Course Outline - Centennial College · PDF fileThis course outline is available in alternative ... Business Management Course Title: B2B Marketing & Channel Management ... formulating

Course Outline

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Retain this course outline for future transfer credit applications. A fee may be charged for

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This course outline is available in alternative formats upon request.

School: Business

Department: Business Management

Course Title: B2B Marketing & Channel Management

Course Code: MKTG 301

Course Hours/Credits: 56

Prerequisites: MKTG 221

Co-requisites: N/A

Eligible for Prior Learning,Assessment and Recognition:

Yes

Originated by: Charles J. Ireland

Creation Date: Winter 2011

Revised by: Linda Traill

Revision Date: Summer 2014

Current Semester: Summer 2015

Approved by:

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Course DescriptionHutt and Speth suggest that "special challenges and opportunities confront the marketer who intends to

serve the needs of organizations rather than households. Business-to-Business (B2B) customers

represent a lucrative and complex market worthy of separate analysis. Research shows that over half of

business school graduates enter firms that complete in business markets."

This course focuses on an examination of business marketing management including:

a) market analysis

b) managing relationships in business marketing

c) assessing market opportunities

d) formulating business marketing strategy

as they relate to formulating marketing strategies and attracting and retaining business customers.

Program OutcomesSuccessful completion of this and other courses in the program culminates in the achievement of the

Vocational Learning Outcomes (program outcomes) set by the Ministry of Training, Colleges and

Universities in the Program Standard. The VLOs express the learning a student must reliably demonstrate

before graduation. To ensure a meaningful learning experience and to better understand how this course

and program prepare graduates for success, students are encouraged to review the Program Standard by

visiting http://www.tcu.gov.on.ca/pepg/audiences/colleges/progstan/. For apprenticeship-based programs,

visit http://www.collegeoftrades.ca/training-standards.

Course Learning OutcomesThe student will reliably demonstrate the ability to:

Examine the dynamic nature of the business marketing environment and the basic similarities and

differences between consumer-goods and business marketing

Apply a variety of opportunity identification techniques to the business environment

Determine ways to improve the organization's ability to meet business customer needs

Take part in the development of a customer relationship management (CRM) strategy

Present products, concepts, goods or services which address the need or problem of the business

customer

Apply knowledge of the application of technology to business marketing

Identify distribution channels and assess alternative approaches to distribution

Essential Employability Skills (EES)The student will reliably demonstrate the ability to*:

1. Communicate clearly, concisely and correctly in the written, spoken, and visual form that fulfills thepurpose and meets the needs of the audience.

4. Apply a systematic approach to solve problems.5. Use a variety of thinking skills to anticipate and solve problems.7. Analyze, evaluate, and apply relevant information from a variety of sources.9. Interact with others in groups or teams in ways that contribute to effective working relationships

and the achievement of goals.

MKTG 301 CENTENNIAL COLLEGE B2B Marketing & Channel Management

THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar) 2

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Global Citizenship and Equity (GC&E) Outcomes

Text and other Instructional/Learning MaterialsText Book(s):

Hutt, Michael D. and Thomas W. Speh, BUSINESS MARKETING MANAGEMENT B2B - Eleventh

Edition, South Western Cengage Learning 2013.

ISBN 13: 978-1-133-18956-5.

An e-text of same is also available from the publisher.

Online Resource(s):

e-Centennial

Material(s) required for completing this course:

The textbook may be supplemented with other instructional and learning materials as prescribed by the

Professor.

Evaluation Scheme2 Group B2B Case Studies: Minor Group B2B Case Studies

2 Individual B2B Case Studies: Major Individual B2B Case Studies

Test #1: Chapters 1-8

Individual Case Solution Defense: Individual Case Solution Defense

Test #2: Chapters 9-15

In Class Activities: As instructed by the professor throughout the term.

If students are unable to write a test they should immediately contact their professor or program Chair for

advice. In exceptional and well documented circumstances (e.g. unforeseen family problems, serious

illness, or death of a close family member), students may be able to write a make-up test.

All submitted work may be reviewed for authenticity and originality utilizing Turnitin®. Students who do not

wish to have their work submitted to Turnitin® must, by the end of the second week of class,

communicate this in writing to the instructor and make mutually agreeable alternate arrangements.

When writing tests, students must be able to produce official College photo identification or they may be

*There are 11 Essential Employability Skills outcomes as per the Ministry Program Standard. Of these 11 outcomes, the following will beassessed in this course.

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Evaluation Name CLO(s) EESOutcome(s)

GCEOutcome(s)

Weight/100

2 Group B2B Case Studies 3 1, 4, 5, 7, 9 202 Individual B2B Case Studies 2 1, 4, 5, 7, 9 20Test #1 1, 2, 3, 4, 6, 7 1, 4 20Individual Case Solution Defense 3 4 10Test #2 2, 3, 4, 5, 6 1, 4, 5, 7 20In Class Activities 1, 2, 3, 4, 5,

6, 79 10

Total 100%



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refused the right to take the test or test results will be void.

