MRKT 485
BUSINESS-TO-BUSINESS
MARKETING
Dr. Ugur Yucelt
Spring 2001
E-Mail: uqy@psu.edu
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REQUIRED TEXT
 Frank
G. Bingham and Roger Gomes.
Business Marketing: (2th Edition), NTC
Publishing group, 2001.
 Supplementary Readings:
Articles in Industrial Marketing Journal,
Journal of Marketing, Fortune, Wall Street
Journal, Business Week, and others.
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Course Description
Course builds upon marketing principle course.
 Focuses on industrial marketing.
 Emphasis is given to managerial decision making.
 Covers marketing strategy, marketing systems,
research, promotion, pricing and distribution in a
real life environment.
 Lectures, discussion, application, course project
and case presentation.

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Course objectives
 Introduce
business marketing concepts and
applications.
 Introduce problem solving and decision
making in business-to-business setting.
 Apply theory and practice.
 Provide framework for demand analysis,
segmentation, global and e-commerce
issues.
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Course Assignment
 Written
case analysis (Maximum 10-15
pages) and presentation .
 Course project(maximum 10-15 pages) and
presentation.
 Maximum of three quizzes.
 Class participation
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Case Studies
 Pedagogical
way to bring the real world into
the classroom.
 Training as a decision maker.
 Mandatory class discussion.
 Mandatory type written report.
 Library and Internet research will be very
useful.
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Requirements for Case Analysis
 Group
of two/three students.
 10-15 pages written case report at the end of
presentation.
 Critiqued by two/three students.
 No perfect solution for the cases; however,
you should look for organization,
originality, creativity, depth of coverage and
clarity.
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Outline for Case Report and
presentation
 Problem
identification
 Alternatives
 Evaluation of alternatives
 Selection the best alternative
 Recommendation
 Implementation
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Guidelines for Case Analysis and
presentation
Group who is responsible to present the case will
lead the discussion.
 Each group should select a leader for assignments,
meetings and problems.
 Group leader should inform me if there is a
problem.
 End of semester, peer review is mandatory.
 Others must read the case and prepare their own
solution to participate in class discussion.

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Guidelines for Research Report
Related to any type of business marketing
topic/operations.
 Submit a proposal for review and approval
 Collect information/sources about your project.
 Write complete report.
 Present research report in class between 14th and
15th Week.
 Submit research report for grading at the last class
of this semester.

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Grading Policy
 Quiz
I.....................................15%
 Quiz II....................................15%
 Quiz III...................................15%
 Cases/presentation...................25%
 Research project/presentation..20%
 Class participation....................10%
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Grading Guidelines
94 and above………………A
90-93.9…………………….A87-89.9…………………….B+
83-86.9…………………….B
80-82.9…………………….B77-79.9…………………….C+
70-76.9…………………….C
60-69.9…………………….D
Below 60…………………..F
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Other Assignments
 Class
participation
 Attendance
 Make-up exams
 Academic integrity
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Contents of the Course*
Weeks I to III Chpts. 1-3
 Week IV
Chpt. 4 QUIZ I
 Week V
Chpt 5
 Week VI
Chpt 6 Proposals Due for Course
project
 Week VII
Chpt. 7
 Week VIII
Chpt 8 QUIZ II
Spring Break
March 5-9

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Contents of the Course (Cont.)
Week IX
Chpt 9
 Week X
Chpt 10
 Week XI
Chpt 11
 Week XII
Chpt 12
 Week XIII
Chpt 13
QUIZ III
 Week XIV
Presentations of Research Report
 Week XV
Presentations of Research Reports
* Suggested List, subject to change.

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