MBA 5871, Business to Business Marketing Course Syllabus

Course Description Presentation of strategic marketing and business policies. A foundation is established for better understanding of organizations, and to assist students in viewing organizations as a continuously evolving entity. Concepts include the foundations of e-commerce, retailing and advertising, market research, various marketing strategies and implementation of such strategies, and the management of business marketing channels.

Course Textbook Hutt, M. D., & Speh, T. W. (2010). Business marketing management: B2B (10th ed.). Mason, OH: South-Western.

Course Learning Outcomes Upon completion of this course, students should be able to: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21.

Discuss the foundations of electronic commerce in B2B marketing management. Explain the concept of strategic marketing B2B. Define key terms in strategic marketing B2B management. Describe several strategic marketing B2B models. State the benefits of strategic marketing B2B management. Describe the guidelines for effective marketing B2B management. Explain business ethics and marketing B2B management. Compare strategic marketing with other sectors of business. Identify and explain the nature of global competition. Integrate strategy and culture. Describe and explain the importance of strategic marketing B2B with planning, production, operations, research, and development. Create joint ventures and combination strategies with partner organizations. Develop strategic marketing management objectives. Explain the role of market research as it pertains to Internet consumers. Describe retailing and advertising activities as they pertain to electronic commerce. Discuss the function of electronic commerce in service industries, as well as in business-to-business situations. Define and describe Intranet and Extranet networks. Describe different types of business marketing communications. Discuss the factors necessary for successful strategy and implementation in electronic commerce situations. Explain the infrastructure options necessary and useful in electronic commerce. Discuss the global implications involved in electronic commerce and marketing B2B.

Credits Upon completion of this course, the students will earn three (3) hours of college credit.

Course Structure 1. Unit Learning Outcomes: Each unit contains Learning Outcomes that specify the measurable skills and knowledge students should gain upon completion of the unit. 2. Unit Lesson: Each unit contains a Unit Lesson, which discusses unit material. MBA 5871, Business to Business Marketing

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3. Reading Assignments: Each unit contains Reading Assignments from one or more chapters from the textbook. Supplemental Reading is provided in the Unit I study guide to aid students in their course of study. 4. Learning Activities (Non-Graded): These non-graded Learning Activities are provided in each unit to aid students in their course of study. 5. Key Terms: Key Terms are intended to guide students in their course of study. Students should pay particular attention to Key Terms as they represent important concepts within the unit material and reading. 6. Unit Assignments: Students are required to submit for grading Unit Assignments in each unit. Specific information and instructions regarding these assignments are provided below. Grading rubrics are included with each Unit Assignment. Specific information about accessing these rubrics is provided below. 7. Ask the Professor: This communication forum provides you with an opportunity to ask your professor general or course content related questions. 8. Student Break Room: This communication forum allows for casual conversation with your classmates.

CSU Online Library There is a virtual library with resources, including both journals and ebooks, to support your program and your course at Columbia Southern University. eResources are accessible 24 hours a day/7 days a week from the CSU Online Library gateway page. To access the library, log into myCSU, and then click on CSU Online Library. Resources are organized in the library by title, but if you click on Research Guides, you will find eResources arranged by subject. The Library Reference service is available 7 days a week; you can reach CSU’s virtual librarians by e-mailing [email protected]. These professional librarians will be glad to help you develop your research plan or to assist you in any way in finding relevant, appropriate, and timely information. Librarian responses may occur within minutes or hours, but it will never take more than 24 hours for a librarian to send a response to the e-mail address you have provided. Replies to reference requests may include customized keyword search strategies, links to videos, research guides, screen captures, attachments, a phone call, live screen sharing, meeting room appointments, and other forms of instruction.

Assignments Unit I Project Marketing Report for a New Product Offering Choose a publicly traded company, and review the information provided on the company from their website, annual report, profile, etc. You may also search the CSU Online Library for information on your chosen company. Based on the information you gathered, select a potential new product that would fit well in the company’s current product line. Write a three to five page marketing report to the new product development manager of your chosen company. Explain why this product would be a good fit for the company. Make sure you include the following elements in your report: 1. Clearly describe the new product offering, classify it as a consumer or an industrial good, and explain the target market (i.e., potential consumer or industrial buyers) of the new product. 2. Explain three possible strategies the company could use to correctly position this new product. Explain if and how online marketing should be one of the strategies considered for this project. 3. Describe the approach the company should follow in pricing this new product. 4. Describe the top three competitors for this new product, and provide possible solutions as to how the company can become the market leader. 5. Use at least four scholarly resources in your report. Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