Student AccommodationIt is College Policy to provide accommodation based on grounds defined in the Ontario Human Rights

Code. Accommodation may include modifications to standard practices. Students with disabilities who

require academic accommodations must register with the Centre for Students with Disabilities. Students

requiring accommodation based on other human rights grounds should talk with their professors as early

as possible. Please see the Student Accommodation Policy.

Use of DictionariesOnly English Language Learner dictionaries are permitted in class work (English words, idioms, and

pronunciations are explained).

English-Additional Language (e.g. English-Chinese) or Additional Language-English (e.g. Russian-

English) dictionaries may be used in regular class work.

Dictionaries may be used in tests and examinations, or in portions of tests and examinations, as long

as they are non-electronic (not capable of storing information) and hard copy (reviewed by the

invigilator to ensure notes are not incorporated that would affect test or examination integrity).

Program or School PoliciesN/A

Course PoliciesN/A

College PoliciesStudents should familiarize themselves with all College Policies that cover academic matters and student

conduct.

All students and employees have the right to study and work in an environment that is free from

discrimination and harassment and promotes respect and equity. Centennial policies ensure all incidents

of harassment, discrimination, bullying and violence will be addressed and responded to accordingly.

Academic honesty is integral to the learning process and a necessary ingredient of academic integrity.

Academic dishonesty includes cheating, plagiarism, and impersonation. All of these occur when the work

of others is presented by a student as their own and/or without citing sources of information. Breaches of

academic honesty may result in a failing grade on the assignment/course, suspension or expulsion from

the college.

For more information on these and other policies, please visit www.centennialcollege.ca/about-

centennial/college-overview/college-policies.

Students enrolled in a joint or collaborative program are subject to the partner institution's academic

policies.



PLAR ProcessThis course is eligible for Prior Learning Assessment and Recognition (PLAR). PLAR is a process by

which course credit may be granted for past learning acquired through work or other life experiences. The

PLAR process involves completing an assessment (portfolio, test, assignment, etc.) that reliably

demonstrates achievement of the course learning outcomes. Contact the academic school to obtain

information on the PLAR process and the required assessment.

This course outline and its associated weekly topical(s) may not be reproduced, in whole or in

part, without the prior permission of Centennial College.



Topical Outline (subject to change):Week Topics Readings/Materials Weekly Learning Outcome(s) Instructional Strategies Evaluation

NameEvaluation

Date1 Introduction to the

CourseReview of theMarketing Case Model

Business MarketingPerspectives

Organizational BuyingBehavior

Course outline

Chapter 1

Power Point Week 1

Review the course outline and course policiesIntroduce course assignmentsDemonstrate the use of the course e-centennial web site

1. Describe the nature of the businessmarketing environment and the similaritiesand differences between B2B and B2C.2. Explain the types of customers in the B2Bmarket.3. Examine the factors that influence demandfor industrial goods.4. Explain the nature of the buyer-sellerrelationships in a supply chain.5. Examine the basic characteristics ofindustrial products/services.

LectureClass discussion

2 Organizational BuyingBehavior

CustomerRelationshipManagementStrategies for B2BMarkets

Chapters2 & 3

Power Point Week 2

1. Describe the decision processes oforganizational buyers and strategicimplications for the business marketer.2. Identify the environmental, individual andgroup variables that influence buyingdecisions.3. Describe how a knowledge oforganizational buying characteristics enablesthe marketer to make more informeddecisions about product design, price andpromotional strategies.

1. Identify the patterns of buyer-sellerrelationships in the business market2. Define factors that influence the profitabilityof individual customers3. Explain the procedure for designingeffective CRM programs4. Describe the critical elements of CRMeffectiveness

LectureClass discussionCase Analysis

3 Segmenting theBusiness Market andEstimating Segment

Chapter 4

Power Point Week 3

1. Describe the benefits of and requirementsfor segmenting the business market2. Explain a procedure for evaluating and




Week Topics Readings/Materials Weekly Learning Outcome(s) Instructional Strategies EvaluationName

EvaluationDate

Demand selecting market segments3. Outline the role of market segmentation inthe development of business marketingstrategy4. Explain a process for estimating demand ineach market segment5. Identify specific techniques to effectivelydevelop a forecast of demand

4 Business MarketingPlanningStrategies for GlobalBusiness Marketing

Chapters5 and 6

Power Point Week 4

1. Outline marketing's strategic role incorporate strategy.2. Describe the multi-functional nature ofbusiness marketing decision making3. Explain the components of a businessmodel that can be converted into superiorpositions of advantage in the businessmarket.4. Recognize strategic success frameworks.

