MKT 331 CYB SUM 08 - Business Marketing Management

MKT 331 CYB SUM 08 - Business Marketing Management – Instructor – Richard Trutz 1 OF 22

MKT 331 CYB SUM 08 version 1.0 Business Marketing Management

Richard Trutz Adjunct Professor Ageno School of Business GOLDEN GATE UNIVERSITY Contact Information Email: [email protected] Please include the course title in the email subject line – “MKT 331 CYB SUM 08” Phone: 650-888-5733 Important Dates: Term: 08/SU First Day of Class: May 04, 2008 Last Day of Class: August 23, 2008

COURSE DESCRIPTION


Marketing 331 - Business-to-Business Marketing (Section: C1)

Description: Provides a strategic view of industrial and other business-to-business marketing. You will gain experience in solving marketing mix problems over the product life-cycle and will learn about the impact of technology, derived demand, complex buying processes, and customization. You will study the impact and use of business e-commerce exchanges and other web-based techniques. The case method is used. Prerequisite: MKT 300 or MKT 350.

In the business market, the customers are organizations (businesses, governments, and institutions) and these customers represent a huge market opportunity. While we think of companies like Procter & Gamble, Sony, or Ford as sellers, they are also buyers that annually spend billions of dollars each on products and services sold to them by other businesses. They buy enormous quantities of raw materials and manufactured component parts; they make large investments in building, equipment, and information technology, and they continually purchase supplies and business services to support operations. Building and maintaining a close relationship with a customer, like P&G, requires careful attention to details, meeting promises, and swiftly responding to new requirements. The purpose of this course is to introduce you to business-to-business marketing by identifying the distinctive characteristics of the business market, exploring the way in which organizations make buying decisions, and isolating the requirements for marketing strategy success. The course also provides a perfect vehicle for profiling leading business marketing firms such as IBM, Cardinal Health, Cisco Systems, Dell Computer, and others that demonstrate best practices in marketing strategy. Because more than half of all business school graduates are employed by firms that compete in the business market, many business-to-business firms make regular recruiting visits to our campus. To that end, the course might suggest a new career path or help you make a more informed career choice. COURSE OBJECTIVES

To facilitate the student's understanding of the nature, structure, and distinguishing characteristics of the industrial or business-to-business market.

To provide a framework for understanding and analyzing organizational buying behavior in all

sectors of the business market—commercial enterprises, government, and institutions.

To enhance the student's ability in applying demand analysis and segmentation techniques in the business market.


To develop the student's ability for managing the firm's marketing efforts directed to the business

market; specifically, the course should provide a framework for understanding business marketing strategy development and, thereby, provide the student with decision-making capabilities in the field.

To make the acquisition of knowledge in this area an enjoyable experience.

CYBER COURSE PROCESS / PROTOCOL

I want to make this a productive and fun learning experience. You can email or call me directly at anytime – [email protected] / 650-888-5733.

Please be sure to note the weekly assignments in this syllabus. I will introduce “real world” exercises through out the course. Remember, this is your course. I need your suggestions, comments and ideas as we progress. As a cyber course, we do not have a set day for class meetings. There are 16 weeks in which we

conduct the course. Each Student must complete and submit their Student Profile to the Dropbox. Each week begins on Wednesday and ends on Wednesday. All assignments and postings should be posted by Wednesday, 6pm Pacific Time of each week.

This means that you have one week to prepare your work and respond and comment to your classmates' postings.

You will receive credit for postings and assignments for a specific session anytime between during the week.

Remember, if you post all of your ideas about week 1 on Thursday of week 2, you will get no participation points for week 1.

Class Participation: is graded based on your regular participation in message board discussions sessions each week. Your message board participation accounts for 20% of your final grade.

Participation is defined as actively adding information ideas and approaches to the subject under discussion. It does not mean repeating information from the chapters or articles.

Participation requires a minimum of 2 thoughtful postings each week on the discussion topics, and responding to your classmate's postings. This means that you should log on to the message board several times each week to allow discussions to build.

Your comments should be well- thought out quality comments, which are concise and to the point, directly related to the subject.

