CNG MN HC

QUN TR MARKETING B2B

(B2B Marketing) MSMH: MK402DV01

A. Quy cch mn hc

Tn mn hc: Qun tr Marketing B2B (Business to Business Marketing)
M s mn hc (MSMH): MK402DV01
Tng s tit: 42 tit, chia ra: S tit l thuyt: 28 tit S tit bi tp: 0 tit S tit thc hnh: 14 tit 03
S tn ch:
S tit t hc : 90 tit

B. Lin h vi mn hc khc
hc mn ny sinh vin phi hc qua mn MK309DV01 Qun tr Marketing

C. Tm tt ni dung mn hc
Marketing B2B (business to business marketing) khc r rt vi marketing sn phm v dch v n ngi tiu dng cui cng c v mc ln bi cnh. Hnh vi mua ca t chc khc vi cch thc mt ngi tiu dng cui cng a ra quyt nh mua. Mn hc nhn mnh mi trng kinh doanh v marketing cng nghip, hnh vi ngi mua, nh gi cc c hi marketing, v thit lp cc chin lc sn phm, nh gi, phn phi v khuyn mi. Ngoi ra, mn hc cng lu n cc chin lc marketing da trn quan h (relationship marketing) v qun l quan h khch hng (CRM).

D. Mc tiu ca mn hc
Mn hc hng n ba mc tiu sau y: Hiu bit cch thc cc cng ty hot ng trong nhng th trng B2B Hiu cch thc cc cng ty qun l nhng hot ng B2B hin ti v lp k hoch cho nhng hot ng B2B trong tng lai Nm bt cch thc xy dng mi quan h i tc trong cc th trng B2B

E. Kt qu t c sau khi hc mn ny
Sau khi hc xong mn ny, sinh vin c kh nng lm vic hiu qu trong hu ht cc tnh hung marketing B2B, c th sinh vin c nhng kh nng sau y: 1. M t bn cht, cu trc, v phn bit nhng c im ca th trng cng nghip, hay B2B,

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2. 3. 4. 5. 6.

Nhn bit cc thnh phn c bn cn thit phn tch hnh vi mua ca t chc trong th trng B2B, nht l hnh vi ca cc doanh nghip thng mi, chnh ph, v cc t chc, Nhn dng nhng th tc trong phn tch cu v cc k thut phn khc trong th trng B2B, Nhn dng v o lng gi tr i vi khch hng th hin qua sn phm ca cng ty a ra th trng v cch thc nh gi ph hp, a ra khung xy dng chin lc th trng B2B v p dng kh nng ra quyt nh vo thc t, Hiu cch thc trin khai v qun l mi quan h gia cng ty vi khch hng ln v phc tp.

F. Phng thc tin hnh mn hc

Mn hc ny c tin hnh bng cch ging vin hng dn cc vn l thuyt ct li, tho lun trn lp v sinh vin chia nhm nh lm n. Ging trn lp: 1. S s ti a ging trn lp l 80. S gi thc ging tn lp l 28 tit, chim 2/3 thi lng ton mn hc, din ra trong 14 tun, tuy nhin trong 4 bui cui cng, vic ging c xen k vi phn trnh by n ca sinh vin. Ging vin s ging bng ting Vit, slide trnh chiu bng ting Anh. Sinh vin c ti liu bng ting Anh. 2. Trc khi n lp sinh vin buc phi c trc nh cc chng v case tng ng gio trnh quy nh ti cng. 3. lp ging vin s nhn mnh cc khi nim v cc tng quan trng hoc kh mi chng. 4. Cc vn cha hiu c th tho lun cng bn b hoc ngh ging vin hng dn thm. Lm n theo nhm: 1. Ty theo s s lp, ging vin s phn nhm vi mi nhm c t 5-6 sinh vin. Nhm c giao phn tch 1 vn marketing B2B v a ra cc gii php. 2. ti sau khi c ging vin chp nhn s c tin hnh trong sut 9 tun (t tun 2 n tun 11). 3. n phi c vit thnh bo co v np cho ging vin vo ngy hc ca tun th 11. Bo co n: 1. Tt c cc nhm phi lm bo co, tt c cc sinh vin trong nhm phi c mt ti bui bo co. Sinh vin vng mt s khng c im ca phn bo co. 2. Cc bui bo co s c thc hin t tun th 12 tr i theo danh sch s c bc thm sau khi np bo co.

G. Ti liu hc tp
1. Ti liu bt buc

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 F. Robert Dwyer and John F. Tanner, Jr., Business marketing: connecting strategy, relationships, and learning, 2nd edition, McGrawHill, 2002. Slide bi ging ca ging vin

