Course Syllabus - MBA Program --------------------------------------------------------------------------------------------------Course Title: Business to Business Marketing
Course Code: MKT 816
Instructor: Dr. K. Abdul Waheed
Office: 12
Classroom:
Telephone: 04 4227244 Ext.115
Timing:
E-mail ID:
[email protected]
Credits: 2
Prerequisites: MKT 601
Semester/Year: IV
Office Hours:
I.
Course Description:
Business-to-Business Marketing explores decision-making and activities involving business-tobusiness transactions. Specifically, Business to Business Marketing concepts and theories pertaining to buying decision process, business and corporate strategies, market segmentation, positioning, pricing, communication, physical distribution and sales management are examined within the framework that views Business to Business Marketing management as the process of understanding, creating, and delivering value to customers. Further, application of the Internet for Business to Business Marketing channel management and communication is also discussed. II. Course Objectives: a. To explain marketing concepts and theories in Business to Business Marketing. b. To improve abilities of the students to analyze, reflect and apply the business marketing mix in the real and simulated situation of world Business to Business markets. c. To provide the latest knowledge about the use of Internet in Business to Business markets. III. Course Learning Outcomes: After completion of this course, students will be able to: a. Demonstrate the conceptual and theoretical understanding of Business to Business marketing in applying to the practical cases (Knowledge). b. Apply the marketing mix to business market situations (Skill). c. Compare the knowledge acquired on ‘Internet in Business to Business Marketing markets’ with real life business situations (Self Development). IV. Text Books & Other Learning Resources: a) Text Book: Dwyer, F. Robert and Tanner, Business Marketing: Connecting strategy, relationships, and learning, Latest Edition, McGraw-Hill.
b) Recommended Readings: 1. Business Marketing Management: B2B, 11th Edition by Michael D. Hutt and Thomas W. Speh, 2013, South Western, Cengage Learning. 2. Business to Business Marketing Management: A Global Perspective, 2nd Edition by Alan Zimmerman; Jim Blythe, 2013, Taylor & Francis. 3. Business to Business Marketing, 1st Edition by Jim Blythe and Alan Zimmerman, 2005, South Western, Cengage learning. 4. Business to Business Marketing Research, 1st Edition, by Martin P. Block and Tamara S. Block, 2005, Cengage learning.5. Best, Roger. Market-Based Management, 6th ed. Prentice Hall, 2013. 5. Kerin, Roger and Robert Peterson. Strategic Marketing Problems, 13th ed. Prentice Hall, 2013. c) Other Learning Resources: 1. Frank V. Cespedes; Das Narayandas, (2014), ‘Marketing Reading: Business-ToBusiness Marketing’, Harvard Business School Press. 2. V. Kasturi Rangan; Bruce Isaacson (1994), ‘Scope and Challenge of Businessto-Business Marketing’, June, Harvard Business School Press. 3. Homburg, Christian; Wilczek, Halina; Hahn, Alexander (2014), ‘Looking Beyond the Horizon: How to Approach the Customers' Customers in Business-to-Business Markets’, Journal of Marketing, Vol. 78 Iss: 5, pp. 58-77. 4. J. Tomás Gómez Arias Laurentino Bello Acebrón, (2001),"Postmodern approaches in business-to-business marketing and marketing research", Journal of Business & Industrial Marketing, Vol. 16 Iss 1 pp. 7 – 20. 5. Fawaz Baddar ALHussan, Faten Baddar AL-Husan, Chavi C.-Y. Fletcher-Chen, (2014), “Environmental factors influencing the management of key accounts in an Arab Middle Eastern context”, Industrial Marketing Management, Vol. 43, Iss: 4, May, pp. 592-602. V. Pedagogy: The course employs a balanced mix of lectures/class discussions and case studies/projects. Class lectures and discussions provide an exposition to key concepts, and are supported by current marketing practices. The case studies/projects provide an opportunity to apply the theories, concepts, and analytical devices developed in the lectures. VI. Course Evaluation: All students are expected to observe the academic rules and regulations of the IMT. Please refer to your Student Handbook for specific details. Feel free to ask your instructor or Program Coordinator if you have any questions as to how those rules and regulations apply to this course. NOT knowing the rules is not an excuse for breach of the rules Regular attendance is expected of all students. Assignments are important part of this course. All assignments must be handed-in on the due dates. Evaluation would be based on presentations, assignments, tests, projects etc. and a final Examination.
Evaluation scheme is as follows:
Assessment Component Newsbytes assignment Cases Mid Semester Exam Final exam. Project Total
Weightage 10% 15% 20% 40% 15% 100%
VII. Course Content & Delivery Plan: Week 1st Environment of Business marketing
2nd
3rd Managing Relationship s in Business marketing
4th
5th Assessing Market Opportunities
Topic/Content Course preview A Business Marketing Perspective. Why study business marketing? How business markets are different from consumer markets? Theory of derived demand The Business Market: Perspectives on the Organizational Buyer.
