Download Business-To-Business Marketing

Business-To-Business Marketing
This course provides a review of research in partnering, collaboration and interfirm relationships
within the context of organizational buying. It investigates and analyzes critical issues in managing
relationships and responsibilities between firms involved in exchange along modern, globally
distributed enterprises. Traditional and emerging concepts in managing the sales-sourcing
interface from an integrated perspective, from the processing of raw materials through ultimate
consumption, are discussed through an investigation of the extant literature. Topics include the
following:
• Supply chain processes
• Business market segmentation
• Logistics
• Procurement
• Transaction costs
• Supplier assessment and development
• Relationship management
• Trust
• Technology and innovation
ADVANCED MARKETING STRATEGY (3 credits)
This seminar builds on the M.Sc. Theory in Marketing Strategy course and focuses on helping
students understand the role of marketing within the organization and the part it plays in overall
corporate strategy. Emphasis is placed on identifying important theoretical issues in marketing
strategy and how they have been researched. Topics include the following:
• Development of marketing
• Concept of marketing
• Impact of marketing strategy on firm performance
• Order of entry and competitive advantage
• Branding
• Market orientation.
SEMINAR IN BRAND AND CUSTOMER EQUITY (3 credits)
The course examines existing and emerging research concerning brand and customer equity. It
provides an understanding of the literature concerning brand equity theory and measurement, the
appropriate use of brand line extensions, brand architectures, brand valuation models, cobranding and brand portfolio models, customer loyalty and profitability, and customer
relationship management. Students gain an ability to apply the methods relevant to testing
theories of brand and customer equity impacts on marketing firm-level performance. Topics
include the following:
• Brands vs. Products
• Conceptual frameworks of brand equity
• Approaches to measuring brand equity
• Brand valuation
• Impact of marketing programs on brand value
• Line, brand and vertical extensions
• Co-branding and ingredient branding strategies
• Effects of brand failure
• Mergers and acquisitions and brand consolidation
• Brands as corporate risk reducers
• Customer loyalty and profitability models
• Valuing customers
• Financial impact of customer relationship management
QUANTITATIVE MARKETING RESEARCH (3 credits)
This seminar provides a more advanced examination of multivariate and other quantitative
techniques introduced in the M.Sc. program. Emphasis is placed on understanding the theoretical
underpinnings underlying the use of these methods and their practical applications in marketing
research. The main areas of study encompass multivariate methods, marketing models, and
experimental design. Topics include the following:
• ANOVA; ANCOVA
• Conjoint Analysis
• Principal Components Analysis
• Factor Analysis
• Structural Equation Modeling
• Discriminant Analysis
• Cluster Analysis
• Choice models
• Count model
• Hazard model
• Diffusion model
• Bayesian estimation method
• Control procedures and experimental designs
• Regression methods for non-experimental and quasi-experimental data
• Analysis of variance methods for experimental data
QUALITATIVE RESEARCH METHODS (3 credits)
This course is an advanced study of the qualitative research methods used in business research. It
emphasizes three broad areas: the rationale for using this approach in research; major
themes/strategies used in its execution; and the challenges researchers face, particularly with
respect to interpretation of qualitative data. The effective use of several qualitative research
methods is illustrated through a critical review of research papers drawn from several disciplines
in management and social sciences. Topics include the following:
• Research objectives and contexts appropriate in the use of qualitative methods
• Theoretical traditions in qualitative research
• Qualitative research and theory construction
• Types of qualitative research
• Research design
• Sampling strategies
• Intent and techniques for multi-method qualitative research
• Preliminary analysis of qualitative data
• Selection and use of supporting qualitative and/or quantitative methods
• Multi-method analysis of data
• Presenting research results