"Quality comments" does not simply mean "I agree" or I disagree", please feel free to encourage your classmates with this simple type of message, but this type of message alone is not


considered to be your participation for the week. Students should read assignments early in the week and start posting comments by mid- week. Class Discussions will enable you to express your point - of - view and learn from others who have

a different perspective. Effective learning can come from looking at other people's perspectives, please be open to other

ideas and solutions to problems you are studying, if you disagree, do so respectfully. If you Experience Technical Difficulties:

Toll Free: 1- 800- GGU-4YOU (press 4 and then press 1), 24 hour support, 7 days a week Local: 303- 873- 0005 (Denver, CO) Email: [email protected]

For questions about your username and password please contact GGU's Cyberhelp at: Phone: 1.888.874.2923 Email: [email protected]

TEXTBOOK AND SOFTWARE Business Marketing Management: B2B, 9th Edition Hutt/Speh ISBN-10: 0-324-31685-2 ISBN-13: 978-0-324-31685-8 688 pages © 2007 Marketing Plan Pro Software Palo Alto Software ISBN: 0-13-148526-1 Chapter 1 A Business Marketing Perspective Chapter 2 The Business Market: Perspectives on the Organizational Buyer Chapter 3 Organizational Buying Behavior Chapter 4 Customer Relationship Management Strategies for Business Markets Chapter 5 Segmenting the Business Market Chapter 6 Organizational Demand Analysis Chapter 7 Business Marketing Planning: Strategic Perspectives Chapter 8 Business Marketing Strategies for Global Markets Chapter 9 Managing Products for Business Markets


Chapter 10 Managing Innovation and New Industrial Product Development Chapter 11 Managing Services for Business Markets Chapter 12 Managing Business Marketing Channels Chapter 13 E-Commerce Strategies for Business Markets Chapter 14 Supply Chain Management Chapter 15 Pricing Strategy for Business Markets Chapter 16 Business Marketing Communications: Advertising and Sales Promotion Chapter 17 Business Marketing Communications: Managing the Personal Selling Function Chapter 18 Controlling Business Marketing Strategies INSTRUCTOR CAREER PROFILE Richard J. Trutz Chief Executive Officer / Chief Marketing Officer / Chief Operations Officer / Consultant / Educator Email: [email protected] / Phone: (650) 888-5733 / Fax: (603) 375-6593 / Santa Clara, CA Senior level positions that include Chief Executive Officer - President, Global Chief Marketing Officer, and Vice President - New Business Development. - These mission critical positions represent a diverse range of consumer and enterprise vertical markets that include; retail / CPG, financial services, technology – hardware / software, advertising agency, foodservice and consulting. Chief Executive Officer / Chief Operations Officer Managing Partner – 360 Strategic Partners, LLC, Silicon Valley, CA – directed the retail / CPG, finance and brand marketing practices. IBM Global Services Partner. CEO / COO - Burger King Corporation, Canada - directed the turnaround of an international strategic business unit. The turnaround strategies focused on customer satisfaction, unit level productivity, restaurant unit growth and franchise community financial restructurings. CEO / COO – Macro Trends Franchise Group - directed the mergers and acquisitions, operations, financing and marketing of international brand, franchise restaurants.


