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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.