INDUSTRIAL MARKETING

(BUSINESS TO BUSINESS MARKETING MANAGEMENT)

Dr. Mohammad Al Kalyoubi

Fall 2017/2018

E-Mail: mohamed_elkaloubi@cic-cairo.com
 REQUIRED TEXT
Main Texts:
• BUSINESS MARKETING MANAGEMENT:
• A Strategic View of Industrial and Organizational
Markets

• Michael D. Hutt & Thomas W. Speh

• Supplementary Readings:
• Articles in Industrial Marketing Journal, Journal of
Marketing, Fortune Magazine, Business Week, Wall Street
Journal, New York Times and others
 COURSE DESCRIPTION
• It builds up foundation of graduate level
business-to-business marketing concepts.
Emphasis will be given to to managerial
decision making in the areas of business
marketing environment, planning, research,
product, pricing, promotion and distribution
strategies. Case problems will also be used
for presentation and class discussion.
 COURSE OBJECTIVES
• To introduce business marketing management
concepts.
• To introduce concept of problem solving and
decision making approach
• To apply business marketing concept from
practical as well as theoretical point of view
• To integrate and provide business marketing
framework
 COURSE ASSIGNMENTS
• Written case analysis (Max. 10-15 pages).
• A mini research report/Project/Presentations.
• Quiz(s)
• Mid-term Exam
• Final examinations
• Class participation
 REQUIREMENTS FOR CASE
ANALYSIS
• Each case must be read and prepared for class
participation.
• Case report will be prepared by a group of 4
students.
• Case report should not be longer than 15
pages excluding tables and charts.
• All reports are due at the end of class on the
day presented.
 POSSIBLE OUTLINE FOR A
CASE REPORT
• Situational Analysis and Problem
identification:
• This step is used to identify a main problem and
number of sub problems.
• Environmental Analysis
• Internal and External environment and SWOT analysis.
• Alternatives:
• This step is used to show number f different ways to
deal with main problem.
 OUTLINE OF CASE REPORT
(CON.)
• Evaluation of Alternatives:
• This step is the discussion of PRO (advantages) and CONS
(disadvantages) of each alternatives.
• Selection of the Best Alternative:
• The best and the most feasible one should be selected for
recommendation.
• Recommendation:
• Final recommendation with reasons should be made for implementation
purposes.
• Implementation:
• In this final step, the recommended alternative should implemented
using 4’P of marketing(price, product, promotion and place).
 GUIDELINES FOR CASE
PRESENTATION
• The group that is assigned to present the
case will lead the discussion in class.
• A typewritten report must be handed out at
the end of the presentation/discussion.
• Other members of the class will read the
case to participate in class discussion.
 Mini Research
Assignment/Presentation
• You will submit a mini research assignment, which
should be selected from the list that is giving in the
syllabus. The mini research assignment must be
presented in class, and its written copy must be
submitted at the end of each presentation. Written
copy of the assignment should be 5 pages, and its short
summary (2-3 pages) should be submitted to every
member of this class.
• It will take th 1st. 30 minuets of each lecture
(attendance is 1/3 of the lecture)
 GRADING POLICY
• Final examination………………………...……..50%
• Mid-Term Exam ……………………...………...20%
• Cases/Presentations……………………….….….10%
• Assignment/Participation………………..……….10%
• Class/Tutorial Attendance/Participation……….…10%
 OTHER EXPECTATIONS
• Participation in class discussion
• Attendance
• Please discuss the reason with me if you can not
attend the class
• Academic Integrity
• See the syllabus.
 CONTENTS*
Date Subject
week1 Chapter01
week2 Chapter02
week3 Quiz + Chapter03
week4 Chapter05
week5 Mid-Term + Chapter07
week6 Chapter08
week7 Cases/Presentations
week8 Cases/Presentations
week9 Chapter10
week10 Chapter11
week11 Chapter12
week12 Chapter13
week13 Chapter14
week14 Final Revesion