MARK4366: Business-to-Business Marketing


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MARK4366: Business-to-Business Marketing

  1. 1. MARK 4366 – B2B MARKETING Spring 2008 Syllabus Section Numbers: 26326 Instructor: SON K. LAM 11:30 – 13:00, Tue-Thu 213 MH Office: 375N Melcher Hall Office Hrs: By appointment Phone: (713) 743-4577 Email: Fax: (713) 743-4572 Course Description: Business Marketing encompasses those management activities that enable a supplier firm to understand, create, and deliver value to other businesses, governments, and/or institutional customers. In the context of these business markets, value is “the worth in monetary terms of the economic, technical, service, and social benefits a customer firm receives in exchange for the price it pays for a market offering.” This course is designed to provide you with a basic understanding of the concepts of Business Marketing. It will help you develop critical analysis and problem-solving abilities with respect to business marketing management. The course and text are organized into 4 segments: Part 1: Business Markets and Business Marketing Part 2: Foundations for Creating Value Part 3: Business Marketing Programming Part 4: Managing Programs and Customers Course Materials: 1. Business Marketing: Connecting Strategy, Relationships, and Learning, F. Robert Dwyer and John F. Tanner, McGraw-Hill Irwin, 2007 (Third Edition) ISBN 0-07-286578-4. 2. You are encouraged to read Advertising Age, Marketing News, B2B, Business Week, and The Wall Street Journal. 1
  2. 2. Summary of Class Schedule Day Date Topic Reading Case TUE Jan 15 Course Introduction THU Jan 17 Introduction to Business Marketing Ch 1 TUE Jan 22 The Character of Business Marketing Ch 2 THU Jan 24 Purchasing Ch 3 TUE Jan 29 Organizational Buyer Behavior Ch 4 THU Jan 31 Team Assignment, Intro to Case Analyses, Review TUE Feb 5 Quiz 1 Ch 1-4 THU Feb 7 Market Opportunities Ch 5 TUE Feb 12 Marketing Strategy Ch 6 THU Feb 14 Weaving Marketing into the Fabric of the Firm Ch 7 TUE Feb 19 Case Presentation & Discussion m THU Feb 21 Case Presentation & Discussion Exhibits Plus Review TUE Feb 26 Quiz 2 Ch 5-7 THU Feb 28 Developing and Managing Products: What Do Customers Ch 8 Want? TUE Mar 4 Business Marketing Channels: Partners in Customer Service Ch 9 THU Mar 6 Creating Customer Dialogue Ch 10 TUE Mar 11 Communicating via Advertising, Trade Shows, and PR Ch 11 THU Mar 13 One to One Media Ch 12 TUE Mar 18 SPRING BREAK THU Mar 20 SPRING BREAK TUE Mar 25 Case Presentation & Discussion BGH THU Mar 27 Case Presentation & Discussion TI Review TUE Apr 1 Quiz 3 Ch 8-12 THU Apr 3 Sales and Sales Management Ch 13 TUE Apr 8 Pricing and Negotiating for Value Ch 14 THU Apr 10 Evaluating Marketing Efforts Ch 15 TUE Apr 15 Customer Retention and Maximization Ch 16 THU Apr 17 Case Presentation & Discussion Outdoor TUE Apr 22 Case Presentation & Discussion Li and Fung THU Apr 24 Review TUE Apr 29 Quiz 4 Ch 13-16 THU May 1 Debrief 2
  3. 3. Dwyer and Tanner Case List: (p. 558) Exhibits Plus: Exhibits Plus (p. 541) BGH: BGH-Motorola (p. 517) TI: Texas Instruments: Digital Signal Processors (p. 626) Outdoor: Outdoor Sporting Products, Inc. (p. 596) Li and Fung: Li and Fung Limited (p. 561) Issues to be considered by the team will be available on WebCT. Overview of Team Case Presentation: • Each team has 20 minutes to present their analysis of the case. • Do not spend too much time rehashing factual information from the case. Information that is pertinent to an issue you plan to address is appropriate. • My emphasis will be on demonstrating the analysis of a number of issues and the application of relevant course constructs in arriving at well thought out answers and conclusions. • I would like to encourage every member of the team to participate in the presentation if possible. • After the team has presented the case, the discussion will be thrown open to the class. I will attempt to raise any issues that were not previously discussed. Every student in the class must be prepared to discuss the issues in the case and must be prepared with his or her assessment of the situation. Students in the class can and should raise questions regarding the analyses and recommendations that were presented by the team. • Presentations are expected to be of professional quality. • Evaluation of presentations will be based on the following: (a) Completeness (content, breadth, and depth), and (b) style of presentation (including ability to communicate and justify one’s position in a confident manner). Case Write-Up Guidelines: • On the day of the presentation, each team will turn in a maximum of six typed pages discussing the analysis of the case they were assigned. The running text must be 12-point font, double-spaced, Times New Roman. • The cover page should provide a list of the team members. • In addition to the running text, any number of pages containing exhibits of figures or bullet form discussion of pros and cons can be attached. These should be referred to in the running text. Number the Tables, Figures if you have more than one of those. • The six pages (maximum) must have appropriate headings, sub-headings, and the discussion must be well organized. The write-up and presentation should include an 3
