Business to Business Marketing – MARK917

Business to Business Marketing – MARK917 Postgraduate Program Subject Outline Faculty of Business http://my.uowdubai.ac.ae Subject Code: MARK917 Subject Name: Business to Business Marketing Session: Spring Year: 2016 Section: One No of Credit Points: Six (6) Pre-requisite(s): MARK922 Co-requisite(s): Nil Final Exam Passing Mark 50% LECTURE INFORMATION Day: Sunday Time: 6:00 PM – 9:00 PM Location: TBC Lecturer’s Name: DR. RAMI SALEH Building & Office No: Block 14 Office G01 E-mail Address: [email protected] Consultation Days and Times: SUNDAY & TUESDAY – 4PM TO 6PM APPOINTMENT RECOMMENDED Subject Coordinator: DR. KATHY SHEN Page 1 (MARK917 Business to Business Marketing) 1 SUBJECT DESCRIPTION Business marketing is about buying and selling between organizations. Thus, doing business between organizations is business marketing and is driven by consumer demand for products and services. The topics to be covered include but are not limited to: (1) the nature of business marketing, (2) the behaviour of business buyers, (3) segmentation of business markets, value-add through the supply chain and distribution channels, and (4) each of the 4P?s in a business marketing context. Organization buying practices are different from the processes of consumers buying and as a result marketing strategy and operations have distinctly different imperatives. 2 LEARNING OUTCOMES On successful completion of this subject, the student should be able to: 1 . Identify and use appropriate strategies and tactics to business markets based on customers buying behaviour in a variety of situations. 2. Explain and work with the value concepts as applied to organizational customers as distinct from consumers. 3. Explain the importance of good logistics practice and effective distribution networks in delivering value to customers in business markets. 4. Analyze the value derived from collaborative relationships in business markets for both buyers and sellers and to use at work the elements of interorganizational relationships. 5. Use appropriate sales strategies to particular situations based on needs in both the sales force and customer organizations. 6 . Explain the range of sales techniques and processes that are required in business markets. Innovation in Teaching and Learning for MARK917: The course involves a non-traditional approach involving student-led learning where students are active participative at all times. Students are assigned a weekly task of reflecting upon a particular chapter. Specifically, each student is responsible for commenting BRIEFLY upon at least one part of the Powerpoint slides. Students are advised to find local (UAE, MENA or South Asian) examples and applications of the issue rather than simply reading from the text. The lecturer will comment and add to the point of each subject at the end of each student commentary. The process will be explained in the Week 1 lecture. The midterm and final exams are designed to assess what all students have learned from this process. Page 2 (MARK917 Business to Business Marketing) 3 SUBJECT SCHEDULE Session Lecture Topic(s) Related Text Ch.(s) Tests/ Assignments Due 1 Jan. 31 Introduction to course Introduction to Business Marketing Ch. 1 2 Feb. 7 The Character of Business Marketing The Purchasing Function Ch. 2 Ch. 3 Individual Reflections 3 Feb. 14 Organizational Buyer Behavior Ch. 4 Individual Reflections 4 Feb. 21 Market Opportunities: Current/ Potential Customers Ch. 5 Individual Reflections 5 Feb. 28 Marketing Strategy Ch. 6 Individual Reflections 6 Mar. 6 Weaving marketing into the fabric of the firm Ch. 7 Individual Reflections 7 Mid-term Exam – March 13, 2016 8 Mar. 20 Managing Offering (product) Business Marketing Channels (place) Ch. 8 Ch. 9 Individual Reflections Study Break: March 27 – April 7 9 Apr. 10 Creating Customer Dialogue (promotion) Communicating via Advertising, Trade Shows, and PR Ch. 10 Ch. 11 Individual Reflections 10 Apr. 17 The One-to-One Media Sales & Sales Management Ch. 12 Ch. 13 Individual Reflections 11 Apr. 24 Pricing & Negotiating for Value Evaluating Marketing Efforts Ch. 14 Ch. 15 Individual Reflections 12 May 1 Customer Retention & Maximization Ch. 16 Individual Reflections 13 May 8 Group Report due at Start of class Study Break: May 13 – May 16 Final Exam – To be held during the official examination period. Please refer