day 2
| THEME | From Product to Solution - Value Creation & Expansion |
|---|---|
| CASE | Sealed Air Corporation |
Day 3
| THEME | Channel Management and Promotion |
|---|---|
| CASE | Computervision - Japan |
Day 4
| THEME | Structuring a Business Model |
|---|---|
| CASE | Arrow Electronics, Inc. |
Day 5
| THEME | Sales Force Design to Provide Solutions - How to Create Values |
|---|---|
| CASE | Hewlett Packard - Computer Systems Organization: Selling to Enterprise Customers |
Day 6
| THEME | Business Marketing Practice |
|---|---|
| CASE | Healthcare Committee |
