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Business-To-Business Marketing Marketing COURSE NUMBER: 22:630:606 COURSE TITLE: Business 2 Business Marketing COURSE DESCRIPTION Business-to-Business refers to marketing activities that are directed toward businesses, governments, and not-for-profit organizations - as opposed to consumers. For a number of reasons, business markets are different from consumer markets. This course will highlight and analyze this distinction and elaborate on how that distinction matters for firms acting on those markets. COURSE MATERIALS Business-2-Business Marketing: Robert Vitale, Joseph Giglierano, Walemar Pfoertsch, Prentice Hall. ISBN: 978-0-13-606828-1 LEARNING GOALS AND OBJECTIVES This course will introduce you to Business-to-Business (B2B) marketing from the prospective of both the seller and the buyer. Covering Marketing strategy and product/Market planning systems; selling and management of the sales force; marketing research and competitive intelligence; pricing and promotion: management of auxiliary services: and industrial buying behavior. Including understanding the distinction between business markets and consumer markets, the objectives of the course also include an understanding of specific issues and problems faced firms by having organizations as customers; getting to know some tools and concepts with which firms analyze and answer to these challenges; acquiring the capability to identify and analyze some underlying mechanisms of the challenges on business markets. An important aspect of that is how it can best handle its relationships with other firms (its customers). 1 Attendance, Punctuality and Participation Policies: The only way to get the full impact of this course is to be in class, participate, and take notes. To that end, all students are expected to attend class consistently and promptly and be prepared to discuss the assigned chapter: • Announcements are often made at the beginning of class. • Strong class attendance and participation will be taken into account if a student is within a point or two of a higher grade. If you are late to class or absent one day you will be responsible for obtaining class material, notes, announcements or other assignments discussed in class from another class member. Overview of Class Schedule: Date Chapters Topics Group Project to Read Assignment Due 9/2 1 Introductions and Review Syllabus Discussion on Chapter 1 – What is Business Marketing? Discuss Group Project and pick groups. 9/9 2 & 3 Discussion on Chapter 2 – Character of Business Marketing. Chapter 3- The purchasing Function 9/16 4&5 Discussion on Chapter 4 – Organizational Buying Behavior/ Discussion on Chapter 5 – Market Opportunities Review of Group Project: Submit names of people you will be interviewing, company and title 9/23 6&7 Market Research Alibaba Case Pgs. 427 9/30 8 Work on your team project in class reviews with @ Quiz 1 1-7 group 10/7 9 Discussion on Developing and Managing Offerings 10/14 10 Discussion on– Business Marketing Channels & Customers 10/21 11 Business development and Planning 2 10/28 12 Business to Business selling 11/04 13 Communicating via Advertising, Trade Shows and Sensacon Case pgs. PR 486 The One-To-One Media 11/11 14 Sales and Sales Management Pricing and Negotiating for Value 11/18 15 Evaluating Marketing Efforts Quiz #2 10-15 Customer Retention and Maximization 11/25 Thanksgiving Break 12/02 Group Presentations Bring Hard copy of report and copy of video to hand in 12/09 Group Group Presentations (Final day of Class if necessary) Group Project: Produce a 10 Minute Video recording your interviews Semester Project: Sales Audit The purpose of this project is to provide you with hands on experience in evaluating a B2B organization. The project will be developed in conjunction with a client of your choice. Please read the Journal Article for more details. Reference: “The Sales Force Management Audit,” California Management Review, winter 1981, 8695. Authors: Alan J. Dubinsky and Richard W. Hansen. For this project you should form a group of no more than 4 students. You should identify 1 high level managers (Sales or Marketing VP and Above) who is a line manager. Your objective is for the team to interview the executives at their place of business, asking specific questions outlining the difference between B2C and B2B. See also Audit criteria’s for additional questions. (These questions are for your reference). Your team must then analyze manager’s responsibilities and offer a critique as to what the company is doing well and how they could improve their performance in their respective responsibilities and authorities. The analysis should focus on the organization and how well it meets current challenges (Sales Structure, Pricing Structure, CRM, technology, etc.) You will prepare a video showing your interview and your presence, editing it down to a 10-minute presentation, plus a written report outlining the process and the results of your interviews. Make sure that this is a live interview, (NO PHONE 3 INTERVIEWS OR EMAIL INTERVIEWS) (NO RELATIVES OR CURRENT EMPLOYER), group member names, class name and number and date and an appendix with any relevant materials including interview notes and company materials. Each team will also give an oral report employing a PowerPoint presentation, during the final weeks of class. Your presentation should be no longer than 15 minutes. Categories to be considered: Health, Food Service, Lodging, Lighting, Heating/Ventilation, Janitorial Supply, Office Supplies, Distributors, Wholesalers and other recommendations. Grading Participation and Attendance 10% Class Project Video/Presentation 50% Cases 20% Quiz’s (2) 20 Questions 20% Educational Dimensions of the Rutgers University Business School Learning Goals Supported by the Course: 1) Communication Skills Learning Goal: Students graduating with a BS degree will be able to effectively communicate business concepts orally and in writing. In this course you will be required to present business concepts orally. 2) Critical Thinking Skills Learning Goal: Students graduating with a BS degree will be able to critically evaluate, analyze and interpret information to solve problems and make business decisions. In this course the presentation assignment will require you to review a current article in the business literature and explain which marketing principles, concepts; theories, etc. are reflected within the article. 3) Ethics Learning Goal: Students graduating with a BS degree will be able to understand and evaluate ethical issues and situations to make business decisions. This course will address ethical issues in marketing. 4) Multicultural and Diversity Learning Goal: Students graduating with a BS degree will develop an awareness and understanding of the cultural issues that impact business operations in a global society. 4 Grading System: The points earned from the tests and assignments will be totaled and compared to the following standard to determine your final grade. A = 90-100 B+ = 87-89.99 B = 80-86.99 C+ = 77-79.99 C = 70-76.99 D = 60-69.99 F = 59.99 or below 5 .
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