Global Chief Marketing Officer / New Business Development Officer Global Chief Brand Marketing Officer / New Business Development - Pinnacle Systems (acquired by Avid) - developed the “mission critical”, strategic competitive advantage initiatives for global (Europe / Americas / Asia Pacific) brand marketing / investor relations / public relations / advertising / sales promotions / packaging / pricing / marketing research / web site development / e-commerce / product development road map. Managing Director - Cisco Systems / Surgency, Inc. - directed the strategic brand development “thought-leadership” proposals for Global 1000 enterprises utilizing the Cisco Systems technology and software applications from SAP, Oracle, Siebel Systems, etc. Clients included Palm, Ford, Schwab, Toyota, Starbucks, Home Depot, McDonalds, Wal - Mart. Global Chief Brand Marketing Officer - Burger King Corporation (acquired by Texas Pacific Partners) - directed the brand strategy, sales promotions, advertising, corporate relations, and investor relations strategies for revenue of $5 billion / 5500 restaurants globally. Senior Account Executive - J. Walter Thompson Advertising - led the Regional Account Teams for M&T Bank, McDonalds, Buick Dealers, Blue Cross – Blue Shield and Holiday Inn. Education University of California, Davis - Masters of Business Administration Degree Youngstown State University of Ohio – B.S., Marketing Degree Penn State University, College Park - Finance Educator / Industry Panel Expert / Keynote Speaker / TV Talk Show Co-Host California State University – Sacramento, CA / Strategic Marketing Planning Golden Gate University – San Francisco, CA / Strategic Marketing Planning Massachusetts Institute of Technology – Cambridge, MA / Ecommerce Strategies University of California – Davis, CA / Brand Strategy Development CASE STUDIES – TEXT BOOK CASES AND VIDEO CASES Cases will come directly from the textbook. Please see the “Weekly Assignments” and Course Website Weekly Tabs for the actual cases used each week. Case write-ups are limited to 2 pages; any kind of


spacing is fine. Please submit your case analysis in the Course Drop Box section as assigned. Case 1 S.C. Johnson’s Professional Division Case 2 Westward Industries Ltd. (A) Case 3 Clariant Corporation Marketing Case 4 RJM Enterprises, Inc.—Romancing the Vine Case 5 Pfizer, Inc. Animal Health Products-A: Market Segmentation and Industry Changes Case 6 Circuit Board Corporation Case 7 Beta Pharmaceuticals: Pennsylvania Distribution System Case 8 Pivot International – Pursuing Growth Case 9 Deere & Company Worldwide Logistics Case 10 Yield Management at American Airlines Case 11 Barro Stickney, Inc. Case 12 Advanced Elastomer Systems: Market Strategy for a New, Technical Product Case 13 Cyanide Destruct Systems, Inc. Case 14 The Indicted CFO Case 15 Ethical Dilemmas in Business Marketing Video 1 – Federal Express Video 2 - United Parcel Service Video 3 – Bombardier Aerospace Video 4 – Marriott Video 5 – Management of the Sales Function Video 6 – Andersen Consulting CASE STUDY FORMAT Address the specific case study questions provided. These specific questions will be available in the Course Doc Sharing section. UNIVERSITY LIBRARY Find the GGU Library Home Page at http://www.ggu.edu/library/home.html. There are several databases available through the Golden Gate University Library for students to conduct


research on various topics. Remote (off campus) access to the databases requires your last name and student ID# (located on the front of your ID card). Be sure to type in ALL 7 digits, including the starting 0. Example: 0123456. CYBER CAMPUS HELP The University advises that you may contact the Cyberhelp administration for any additional technical assistance you may require in utilizing this CyberCampus "platform" or system, as follows: 1-800/GGU-4YOU (option 4, then option 1) [email protected] GRADING

Individual Work Grading Course Points

Class Participation 10% 10

Case Write-ups / Schedule Online 20% 20

Exam #1 – Online 20% 20

Exam #2 - Proctored 20% 20

Term Project

Final Project 20% 20

Team Project Participation 10% 10

Total 100% 100

Bonus Points 5% 5

The grading is based on the quality of your discussion; examples from your experience, your country or your industry are very helpful. You are required to participate in all discussions. EXAM 1 AND 2 All CyberCampus (entirely online) courses require at least one supervised exam per term. In this course Exam 1 will be online. Exam 2 will be proctored. It is your responsibility to schedule an exam time and location. For more information, go to http://www.ggu.edu/cybercampus/ExamInformation. The midterm will be given as a supervised proctored exam at a GGU certified location. Please coordinate


with GGU’s cyber campus staff to schedule a time to take the midterm. Exam 1 and 2 multiple choice questions will be from the Hutt & Speh textbook. PROJECT TEAM CONTRACT Teams should discuss how their team will work and document their agreement in a contract. Use the following questions as guidelines and turn in the responses as part of the team’s project proposal. You are responsible for the successful functioning of your team. Agree on ground rules now. 1. Context and team charter

What is the role of the team? What are our common goals? What are the performance requirements? How do we know we have reached our team goals? What are the key relationships (team, classmates, professor, client, etc.)?