5. Explain how to capture sources ofcompetitive advantage globally.6. Outline the spectrum of internationalmarket-entry options and strategicsignificance of different forms of global marketparticipation.7. Identify various types of internationalstrategy8. Explain the essential components of aglobal strategy

LectureClass DiscussionYou Tube

Minor GroupCase 1 Due(10%)

5 Managing Productsfor Business Markets

Chapter 7

Power Points Week 5

1. Explain how to build a strong business tobusiness brand.2. Summarize the way in which sustainabilitystrategies are transforming the competitivelandscape.3. Outline the strategic importance ofproviding competitively superior value tocustomers.4. Describe the various types of industrialproduct lines and the value of productpositioning.5. Describe a strategic approach formanaging products across the stages of thetechnology adoption life cycle.


6 Managing Innovation Chapter 8 1. Explain the strategic processes through Lecture Minor Group




EvaluationDate

and New IndustrialProduct DevelopmentTest #1Preparation/Review

Power Points Week 6which product innovations take shape.2. Outline the characteristics of innovationwinners in high-technology markets.3. Define the factors that drive a firm's newproduct performance.4. Summarize the determinants of newproduct success and timeliness.

Class discussionCase Analysis

Case 2 Due(10%)

7 Test Preparation andReview

Test #1

All chapters to date incourse

Covers Chapters 1-8 only Evaluation Test #1 (20%)

ClassActivities asinstructed byProfessor part1) nowcompleted -5%

8 Managing Services forBusiness Markets

Chapter 9

Power Points Week 8

1. Define the value of systematicallymonitoring and managing the customerexperience.2. Explain the central role that businessservices assume in customer solutions.3. Outline the roles that service quality,customer satisfaction, and loyalty assume inservice market success.4. Describe how offerings that combineproducts and services can be created todeliver innovative value propositions forcustomers.

LectureClass DiscussionYou Tube

9 Managing BusinessMarketing Channels

Chapter 10

Power Points Week 9

1. Explain the alternative paths to businessmarket customers2. Outline the critical role of industrialdistributors and manufacturersrepresentatives in marketing channels.3. Summarize the central components ofchannel design.4. Recognize requirements for successfulchannel strategy

LectureClass discussion/Groupwork

10 Supply ChainManagement

Chapter 11

Power Points Week 10

1. Explain the role of supply chainmanagement in business marketing strategy.2. Outline the importance of integrating bothfirms and functions throughout the entiresupply chain.

LectureClass DiscussionRole Play

MajorIndividualCase 1 Due(10%)




EvaluationDate

3. Recognize the critical role of logisticsactivities in achieving supply chainmanagement goals4. Summarize the importance of achievinghigh levels of logistics service performancewhile controlling logistics costs.

11 Pricing Strategies &Business MarketingCommunications:Advertising and SalesPromotion

Chapters12 & 13


1. Explain the central elements of the pricingprocess and value based strategy.2. Relate how effective new-product pricesare established and the need to periodicallyadjust the prices of existing products.3. Outline how to respond to a price attack byan aggressive competitor.4. Describe the strategic approaches tocompetitive bidding.

5.Clarify the powerful role that social mediacan assume in business marketing strategy.6. Explain the decisions that must be madewhen forming a business advertisingprogram.7. Describe the business media options;including online advertising.8. Explain ways to measure businessadvertising effectiveness.9. Explain the role of trade shows in thebusiness communications mix and how tomeasure success at same.


12 Managing thePersonal SellingFunction & MarketingPerformanceMeasurement

Chapters14 & 15


1. Explain the methods of organizing thesales force.2. Communicate the skills and characteristicsof high-performing account managers.3. Describe the nature of the salesmanagement function.4. Recognize selected managerial tools thatcan be applied to sales force deploymentdecisions.

1. Define a system for converting a strategicvision into a concrete set of performancemeasures.2. Outline the function and significance ofmarketing control in business marketing


MajorIndividualCase 2 Due(10%)

ClassActivities asInstructed byProfessor Part2) for secondhalf of coursenowcompleted 5%




EvaluationDate

management.3. Explain the components of the controlprocess.4. Summarize the distinctive value of"dashboards" for evaluating marketingstrategy performance.5. Explain the importance of execution to thesuccess of business marketing strategy.

13 Individual CaseDefense

Not Applicable Students present in class individual casesolution defense

Individual StudentPresentations

IndividualCase SolutionAssignmentDue (10%)

14 Test #2 Covers Chapters 9-15in course.

Evaluation of course learning outcomes forsecond half.

Evaluation Test #2 -(20%)



Documents

Course Outline - Centennial College · PDF fileThis course outline is available in alternative ... Business Management Course Title: B2B Marketing & Channel Management ... formulating