MRKT 485 BUSINESS-TO-BUSINESS MARKETING

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MRKT 485 BUSINESS-TO-BUSINESS MARKETING

• Dr. Ugur Yucelt
• Fall 2002
• Classroom E309 Olmsted
• Class Hours R 600-845
• Office Hours TR 200-330 and 500-600 pm.
• E-Mail uqy_at_psu.edu

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REQUIRED TEXT

• Frank G. Bingham and Roger Gomes. Business
  Marketing (2th Edition), NTC Publishing group,
  2001.
• Supplementary Readings
• Articles in Industrial Marketing Journal,
• Journal of Marketing, Fortune, Wall Street
• Journal, Business Week, and others.

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Course Description

• Course builds upon marketing principle course.
• Focuses on industrial marketing.
• Emphasis is given to managerial decision making.
• Covers marketing strategy, marketing systems,
  research, promotion, pricing and distribution in
  a real life environment.
• Lectures, discussion, small group discussion,
  application, course project and case
  presentation.

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Course objectives

• Introduce business marketing concepts and
  applications.
• Introduce problem solving and decision making in
  business-to-business setting.
• Apply theory and practice.
• Provide framework for demand analysis,
  segmentation, global and e-commerce issues.

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Course Assignment

• Written case analysis (Maximum 10-15 pages) and
  presentation .
• Course project(maximum 10-15 pages) and
  presentation.
• Maximum of three quizzes.
• Small group discussion and Class participation.

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Case Studies

• Pedagogical way to bring the real world into the
  classroom.
• Training as a decision maker.
• Mandatory class discussion.
• Mandatory type written case report.
• Library and Internet research will be very useful.

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Requirements for Case Analysis

• Group of two/three students.
• 10-15 pages written case report at the end of
  presentation.
• Critiqued by two/three students.
• No perfect solution for the cases however, you
  should look for organization, originality,
  creativity, depth of coverage and clarity.

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Outline for Case Report and presentation

• Problem identification
• Alternatives
• Evaluation of alternatives
• Pros
• Cons
• Selection the best alternative
• Recommendation
• Managerial implementation

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Guidelines for Case Analysis and presentation

• Group members who are responsible to present the
  case will lead the discussion.
• Case presentation will be evaluated by another
  group.
• Each group should select a leader for
  assignments, meetings and problems.
• Group leader should inform me if there is a
  problem.
• End of semester, peer review is mandatory.
• Others must read the case and prepare their own
  solution to participate in class discussion.

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Guidelines for Research Report

• Related to any type of business marketing
  topic/operations (see the suggested topics listed
  in the syllabus).
• Submit a proposal for review and approval
• Conduct research to collect information/sources
  about your project .
• Write complete report.
• Present research report in class between 14th and
  15th Week.
• Submit research report for grading at the last
  class of this semester.

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Research Report/project (cont.)

• Maximum two/three students
• Learning process.
• Provides opportunity to work collaboratively.
• Enables to develop skills in recognizing
  responsibility, setting deadlines, setting
  expectations for performance, integrating diverse
  intellectual and personal styles and opinions.
• Tactical and diplomatic solutions to the
  problems.
• Explore a topic in greater depth than when
  shouldering the responsibility individually.

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Outline For A Research Proposal

• Title
• Introduction/Background
• Situation Analysis
• Purpose/objective of the Study
• Methodology
• Bibliography/References

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Small Group Discussion

• It is mandatory in each class
• You will discuss chapter/reading with your group
  members during the class.
• You will develop set of questions as result of
  your group discussion.
• Your questions will be discussed in class at the
  end.
• Questions will be submitted to me including the
  names of each member who are attending the group
  discussion/contribution on that day.

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Other Assignments

• Class participation
• It is mandatory at the end of group discussions,
  case presentations, and presentations of reports/
  projects.
• Attendance
• It is very important for class discussion. It
  will be control in weekly basis.
• Make-up exams
• It will be given, if there is uncontrollable
  circumstances. Please let me know beforehand, if
  you will take a make-up test

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Other Assignments (cont.)

• Academic integrity
• See the syllabus for details.
• Students with disabilities
• See the syllabus for details.

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Grading Policy

• Quiz I.....................................15
• Quiz II....................................15
• Quiz III...................................15
• Cases/presentation...................25
• Research project/presentation..20
• Class participation....................10

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Grading Guidelines

• 94 and aboveA
• 90-93.9.A-
• 87-89.9.B
• 83-86.9.B
• 80-82.9.B-
• 77-79.9.C
• 70-76.9.C
• 60-69.9.D
• Below 60..F

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Contents of the Course

• Weeks I to III Chpts. 1-3
• Week IV Chpt. 4 QUIZ I
• Week V Chpt 5
• Week VI Chpt 6 Proposals Due for Course
  project
• Week VII Chpt. 7
• Week VIII Chpt 8 QUIZ II
• Fall Break
• October 14-15

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Contents of the Course (Cont.)

• Week IX Chpt 9
• Week X Chpt 10
• Week XI Chpt 11
• Week XII Chpt 12
• Week XIII Chpt 13 QUIZ III
• Week XIV Presentations of Research Report
• Week XV Presentations of Research Reports
  
• Suggested List, subject to change.