[EVENT RECAP | B2B vs B2C MARKETING INSIGHTS WITH PJ’S COFFEE & TRG INTERNATIONAL]

As part of their real world learning journey, students from the Marketing class at Keiser University Vietnam recently participated in a dynamic business case session exploring the differences between B2B and B2C marketing strategies, featuring two industry representatives from PJ’s Coffee and TRG International.

Part 1: Understanding B2B vs B2C Marketing
The session kicked off with a comparative discussion between two distinct business models. Students explored key differences in branding, customer engagement, and communication strategies between the two companies, gaining real-world insights into how B2C (PJ’s Coffee) and B2B (TRG International) models operate.

Part 2: On-Site Marketing Research
Following the classroom session, students conducted a field trip to PJ’s Coffee in Sala, where they observed customer flow, analyzed the store’s location strategy, and compared it with nearby competitors. The activity challenged students to evaluate location-based marketing strategies, identify competitive advantages, and make strategic recommendations for how PJ’s Coffee can improve customer attraction and retention at this site.

Thank you to the representatives from PJ's Coffee Vietnam and TRG International for sharing valuable industry insights and supporting KUV students in bridging theory with practice.