7/6/20161 MRKT 485 BUSINESS-TO-BUSINESS MARKETING Dr. Ugur Yucelt Spring

7/6/20162 REQUIRED TEXT u Frank G. Bingham and Roger Gomes. Business Marketing: (2th Edition), NTC Publishing group, u Supplementary Readings: Articles in Industrial Marketing Journal, Journal of Marketing, Fortune, Wall Street Journal, Business Week, and others.

7/6/20163 Course Description u Course builds upon marketing principle course. u Focuses on industrial marketing. u Emphasis is given to managerial decision making. u Covers marketing strategy, marketing systems, research, promotion, pricing and distribution in a real life environment. u Lectures, discussion, application, course project and case presentation.

7/6/20164 Course objectives u Introduce business marketing concepts and applications. u Introduce problem solving and decision making in business-to-business setting. u Apply theory and practice. u Provide framework for demand analysis, segmentation, global and e-commerce issues.

7/6/20165 Course Assignment u Written case analysis (Maximum pages) and presentation. u Course project(maximum pages) and presentation. u Maximum of three quizzes. u Class participation

7/6/20166 Case Studies u Pedagogical way to bring the real world into the classroom. u Training as a decision maker. u Mandatory class discussion. u Mandatory type written report. u Library and Internet research will be very useful.

7/6/20167 Requirements for Case Analysis u Group of two/three students. u pages written case report at the end of presentation. u Critiqued by two/three students. u No perfect solution for the cases; however, you should look for organization, originality, creativity, depth of coverage and clarity.

7/6/20168 Outline for Case Report and presentation u Problem identification u Alternatives u Evaluation of alternatives u Selection the best alternative u Recommendation u Implementation

7/6/20169 Guidelines for Case Analysis and presentation u Group who is responsible to present the case will lead the discussion. u Each group should select a leader for assignments, meetings and problems. u Group leader should inform me if there is a problem. u End of semester, peer review is mandatory. u Others must read the case and prepare their own solution to participate in class discussion.

7/6/ Guidelines for Research Report u Related to any type of business marketing topic/operations. u Submit a proposal for review and approval u Collect information/sources about your project. u Write complete report. u Present research report in class between 14 th and 15 th Week. u Submit research report for grading at the last class of this semester.

7/6/ Grading Policy u Quiz I % u Quiz II % u Quiz III % u Cases/presentation % u Research project/presentation..20% u Class participation %

7/6/ Grading Guidelines 94 and above………………A …………………….A …………………….B …………………….B …………………….B …………………….C …………………….C …………………….D Below 60…………………..F

7/6/ Other Assignments u Class participation u Attendance u Make-up exams u Academic integrity

7/6/ Contents of the Course* u Weeks I to III Chpts. 1-3 u Week IV Chpt. 4 QUIZ I u Week V Chpt 5 u Week VI Chpt 6 Proposals Due for Course project u Week VII Chpt. 7 u Week VIII Chpt 8 QUIZ II Spring Break March 5-9

7/6/ Contents of the Course (Cont.) u Week IX Chpt 9 u Week X Chpt 10 u Week XI Chpt 11 u Week XII Chpt 12 u Week XIII Chpt 13 QUIZ III u Week XIV Presentations of Research Report u Week XV Presentations of Research Reports * Suggested List, subject to change.