MKTG 333: Business to Business Marketing Master Syllabus
Representative Syllabus
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Course Description
Business-to-business marketing examines unique challenges and opportunities of marketing systems among suppliers, manufacturers, resellers, and government. It focuses on developing a capability to identify and nurture long-term B2B relationships. Provides tools and techniques commonly leveraged by B2B marketers to develop these relationships with their clients.
Concentration and Program Learning Goals
Students majoring in the Marketing concentration will master the following by graduation:
- Research Competency: Research competency using library databases, secondary and primary sources of market and company information, and marketing data analysis skills.
- Marketing Strategies: Ability to formulate effective marketing strategies derived from an understanding of customer behaviors and application of marketing tools and concepts.
- Writing & Formatting: Communication and information literacy skills in the writing and format of the plan that are consistent with the marketing discipline.
By the end of the BS Business program, students will master:
- The social, global, ethical, and legal contexts of business and will be able to reflect on the role of the individual in business.
- The ability to apply knowledge of professional skills necessary for success in business including effective business writing.
- Technical and analytic skills appropriate for success in business.
- The ability to apply knowledge of core business disciplines including accounting, finance, information systems, management, marketing, and operations management.
- How research in the business disciplines contributes to knowledge and how such research is conducted.
Course Learning Goals: Business-to Business Marketing
Goal 1: Our students will demonstrate an understanding of the social, global, ethical, and legal contexts of business and will be able to reflect on the role of the individual in business.
Business-to-business marketing affects the production of goods and services through the entire economy and requires recognition of the social trends, global competition including sourcing and producing, the ethical conduct of business and legal matters. The text specifically addresses global and ethics contexts.
Goal 2: Our students will demonstrate an understanding of and the ability to apply knowledge of professional skills necessary for success in business including effective business writing.
Students will submit written reports in assignments. The discussion of the skills necessary for the successful conduct of business-to-business marketing are interwoven throughout the course.
Goal 3: Our students will demonstrate technical and analytic skills appropriate for success in business.
Case studies will allow the students to develop the specific business-to-business skills. These cases allow the students to apply and integrate the course material in a context of ambiguous or conflicting options. The focus in on making decisions and recommendations based on the evidence, analysis and application of appropriate theories and ideas.
Goal 4: Our students will demonstrate an understanding of and the ability to apply knowledge of core business disciplines including accounting, finance, information systems, management, marketing, and operations management.
In addition to the marketing-specific skills, approaches and theories, students will use all other core disciplines in discussions, cases, exercises and examinations.
Goal 5: Our students will demonstrate knowledge and skills appropriate for specialization in their majors.
This is a marketing course, and students will develop a deeper understanding of the practice of marketing in general as well as the specialized approaches used in this area.
Goal 6: Our students will demonstrate an understanding of how research in the business disciplines contributes to knowledge and how such research is conducted.
Secondary research is a focus of this course. Students are required to do one short and one extensive research project.
Key subject areas include understanding the distinctions between business-to-business and business-to-consumer marketing and strategy, relationship marketing in a business-to-business context, basic elements of business-to-business segmentation and market dimensions, how marketing and selling work together in business-to-business marketing, and the special tools and techniques used in business-to-business marketing.
Your progress against these goals will be measured in the examinations, assignments, case study discussions, the course-long project and class participation.
Course Materials
The text for the course is Business to Business Marketing Management: A Global Perspective, 4th Edition, by Alan Zimmerman and Jim Blythe, Routledge, 2022. I strongly recommend against earlier versions. As the text introduces many concepts, you must read the chapters on a timely basis. While B2B shares many basic principles and theories as consumer marketing, there are also significant differences. You will need to read and study the text. Do not fall behind in the reading.
I highly recommended, though do not require, daily reading of the business sections of either The Washington Post or The New York Times. You should also consider reading the journals, Industrial Marketing Management and the Journal of Business and Industrial Marketing which are two academic B2B specialist journals. Students are expected to keep up with current events in marketing and business-to-business marketing in particular. The Washington Business Journal is an extremely valuable resource. You may access some of these through the George Mason University electronic databases.
I will provide you with additional materials from other sources during class. The materials include videotapes appropriate to the class discussion and other books, magazines, etc. The classroom discussions and presentations will be the basis for insights and understanding of key concepts.
From time to time, class work and the text will be supplemented by suggestions for outside reading. These suggested materials will be for your interest and development, and they will not be the basis for examinations.
Class Structure
The course incorporates three basic elements or approaches – introduction of concepts through reading and lectures, application of these concepts through class exercises and assignments, and integration of the concepts through case study discussions.
During the first classes, the emphasis will be on building a foundation through the introduction of concepts. Later classes continue to introduce new material and build on the foundation to create a comprehensive view. You will work on cases and assignments to sharpen your skills and learn how to apply and integrate concepts introduced throughout the course. Class discussion will form a crucial element to integrate the concepts. As such, class participation is essential for students to get full value from the class.