to the Exam Timetable available on the Student Online Resources website (http://my.uowdubai.ac.ae) closer to the exam period. Page 3 (MARK917 Business to Business Marketing) 4 TEXTS 4.1 REQUIRED TEXTS Dwyer, FR. and Tanner, JF., (2009), Business Marketing: Connecting Strategy, Relationships and Learning (4th edition), McGraw-Hill Irwin, New York, NY. Required texts can be purchased from the University Bookshop located in Block 5 Ground Floor. COPYRIGHT NOTICE: The University of Wollongong in Dubai complies with UAE Federal Law No. (7) of 2002 pertaining to Copyrights and Neighboring Rights. Severe penalties apply for copyright violations. No copied materials will be allowed on campus, except where permitted as per UAE Federal Law No. (7) of 2002. Any copied materials that violate UAE Laws or UOWD Policies will be confiscated in the first instance and disciplinary actions may be taken against the person(s) involved. 4.2 RECOMMENDED READINGS Supplementary Texts: Ellis, N. (2011). Business-to-Business Marketing: Relationships, Networks & Strategies. OUP, Oxford Other Texts: Bingham, F. G. and Gomes, R. (2001) Business Marketing; NTC Blythe, J and Zimmerman, A (2005) Business to Business Marketing Management: A global perspective; Thomson Learning Brierty, Edward G; Eckles, Robert W and Reeder, Robert R (1998), Business Marketing, 3rd Edition, Prentice Hall. Ford, D. (1998) Managing Business Relationships, John Wiley and Sons. Haas, RW (1995), 6th edition, Business Marketing: A Managerial Approach, SouthWestern. Hayes, HM, Jester, PV and Aaby, NE (1996), Business Marketing - A Global Perspective, Irwin. Hutt, Michael D and Speh, Thomas W (2007), Business Marketing Management: B2B, 9th Edition, Thomson South Western. Silverstein, Barry (1999), Business-to Business Internet Marketing, Maximum Press. Recommended Background and Further Reading: Marketing Science Journal of Marketing (USA) Industrial Marketing Management Harvard Business Review (USA) Sales and Marketing Management Journal of Business Research Fortune Business Review Weekly This is not an exhaustive list of references. Students should also use the library catalogue and databases to locate additional resources. All of the recommended readings above are available at the UOWD Library located on the first floor in Block 14. Page 4 (MARK917 Business to Business Marketing) 4.3 LECTURE NOTES All teaching material can be downloaded from the student intranet: https://myuowdubai.ac.ae 5 ASSESSMENT 5.1 ASSESSMENT OF LEARNING OUTCOMES MARK917 Business to Business Marketing Spring Session 2016 Learning Outcomes Measures - Assessments (weighting) Mid-term Exam (25%) Critical Analysis – Group Report* (25%) Final Exam (50%) 1. Identify and use appropriate strategies and tactics to business markets based on customers buying behavior in a variety of situations. v v v 2. Explain and work with the value concepts as applied to organizational customers as distinct from consumers v v v 3. Explain the importance of good logistics practice and effective distribution networks in delivering value to customers in business markets. v v v 4. Analyze the value delivered from collaborative relationships in business markets from both buyers and sellers and to use at work the elements of inter-organizational relationships. v v v 5. Use appropriate sales strategies to particular situations based on needs in both the sales force and customer organizations. v v 6. Explain the range of sales techniques and processes that are required in business markets. v v Office use only * denotes group work Subject Total Mean (%) Standard deviation Range No. of students Technical Fails Page 5 (MARK917 Business to Business Marketing) 5.2 ASSESSMENT TASKS Assessment Task: 1 Mid-term Exam Type: Individual Description: Exam Learning Outcome Measured: 1, 2, 3 & 4. Total Marks: 100 Weighting: 25% Due Date: Week 7 Word Length (if applicable): NA Hand in to: Lecturer TurnItIn submission required by: NA OUTLINE AND REQUIREMENTS The Mid-term Exam will be 2 hours and 30 minutes in duration. Students will be required to answer 4 from 6 essay/short answer questions. Each question is worth 25 marks MARKING CRITERIA Detailed and defendable marking criteria will be used to mark the test. This will be discussed in class following the completion of marking and the release of marks for this task to students on SMP. Assessment Task: 2 Report