NATIONAL UNIVERSITY OF SINGAPORE
School of Business
Department of Marketing
MKT3416 Business-to-Business Marketing
Instructor:
Associate Professor Lau Geok Theng
Office: BIZ1-03-08
Tel: 6516-3179
E-mail: geoktheng@nus.edu.sg
Session:
Semester I, 2009/2010
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
analyses 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 and class discussion of marketing cases.
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.
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Topics
Introduction to Business Marketing
Business Buying Behavior
Business Market, Industry and Competitive Analysis
Business Market Segmentation
Business Marketing and E-Commerce Strategies
Business Product Strategies
Business Pricing Strategies and Negotiation Strategies
Business Distribution Strategies
Business Communications Strategies
Business Market Implementation and Control
Course Assessment
Individual Class Attendance and Participation = 25%
End of Term Test – 20%
Individual Case Assignment – 25%
Group Project – 30%
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