MRKT585BUSINESS TO BUSINESS MARKETING Dr. Ugur Yucelt Spring 2004 TR: 6:008:45 Classroom: E314 EMail

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MRKT585-BUSINESS TO BUSINESS MARKETINGDr. Ugur
YuceltSpring 2004TR 600-845Classroom
E314E-Mail uqy_at_psu.edu
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REQUIRED TEXT

• Main Texts
• Vitale and Giglierano. Business to Business
  Marketing, South- Western, 2002.
• Harvard Business Cases.
• Optional Text
• Lawrence, Jennings and Reynolds. eDistribution.
  Thomson, 2003.
• Supplementary Readings
• Articles in Industrial Marketing Journal, Journal
  of Marketing, Fortune Magazine, Business Week,
  Wall Street Journal, New York Times and others

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COURSE DESCRIPTION

• It builds up foundation of graduate level
  business-to-business marketing concepts.
  Emphasis will be given to to managerial decision
  making in the areas of business marketing
  environment, planning, research, product,
  pricing, promotion and distribution strategies.
  Case problems will also be used for presentation
  and class discussion.

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Prerequisites

• MRKT 520 Marketing Management

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COURSE OBJECTIVES

• To introduce business marketing management
  concepts.
• To introduce concept of problem solving and
  decision making approach
• To apply business marketing concept from
  practical as well as theoretical point of view
• To integrate and provide business marketing
  framework

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COURSE ASSIGNMENTS

• Written case analysis (Max. 10-15 pages).
• A mini research report/Presentations.
• Take-home final examinations
• Class participation

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CASE ANALYSIS

• Cases provide a pedagogical way to bring the real
  life into the classroom. In a simple
  description, they can be a good exercise to
  practice trial-and-error techniques. In real
  sense, there are not a perfect solution however,
  your answer and defense will be a curicial point
  in your presentation and class discussion.

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REQUIREMENTS FOR CASE ANALYSIS

• Each case must be read and prepared for class
  participation.
• Case report will be prepared by a group of 2
  students.
• Case report should not be longer than 15 pages
  excluding tables and charts.
• All reports are due at the end of class on the
  day presented.

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POSSIBLE OUTLINE FOR A CASE REPORT

• Situational Analysis and Problem identification
• This step is used to identify a main problem and
  number of sub problems.
• Environmental Analysis
• Internal and External environment and SWOT
  analysis.
• Alternatives
• This step is used to show number f different ways
  to deal with main problem.

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OUTLINE OF CASE REPORT (CON.)

• Evaluation of Alternatives
• This step is the discussion of PRO (advantages)
  and CONS (disadvantages) of each alternatives.
• Selection of the Best Alternative
• The best and the most feasible one should be
  selected for recommendation.
• Recommendation
• Final recommendation with reasons should be made
  for implementation purposes.
• Implementation
• In this final step, the recommended alternative
  should implemented using 4P of marketing(price,
  product, promotion and place).

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GUIDELINES FOR CASE PRESENTATION

• The group that is assigned to present the case
  will lead the discussion in class.
• A typewritten report must be handed out at the
  end of the presentation/discussion.
• Other members of the class will read the case to
  participate in class discussion.

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Mini Research Assignment/Presentation

• You will submit a mini research assignment, which
  should be selected from the list that is giving
  in the syllabus. The mini research assignment
  must be presented in class, and its written copy
  must be submitted at the end of each
  presentation. Written copy of the assignment
  should be 5 pages, and its short summary (2-3
  pages) should be submitted to every member of
  this class.

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GRADING POLICY

• Take-home final examination. 35
• Cases/Presentations..30
• Mini Research Assignment/presentation..20
• Class Participation15

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Grading Guidelines

• 93 and above.A
• 90-92.9..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 60F

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OTHER EXPECTATIONS

• Participation in class discussion
• Attendance
• Please discuss the reason with me if you can not
  attend the class
• Academic Integrity
• See the syllabus.

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CONTENTS

• Week I
• M Introduction, ground rules,
  assignments
• Main text Chapter 1
• W Main text Chapter. 2
• Optional Chapter. 6
• Chapter.
  7
• Week II
• M Main text Chapter 3
• Optional Chapter 4
• Mini Research Assignment I

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• Week II (Cont.)
• W Main text Chapter 5
• Optional Chapter 3
• Case I
• Weeks III
• M Main text Chapter 7
• Optional Chapter 11
• Mini research
  Assignment II
• W Main text Chapter 8
• Optional Chapter
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• Case II
• Week IV
• M Main text Chapters 10
• Mini research
  Assignment III
• W Main Text Chapter 11

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• Weeks V
• M Main text Chapters 12
• Optional Chapter 10
• Mini Research IV
• W Main text Chapter 13
• Case IV
• Mini Research V
• Week VI
• M Optional text Chapter 2
• Case Assignment V
• W Main text Chapter 14
• TAKE HOME FINAL DUES
• August 6, 2003
• Tentative list, subject to change.