You are responsible for your learning. The quality of your learning will dramatically increase if you are well prepared for class. You will be provided with Reading Assignments to help you focus on the main concepts in the textbook chapters. Reading the text is essential; you cannot rely on the presentation slides to develop an understanding of the material and prepare for the examinations and assignments.
Class attendance and participation are expected. The course ideas will be developed in discussions, and you are expected to participate. You will be tested on materials in the reading and class discussions.
Your learning will be evaluated in four different ways:
- Examinations. There will be a midterm exam and a final exam.
- Research assignments. There is a brief marketplace identification assignment and a course-long industry analysis with three deliverables. These are group assignments.
- Class participation.
Grades
You may earn up to 1,000 points during the course of the class. Your grade will be determined by the total points you earn. Exams and assignments are not given letter grades.
I do not negotiate final grades. You will have many opportunities to earn points throughout the semester. Once the semester is over, I will not consider changing grades, extra credit or giving students more points because they did not earn the higher grade they wanted.
Points may be earned as follows:
| Marketplace Identification Assignment (group) | 50 points |
| Industry analysis Assignment (group) | |
|
100 points |
|
100 points |
|
100 points |
| Total group assignment points | 350 points |
| Case studies discussions (group)(5 cases) | 100 points |
| Exams | |
|
250 points |
|
250 points |
| Points from Exams | 500 points |
| Class Participation | 50 points |
| TOTAL POINTS TO BE EARNED | 1,000 points |
Your final grade for the course will depend on the total number of points you earn:
| Points | Letter Grade | Grade Points |
|---|---|---|
| 930 - 1,000 points | A | 4.0 |
| 900 – 929 points | A- | 3.7 |
| 870 – 899 points | B+ | 3.3 |
| 830 – 869 points | B | 3.0 |
| 800 – 829 points | B- | 2.7 |
| 770 – 799 points | C+ | 2.3 |
| 730 – 769 points | C | 2.0 |
| 600 – 729 points | D | 1.0 |
| Below 600 points | F | 0.0 |
Please note that the University considers a B to be a good grade. The School of Business considers a B to be a good grade. I consider a B to be a good grade. There may be several A’s in the class, but an A is a grade that is not earned automatically.
Examinations and Examination Policies
Exams will be closed-book with no notes, and they will consist of a variety of objective questions and short answer or essay questions. The class will review major concepts before the exams if time allows.
The exams will cover the textbook materials, supplemental materials from the class and all in-class presentations.
Any use of electronic devices during the testing times will be interpreted as a violation of the University Honor Code. These devices include portable music players, cellular phones, electronic translators, calculators and similar devices. Any student using such devices during an exam or any form of cheating during the exam will result in filing an accusation with the Office of Academic Integrity. There are recommended sanctions across the School for Honor Code violations. We will discuss these in class and a copy will be posted on the course Canvas site.
Consistent with University policy, only provable, i.e., documented, absences due to personal illness or family emergencies constitute acceptable absences for missing exams. If an examination is missed, you must make up the exam within one week. Unless you have made prior arrangements, a missed exam will result in a penalty of 10 percent of the total for the examination.
Please note the date and time for all exams.
You must read the text. Lecture, notes and summaries will help you understand the text, but they cannot be considered an adequate substitute for reading the text.
Specific Responsibilities
To meet the course objectives, you will use reading, assignments, project, discussion and research. Emphasis will be placed on learning and applying theories and techniques to a variety of situations.
Attendance is expected. Much of the material will be developed in class and in discussion. You are responsible for being in class, punctually, each time we meet.
If there are emergencies or unavoidable absences, you should contact me prior to the class. You must arrange to get handouts and assignments from fellow students or the class website.
Detailed class and reading assignments will be made during the course. Assignments will be posted on the class website, and it is your responsibility to do the reading.
All assignments must be completed on time. Unless specific prior arrangements have been made before the due date, there will be an automatic deduction of 20 percent of the total points for the assignment. It is your responsibility to get material in on time, whether it is a group project or an individual assignment.
Assignment Overview
All assignments are group. Detailed assignment descriptions are provided separately.
Marketplace Identification Assignment
50 points possible
Due: Monday, August 28, 2023
In this assignment, you will investigate the business-to-business marketplace in the Washington DC metropolitan area. Please note special format instructions.
Case Studies Assignment
Five cases to be submitted by group leader on BB. (20 points each).100 points possible in total.
Due: Each of the cases to be discussed in class.
For each case, you will prepare the case, in detail, to discuss in class. The purpose of the class discussion is to develop a better solution than you could develop on your own. You must be present in class for each discussion to earn points.
Business-to-Business Marketing in a Specific Industry Assignment
300 points possible in total
Due: Three separate deliverables You will select a specific industry and explore the industry, the key players and industry best practices in three deliverables.
