1
York University
Faculty of Liberal Arts and Professional Studies
Department of Administrative Studies
COURSE:
Business-to-Business Marketing
ADMS 4215 Sect A
FALL 2014
Monday 7 - 10pm SLH 107
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
30%
1 x Oral / Group Presentation Re: “Current B2B Case / News Story”
10%
1 x Written “Marketing Plan” (i.e. Group Work on a B2B Marketing Initiative)
30%
1 x Oral / Group Presentation (i.e. Group Presentation Marketing Plan)
10%
1 x Exam II
20%
COURSE INSTRUCTOR / CONTACT:
Chuck Hendriks
chendriks@sympatico.ca – Please Address Emails - 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.
2
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 B2B
Branding Strategies;
6
Product Decisions and B2B
Branding Strategies;
Distribution and B2B
Channel Relations
Sales Force Management
Business Marketing
Communication
Ch. 8
9
Strategy, Planning &
Implementation,
Ch. 11, 6, 7
10
Marketing Strategy
Integrated B2B Concepts
11
Integrated Strategy
Teamwork, Presentation
skills,
Teamwork, Presentation
skills, Communication skills
Ch. 6, 7
Exam II = All
Chapt.’s
Ch. 6, 7
Cases - Review
7
8
12
Ch. 9
Ch. 12, 13
Ch. 10, 11
Cases - Review
Case: Current News Item / Case
Case: Fraser – Pricing Segmentation
Probable 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
Probable 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.
Note: The actual exam dates will be confirmed in class; thus class attendance is imperative to understand the
exact dates and locations of exams.
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.
3
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 a list of approved cases or from a current
businesses B2B marketing related 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:
Working in a group, you will present your B2B Marketing Plan.
Note that all group work requires your involvement and participation in a group. You may not complete these
assignments working alone.
NOTE: A Detailed Syllabus with additional focus on the group work assignments will be discussed at the
start of the first class. Please ensure your understanding in detail!!
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 made available to the students by the main
office in the School's web site (under the heading of 'Links'), no individualized communication will be sent by the
School to the students (no letter or e-mails).
The status of the DSA submitted shall be checked at: http://apps.eso.yorku.ca/apps/adms/deferredexams.nsf
Students with approved DSA will be able to write their deferred examination during the School's deferred
examination period. 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
Please be aware of the dates for writing Deferred Exams.
Academic Honesty: The Faculty of Liberal Arts and Professional Studies considers breaches of the Senate Policy
on Academic Honesty to be serious matters. To quote the Senate Policy on Academic Honesty. The Policy on
Academic Honesty is an affirmation and clarification for members of the University of the general obligation to
maintain the highest standards of academic honesty. As a clear sense of academic honesty and responsibility is
fundamental to good scholarship, the policy recognizes the general responsibility of all faculty members to foster
acceptable standards of academic conduct and of the student to be mindful of and abide by such standards.
Suspected breaches of academic honesty will be investigated and charges shall be laid if reasonable and probable
grounds exist.
Students should review the York Academic Honesty policy for themselves at:
http://www.yorku.ca/secretariat/policies/document.php?document=69
Students might also wish to review the interactive on-line Tutorial for students on academic integrity, at:
http://www.yorku.ca/tutorial/academic_integrity/
Grading Scheme and Feedback Policy: The grading scheme (i.e. kinds and weights of assignments, essays,
4
exams, etc.) shall be announced, and be available in writing, within the first two weeks of class, and, under normal
circumstances, graded feedback worth at least 15% of the final grade for Fall, Winter or Summer Term, and 30%
for ‘full year’ courses offered in the Fall/Winter Term be received by students in all courses prior to the final
withdrawal date from a course.
Note: Under unusual and/or unforeseeable circumstances which disrupt the academic norm, instructors are
expected to provide grading schemes and academic feedback in the spirit of these regulations, as soon as
possible. For more information on the Grading Scheme and Feedback Policy, please visit:
http://www.yorku.ca/secretariat/policies/document.php?document=86
In-Class Tests and Exams - the 20% Rule: For all Undergraduate courses, except those which regularly meet on
Friday evening or on a weekend, tests or exams worth more than 20% will not be held in the two weeks prior to the
beginning of the official examination period. For further information on the 20% Rule, please visit:
http://www.yorku.ca/secretariat/policies/document.php?document=141
For further information on examination scheduling and other important dates, please refer to:
http://www.registrar.yorku.ca/enrol/dates/index.htm
Reappraisals: Students may, with sufficient academic grounds, request that a final grade in a course be
reappraised (which may mean the review of specific pieces of tangible work). Non-academic grounds are not
relevant for grade reappraisals; in such cases, students are advised to petition to their home Faculty. Students are
normally expected to first contact the course director to discuss the grade received and to request that their
tangible work be reviewed. Tangible work may include written, graphic, digitized, modeled, video recording or
audio recording formats, but not oral work. Students need to be aware that a request for a grade reappraisal may
result in the original grade being raised, lowered or confirmed. For reappraisal procedures and information, please
visit the Office of the Registrar site at:
http://www.registrar.yorku.ca/grades/reappraisal/index.htm
Accommodation Procedures: LA&PS students who have experienced a misfortune or who are too ill to attend
the final examination in an ADMS course should not attempt to do so; they must pursue deferred standing. Other
students should contact their home Faculty for information. For further information, please visit:
http://www.registrar.yorku.ca/exams/deferred/index.htm
Religious Accommodation: York University is committed to respecting the religious beliefs and practices of all
members of the community, and making accommodations for observances of special significance to adherents.
For more information on religious accommodation, please visit:
https://w2prod.sis.yorku.ca/Apps/WebObjects/cdm.woa/wa/regobs
Academic Accommodation for Students with Disabilities
The nature and extent of accommodations shall be consistent with and supportive of the integrity of the curriculum
and of the academic standards of programs or courses. Provided that students have given sufficient notice about
their accommodation needs, instructors shall take reasonable steps to accommodate these needs in a manner
consistent with the guidelines established hereunder. For more information please visit the Disabilities Services
website at http://www.yorku.ca/cds/
York’s disabilities offices and the Registrar’s Office work in partnership to support alternate exam and test
accommodation services for students with disabilities at the Keele campus. For more information on alternate
exams and tests please visit http://www.yorku.ca/altexams/
Please alert the Course Director as soon as possible should you require special accommodations.