2. Team processes What is the focus of our meetings/project review sessions?

3. Structure, project activities, and individual roles How should we structure the team to ensure the fastest and most efficient implementation of our

project (collaboration, delegation, leadership, etc.)? What is expected from each team member and when? List names and accountability for specific

tasks and responsibilities, along with dates. Who should set the common standards? What do we require from each other?

4. Procedures How should the team meetings be structured? How often will we meet? Specifically, on what dates and times? Where? Who will be responsible for the agenda of the team meetings? Who should own the team meetings? What type of input should be required of each of us to make the meetings productive? How will decisions be made? How will we resolve differences of opinion? How will the team output be managed? This includes communication among team members as

well as between the team and the professor. How will we use email, online chat, team DocSharing, phone, and other tools?

5. Interactions What behavior is expected towards each other? What governs that behavior? What do we do when one or more of us do not abide by our agreements on behavior?


6. Measurements What will be the measure of team success?

7. Rewards What will be the rewards and consequences?

TEAM EFFECTIVENESS EVALUATION THIS FORM IS DUE AT THE END OF THE COURSE Group name: Date of evaluation: Person writing the evaluation: Overall, how would you rate your group’s effectiveness? (Select one answer and bold or underline it.) 1 = work extremely well together: always, we are able to achieve our objectives easily, efficiently, quickly, and with high quality 2= work well together: most the of the time we are able to achieve our objectives easily, efficiently, quickly, and with good quality 3 = work together fairly well: some of the time, we are able to achieve our objectives easily, efficiently, quickly, and with adequate quality 4 = work together poorly: occasionally we are able to achieve our objectives easily, efficiently, quickly, but with below average quality 5 = we don’t work together: we are rarely able to achieve our objectives and produce poor quality work Please explain your response. Overall, how would you rate your group’s work as indicative of your individual work? (Select one answer and bold or underline it.)

1 = demonstrates the quality and scope of my individual work very well


2 = demonstrates the quality and scope of my individual work fairly well 3 = does not demonstrate the quality and scope of my individual work very well 4 = does not demonstrate the quality and scope of my individual work at all Please explain your response.

Now, please allocate 100 points among your team members as an indication of their contribution to the team effort. Rate your team only. Be sure the total sums to 100 and include yourself.

Summer 2008 Points allocated

TEAM

A STUDENT 1

A STUDENT 2

A STUDENT 3

Add to 100

B STUDENT 1

B STUDENT 2

B STUDENT 3

Add to 100

C STUDENT 1

C STUDENT 2

C STUDENT 3

Add to 100


D STUDENT 1

D STUDENT 2

D STUDENT 3

Add to 100

FINAL GROUP PARTICIPATION EVALUATION Please complete one evaluation for each member of your group and for yourself. This will be used as part of the assessment of the effectiveness of the group process and is part of your and your group members’ participation grade. Please return your completed evaluations to the instructor via the Dropbox. This is the final group participation evaluation. Please consider your team member's contribution throughout the entire term.

**** Name of person being evaluated: Name of person writing the evaluation: Date of the evaluation: Group name:

**** Please rate this team member on a scale of 5 to 1 for each item. Select one number and bold or underline it. This team member: 1. Contributed actively to the group’s discussions.

5 = always 4 = often 3 = usually 2 = sometimes 1 = rarely

2. Contributed actively to the group’s written efforts.



3. Contributed actively to the group’s quantitative analysis.


4. Consistently met his/her commitments to the group.


5. Assumed his/her fair share of the team’s work.


6. Was well-prepared for group discussions (phone, email, in person).


7. Respected other people’s time (contributed when expected, posted or emailed in a timely fashion, contacted team members when unable to participate, etc.).


