York University
Faculty of Liberal Arts and Professional Studies
Administrative Studies
Winter 2012
COURSE:
Business-to-Business Marketing
ADMS 4215
WINTER 2012
Mon 7 - 10 pm
ADDITIONAL REQUIREMENTS:
You must be registered to attend this class. If you are not officially registered in this course you must do so BEFORE
the “Add Without Permission” date, as you will not be allowed to register after that date - due to the group work
required.
Exam dates are to be finalized but the expected dates are as per the course outline. Note that the dates may
change. Changes will be announced in class. The content will include Lectures, Cases, Classroom topics and ALL
chapters of the text (whether covered in the class or not). The focus will be on classroom-led topics and the exams
will be both TEXT AND LECTURE MATERIAL!!!
REQUIRED COURSE TEXT / READINGS:
Business Marketing: Connecting Strategy, Relationships, and Learning
F. Robert Dwyer and John F. Tanner
WEIGHTING OF COURSE:
GRADE BREAKDOWN (Subject to Change):
Note: timing of lectures and exams ARE subject to change. Announcements will be made IN CLASS!
1 x Exam I
1 x Oral / Group Presentation Re: “Current B2B Case/News Story”
1 x Written “Marketing Plan” – Group Work on a B2B Marketing Initiative
1 x Oral / Group Presentation Re: “Marketing Plan” – Group Presentation of “Plan”
1 x Exam II
30%
10%
30%
10%
20%
COURSE INSTRUCTOR / CONTACT:
Chuck Hendriks
chendriks@sympatico.ca – Subject: “ADMS 4215 –____________”
EXPANDED COURSE DESCRIPTION:
This course focuses on problems and concepts particular to business-to-business marketing. The basic marketing
concepts introduced in AK/ADMS 2200 3.00 along with a conceptual framework of organization buyer behaviour
are utilized to illustrate the unique nature and challenges of this market.
ORGANIZATION OF THE COURSE:
COURSE OUTLINE / SCHEDULE:
Lecture
1
2
3
4
Teaching Objective
Introduction
Bus-to-Bus Marketing
(Overview),
Derived Demand in
Business Markets; The
Character of Business
Marketing
Business Buyer Behaviour
Business Customers and
Segmentation
Business Pricing and
Delivering Customer Value
Price Segmentation
Business Services
Content
Ch. 1
Other / In-Class Details
Form groups (10/group); submit
proposal for marketing plan
Ch. 2, 3
Final opportunity to submit proposal
for groups / marketing plan
Ch. 4, 5
Ch. 14
Case: Current News Item / Case
Ch 16
Exam I = Ch. 1, 2,
3, 4, 5, 14, 16
Ch. 8
Possible Exam I Date
5
Product Decisions and
Branding Strategies;
6
Product Decisions and
Branding Strategies;
Distribution and Channel
Relations
Sales Force Management
Business Marketing
Communication
Ch. 8
9
Strategy, Planning &
Implementation,
Ch. 11, 6, 7
Exam II = All
Chapt.’s
10
Marketing Strategy
Integrated B2B Concepts
Integrated Strategy
Teamwork, Presentation
skills,
Teamwork, Presentation
skills, Communication skills
Ch. 6, 7
7
8
11
12
Ch. 9
Ch. 12, 13
Ch. 10, 11
Ch. 6, 7
Cases - Review
Cases - Review
Case: Current News Item / Case
Case: Fraser – Pricing Segmentation
Possible Exam I Date
Case: Current News Item / Case
Possible Exam I Date
Case: Current News Item / Case
Possible Exam I Date
Case: Current News Item / Case
Case: Warner Lambert – Sales Force
Selection
Case: Current News Item / Case
Marketing Plan DUE
Peer Evaluations - DUE
Possible Exam II Date
Possible Exam II Date
(Possible move to exam period)
Groups present Marketing Plan
Groups 1, 2, 3, etc.
Possible Exam II Date
Groups present Marketing Plan
Groups 4, 5, 6, etc.
Possible Exam II Date
Please note that there will be no shared exams of this class with other sections of this course. That is, the exams
for this class will be unique in their questions and held separately from the exams of other sections of this course.
COURSE LEARNING OBJECTIVES:
1. Further broadening of marketing knowledge to include the unique characteristics and challenges of B2B
Marketing
2. Business-to-Business concepts incl. organizational buyer behaviour, business markets segmentation, unique
challenges surrounding business-to-business distribution channels, the nature of demand in business markets,
pricing within the business-to-business arena, business communication options, sales force management, etc.
3. Exposure to “real-world” business-to-business marketing situations utilizing cases studies, etc.
4. Exposure to developing a B2B marketing plan – and understanding the specific B2B concepts within the context
of the marketing plan.
5. Personal development including group work, teamwork, analytical and presentation skills
ADDITIONAL INFORMATION / NOTES:
Case Analysis and Presentation:
Working in a group, you will analyze 1 case from the text or from provided cases or from a current news story.
Group Marketing Plan Project:
Working in a group, you will write and submit a B2B Marketing Plan. You will analyze current practices and
recommend action.
Presentation:
Along with your group, you will present your B2B Marketing Plan
NOTE: A Detailed Syllabus will be available at the start of the first class
Deferred standing may be granted to students who are unable to write their final examination at the scheduled
time or to submit their outstanding course work on the last day of classes. In order to apply for deferred standing,
students must complete a Deferred Standing Agreement (DSA) form and submit their request no later than five (5)
business days from the date of the exam. The request must be properly submitted with supporting documentation
directly to the main office of the School of Administrative Studies (282 Atkinson), NOT to the Course Director.
These requests will be considered on their merit and decisions will be communicated to the students by the main
office. Students with approved DSA will be able to write their deferred examination during the School's deferred
examination period,which for Winter term courses will be administered during the period Friday May 11 through
Sunday May 13. No further extensions of deferred exams shall be granted. The format and covered content of the
deferred examination may be different from that of the originally scheduled examination. The deferred exam may
be closed book, cumulative and comprehensive and may include all subjects/topics of the textbook whether they
have been covered in class or not. Any request for deferred standing on medical grounds must include an
Attending Physician's Statement form; a “Doctor’s Note” will not be accepted.
DSA Form: http://www.registrar.yorku.ca/pdf/deferred_standing_agreement.pdf
Attending Physician's Statement form: http://www.yorku.ca/laps/council/students/documents/APS.pdf