  4. 4. Introduction and then a separate section for each question answered. One way to divide up the work is for different students to answer the different questions. • Evaluation of the written report will be based on the following criteria: 1. Content (e.g. depth and breadth of analysis, quality of recommendations) = 70% 2. Style and quality of “presentation” = 30% 3. As a team, you will receive only one grade. However, grades will be adjusted to reflect peer evaluations. It is mandatory that every team member turn in the peer evaluation form. The information on the peer evaluation form is strictly confidential. Please take the opportunity to identify any members of the team who have not contributed adequately to the effort. Grading: Four, non-cumulative, quizzes - 1st quiz: Chapters 1 through 4: 60 points - 2nd quiz: Chapters 5 through 7: 50 points 240 points - 3rd quiz: Chapters 8 through 12: 70 points - 4th quiz: Chapters 13 through 16: 60 points Team Case Project (40 points) - Presentation: 30 points 40 points - Paper: 10 points Class participation (pop quiz, class discussion) 20 points Total 300 points This schedule is tentative. Additional opportunities for extra credits (10 points at most) may be presented, by way of survey participation, discussion board participation, etc. See BAUER RESEARCH PARTICIPATION SYSTEM folder in webCT for more information. Case discussion participation: If your team is not presenting, 5 points will be deducted from your individual total score every time you are absent on the day of case presentation. If your team is presenting and you are absent, 20 points will be deducted from your individual total score. Grading Scale for Final Grades Grade Total score A 276 to 300 A- 267 to < 276 B+ 261 to < 267 B 252 to < 261 B- 240 to < 252 C+ 231 to < 240 C 222 to < 231 C- 210 to < 222 D+ 201 to < 210 D 192 to < 201 D- 180 to < 192 F Below 180 4
  5. 5. The final course grades will be based on the scale above. Administrative Matters: 1. This syllabus is subject to change by the instructor without prior notice. 2. Turn off cell phones, pagers, laptops, PDA’s, MP3 players, etc. No knitting in class, please. 3. If you are not prepared for class, please let me know at the beginning of the class. 4. This is your course. We will work together to insure it is a valuable accomplishment. Please be assertive in ensuring that you are getting the most out of it. 5. Team conflicts: Each team must have a team charter to resolve any conflicts by itself. 6. You will only be allowed to miss 1 quiz (out of the 4 quizzes) on the date it is administered and have to make the necessary arrangements for a make-up quiz within 24 hours of the scheduled date. Failing to do so will result in a zero for that quiz. 7. Academic Honesty: The University of Houston Academic Honesty Policy is strictly enforced by the C. T. Bauer College of Business. No violations of this policy will be tolerated in this course. A discussion of the policy is included in the University of Houston Student Handbook, Students are expected to be familiar with this policy. 8. Accommodations for Students with Disabilities: The C. T. Bauer College of Business would like to help students who have disabilities achieve their highest potential. To this end, in order to receive academic accommodations, students must register with the Center for Students with Disabilities (CSD) (telephone 713-743-5400), and present approved accommodation documentation to their instructors in a timely manner. 5
  6. 6. Student Information Sheet Please return this page to me by 01/17/08. Please Print Clearly Name: ______________________________________________ (Provide any nickname in parenthesis) Student ID#: _______________ Email : _____________________________________ Date of graduation from U of H and intended major/degree: Please provide a picture of yourself. A photocopy version of your school id would be adequate, as long as the copy is light and I can see your face. Thank you! 6
  7. 7. Peer Evaluation Form Team Project Please evaluate each member of your team on the quality and quantity of their contribution to the team case project. This evaluation is strictly confidential and will not be shared with anyone. Please turn in the evaluation at final presentation. You may enclose this evaluation in a sealed envelope. Your name: ______________________________________ Group name: _____________________________________ Name of team member Quality of effort Quantity of effort Rate yourself on this first line Grading Scale: 1 Excellent 2 Above Average 3 Marginal – Not worthy of an Bauer student 4 Unacceptable/Failing performance Comments: 7