Other · Richards College of Business · Marketing/Real Estate
- Spring 2021
- Section E01
- 3 Credits
- 01/09/2021 to 05/11/2021
- Modified 05/03/2021
A focused study of marketing to other businesses, institutions, and the government. The buying behavior of organizations as customers is explored in addition to how the marketing strategy for such customers differs from that used for consumer products and services. Other topics include customer relationship management (CRM), supply chain management, and distribution strategy.
MKTG 3803 or MKT 303 and (GPA 2.00 or above required 2.00 and College of Business Maj-Minor 1) and Richards Col Upper Division RCUD
Professor: Dr. Minna Rollins
- Email: [email protected]
- Office: Miller Hall, Department of Marketing and Real Estate
- Phone: 770-847-8151
Primary: virtual office hours by appointment Monday – Friday 8.00AM-5.00PM
On campus: On Mondays 1.00-3.00PM
Communication Preference: CourseDen email
Online via CourseDen
“Business Marketing Management”
- Author: Hutt and Speh
- Publisher: Cengage
- Edition: 12
- ISBN: 1-305-50379-1
- Availability: Bookstore, online
- Price: Varies
You only need a text, no access code.
We will build on the following learning goals throughout the term:
1) Identify and understand the industrial, marketing, and business terms and concepts that are significant within the field of business-to-business marketing.
2 ) understand the relationships of the key concepts in business-to-business marketing to each other and their relationship to marketing and/or business principles and practices in a global setting.
3) demonstrate how to apply and use these concepts in marketing and/or business situations.
4) demonstrate the preparation for entry into a career in industrial or business-to-business marketing and working effectively and comfortably in virtual teams.
|Written Assignments (4)||25%|
|Case presentation and evaluations (group)*||30%|
Syllabus quiz is a mandatory quiz. You have to take it during the first week of classes and you have to receive 10/10 in order to continue in the class. You have two attempts.
You have 30 minutes to complete each chapter quiz and the chapter quizzes are open until end of the semester.
There are four individual written assignments in this course. Guidelines are given for each assignment in CourseDen.
Article quizzes (5)
There are five article quizzes in this course. You will be given the articles in the weekly module and you have until end of the module to complete them.
Case presentation/Company project
You will complete a case presentation or a project for the local company in the randomly assigned virtual teams. Guidelines are located in CouseDen in the Orientation module. Your group can earn bonus points for presenting virtually on week 15. Everyone will evaluate three presentations.
There are three online exams in this course. You have two days to complete them.
Tentative class schedule for Spring 2021
Orientation and Introduction to B2B
· Orientation to the B2B course presentation and orientation recording
· Read Ch1
· Module: Working in virtual teams, bonus quiz for exam 1 (0-4 points for the exam 1)
· Syllabus quiz (mandatory)
· Introduce yourself (Discussion board)
· Contact your team and decide how to collaborate
Jan 19-24, Jan 18 is MLK Day
Organizational Buyer Behavior (OBB)
· Ch2 Organization buyer behavior
· Videos: Lecture(s), videos
· Chapter quizzes, ch2
· Assignment 1
Customer Relationship Management
· Ch3 CRM
· Videos: Lecture(s), videos
· Assignment 2
· Ch6: Business Marketing for Global Markets
· Videos: Lecture(s), videos
· Bonus quiz: global brands (bonus for exam 1)
· Assignment 3
Exam 1, Feb 8-9
Managing Products and Services for Business
· Ch7 Managing Products and Ch9 Managing Services
· Chapter quizzes, ch7 and ch9
· B2b Brands quiz, bonus for the final exam (0-5 points for the final)
Supply Chain Management
· Ch11 SCM
· Chapter quiz
· Article quiz 2
Estimating Demand and Segmenting and Performance Measurement
· Ch4: Estimating Demand and Segmentation
· Chapter quiz
· Assignment 4
· Ch15 Performance measurement
· Ch15 quiz
· Article Quiz 1
Spring break, no assignments
Managing Business Marketing Channels
· Ch10 Marketing Channels
· Chapter quiz
Exam 2, Apr 5-6
Case study/projects starts, virtual meetings
B2b Sales Management
· Ch14 Sales Management
· Chapter quiz
· Article quiz 3
· Ch13 B2b Communications
· Chapter 13
· Article Quiz 4
Case study projects due May 2nd, option to present virtually this week
Exam 3, May 3-4
Group Evaluations due May 4
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About the Richards College of Business
To become a globally recognized college of business preparing forward-thinking, responsible leaders.
We are in the business of transforming lives through education, engagement, and experiences.
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The Richards College of Business community (administrators, faculty, staff, students, and business partners) share a commitment to the principles of honesty and integrity in interactions and undertakings, accountability for personal behavior, and respect for the rights, differences, and dignity of others. In addition, we strive to continuously improve our abilities to recognize unethical behavior and to make ethical and moral decisions.
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