Prince Sultan University Marketing Department/ CBA College Second Semester 122: 2012 - 2013 Our vision is to be a hallmark of excellence and innovation in business education in the Kingdom of Saudi Arabia. Our mission is to promote excellence and innovation in business education, research, and service in the Kingdom of Saudi Arabia in line with international standards COURSE OUTLINE Course Code : MKT 370 Course Title : Business to Business Marketing Class sessions: Sat, Mon, Wed Name of Faculty: Dr. Husam Kokash Email: [email protected] Credit Hours: 3 Class room: FCR 12 Class Time: 11:00 - 11:50 Office: E 354 Phone: 01 494 8542 Course Description: MKT370 is a course for students interested in understanding the Business to Business Marketing. This course develops students' understanding of the various marketing concepts involved in organizational buying, including market analysis, segmentation, targeting and positioning of various types of B2B companies. At the same time, the course introduces to students the specifics of marketing mix tactical tools for B2B markets to manage the business market offering. In addition, the course helps students to comprehend concepts including strategic alliance, networking, supply chain management, outsourcing, and issues and impacts of globalization. With value created and delivered in the marketplace as its cornerstone, this course equips students with the necessary marketing tools to deal with issues related to business markets. Business ethics is emphasized in the course and integrated into the topics. Course Objectives: All students receiving a passing grade in the class will be able to: Describe the nature of business markets and the related concepts and theories involved in business activities among business organizations. Recognize the similarities and differences between consumer markets and business markets. Familiarize the business organization buying behavior with particular emphasis on the globalization of modern business and related ethical issues and consideration of corporate social responsibility. Analyze business situations in the context of buyer-seller relationships, consumer relationship management and supply chain management. Apply concepts and theories to business marketing situations and take appropriate decisions using a strategic marketing perspective. Explain the marketing challenges which faced the business organizations. Course materials: Required Text Book: Brennan, R. Canning, L. McDowell, R. Business-to-Business Marketing. Second edition, Sage Publications. 2011. Reference Book: Robert, V. Pfoerstch, W. & Giglierano, J. Business to Business Marketing; Analysis and Practice, Pearson/Prentice- Hall. 2011. Additional supplemental readings and cases will be announced and/or distributed in class. Exams: There are Three examinations for the semester, Two major exams and Final Exam. These examinations will follow the normal college pattern. The final exam will be comprehensive. Assessments &Evaluation: Major First Exam 20% Major Second Exam 20% Final Exam 40% Cases, Presentations 10% Class participation and Attendance 10% Class participation & attendance: The course includes a mixture of learning activities- lectures, discussion on B-to-B topics, case analyses, presentation, and students’ activity in group based assignmnets. It is critical that each of you comes to class prepared. Attendance for regular classes is expected. Class participation is a crucial part of the course which will take place during lectures, will be evaluated on regular bases. Keep in mind that poor attendance will negatively affect students grades. Assignments: Throughout the semester, a number of chapter questions, short cases, field research and exercises will be assigned. I expect you to have spent a sufficient amount of time preparing answers or notes which will assist you in learning and during class discussion. All written reports and assignments are due either at the beginning of class on the due date or a designated time. Typed-written work is mandatory for all assignments. No one late assignment will be accepted. DN Policy As the course is delivered in one hour sessions, any student who exceeds the number of absences allowed will be recommended for DN. The absences will be counted from the day first of the official start of classes given in the semester calendar, no matter when the student has actually registered the course. Besides, any student who is late by more than five minutes after the scheduled start of a class will be marked absent, and such absences will also be counted for DN purpose. Indicative Course Contents Week 1 2 3 4 5 6 7 Topic Business to Business Markets & Marketing: Chapter 1 Business Buyers' Behavior 2 Inter-Firm Relationships & Networks 3 Business to Business Marketing Analysis & Strategies 4 Major First Exam 7 8 9 10 11 12 Business Market Segmentation 6 Market Communication 7 Relationships Portfolios Major Second Exam 12 13 14 15 15 16 Relationship Communication 8 Managing Product Offering 10 Cases, presentation & discussions – general review Final Exam Note: The instructor reserves the right to change or modify the course syllabus and revised it to generate the maximum benefits for students. The possible modifications will be discussed with students in the classroom. An updated and improved copy will be linked to the instructor's Website, where the students are responsible for checking and keeping up with any change.