Students
MKTG205 – Business to Business Marketing
2015 – S2 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convener
Kanika Meshram
Contact via Email
E4A, Building 507
Monday 3-5
Tutor
Frances Chang
Contact via email
N/A
N/A
Tutor
Helena Hing Wa Sit
Contact via Email
N/A
N/A
Tutor
Zara Sadeghinejad
Contact via Email
N/A
N/A
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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 | Groupwork/Individual | Short Extension | AI assisted? |
|---|---|---|---|---|---|
| Case studies | 25% | Week 2, 3, 4, 5, 6 | No | ||
| Business Assessment Report | 15% | Weeks 8, 9, 10,11 | No | ||
| Group Report | 30% | Weeks 12-13 | No | ||
| Final Examination | 30% | University Examination Period | No |
Case studies
Due: Week 2, 3, 4, 5, 6
Weighting: 25%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
This is an individual task that involves two components 1) class participation and 2) in class written submission. You will be allocated a series of case studies from your textbook are provided in the unit schedule. These case studies relate to your weekly lecture topics. Students are required to read the case in advance and come prepared for the discussion. Your lecturer will facilitate a class discussion and then provide you with a A4 size paper to write responses on the case questions. A rubric for grading your participation and written submission will be posted in ilearn.
Submission
In class
Extension & Penalties
The assignment requires both class participation and written submission. Hence, students who remain absent for discussion or fail to submit a report in class will not be awarded a zero mark. Since these are weekly case study discussion scheduled to your lecture topic no extensions will be granted. 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 assessment satisfactorily
Preparation on the lecture topic, reading case study before class and active participation in class. Be understand the case study question, analyse the question well and critically provide your response to the questions in your case study write up.
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.
Business Assessment Report
Due: Weeks 8, 9, 10,11
Weighting: 15%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
This is an individual assessment. 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.
Prepare a 5-10 pages (ONLY) report on your assessment and present the report to class using 2-3 power point slides. You presentation should be about 3-5 min outlining the key points in the report along with one slide on relationship management strategies. Use diagrams and pictures to make your presentation short and interesting.
Submission
Report to be submitted to turnitin in week 8 and presentations will be scheduled by your tutor.
Extension & Penalties
The assignment requires both presentation and written report. Students who fail to do any one component will received a straight zero for the assessment. will be granted. Students will only be given special consideration for presentation only under exceptional circumstances, supported by documentary proof (e.g., medical certificates).
What is required to complete the assessment satisfactorily
You need to choose a business firm that you are comfortable to work with. Research on the key terms for the assessment such as straight re-buy, networks, downstream and upstream customers. Carefully work on the relationship management strategies. One or two references to the report will be good. Stick to the page limit
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: Weeks 12-13
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
Report (20%) & Presentation (10%) – 1,500 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.
Submission
Report to be submitted to turnitin in week 12 and presentations will be scheduled by your tutor.
Extension & Penalties
The assignment requires both presentation and written report. Students who fail to do any one component will received a straight zero for the assessment. will be granted. Students will only be given special consideration for presentation only under exceptional circumstances, supported by documentary proof (e.g., medical certificates).
What is required to complete the assessment satisfactorily
You need to choose a business firm that you are comfortable to work with. Research on what derived demand means and how to assess that within a business firm. Also try and read more on other key terms for the assessment such as channel management, channel design strategies. Use scholarly sources to develop your report. Five to ten references are a must. Stick to the word count limitation
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.
Final Examination
Due: University Examination Period
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
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
Reading on the lecture notes and preparing your self with concepts and theory in business marketing.
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
Havaldar, K. (2014), “Business Marketing, McGraw Hills, 4th Edn, ISBN-10: 1308390130/ ISBN-13: 9781308390130
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.
Unit Schedule
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Week |
Session Date
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Lecture Topic / Assessment |
Textbook Reference |
Tutorial Activity |
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1 |
27th July |
The nature and understanding of business marketing and its environment |
Chapters 1 & 2
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2 |
3rd August |
Organisational Buying and Buying Behaviour |
Chapter 3
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Group formation and Case Study 1 |
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3 |
10 August |
Buyer-Seller Relationship |
Chapter 4 |
Case Study 2 |
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4 |
17 August |
Business Marketing Intelligence and Marketing Research |
Chapter 5 |
Case Study 3 |
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5 |
24 August |
Segmenting Targeting and Positioning in Business Marketing |
Chapter 6 |
Case Study 4 |
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6 |
31 August |
New Product Development and Branding Strategies |
Chapter 7 & 8 |
Case Study 5 |
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7 |
7 Sept |
Business Marketing Channels and Market Logistics |
Chapter 9
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Consultation for Business Assessment Report and Group Report |
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MID SEMESTER BREAK 14th Sept and 27th September Public Holiday-No Lecture or Tutorials |
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| 8 | 28th September | Managing the Personal Selling Function | Chapter 10 |
Business Assessment Report Submission to turnitin by 4.00 PM Presentation |
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9 |
5th Oct |
Business Marketing Communications |
Chapter 11
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Business Assessment Presentation |
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10 |
12 Oct |
Pricing in Business Marketing |
Chapter 12 |
Business Assessment Presentation |
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11 |
19 Oct |
Planning, Implementation and Control in Business Marketing |
Chapter 13 |
Business Assessment Presentation |
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12 |
26 Oct |
International Business Marketing and Electronic Commerce |
Chapters 14 & 15 |
Submission of Group Report to turnitin by 4 pm and Presentation |
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13 |
2nd Nov |
Unit Revision and Exam Discussion
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Group report presentation |
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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/
Results
Results shown in iLearn, or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au.
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
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
- Business Assessment Report
- Group Report
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 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
- Case studies
- Business Assessment Report
- Group Report
- 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
- Case studies
- Business Assessment Report
- Group Report
- 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 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
- Case studies
- Group Report
- Final Examination
Effective Communication
We want to develop in our students the ability to communicate and convey their views in forms effective with different audiences. We want our graduates to take with them the capability to read, listen, question, gather and evaluate information resources in a variety of formats, assess, write clearly, speak effectively, and to use visual communication and communication technologies as appropriate.
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
Changes from Previous Offering
Changed textbook and some assessment task. We have included Case Study and Business Assessment Report and Presentation
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 .