and Presentation Type: Group Description: Report and Presentation Learning Outcome Measured: 1, 2, 3, 4, 5 & 6. Total Marks: 100 (Report 90, Presentation 10) Weighting: 25% Due Date: Commencement of Week 13 Lecture. Word Length (if applicable): See marking criteria Hand in to: Lecturer TurnItIn submission required by: NA OUTLINE AND REQUIREMENTS Project focus: The business marketing links between three companies where one is the „supplier?, one is the focal company and one is the „buyer?. Focal company selection is the choice of the student. The focal company will inform the students about the supplier and buyer companies. If possible, students are encouraged to speak with both the supplier and buyer companies after receiving permission from the focal company. In addition, students will have to present an assigned chapter & link its topic to the report. Page 6 (MARK917 Business to Business Marketing) Objective: To obtain a „real-world? view of business marketing issues that take place in the supply chain before products and services reach the end user consumer. How to: Contact a „focal company? of your choice. Explain that you would like to speak with them about their business and their marketing relationship with a supplier as well as a buyer. Your analysis: Start by considering the strengths, weaknesses, opportunities and threats of each relationship. What does each company do well – and what do they do that needs improvement? What are your recommendations? Study Topic Report Due Week 3 start of class. This submission will not be graded. However, it is intended to show that students have made contact with organizations and have initiated the project. This report will be 2-3 pages in length and provide information about the 3 companies in the study, the marketing environment and the proposed methodology. Failure to submit this report at the beginning of Week 3 will result in a grade loss of 10% of the COURSE grade value Page 7 (MARK917 Business to Business Marketing) Marking Criteria for MARK917 Report and Presentation Report Summary - ½ page A well written executive summary that gives a clear and accurate overview of the work that is about to be read – and provide the reader with incentive to read on! Table of Contents and Compliance with Requirements -1 page ? A well-presented Table of Contents, List of Figures/List of Tables, and List of Attachments that is consistent with the content of the report. ? Compliance with the presentation requirements – correct cover sheet, Use of appropriate font, spacing and margins. [12 font Times New Roman, 1.5 line spacing, 25mm margins.] 1. Introduction (5 marks) – 1 page Overview including introduction, three companies, marketing environment and methodology. 2. Focal Company(15 marks) - up to 2 pages Consider, business model, market positioning, culture, competitive advantage 3. Supplier Company (10 marks) - 1 page Outline strengths and weaknesses 4. Buyer Company (15 marks) - 1 page Outline strengths and weaknesses 5. Analysis Use of Theory (25 marks) Application of any theory which can be argued as pertinent/valid 6. Conclusion and Limitations (10 marks) - 1 Page . Referencing (5 marks) The report should make use of marketing theory from credible sources and be appropriately referenced. [At least 8 references from varying sources] Presentation of Report (5 marks) Logical structure, correct spelling, grammar, supporting attachments & visual impact. [Could this report be presented to an employer and/or client?] Sub-Total /90 Presentation [Fifteen minutes + 5 minutes for questions/discussion] Did the group present in a lively/enthusiastic way? (2 marks) Was the presentation a group effort that is united and cohesive? (2marks) Did the group use well-designed presentation slides to get its message across? (2marks) Did the group speak (i.e., volume, speed of speech) well? (2 marks) Did the group have good contact with the audience? (2marks) Sub-Total /10 TOTAL /100 Page 8 (MARK917 Business to Business Marketing) 5.3 GRADES AWARDED The approved grades of performance and associated ranges of marks for postgraduate subjects are: High Distinction (HD) Distinction (D) Credit (C) Pass (P) Fail (F) Technical Fail (TF) 85 – 100% 75 – 84% 65 – 74% 50 – 64% 0 – 49% - Not meeting the final exam passing requirements 5.4 SATISFACTORY COMPLETION REQUIREMENTS In order to gain a grade of Pass (P) or better in