Download Business-to-Business Marketing

BUSINESS-TO-BUSINESS MARKETING
Program
Bachelor in Management
Instructor:
Prof. S. Kouchtch, [email protected]
Department:
Marketing
Course status
Elective
Specialization
Marketing
Year
4th year
Term
Fall – 2011
Workload:
3 ECTS, 45 hours of classes
Prerequisites:
Marketing
Course abstract
This course examines the nature and the role of b2b marketing while
implementing marketing strategy and measuring its impact on a firm’s
marketing performance.
Course aim and objectives:
The main objective of this course is to form a clear understanding of
b2b marketing with its specific issues, including both conceptual and
methodological levels as well as practical implementation.
General course objectives include:
-
Knowledge and skills
-
to explore the nature and dynamics of some of the principal
marketing management issues associated with b2b sector as
well as characteristics of b2b marketing;
to consider the role and scope of business markets;
to analyze trends and challenges business-to-business markets
face;
to evaluate the nature of business products;
to give an understanding of marketing channels, supply chains
and networks;
to explore individual communication tools and media of the b2b
promotional mix.
Understanding of the nature and the role of relationships
between companies and within networks as well as trends and
challenges relationship marketing faces;
Course content:
Knowledge of current issues concerning the development and
implementation of segmentation processes in b2b markets;
Understanding of the framework of developing strategy in
business markets.
Topic 1. The nature of b2b marketing
Topic 1 introduces the fundamental characteristics used to
define business markets and considers the nature, size and
dynamic of the sector. It establishes the key elements of
business-to business marketing and makes comparisons with the
better-known business-to-consumer sector.
Topic 2. Relationship marketing approach in b2b marketing
This topic examines the nature and role of external relations and
networks in implementing marketing strategy, their impact on a
firm’s marketing performance and how they are managed.
One of the most important aspects of marketing is relationship
and network management which involves developing and
managing the relationships with external organizations in order
to gain access to and develop key resources and competences.
Topic 3. Buying process in b2b markets
Buying process in b2b markets is considered to be one of the
most important issues in b2b marketing because of different
buying procedures and consumer behavior of business clients.
Topic 4. Business information systems and marketing research
in b2b sector
This part of the course introduces fundamental IT concepts in
order to give a basic appreciation of business information
systems and related technologies. The main aspects of the topic
relates to functional systems of data gathering and management
as well as specific issues of marketing research in b2b markets.
Topic 5. Different approaches to segmenting b2b market
Topic 5 considers issues concerning different approaches to
segmenting b2b markets. It develops conventional approaches
and explores issues around the implementation and
practicalities of b2b segmentation. It concludes by discussing
ways in which organizations can use different positioning when
segments and targets are agreed.
Topic 6. The product strategy of b2b company
This topic examines the nature and features of b2b products and
services. These constitute some of the essential elements
through which organizations operating in b2b market develop
value-based propositions for their customers. Product market
portfolios, including the product and technology life cycles, new
product development processes in b2b markets are investigated.
Topic 7. Communication tools and media of the b2b
promotional mix
Topic 7 focuses on the nature and characteristics of the
individual communication tools and media of the b2b
promotional mix. Attention is giving to the importance of the
personal selling and direct marketing in this sector, but also to
the characteristics and usage of exhibitions, sponsorships, public
relations and the role of the Internet within b2b marketing
communications.
Topic 8. Channel management in b2b markets
This part covers marketing channels, supply chains and networks
in b2b markets examining their role, purposes and structures
and explores the challenges of managing interorganisational
relationships within the marketing channel or network.
Teaching Methods:
Grading Policy:
Lectures, practicum, group work, exercises, presentations, case studies,
home and class assignments, guest lecture
Final exam
60%
Course work:
40%
Course work includes:
Type of assignment
Number of
assignments per
type
Part of
final
grade
Required reading:
Optional reading
Mid-Term Test (individual
assignment)
1
10%
Individual project (case memo)
1
10%
Test on articles (individual
assignment)
1
10%
Course project report defense
(group)
1
10%
Type
Title
Textbook
1. Brennan R. Business-to-Business Marketing [Text] /
Ross Brennan, Louise E Canning, Raymond
McDowell. – London: SAGE Publications Ltd, 2007. –
380 p.
Case
2. “OOO RusAl-Sayanskaya Folga’s Choice of
Marketing Strategy”
1. Anderson, J. C. Business market management: understanding,
creating and delivering value [Text] / J. C. Anderson, J. A.
Narus. – NY: Pearson/Prentice Hall, 2004. – 460 p.
2. Fill, C. Business to Business Marketing: Relationships, systems
and communications [Text] / С. Fill, K. Fill. – Pearson
Education Limited, 2005. – 380 p.
3. Gummesson, E. Total relationship marketing: from the 4Ps product, price, promotion, place - of traditional marketing
management to the 30Rs - the thirty relationships - of the
new marketing paradigm [Text] / E. Gummesson. – Oxford:
Butterworth-Heinemann, 1999. – 281 p.
4. Mohr, Y. Marketing of high-technology products and
innovations [Text] / Y. Mohr, S. Sengupta, S. Slater. – Pearson
prentice hall. – 2005. – 450 p.
5. Hutt, M. D., Spehn T. W. Business marketing management: a
strategic view of industrial and organizational markets [Text] /
M. D. Hutt, T. W. Spehn – Chicago: Dryden Press, 2007. – 658
p.