H. nh gi kt qu hc tp mn ny
1. Thuyt minh v cch nh gi kt qu hc tp Sinh vin hc mn Qun tr marketing B2B s c nh gi trn 3 loi hnh: 1) Thc hin n Sinh vin c chia thnh cc nhm, mi nhm 5-6 ngi. Mi nhm s lm mt n ring bit. V y l cng trnh ca nhm nn sinh vin s c nh gi nh l mt nhm, ngha l nhng sinh vin trong nhm s nhn cng mt im, l im ca nhm. Nu mt thnh vin cm thy mt thnh vin khc trong nhm khng ng gp, th phi bo cho ging vin bit gii quyt. Trong trng hp qu ng, sinh vin c th yu cu t lm mt mnh. Tuy nhin mi s than phin v nhm phi trnh by cho ging vin mun nht l tun th 5. Nu np mun mi ngy, nhm s b tr 1 im. Nu mun qu 1 tun l, nhm b im 0. C th xem xt vic np mun nu nhm c s ng trc ca Trng B mn Qun tr Kinh doanh. Mi nhm c 2 la chn: La chn 1: chn 1 trong cc case t trang 536 n trang 662 trong sch gio khoa nghin cu v thc hin cc vic sau. - Tm tt thng tin v doanh nghip, - Tr li cc cc cu hi c nu ra trong case, - Nu case khng a ra cu hi, hy xem xt cng ty c vn marketing B2B hay khng, phn tch khch hng, mi trng cnh tranh, mi trng t chc c lin quan n vn v a ra gii php c th gii quyt vn . La chn 2: Mi nhm s iu tra mt hin tng hoc vn B2B bng cch tm kim thng tin trn website ca mt cng ty no , ni chuyn vi nhn vin qun l ca cng ty, hoc thm ch vi khch hng, nh cung cp ca h, cng ty qung co v nhng bn lin quan khc. Nhm c th chn mt vn marketing B2B ca mt cng ty c th hoc mt vn marketing B2B ca 1 nhm cc cng ty hay ngnh. Ni dung ca bo co bao gm: (a) xc nh r vn v tm quan trng ca n, (b) phn tch chi tit khch hng, mi trng cnh tranh v mi trng t chc lin quan n vn t ra, v (c) a ra gii php c th gii quyt vn . Bn bo co vit c np vo tun 11 bao gm 12-15 trang, khng k ph lc, cch dng doubled space, c ch 12 point font Arial hoc Times New Roman, margin header and footer rng 1 inch. 2) Bo co n Vic bo co n l vic lm ca c c nhn v tp th nhm. Cc thnh vin trong nhm c quyn phn cng nhau vic thuyt trnh trc lp. Tuy nhin, mi thnh vin phi thng hiu ht cc vn ca bo co. Cc thnh vin khng trnh by thng c hi nhiu hn. im ca mi thnh vin trong

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nhm khi trnh by c th khc nhau do trnh by bo co v tr li cu hi phn bin. Thi gian trnh by ti a l 12 pht, thi gian tr li ti a l 5 pht cho mi nhm. Cc thnh vin khc trong lp c quyn t ra cu hi sau khi nhm trnh by xong. Cc cu hi c gi tr, c ging vin xc nhn, s c cho 0,5 im. Ti a ca phn im cng ny cho mt sinh vin l 2 im. 3) Thi cui mn hc Thi cui mn hc s bao gm 2 hnh thc: - Trc nghim cc kin thc chim 60% s im - X l mt tnh hung chim 40% s im 2. Bng tm tt cc hnh thc nh gi Thnh phn Kim tra ln 1 Kim tra ln 2 Thi cui hc k 18 pht/ nhm 90 pht Thi lng Tm tt bin php nh gi Thc hin n Thuyt trnh bo co n Thi vit v trc nghim. Khng s dng ti liu. Tng Trng s 25% 25% 50% 100% Thi im Tun 2 n tun 11 Tun 12 n 15 Theo lch PT

I. Phn cng ging dy

Thnh phn ban ging hun mn hc: Ging vin iu phi H v tn: ThS. Hong c Bnh Phng lm vic: A107, i hc Hoa Sen C s 2, CVPM Quang Trung in thoi: 54370086 Ext. 139 Email: hdbinh@hoasen.edu.vn Lch tip sinh vin: cng b trn website Khoa trong tng hc k Ging vin phi hp 1 H v tn: Ng Vn Bnh Phng lm vic: in thoi: Email: ngobinhparis1@gmail.com Lch tip sinh vin: ging vin cng b trn lp

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J. K hoch ging dy
Tun 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 u bi ging Introductions / Overview/Group assignment Introduction to business marketing (B2B) Character of B2B B2B Purchase Function Org. Buyer Behavior Market Opportunities in B2B Marketing Strategy in B2B Ngh cho k thi gia k ca cc mn khc Weaving Marketing into the Fabric of the firm Managing B2B Products Pricing & Negotiations B2B Channels Trnh by ti Managing customer relationships Trnh by ti Communicating with the Market Trnh by ti IMC Trnh by ti n tp kt thc mn hc Ti liu tham kho Chapter 1 & cases pp 27-28 Chapter 2 & cases pp 59-60 Chapter 3 & cases pp 94-95 Chapter 4 & cases pp 121-123 Chapter 5 & cases pp 158-159 Chapter 6 & cases pp 197-198 Chapter 7 & cases pp 224-228 Chapter 8 & cases pp 262-263 Chapter 14 & cases p 461 Chapter 9 & cases pp 299-300 Chapter 10 & cases pp 328-329 Chapter 11 & cases pp 359-361 Chapter 12 & cases pp 388-389

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Phn dnh cho qun l (khng pht cho sinh vin) H tn (cc) ging vin xy dng cng ln ny: Nguyn ng Duy Nht Nguyn Thin Ph Ngy hon thnh: 1/9/2009 Ngi duyt cng H v Tn Nguyn Thin Ph Ngy duyt: 5/9/2009 Lng gi cng loi: t H v Tn Ngy lng gi: ___/___/______ (gi Bn Lng gi cng vi CMH ny) Chc v Trng BM QTKD Ch k

Tt
Chc v Ch k

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