Hours 2
Activity Reading: V. Kasturi Rangan; Bruce Isaacson (1994), ‘Scope and Challenge of Business-toBusiness Marketing’, June, Harvard Business School Press.
2
Organizational Buying Behavior. Steps in the buying process Buying phases – new task, modified rebuy and straight rebuy Buying determinates, role and behaviour choice theories Types of Business to Business relationships Relationship development process Customer Relationship Management Strategies for Business Markets. Segmenting the Business Market and Estimating Segment Demand.
2
Reading: Frank V. Cespedes; Das Narayandas, (2014), ‘Marketing Reading: Business-To-Business Marketing’, Harvard Business School Press. Calox Machinery Corporation A & B (Text book: pages – 515-525)
2
Pack Tech Dubai (Our group – vikas, anuj and all) Group 2
2
Reading: Homburg, Christian; Wilczek, Halina; Hahn, Alexander (2014), ‘Looking Beyond the Horizon: How to Approach the Customers' Customers in Business-to-Business Markets’, Journal of Marketing, Vol. 78 Iss: 5, pp. 58-77. Kone- The Monospace launch
6th
Business Marketing
2
Dupont (A): Understanding The
Formulating Business Marketing Strategies
Planning: Strategic Perspectives.
7th
Business Marketing Strategies for Global Markets.
Customer's Activity Cycle
2
Reading: Fawaz Baddar ALHussan, Faten Baddar ALHusan, Chavi C.-Y. Fletcher-Chen, (2014), “Environmental factors influencing the management of key accounts in an Arab Middle Eastern context”, Industrial Marketing Management, Vol. 43, Iss: 4, May, pp. 592-602. Status report of group project
th
8
Managing Products Innovation and New Industrial Product Development for Business Markets.
2
9th
Managing Services for Business Markets
2
Infosys Consulting
10th
E-Commerce Strategies Supply and Chain Strategies. For Business Markets.
2
JC Decaux (Text book: pages – 539-547)
11th
Pricing Strategy for Business Markets. Business Marketing Communications: Advertising and Sales Promotion Business Marketing Communications: Managing the Personal Selling Function.
2
Lafarge Aget Heracles (Text book: pages – 551-564)
14th Evaluative Business Strategy and performance
Marketing Performance Measurement
2
Project presentations
15th
Sum up and review
2
Project presentations
12th
13th
2 Pfizer A & B (Text book: pages – 590-607) 2
Guidelines Case Analysis Form a group with the members of your choice. The group size should not exceed 4-5. Each group will be provided with a case and is expected to present and submit a writeup.
Case Write-up The group is expected to analyze the case and prepare a write-up. The write-up should not exceed 5 pages (12 font; Times new roman, 1 ½ line space) excluding exhibits and appendices. Your write-up will be graded on both style and content. Present your ideas in a clear, concise, logical and organized manner. Don’t repeat the case facts in your write-up. (5 marks total for 8 cases write-up) Group Presentation The group will get a maximum presentation time of 30 minutes with some 30 minutes for discussion and Q&A. You should submit a copy of your slides before the presentation for some suggestions from me. The following are some guidelines for your presentations: • Focus on the key issues and do not spend (much) time on long, detailed, complete and repetition of facts presented in the case. • Involve the class by direct questioning, discussion of problems/issues, presentation of controversial statements, etc. Industry analysis report The group is required to study an industry and develop a marketing plan for a new company in the chosen industry. The project work should not be a pure description of the industry, but should also involve critical evaluation and/or identification of key issues. The following are some guidelines for the project: 1. Select an industry of your choice. For information about industries in UAE please visit the following link http://www.uaeexportdirectory.com/en/IndustryItems.aspx?Letter=All 2. Prepare a report that describes the important elements of the industry and how business to business marketing opportunities exist in the chosen industry. Then, you will be required to identify and analyze one business to business marketing opportunity in UAE. Your analysis should include the existing players of the chosen b to b opportunity, nature of competition and customers and demand. Finally, you will be required to develop a marketing plan for a new company. 3. Your analysis should use the concepts developed during the course where appropriate. 4. The write-up should not exceed 10 pages excluding appendices (as per the same format suggested for case write-up). 5. Before making presentation, you should submit your slides. Identify one small b2b relation, may take small company, assume ourselves to be a vendor of a company. Identify the b2b opportunities, benefits, break even analysis, 4th week topic and brief, 7th week review report, 14th week project report ppt Newsbytes Assignment You will be required to find a recent article or news item (less than 3 months old) published in newspaper or business magazine about business marketing preferably in middle east region and produce a one page summary (Times New Roman, Font 12, single space) that relates with the topics discussed in the class. This assignment is due for each class from class 2 to 11 (10 essays). This is an individual assignment and in each class any three students will be asked to present their assignment. The summary should contain the following (use them as headers): • Date and source • Headline • Companies involved • Business-to-Business marketing Issue • How did they deal with it, or how are they planning to deal with it?
• Your opinion