this subject, students must pass the Final Examination with a mark of at least 50%This is irrespective of a student's other marks during the session. Students who obtain a composite mark of greater than 50% but do not satisfy the Final Examination pass requirements will be awarded a “Technical Fail”. Students must „reasonably? complete all assessment tasks (other than the Final Examination, which requires a mark of 40% of above) and submit these by the final week of session or by the Final Examination date (whichever is earlier) in order to pass the subject. „Reasonable? completion of an assessment task will be determined based on the instructions given to the student including: word length, demonstration of research and analysis where required, the Plagiarism Policy, and completion of each section/component of the assessment. Failure to „reasonably? complete any assessment tasks to the standard specified above may result in a Fail grade awarded for the subject. Assessment Task: 3 Final Exam Learning Outcome Measured: 1, 2, 3, 4, 5, & 6. Total Marks: 100 Weighting: 50% Outline and Requirements The final exam will be of 3 hours duration. Students must answer 5 of 7 questions with each written answer expected to be between 3 to 4 pages. Each question will be worth 20 marks. Marking Criteria Detailed and defendable marking criteria will be used to mark the test. This can be made available to students upon request of a meeting with the subject coordinator AFTER the release of grades for this subject. Date: To be held during the official examination period. Please refer to the Exam Timetable available on the Student Online Resources website (http://my.uowdubai.ac.ae) closer to the exam period. Page 9 (MARK917 Business to Business Marketing) 6 RELEVANT POLICIES AND DOCUMENTS All students must read and be familiar with the following UOWD policies and documents, which are available on the Student Online Resources (http://my.uowdubai.ac.ae) website by following the Policies link: ? Academic Grievance – Students ? Assessment Policy ? Code of Conduct – Library Users ? Code of Practice – Students ? Copyright Policy ? Information Literacies Rule ? Library Regulations ? Music, Video and Software Piracy ? Plagiarism Policy ? Plagiarism – Acknowledgement Practice ? Rules – Campus Access and Order ? Rules for Student Conduct and Discipline ? Rules for use of ITTS Facilities ? Special Consideration Policy ? Tertiary Literacies 7 SASS Student Academic Support Services (SASS) is a program committed to assisting students in developing their academic skills and getting the most out of their studies. As part of their services, SASS provides Peer Tutoring Program and Academic Workshops. For further information contact, please contact: SASS Admin Assistant Room 032 A, Block 5. [email protected] Ph: + 971 4 390 0602 8 PLAGIARISM Plagiarism is a serious offense that can lead to expulsion from the university. Students must be familiar with the Plagiarism policy which outlines the procedure that will be followed in case of plagiarism. For more information please refer to the Plagiarism policy available on the Student Online Resources website (http://my.uowdubai.ac.ae– follow the Policies link). 8.1 TURNITIN In addition to a hard copy, students are required to submit all written assignments in soft copy through the TurnItIn system which is available online at www.turnitin.com. Every student must have a TurnItIn account. Failure to submit an assignment through TurnItIn will result in marks for that assignment being withheld. Students do NOT need to hand in a printed copy of the TurnItIn Originality Report! More information about TurnItIn (including how to create an account and add a class) will be provided in the first lecture. Students can download Frequently Asked Questions (FAQs) about TurnItIn from the SASS section of the website (http://www.uowdubai.ac.ae/ss). Page 10 (MARK917 Business to Business Marketing) TurnItIn information required to add this subject: Class ID: TBA Password: TBA 8.2 REFERENCING & IN-TEXT CITATION & UOWD RULES & POLICIES For information about Referencing and In-Text Citation, as well as a guide to some of the UOWD Rules and Policies, please go to the Student Online Resources website (http://my.uowdubai.ac.ae) and click on the POLICIES link. You will find the required information under the letter “S” for “Subject Outline Information”.