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Unit II Article Critique Is Your Company Ready for One-to-One Marketing? From the CSU Online Library, access the Business Source Complete database, and search for the following article: Peppers, D., Rogers, M., & Dorf, B. Is your company ready for one-to-one marketing? Harvard Business Review 77.1 (1999): 151. Click here to access the article critique template, and use it as a basis to critique the article. Based on the information you include in the template, write a two to five page article critique using APA format. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit III Research Paper Internal Analysis and Strategy Map Choose a company that has several strategic business units and product divisions. Remember, a strategic business unit (SBU) can be a company division, a product line, or even a collection of businesses all contained in the same company. For example, General Electric has over 40 SBUs, and Proctor and Gamble has more than 250 brands! Using your chosen company and product, write a minimum three page analysis of how your product compares to its internal competitors. Include a SWOT analysis of your product as it compares to at least three internal competitors, and provide a strategy map similar to Figure 6.6 in your textbook. Make sure you include the four elements from the balanced score card (financial perspective, customer perspective, internal perspective, and learning and growth perspective) in your strategy map. Each part of this assignment should be submitted in one document. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit IV Project Market Analysis Presentation Search for the following article in the CSU Online Library: Delmont, J. (2009). Tomberlin takes on green challenges. Dealernews, 45(7), 18. Retrieved from EBSCOhost. Assume you have been hired by Tomeberlin as a consultant to help him create an approach to growing his new electric vehicle business. He has asked you to prepare a report detailing the new product strategy he should use for either the Anvil or the E-Merge products he has created. In your report, he wants you to classify his development project for the two vehicles and to explain which of the three approaches to creating new growth businesses he should employ. He is also interested in knowing how he should best leverage his resource commitments to grow his new business. Tomerbelin has asked you to include in your report a list of who you believe will be his top three competitors for these products and to provide him with at least three solid methods he could use to become a market leader in the electric vehicle business. Tomberlin would like you to present your report in the form of a PowerPoint presentation that details the requirements above. Use the notes section of PowerPoint to clarify your response. Tomberlin is very research driven, so make sure your recommendations are supported by facts from other sources. He is also a stickler for professionalism, so make sure your presentation is professional in appearance and written to the correct target audience. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit V Case Study UPS Brand Deliverance From the CSU Online Library, access the Business Source Complete research database, and search for the following article: Hosea, M. (2006, November). Brand deliverance. Brand Strategy, 207, 20-23. Retrieved from Business Source Complete. MBA 5871, Business to Business Marketing

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Abstract: The article focuses on the expansion of the big brown brand of United Parcel Service of America Inc. It became very successful for becoming the world's largest package delivery firm and a global provider of specialized transportation and logistics operations and services. After 20 years of international growth, it is now also evaluating its corporate identity. In addition to being a package delivery and transportation firm, it now relaunches its brand around synchronizing global commerce. You may also find you need to conduct additional research on UPS via the CSU Online Library, the Internet, or other sources to complete this assignment. Complete a Case Study that includes the following sections: 1. Executive Summary: This should be the first page after the title page and should (in less than one page) identify the major problems in the case and provide a brief recommendation. 2. Problem Statement: What do you see as the main problem facing UPS in the next five years? What do you see as the root causes of this problem? Differentiate between the short- and long-term problems that might occur. 3. Alternative Solutions: Identify at least two possible solutions to overcome the main problem you identified above. Provide the advantages and disadvantages of each. 4. Recommendation: Choose one of your alternative solutions, and explain why UPS should choose this solution to implement. Provide guidelines on how UPS should implement your chosen solution. 5. Conclusion: Summarize your overall findings, and use research to support your conclusion. Make sure to follow APA formatting in your Case Study. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit VI Research Paper Product Market Analysis Use the CSU Online Library, your textbook, and the Internet to select a company that has several product divisions or strategic business units (SBUs). Remember, a SBU is an internal division or product line that has its own distinct mission and competitors which operates somewhat independently from the rest of the company. General Electric, Proctor and Gamble, and Ford Motor Company are examples of companies with multiple SBUs. Choose one product from your chosen company, and write a product market analysis (PMA). A PMA is a three to four page analysis of how the product is being placed in the market. The following components should be included: 1. Provide background information about the company and its SBUs. 2. Describe the product you have chosen to analyze. What other products in the company’s product line are in competition with your chosen product? 3. Identify the target market for the product. How is the product being positioned in the market? 4. Describe the pricing strategies being used for this product. 5. Describe the distribution channels used to serve the product’s market segment. What role does the Internet play in the company’s supply chain management operations? Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit VII Project Sales Resource Company Grid Companies who sell more than one product or service can often utilize cross-selling techniques to sell different products to their existing customers. In order to minimize duplication of efforts in the sales force and to ensure the company is matching its sales resources to its marketing opportunities, a Sales Resource Opportunity Grid (SROG) is often used to plan and control the sales portfolio. Using the SROG in Figure 16.4 in your textbook as a guide, create and explain an SROG for a company of your choosing. This can be your current or former place of employment or a company you have researched in the CSU Online Library or MBA 5871, Business to Business Marketing

