Course Number: MKT 376.101

Meeting Time: M - F, 10:20 AM - 12:15 PM

Meeting Location: MCOB 270

Catalog Description:

Study and analysis of the industrial market; the participants, channels, and relationships which govern the behavior of industrial buyers and marketers.

Prerequisite: MKT 320 - Principles of Marketing and Sophomore Standing

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Required Text:

Hutt, Michael D. & Speh, Thomas W. (2004). Business Marketing Management: A Strategic View of Industrial and Organizational Markets, 8th Edition.  Mason, OH: Thomson South-Western.

Course Objective:

To give students a venue to integrate concepts into a usable body of knowledge about business-2-business (B-2-B) marketing. This will be accomplished using current or significant events, cases, and lecture/discussions with a focus on fundamental B-2-B marketing topics.  The course design will require students to think critically, apply information, make sound decisions, plan and implement the decisions, and communicate their thoughts.

Methods:

1) Lectures;
2) Discussion and Vignettes;
3) Case Homework Assignments;
4) In Class Case Discussions;
5) Case Presentations.

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Expectations:

1) Read all assigned material prior to class period.
2) Observe proper class conduct by raising one's hand for discussion.
3) Pay attention, be alert, ask questions, and participate in discussion.
4) Organize your time to meet deadlines. (Late assignments are downgraded
     one letter grade for each class period late.)
5) Attendance is crucial for success. Regular classroom attendance is expected
     of all students.
     Excused absences are:
          A) personal illness, with valid note from the doctor or USA health service;
          B) death or critical illness in your immediate family, with a valid note;
          C) participation in a university sponsored co-curricular activity, which must
               be discussed with instructor prior to the absence.

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ADA Policy

In accordance with the Americans with Disabilities Act, students with bona fide disabilities will be afforded reasonable accommodation. The Office of Special Student Services will certify a disability and advise faculty members of reasonable accommodations.

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Statement on Changes in Course Requirements

Since all classes do not progress at the same rate, the instructor may wish to modify the above requirements or their timing as circumstances dictate. For example, the instructor may wish to change the number and frequency of exams, or the number and sequence of assignments. However, the students must be given adequate notification. Moreover, there may be non-typical classes for which these requirements are not strictly applicable in each instance and may need modification. If such modification is needed, it must be in writing and conform to the spirit of this policy statement.

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Grading:

1) Four Exams, (15% each, 60% of total);
2) Case Write-ups, (4 Cases Turned in for Credit, 5% each, 20% of total);
3) Group Case Presentation, (20% of total);
4) Class Participation, see below
5) Intangibles, such as; neatness of work, tardiness, assignments turned in on
     time, etc.

Class Participation:
90-100% Outstanding attendance, consistent, high-level involvement in class discussion, leadership in class discussions, consistent group leadership and contributions;
80-90%   Regular attendance, consistent and regular involvement in class discussions, some group leadership and consistent group contributions;
70-80%   Regular attendance, periodic involvement in class discussions, little group leadership and some group contributions;
60-70%   Irregular attendance, little involvement in class discussions, no group leadership and few group contributions;
< 60%     Sporadic attendance, passive or reluctant to join class discussions, no group leadership and no group contributions.

Final Grade Listing:
     A = 90.00 and above;
     B = 80.00 through 89.99;
     C = 70.00 through 79.99;
     D = 60.00 through 69.99;
     F = 59.99 and below.

You will get what you earn!

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Reading and Class Assignments

Class #1, 6/1, Tuesday
Course Introduction and Discussion
Chapter 1 - A Business Marketing Perspective
In Class Case - The Segway Company: Reinventing the Wheel

Class #2, 6/2, Wednesday
Chapter 2 - Defining Business Market Sectors
In Class Case - Managing Supplier Relationships: Saturn versus DaimlerChrysler

Class #3, 6/3, Thursday
Chapter 3 - Organizational Buying Behavior
In Class Case - Dell Computer

Class #4, 6/4, Friday
Chapter 4 - Customer Relationship Management Strategies for Business Markets
In Class Case - Siebel Systems

Class #5, 6/7, Monday
Exam #1 - Chapters 1 - 4

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Class #6, 6/8, Tuesday
Chapter 5 - E-Commerce Strategies for Business Markets
In Class Case - Using the Internet at W.W. Grainger
Case Presentation #1 - Case #1 Cisco Systems - Building and Marketing the Global Networked Business

Class #7, 6/9, Wednesday
Chapter 6 - Supply Chain Management
Chapter 7 - Segmenting the Business Market
In Class Case - The Javelin Executive Jet

Class #8, 6/10, Thursday
Chapter 8 - Organizational Demand Analysis
 

Class #9, 6/11, Friday
Chapter 9 - Business Marketing Planning: Strategic Perspectives
In Class Case - Dell versus Hewlett-Packard: The Printer Business
Case Presentation #2 - Case #8 - Hewlett-Packard Company in Vietnam

Class #10, 6/14, Monday
Exam #2 - Chapters 5 - 9

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Class #11, 6/15, Tuesday
Chapter 10 - Business Marketing Strategies for Global Markets
Chapter 11 - Managing Products for Business Markets
In Class Case - Apple and the Hand-Held Computer Market

Class #12, 6/16, Wednesday
Chapter 12 - Managing Innovation and New Industrial Product Development
Case Presentation #3 - Case #14 - Advanced Elastomer Systems: Market Strategy for a New Technical Product

Class #13, 6/17, Thursday
Chapter 13 - Managing Services for Business Markets
In Class Case - 3M's Culture of Innovation OR FedEx Express: A New Service for the Small Business Market

Class #14, 6/18, Friday
Chapter 14 - Managing Business Marketing Channels
Case Presentation #4 - Case #11 - Augustine Medical, Inc.: The Bair Hugger Patient Warming System

Class #15, 6/21, Monday
Exam #3 - Chapters 10 - 14

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Class #16, 6/22, Tuesday
Chapter 15 - Pricing Strategy for Business Markets
In Class Case - Hewlett-Packard: A Channel Strategy Dilemma

Class #17, 6/23, Wednesday
Chapter 16 - Business Marketing Communications: Advertising and Sales Promotion
In Class Case - Selfplace Corporation
Case Presentation #5 - Case #10 - Wind Technology

Class #18, 6/24, Thursday
Chapter 17 - Business Marketing Communications: Managing the Personal Selling Function

Class #19, 6/25, Friday
Chapter 18 - Controlling Business Marketing Strategies
Case Presentation #6 - Case #5 - RJM Enterprises, Inc. - Romancing the Vine

Class #20, 6/28, Monday
Final Exam - Chapters 15 - 18

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