Students
MKTG205 – Business to Business Marketing
2014 – S2 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Brenton Price
Contact via brenton.price@mq.edu.au
Thurs by appointment only – please email to confirm
Moderator
Kanika Meshram
Contact via kanika.meshram@mq.edu.au
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| Credit points |
Credit points
3
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| Prerequisites |
Prerequisites
MKTG101
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
This unit defines and explains the nature of business marketing. It illustrates different types of business markets and how they differ from consumer markets. The demand for business products and services are considered. Different approaches to business marketing are discussed as typified in the relationships between buyers and sellers. The unit will consider: the purchasing function; organisational buyer behaviour; business marketing opportunities and strategy; developing a marketing mix in a business market; managing customer relationships; sales and sales management; and managing the marketing program and customer retention.
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Important Academic Dates
Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
Learning Outcomes
On successful completion of this unit, you will be able to:
- To introduce students to the role and importance of business marketing and its Interweaving relations and networks as key determinants of firms‟ and nations‟ competitiveness
- To give students an understanding of the factors affecting the nature and development of business marketing, relations and networks.
- To introduce students to the theories and concepts of business marketing of the Industrial Marketing and Purchasing Group.
Assessment Tasks
| Name | Weighting | Due |
|---|---|---|
| Individual Report | 25% | Week 7 |
| Group Report | 30% | Week 10-13 |
| In class Quiz | 5% | Week 4 |
| Final Examination | 40% | University Examination Period |
Individual Report
Due: Week 7
Weighting: 25%
Using a B2B organisation of your choice:
1a. Briefly provide some background information to the organisation. Then provide an overview of the products/services/raw ingredients that your firm acquires from the 'upstream' business suppliers as well as provides the 'downstream' business customer.
1b. From the perspective of your focal firm, classify these products and services according to the particular buying situation - e.g., 'straight rebuy', 'modified rebuy' and 'new task'.
2. Draw a diagram of the network surrounding the company or organisation. The diagram should include your focal firm, key suppliers, key customers and competitors. Within business networks there are flows of information between parties as well as the supply of physical products and services.
Ensure that you discuss the key flows of information, products and services between your focal firm and suppliers and customers.
3. Choose one 'upstream' supplier and one 'downstream' business customer and suggest a range of relationship management strategies the organisation might employ to improve their relationships with that supplier and customer.
On successful completion you will be able to:
- To introduce students to the role and importance of business marketing and its Interweaving relations and networks as key determinants of firms‟ and nations‟ competitiveness
- To give students an understanding of the factors affecting the nature and development of business marketing, relations and networks.
Group Report
Due: Week 10-13
Weighting: 30%
Report (20%) & Presentation (10%) – 2,500 words
The concept of derived demand is of vital importance in B2B marketing. This assignment provides you the opportunity to examine how a particular company of your own choice (1) estimates derived demand; (2) evaluates business segmentation opportunities, and (3) develops new strategic channels aligned to one new business segment. Using a B2B organisation that you are familiar:
1a. Analyse the derived demand that determines the company's production.
1b. What are the implications for this company resulting from derived demand?
2a. Identify the bases on which your company has developed its market segmentation strategy. Ensure that you discuss the approach used by the company to segment its business markets. Remember here that we are referring to business markets and not consumer markets.
2b. Evaluate the company's current market segments.
2c. Using your known of segmentation theory, identify one additional viable market segment that could be targeted. Justify your choice of this particular segment.
3a. Describe the design of the marketing channels used by the company. Critique the effectiveness of these marketing channels.
3b. Using the new segment identified in task 2c, design a channel strategy for that potential segment.
On successful completion you will be able to:
- To introduce students to the role and importance of business marketing and its Interweaving relations and networks as key determinants of firms‟ and nations‟ competitiveness
- To give students an understanding of the factors affecting the nature and development of business marketing, relations and networks.
- To introduce students to the theories and concepts of business marketing of the Industrial Marketing and Purchasing Group.
In class Quiz
Due: Week 4
Weighting: 5%
Submission
In tutorial in Week 4
Extension & Penalties
Students may only sit for the quiz once in your enrolled tutorial class. Failure to sit for this quiz will result in zero grade. Students will only be given special consideration for non-attendance under exceptional circumstances, supported by documentary proof (e.g., medical certificates).
What is required to complete the unit satisfactorily
Satisfactorily respond to the set short answer questions.
On successful completion you will be able to:
- To introduce students to the role and importance of business marketing and its Interweaving relations and networks as key determinants of firms‟ and nations‟ competitiveness
- To introduce students to the theories and concepts of business marketing of the Industrial Marketing and Purchasing Group.
Final Examination
Due: University Examination Period
Weighting: 40%
Examination conditions
A 3-hour final closed book examination for this unit will be held during the University Examination period.
What is required to complete the unit satisfactorily
Successful completion of the unit is conditional on a satisfactory assessment in the final exam.
On successful completion you will be able to:
- To introduce students to the theories and concepts of business marketing of the Industrial Marketing and Purchasing Group.
Delivery and Resources
Classes
- Students must attend the lecturer plus one of the tutorials
- Timetables maybe found at http://students.mq.edu.au/student_admin/timetables
Required and Recommended Texts and/or Materials
Prescribed Text
Hutt, M. & Speh. T.(2014), “Business Marketing Management: B2B, South-Western, Cengage Learning, EMEA Edn, ISBN 978-1-14080-9371-9
Recommended supplementary text are:
- David Ford et al, Managing Business Relationships, 2nd edn, Wiley, 2003
- Bingham, Gomes, Knowles, Business Marketing, McGraw Hill, 3rd edn, 2005
- David Ford et al, The Business Marketing Course, John Wiley, 2002
- Mullins J., Walker O., Boyd H., and Larréché J.-C., 2006 Marketing Management: A Strategic Decision-Making
Technology Used and Required
- Students are required to know how to use power point, word processing and iLearn.