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on the Internet. Make sure you take into account all of the company’s planning and control units when designing your grid. Submit your completed grid along with an approximate two-page paper that describes the company and its PCUs and justifies the information you included in the grid. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. Unit VIII Comprehensive Case Study 3M Canada: Industrial Business Division Read the Comprehensive Case Study, “3M Canada: Industrial Business Division,” on pages 499-514 in your textbook. This case illustrates the challenges associated with B2B market strategy development and incorporates many of the concepts we have covered throughout this course. Complete a Case Study of approximately eight pages that includes the following sections: 1. Executive Summary: This should be the first page after the title page and should (in less than one page) summarize the major issues in the case. 2. Opportunities and Challenges: Evaluate the opportunities and challenges facing 3M’s Industrial Business Division from changing the customer focus from OEM to MRO. In addition to your written analysis in this section, also present your findings in a table labeled “Opportunities and Threats.” 3. Sales Relationships: Describe how the sales relationships with OEM customers differ from that with MRO customers. Discuss the product offerings, target markets, distribution issues, and pricing concerns. Include a graph in this section that illustrates the sales relationships. 4. Explain how 3M IBD’s current sales model could be changed to effectively reach national distributors. Justify your recommendation for a more effective sales model. 5. Design a plan of action for 3M IBD that addresses the following issues:   

Explain why the company should or should not target national distributors. Describe the changes needed in the sale model and supporting marketing strategy. Include a recommendation of how 3M IBD can meet the aggressive revenue growth mandate from their current CEO.

6. Conclusion: Summarize your overall findings, and use research to support your conclusion. Make sure to follow APA formatting in your Case Study. Information about accessing the Blackboard Grading Rubric for this assignment is provided below.

APA Guidelines CSU requires that students use APA style for papers and projects. Therefore, the APA rules for formatting, quoting, paraphrasing, citing, and listing of sources are to be followed. Students can find CSU’s Citation Guide in the myCSU Student Portal by clicking on the “Citation Resources” link in the “Learning Resources” area of the myCSU Student Portal. This document includes examples and sample papers and provides information on how to contact the CSU Success Center.

Grading Rubrics This course utilizes analytic grading rubrics as tools for your professor in assigning grades for all learning activities. Each rubric serves as a guide that communicates the expectations of the learning activity and describes the criteria for each level of achievement. In addition, a rubric is a reference tool that lists evaluation criteria and can help you organize your efforts to meet the requirements of that learning activity. It is imperative for you to familiarize yourself with these rubrics because these are the primary tools your professor uses for assessing learning activities.

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Rubric categories include: (1) Assessment (Written Response) and (2) Assignment. However, it is possible that not all of the listed rubric types will be used in a single course (e.g., some courses may not have Assessments). The Assessment (Written Response) rubric can be found embedded in a link within the directions for each Unit Assessment. However, these rubrics will only be used when written-response questions appear within the Assessment. Each Assignment type (e.g., article critique, case study, research paper) will have its own rubric. The Assignment rubrics are built into Blackboard, allowing students to review them prior to beginning the Assignment and again once the Assignment has been scored. This rubric can be accessed via the Assignment link located within the unit where it is to be submitted. Students may also access the rubric through the course menu by selecting “Tools” and then “My Grades.” Again, it is vitally important for you to become familiar with these rubrics because their application to your Assessments and Assignments is the method by which your instructor assigns all grades.

Communication Forums These are non-graded discussion forums that allow you to communicate with your professor and other students. Participation in these discussion forums is encouraged, but not required. You can access these forums with the buttons in the Course Menu. Instructions for subscribing/unsubscribing to these forums are provided below. Once you have completed Unit VIII, you MUST unsubscribe from the forum; otherwise, you will continue to receive e-mail updates from the forum. You will not be able to unsubscribe after your course end date. Click here for instructions on how to subscribe/unsubscribe and post to the Communication Forums. Ask the Professor This communication forum provides you with an opportunity to ask your professor general or course content questions. Questions may focus on Blackboard locations of online course components, textbook or course content elaboration, additional guidance on assessment requirements, or general advice from other students. Questions that are specific in nature, such as inquiries regarding assessment/assignment grades or personal accommodation requests, are NOT to be posted on this forum. If you have questions, comments, or concerns of a nonpublic nature, please feel free to e-mail your professor. Responses to your post will be addressed or e-mailed by the professor within 48 hours. Before posting, please ensure that you have read all relevant course documentation, including the syllabus, assessment/assignment instructions, faculty feedback, and other important information. Student Break Room This communication forum allows for casual conversation with your classmates. Communication on this forum should always maintain a standard of appropriateness and respect for your fellow classmates. This forum should NOT be used to share assessment answers

Grading Projects (3 @ 7%) Unit II Article Critique Research Papers (2 @ 10%) Unit V Case Study Unit VIII Comprehensive Case Study Total

= 21% = 16% = 20% = 18% = 25% = 100%

Course Schedule/Checklist (PLEASE PRINT) The following pages contain a printable Course Schedule to assist you through this course. By following this schedule, you will be assured that you will complete the course within the time allotted.