8. Was aware of and considerate of others’ opinions and ideas.


9. Listened carefully to others.


10. Sought clarification of information as needed.


11. Built upon others’ ideas.



12. Helped the group synthesize their work.


13. Made original contributions, came up with innovative ideas or interpretations.


14. Helped the group meet its objectives. 5 = always 4 = often 3 = usually 2 = sometimes 1 = rarely

15. Overall contribution to the group effort.

5 = excellent 4 = good 3 = fair 2 = not very good 1 =poor Additional comments?? (This is an important way to provide qualitative feedback.) WRITTEN ASSIGNMENTS Effective writing helps clarify ideas and communicate those ideas to others. Be organized, clear, and succinct. Grammar, punctuation, style, and spelling count. Write in graduate-level American English that is appropriate to the business community. Papers will be graded on the following criteria: 1. Clear and thorough application of direct and database marketing concepts and principles (including material covered in the assigned reading, lectures, and discussions). 2. Demonstration of original, logical, strategic thinking including a complete analysis of facts, logical synthesis, and persuasive conclusion/recommendation. Specific examples and illustrations should support the analysis. Address the specific requirements of the assignment. 3. Quality of research (depth, breadth, appropriateness) and proper acknowledgement, including complete citations of references, when appropriate.


4. Appropriate language and tone, accurate spelling, correct grammar, appropriate punctuation, and logical organization. If you need assistance with writing the San Francisco Writing Center provides drop-in help and by appointment. The Online Writing Lab (OWL) is available for students online. ACADEMIC INTEGRITY: All Work Must Be Your Own Students must be honest in their academic work. Plagiarism and cheating are unacceptable and either will result in automatic failure. There are no extenuating circumstances. All assignments must represent original work developed by the student(s) for this class. Sources of primary and secondary information referenced must receive appropriate credit, using standard citation format. This includes direct quotations and paraphrased material. Word-for-word quotations should be enclosed within quotation marks or, if extensive, indented. Should you have any question how standards of academic integrity apply specifically to this course, please contact the instructor for clarification before taking any action about which you have questions. Golden Gate University is very clear and explicit with regards to academic honesty. I urge each of you to take a moment to read GGU’s Academic Honesty Policy. Please note that “cutting and pasting” from websites is a form of plagiarism, and can easily be checked by the professor. GGU has made http://www.ggu.edu/services/student_affairs/griffin/cheating.html Please note that the definition of plagiarism is very clear in this policy. Please be sure to clearly cite sources for all material. I also recommend the use of “Endnote for Students”; a footnote software that allows you to easily regenerate your endnotes or footnotes as you add more sources. You can purchase Endnote for Students at www.academicsuperstore.com. For a complete statement of Golden Gate University’s Policy on Academic Integrity see www.ggu.edu/student_services/student_life/griffin_student_handbook/policy_academic_honesty Please read this in detail: it explains plagiarism and cheating and provides useful examples. For assistance on citing sources see www.ggu.edu/university_library/research/citing_sources or consult a print handbook. APA format is GGU’s preferred style for citing sources but, for this class, Chicago style is also acceptable. Golden Gate University utilizes turnitin.com to assess papers for borrowed material. We will actively use turnitin.com for this course. Instructions will be provided online. SPECIAL STUDENT REQUIREMENTS


If you require special accommodations due to a disability, please contact the instructor and the GGU Coordinator of Disability Services within the first week of the course. For more specific information please use this link, from the GGU University Library site, http://www.ggu.edu/university_library/research/citing_sources. WEEKLY CLASS SCHEDULE ATTACHED


WEEKLY CLASS SCHEDULE

SESSION

TEXT READING BY SESSION

ONLINE DISCUSSION BY SESSION

CASE STUDIES WRITE UPS BY SESSION

TEAM MKT PROJECT BY COURSE

EXAMS (2) BY COURSE

WEEK SESSIONS START SUNDAY END SATURDAY

WEEK SESSIONS TEXT READING SCHEDULE

WEEK SESSIONS START Sunday END Saturday

WEEK SESSIONS START Sunday END Saturday

WEEK SESSIONS SCHEDULE TO COMPLETE THE MARKETING PLAN

Each Week you are required to read the assigned Text Chapters below. In addition, you are to view the Chapter PowerPoint slides in the Doc Sharing Section for download.