Unit Web Page
- The web page for this unit can be found at: http://ilearn.mq.edu.au
Learning and Teaching Activities
The course consists of 13 lecturers of 2 hours each plus 1 hour tutorial. The teaching and learning process will comprise of lectures, case studies, group exercises, and discussions. Students are expected to participate in class discussion; read in advance the relevant chapter of the text book; follow current developments in the business sector.
Changes since the last offering of this unit: Upgraded the text book from 10th edition to 11st edition
Unit Schedule
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Week |
Session Date
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Lecture Topic / Assessment |
Textbook Reference |
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1 |
4 August |
The Business Market: Perspectives on the Organizational Buyer
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Chapter 1
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2 |
11 August |
The Business Market: Perspectives on the Organizational Buyer |
Chapter 2
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3 |
18 August |
Customer Relationship Management Strategies for Business Markets |
Chapter 3 |
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4 |
25 August |
Segmenting the Business Market and Estimating Segment Demand |
Chapter 4 |
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5 |
1 Sept |
Business Marketing Planning: Strategic Perspectives |
Chapter 5 |
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6 |
8 Sept |
Managing Products and Services for Business Markets |
Chapter 7 & 8 |
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7 |
15 Sept |
Business Marketing Strategies for Global Markets |
Chapter 6
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| MID SEMESTER BREAK 22nd Sept and 29th September | |||
| 8 | 8 Oct | Public Holiday - No Lecture or Tutorials on this day only | |
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9 |
13 Oct |
Managing Innovation and New Industrial Product Development |
Chapter 9
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10 |
20 Oct |
Managing Business Channels |
Chapter 10 |
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11 |
27 Oct |
SCM |
Chapter 11 |
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12 |
3 Nov |
Managing Business Marketing Channels E-Commerce Strategies for Business Markets |
Chapter 12 & 13 |
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13 |
10 Nov |
Unit Revision
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Learning and Teaching Activities
Lectures
Tutorials
Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:
Academic Honesty Policy http://mq.edu.au/policy/docs/academic_honesty/policy.html
Assessment Policy http://mq.edu.au/policy/docs/assessment/policy.html
Grading Policy http://mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Grievance Management Policy http://mq.edu.au/policy/docs/grievance_management/policy.html
Disruption to Studies Policy http://www.mq.edu.au/policy/docs/disruption_studies/policy.html The Disruption to Studies Policy is effective from March 3 2014 and replaces the Special Consideration Policy.
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
Student Code of Conduct
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
Assignment Submissions
No extensions will be granted. Students who have not submitted the task prior to the deadline will be awarded a mark of 0 for the task, except for cases in which an application for special consideration is made and approved.
Student Support
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Student Services and Support
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
Student Enquiries
For all student enquiries, visit Student Connect at ask.mq.edu.au
IT Help
For help with University computer systems and technology, visit http://informatics.mq.edu.au/help/.
When using the University's IT, you must adhere to the Acceptable Use Policy. The policy applies to all who connect to the MQ network including students.
Graduate Capabilities
Discipline Specific Knowledge and Skills
Our graduates will take with them the intellectual development, depth and breadth of knowledge, scholarly understanding, and specific subject content in their chosen fields to make them competent and confident in their subject or profession. They will be able to demonstrate, where relevant, professional technical competence and meet professional standards. They will be able to articulate the structure of knowledge of their discipline, be able to adapt discipline-specific knowledge to novel situations, and be able to contribute from their discipline to inter-disciplinary solutions to problems.
This graduate capability is supported by:
Learning outcome
- To introduce students to the theories and concepts of business marketing of the Industrial Marketing and Purchasing Group.
Assessment tasks
- In class Quiz
- Final Examination
Critical, Analytical and Integrative Thinking
We want our graduates to be capable of reasoning, questioning and analysing, and to integrate and synthesise learning and knowledge from a range of sources and environments; to be able to critique constraints, assumptions and limitations; to be able to think independently and systemically in relation to scholarly activity, in the workplace, and in the world. We want them to have a level of scientific and information technology literacy.
This graduate capability is supported by:
Learning outcomes
- To give students an understanding of the factors affecting the nature and development of business marketing, relations and networks.
- To introduce students to the theories and concepts of business marketing of the Industrial Marketing and Purchasing Group.
Assessment tasks
- In class Quiz
- Final Examination
Problem Solving and Research Capability
Our graduates should be capable of researching; of analysing, and interpreting and assessing data and information in various forms; of drawing connections across fields of knowledge; and they should be able to relate their knowledge to complex situations at work or in the world, in order to diagnose and solve problems. We want them to have the confidence to take the initiative in doing so, within an awareness of their own limitations.
This graduate capability is supported by:
Learning outcomes
- To introduce students to the role and importance of business marketing and its Interweaving relations and networks as key determinants of firms‟ and nations‟ competitiveness
- To introduce students to the theories and concepts of business marketing of the Industrial Marketing and Purchasing Group.
Assessment tasks
- Individual Report
- Group Report
- Final Examination
Creative and Innovative
Our graduates will also be capable of creative thinking and of creating knowledge. They will be imaginative and open to experience and capable of innovation at work and in the community. We want them to be engaged in applying their critical, creative thinking.
This graduate capability is supported by:
Learning outcome
- To introduce students to the role and importance of business marketing and its Interweaving relations and networks as key determinants of firms‟ and nations‟ competitiveness
Assessment tasks
- Individual Report
- Group Report
Research and Practice
- This unit gives you practice in applying research findings in your assignments.
- This unit gives you opportunities to conduct your own research .