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MBA 5871, Business to Business Marketing

Course Schedule

By following this schedule, you will be assured that you will complete the course within the time allotted. Please keep this schedule for reference as you progress through your course. Unit I Review:

Read:

Submit:

The Environment of Business Marketing  Unit Study Guide  Learning Activities (Non-Graded): See Study Guide.  Chapter 1: A Business Marketing Perspective  Chapter 2: The Business Market: Perspectives on the Organizational Buyer Search for the following article using the CSU Online Library:  Sawyer, B. (2010). Perfect Your Business-to-Business Marketing Skills. Origination News, 20(3), 18. Retrieved from EBSCOhost. Suggested Reading: Search for the following article using the CSU Online Library:  Quinton, B. (2011). Baking, listening and selling. Entrepreneur, 39(2), 60-61. Retrieved from EBSCOhost.  Project

Notes/Goals:

Unit II Review:

Read:

Submit: Notes/Goals:

Managing Relationships in Business Marketing  Unit Study Guide  Learning Activities (Non-Graded): See Study Guide.  Chapter 3: Organizational Buying Behavior  Chapter 4: Customer Relationship Management Strategies for Business Markets From the CSU Online Library, access the Business Source Complete database, and search for the following article:  Peppers, D., Rogers, M., & Dorf, B. Is your company ready for one-to-one marketing? Harvard Business Review 77.1 (1999): 151. Business Source Complete.  Article Critique

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MBA 5871, Business to Business Marketing Unit III Review:

Read:

Submit: Notes/Goals:

Unit IV Review:

Read:

Submit: Notes/Goals:

Course Schedule

Assessing Marketing Opportunities    

Unit Study Guide Learning Activities (Non-Graded): See Study Guide. Chapter 5: Segmenting the Business Market and Estimating Segment Demand Chapter 6: Business Marketing Planning: Strategic Perspectives Suggested Reading: Search for the following article using the CSU Online Library:  Kim, J. W., Jang, H. W., & Kim, E. J. (March 2010). An empirical study on SCM strategies, management strategies, and management performance based on level of integration of businesses. Journal of International Management Studies, 10, 3. p.157 (14).  Research Paper

Formulating Business Marketing Strategies Part I  Unit Study Guide  Learning Activities (Non-Graded): See Study Guide.  Chapter 7: Business Marketing Strategies for Global Markets  Chapter 8: Managing Products for Business Markets  Chapter 9: Managing Innovation and New Industrial Product Development Search for the following article using the CSU Online Library:  Delmont, J. (2009). Tomberlin takes on green challenges. Dealernews, 45(7), 18. Retrieved from EBSCOhost.  Project

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MBA 5871, Business to Business Marketing Unit V Review:

Read:

Submit: Notes/Goals:

Unit VI Review: Read: Submit: Notes/Goals:

Unit VII Review: Read: Submit: Notes/Goals:

Course Schedule

Formulating Business Marketing Strategies Part II  Unit Study Guide  Learning Activities (Non-Graded): See Study Guide.  Chapter 10: Managing Services for Business Markets  Chapter 11: Managing Business Marketing Channels  Chapter 12: E-commerce Strategies for Business Markets From the CSU Online Library, access the Academic OneFile database, and search for the following article:  "CASE STUDY - UPS: Brand deliverance. (United Parcel Service of America Inc.)(Company overview)(Case study)." Brand Strategy 6 Nov. 2006: 20. Academic OneFile.  Case Study

Formulating Business Marketing Strategies Part III  Unit Study Guide  Learning Activities (Non-Graded): See Study Guide.  Chapter 13: Supply Chain Management  Chapter 14: Pricing Strategy for Business Markets  Research Paper

Formulating Business Marketing Strategies Part IV     

Unit Study Guide Learning Activities (Non-Graded): See Study Guide. Chapter 15: Business Marketing Communications: Advertising and Sales Promotion Chapter 16: Business Marketing Communications: Managing the Personal Selling Function Project

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MBA 5871, Business to Business Marketing Unit VIII Review: Read:

Course Schedule

Evaluating Business Marketing Strategies and Performance  Unit Study Guide  Learning Activities (Non-Graded): See Study Guide  Chapter 17: Marketing Performance Measurement

Submit:  Comprehensive Case Study Notes/Goals:

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