Riyadh Philanthropic Society for Science
‫مؤسسة الرياض الخيرية‬
‫للعلوم‬
Prince Sultan University
‫جامعة األمير سلطان‬
College of Business Administration
‫كلية إدارة األعمال‬
Basic Information
Course Title:
Business Marketing 370
Credit Hours:
3 Credit Hours.
Instructor:
Dr. Yahya Melhem
Office Hours:
10:00-11 Sat,Monday, Wed.
Office Location: E356
Instructor's e-mail:
ymelhem@fnm.psu.edu.sa
yahyamelhem@yahoo.com
Course Meeting Time:
Sat, Monday, Wed 11:00-11:50
Course Meeting Location:
FCR-12
Main text: Dwyer and Tanner, Business Marketing, 4th ed.
Teaching and Learning Methods
Students will work in an interactive learning environment supported by:
1. Daily lectures and discussion sessions.
2. An Interactive teaching-learning experience by presenting projects using
PowerPoint.
Students in this course are expected to be present, and prepared to contribute to all
class sessions. Because of the commitment to class discussion, learning depends on
your participation. Your comments and questions enrich and enhance everyone’s
learning.
3- Students are expected to solicit and search for the recent related knowledge via the
internet and academic sources.
Professional Information
Course Aims and Themes
The objective of this course is to develop analytical and conceptual skills relevant to
business marketing strategies and policies. This course, however, will concentrate on
connecting strategy, relationships and learning related to business organizations in
B2B perspective The course will shed light on presenting innovative ideas and
Dr. Yahya Melhem
1
Riyadh Philanthropic Society for Science
‫مؤسسة الرياض الخيرية‬
‫للعلوم‬
Prince Sultan University
‫جامعة األمير سلطان‬
College of Business Administration
‫كلية إدارة األعمال‬
concepts related to business marketing leading to healthy and effective business
markets.
Learning objectives for the class are:
1. To survey basic concepts and principles of business marketing.
2. To understand the differences and similarities between consumer markets and
business markets
3. To learn about the development and evolvement of business marketing and the
right approaches for advancing B2B marketing.
4. To analyze the right marketing strategies in B2B organizations.
Intended Learning Outcomes
1. Knowledge and Understanding
Students attending this course will be able to identify the importance of B2B marketing
and to develop and propose an important marketing strategies required by this sector.
Students, also, will be able to comprehend customer relationship and orientation
related to B2B organizations. They will be able to understand the marketing mix
associated with business to business firms and observe the points of intersection
between business marketing and consumer marketing.
2. Intellectual Skills
Students attending this course will be able to understand, analyze, interpret, and
assess strategic issues and decisions related to B2B marketing. They will be able to
come up with ideas related to local business organization.
3. General and Transferable Skills
Students attending this course will be able to assess their own strengths and
weaknesses and adjust future performance in light of their self-assessments. It will
assess students’ ability to transform the theoretical understanding into realistic issues.
Student achievement of this learning outcome is assessed by the instructors'
evaluations of students’ commitment to submission deadlines, course attendance, and
team-work contribution.
Intended Course Values
Students attending this course will gain the following values and skills as they will be
established throughout the teaching-learning process over the semester:
1. Research Skills: Enhancing students' awareness and sensitivity to the benefits of
research and innovation. Each student is to collect references of articles, books,
websites, and the like over the semester.
Dr. Yahya Melhem
2
Riyadh Philanthropic Society for Science
‫مؤسسة الرياض الخيرية‬
‫للعلوم‬
Prince Sultan University
‫جامعة األمير سلطان‬
College of Business Administration
‫كلية إدارة األعمال‬
2. Teamwork and Individuality: Building leadership and individuality by presenting
the teaching-learning experience as an interactive learning environment. Each
student is expected to be individualistic as much as a team player.
3. Management and Creativity: Students will have the chance to think and question
existing concepts via in-class brain storming sessions facilitated by team work and
team assignments.
4. Self Management and Commitment: attendance is sacred issue and students are
not expected to miss their classes unless and only under extreme situations.
5. Communication Skills: Once students have any comment or question, concerning
the course mission and ideas, or any personal concerns; they are encouraged to
contact me by e-mail or directly so communication can take place.