Each Week we will have a selected Video Case Study OR “Current Hot Topic” with specific Questions to be discussed on line by entire class. The Video Cases are listed by number in this syllabus. The “Current Hot Topics” will be selected based on current business events during the course. The specific case / hot topics questions to be answered are (will be) in the Doc Sharing Section for download. This determines your Course

Each Week we will have a selected Case Study from the text book and specific Questions to be answered by each Student. The Cases are listed by number / title in this syllabus. The specific case questions to be answered are in the Doc Sharing Section for download. Your Weekly Case Study Write Up is to be in MS Word. No longer than 2 pages. Submit your Case Study Write Up in the designated Drop Box by Sunday 8PM PST each week.

Note the specific activities requires each week by the designated Team Marketing Plan Members in order to accomplish the Course final deliverable of a complete B2B Marketing Plan. Specific Team Marketing Plan requirements will be available in The Doc Sharing Section by Session 3.

Each exam will be 50 multiple choice questions taken directly from the course text book.


participation grade.

Week #1 Ch. 1 A Business Marketing Perspective

On Line Discussion – “What are your learning goals for this course?”

None due Session 1

Introduce yourself to the others in our Course Cyber Café

Week #2

Ch. 2 Defining Business Market Sectors

Video Case 1 FEDERAL EXPRESS On Line Discussion

Case 1 Submit your Case Study Write Up in the designated Drop Box by Sunday 8PM PST each week.

Select Course Marketing Plan Team Members based on the Course Cyber Café introductions.

Week #3

Ch. 3 Understanding Organizational Buying Behavior

Video Case 2 UNITED PARCEL POST On Line Discussion


Each Team to select the Course Marketing Plan Company.

Week #4

Ch. 4 Customer Relationship Management Strategies for Business Markets

Video Case 3 BOMBARDIER AEROSPACE On Line Discussion


Each Team to prepare a Marketing Plan Outline for their Company. Submit it in the Course Drop Box Section.

Week #5

Ch. 5 E-Commerce Strategies for Business Markets Supply Chain Management

Video Case 4 MARRIOTT On Line Discussion


Each Team to finalize the Marketing Plan Outline.

Week #6

Ch. 7, 8 Assessing Market Opportunities

Video Case 5 MGT OF THE SALES FUNCTION On Line Discussion


Week #7

Ch. 9 Business Marketing Planning: Strategic Perspectives

Video Case 6 ANDERSEN CONSULTING On Line Discussion

Case 6 Submit your Case Study Write Up in the designated Drop Box by Sunday

Each Team to complete Market Analysis


8PM PST each week.

Week #8

Ch. 10 Business Marketing Strategies for Global Markets

Current Hot Topic On Line Discussion Topic to be announced based on current news stories during the course.


Each Team to complete SWOT Analysis

Exam #1 On Line Exam Chp 1 – 9

Week #9

Ch. 11, 12 Managing Products and Innovation for the Business Market



Each Team to complete Strategies / Marketing Mix

Week #10

Ch. 13 Managing Services for Business Markets



Each Team to complete Sales Forecast / Budget Analysis


Week #11

Ch. 14 Channel Strategies for Business Markets



Each Team to complete Budgets Analysis

Week #12

Ch. 15 Pricing Strategies for Business Markets



Each Team to complete Implementation and Controls

Week #13

Ch. 16 Business Marketing Communications: Advertising and Sales Promotion



Each Team to complete the Plan AND PowerPoint Presentation


Week #14

Ch. 17 Business Marketing Communications: Managing the Personal Selling Function Ch. 18 Controlling Business Marketing Strategies

Each Team to complete the Plan AND PowerPoint Presentation (with voice over audio for each PowerPoint slide)

Week #15

Exam # 2 Proctored Exam Chp 10 - 18

Week #16

Submit Marketing Plan in Course Drop Box Section


Documents

MKT 331 CYB SUM 08 - Business Marketing Management