You will use earlier deliverables to inform those that follow. (See project document for details)
Class Participation
Cases, exercises and discussion will be a part of almost all classes. All students are expected to be prepared for discussions and to participate in them.
Marketing and management are enhanced by dialogue, and this class will be greatly enhanced when students actively participate. Discussion and dialogue are essential to develop communication skills and explore topics in depth.
Class participation will be worth up to 50 points toward the course grade. You will be evaluated on participation including both speaking and listening, demonstrating the ability to evaluate others’ comments constructively, demonstrating familiarity with assigned readings and working effectively in class.
To earn the full points, you should:
- Volunteer examples, insights and responses in class.
- Demonstrate having read assignments, thought about the questions and analyzed materials.
- Build on the comments of others — disagreeing where appropriate but also supporting the comments and integrating viewpoints.
- Share expertise and experiences relevant to the discussion.
- Comment on the substance and topic of the classes demonstrating integration of the materials.
Not everyone likes speaking up in a class situation. If, however, a student does not enter into the discussions, there is no way to tell if he or she is learning or understanding the concepts presented. Each student is expected to contribute. While in business, you will be expected to participate in meetings. Learning to do so effectively is part of what you should develop as a powerful skill you will use throughout your career. You cannot participate if you do not attend class.
Matrix Showing Key Topics, Textbook Reading Schedule, Assignment Due Dates and Exam Schedule
| Topics | Readings (All chapters are from Business to Business Marketing Management: A Global Perspective, 4rd Edition, by Alan Zimmerman and Jim Blythe, Routledge, 2022.) | |
|---|---|---|
| Introduction to Business-to-Business Marketing and the business market environment | ||
| Week 01 | Introduction to course, course materials, and assignments; B2B markets; differences between B2B and B2C marketing; relationship marketing; business goods and services |
|
| Week 02 | Business buying decision making; business customers; buyers’ techniques; |
Industry choice due for Industry Analysis Assignment: August 28 Marketplace ID Assignment due. |
| Week 03 | No Class This week | |
| Week 04 | The strategic planning process; strategy; competitive advantage; value chain analysis; value networks; competition and hypercompetition; |
|
| Week 05 | Ethical considerations; business ethics; marketing and ethics; ethics in global business; analyzing ethical problems; making ethics work; globalization; rapidly changing technology; social media |
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| Week 06 | Need for research; differences between B2B and B2C; MIS; research process; market potential and sales forecasts; benchmarking |
|
| Week 07 |
Importance of and relationship among STP; segmentation variables; segmentation process; global segmentation; market targeting; positioning Midterm Exam |
Read the case: Veolia for class discussion. Midterm Exam The Mid-term consists of 60 multiple choice questions from chapters 1 to 6. You have 90 minutes to complete it from 8 am on 10/3 until midnight on 10/4. |
| Week 08 | Globalization strategy; market entry considerations; entering and choosing foreign markets; entry strategies, modes and decisions |
B2B Marketing in a Specific Industry Deliverable #2 due |
| Week 09 | Products and product strategy; PLC; new product development; determinant attributes; global products; extension versus adaptation; intellectual property; country of origin; packaging and labeling; quality; global sourcing; services and international trade; services; goods/services continuum; corporate culture; measuring service quality; quality of e-services; blueprinting; developing new services; marketing services; overcoming trade barriers |
|
| Week 10 | Pricing process; pricing objectives; pricing strategy; demand; customer perceptions of costs and benefits; price sensitivity; costs; pricing methods; transfer pricing; prices for products and product lines; competitive bidding; branding; disruption |
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| Week 11 | Managing the supply chain; logistics; relationships; inventory management; international trade; transportation; strategic issues in distribution; distributors; selecting distributors; managing distribution channels; customer responses |
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| Week 12 | B2B versus consumer communications; communications theory; attitudes; the marketing communications program; website development; social media; advertising; direct response; standardization versus adaptation; IMC; Buyer-seller relationships; personal selling; marketing versus sales; types of salespersons; selling cycle; key-account selling; managing the sales force; IT |
|
| Week 13 |
Sales promotion; exhibitions and trade fairs; exhibitions and key-account management; exhibitions. Creating and managing a reputation; image and value; PR and external communications; internal communications media; sponsorship; risk management and crises; outside agencies |
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| Week 14 | Marketing planning; resource and marketing audits; wicked problems; tactical planning; monitoring and evaluation performance; balanced scorecards; feedback; control systems; Government contracting; selling to the federal government; social media and B2B marketing. Organizational structure alternatives, Central versus decentralization, the product manager, structure of the marketing department. |
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| Week 15 | Trends, Globalization, rapidly changing technology, social media, increased visibility; product development; postmodern marketing; relationship marketing; 21st century marketplace |
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| Final Exam: The final will open on Nov. 27 from 8 am and close at midnight on the same day. It consists of 53 multiple choice questions and you have 90 minutes to complete it. It tests chapters 8 to the end of the book. | ||
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