Course Description
The course aims at providing students with an overview of the most recent concepts
related to B2B marketing concepts. Students will look at issues of business marketing
and business markets, foundations of creative value, developing and managing
offerings, business marketing channels, creating customer dialogue, communication
and advertising, customer orientation, retention and customer contact and encounter
strategies.
Moreover, this course will provide students with a real life cases and stories and
dilemmas pertaining to the 21st century learning organization. This course is so
adaptive to new emerging principles or ideas from journals and online resources.
Course Organization and Assessment
Exams
There are Three examinations for the semester, Two major exams and Final Exam. These
examinations will follow the normal college schedule.
Team Learning and cooperative learning style
The class will be broken up into teams (depending on the class size). You will form your
own teams. Every team will have a team leader. Every team will work as a taskforce team
for special assignments. To learn more about Cooperative Learning style check Google for
cooperative learning and its advantages and applications.
Dr. Yahya Melhem
3
Riyadh Philanthropic Society for Science
‫مؤسسة الرياض الخيرية‬
‫للعلوم‬
Prince Sultan University
‫جامعة األمير سلطان‬
College of Business Administration
‫كلية إدارة األعمال‬
Hence, Class participation is a crucial part of the course which will take place during
lectures, discussions, case analyses and students’ activity within teams. Absence from
class means no participation, which means a lower final grade.
Grading
The following is the breakdown of the course assessments:
First Exam
20%
Second Exam
20%
Final Exam
40%
Attendance and Class-Participation 10%
Cases, and Assignments
10%
Attendance & DN Policy
Class attendance is expected fully. Please consider the following instructions for
attendance:
1) Absences will be counted from the day first of the official start of classes given in
the semester.
2) Students who earn 12 Absences will be reported for DN.
As the course is delivered in one and half hours’ sessions, any student who exceeds the
number of absences allowed will be reported 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.
Course Content
1st and 2nd Week: chapter 1: Course Overview: Introduction to business marketing
 Course Syllabus Reading and Presentation
 Team Formation.
 Lecture/Discussion –
3rd Week: chapter 2: The character of business marketing
Lecture/Discussion
4th Week: Chapter 3: The purchasing function
Dr. Yahya Melhem
4
Riyadh Philanthropic Society for Science
‫مؤسسة الرياض الخيرية‬
‫للعلوم‬
Prince Sultan University
‫جامعة األمير سلطان‬
College of Business Administration
‫كلية إدارة األعمال‬
5th week: Midterm Exam
5th Chapter 4: Organization Buying Behavior
Lecture/Discussion
6th week:. chapter 5: Markets Opportunities: Current and Potential
Lecture/Discussion
7th Week: Chapter 6: marketing Strategy
Lecture/Discussion
8th Week:. Chapter 7: weaving marketing into the fabric of the firm.
Lecture/Discussion
9th Week: Chapter 8: Developing and managing offerings
Lecture/Discussion
.
th
11 week: Major exam
10th Week: Chapter 9: Business Marketing Channels
Lecture/Discussion
11th Week:. Chapter 11: Communication and Advertising.
Lecture/Discussion
12th Week: Chapter 12: The One to One Media
Lecture/Discussion
.
13th and 14th Week: Chapter 13: sales and sales management
Lecture/Discussion
15th and 16th Week: Chapter 14: Pricing and Negotiation for Value
Lecture/Discussion
Team Presentations
Course wrap-up
Dr. Yahya Melhem
5
Riyadh Philanthropic Society for Science
‫مؤسسة الرياض الخيرية‬
‫للعلوم‬
Prince Sultan University
‫جامعة األمير سلطان‬
College of Business Administration
‫كلية إدارة األعمال‬
17th Week
Final Exam
Other Sources: You may want to read the Harvard Business Review, Journal of
Marketing, Journal of Marketing Research, Journal of Consumer Research, and
Industrial Marketing Management.
P.S.
* This syllabus is subject to change when the instructor deems necessary as the
semester progresses.
* It is recommended to turn off mobile phones or else they should be muted.
Dr. Yahya Melhem
6