Students
MKTG205 – Business to Business Marketing
2016 – S2 Day
General Information
Download as PDF
| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Brenton Price
Contact via email
Tuesday 5-6pm by appointment
Moderator
Leanne Carter
Contact via email
E4A 631
by appointment
Yang Yang
|
|---|---|
| Credit points |
Credit points
3
|
| Prerequisites |
Prerequisites
MKTG101
|
| Corequisites |
Corequisites
|
| Co-badged status |
Co-badged status
|
| Unit description |
Unit description
This unit defines and explains the nature of marketing to businesses. It examines different types of business markets and how they differ from consumer markets. The demand for business products and services is 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.
|
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:
- be able to investigate and evaluate the nature, structure and distinguishing characteristics of business markets;
- be able to analyse differences between business and consumer markets;
- be able to evaluate how companies operate within a business network by closely examining a specific organisation's network;
- be able to make recommendations to develop and improve the management of relationships within a specific organisation's network;
- be able to develop strategies for creating, delivering, pricing and promoting business offerings.
Assessment Tasks
| Name | Weighting | Due | Groupwork/Individual | Short Extension | AI assisted? |
|---|---|---|---|---|---|
| A1 2x Case Studies | 30% | Weeks 5 & 8 | No | ||
| A2 Networks and Relationships | 30% | Week 11 | No | ||
| A3 Exam | 40% | Exam Period | No |
A1 2x Case Studies
Due: Weeks 5 & 8
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
The cases facilitate the discussion of marketing problems in real situations. Each student will conduct an analysis on two (2) case studies during the semester. Each case study is worth a maximum of 15% of your overall course assessment. The relevant cases will be advised on ilearn.
Case Study Length: Maximum length 1,500 words +/- 10% excluding appendices, cover page for each case study.
Cover Page: The first page of your case study must be a cover page with the usual requirements including name, student number, tutor, class time and case title.
Online Submission through Turnitin: Macquarie University Student Number_Last Name_Assessment Number_Tutorial Day and Time. Word Doc ONLY.
File Name: e.g. 12345678_Your Name_A1 Case 1 or 2 _Wed 4pm
You must keep a copy of your assignment in the event that the original is misplaced. Your write-up can be a mixture of bullet point form and essay style [Times Roman, 12 point font single spacing, 2.5cm margins]. Answer each question separately. Use headings to highlight which questions you are answering. Structure your answers using sub-headings if necessary to make it clear that you have used an analytical approach to reach your answers. The grader will be treating (apparently) random lists of issues with caution. Refer to assessment guidelines on iLearn website
Late Submissions
No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for disruption of studies is made and approved. No submission will be accepted after solutions have been posted.
On successful completion you will be able to:
- be able to investigate and evaluate the nature, structure and distinguishing characteristics of business markets;
- be able to analyse differences between business and consumer markets;
- be able to evaluate how companies operate within a business network by closely examining a specific organisation's network;
- be able to make recommendations to develop and improve the management of relationships within a specific organisation's network;
A2 Networks and Relationships
Due: Week 11
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
This assignment gives you the opportunity to examine how the particular company of your choice operates within its business network. You must take a network approach to business marketing that involves looking outside the company to its surrounding network of suppliers, customers and competitors. From this perspective each company is dependent on others in order to act and each has to react to or accommodate the aims and strategies of other network members. Thus, a business marketer needs to understand the dynamics of the entire business network if they are to develop and implement a successful marketing strategy consistent with the requirements of the network.
Assessment Task
Based on your chosen company or organisation which will be the focal point for your analysis.
- Give a brief background to the organisation and the industry.
- Identity networks members and draw a diagram of the network surrounding the company or organisation. The diagram should include major suppliers, customers and competitors (if the organisation is not a government agency or department) and any regulatory authorities.
- Provide an overview of the products/services/raw ingredients/information that the network supplies and purchases from other members of the network.
- Examine the focal firm from the perspective of business customers and business suppliers.
- Analyse the issues and problems involved in developing, managing and exploiting relationships with network members. (Remember that at particular times termination of business relationships could be an important issue). Establish and provide a clear understanding of the time and resources allocated to manage at least 2 specified relationships in the network. Compare and contrast these relationships in terms of actor bonds, activity links and resource ties.
Note In addressing this task you will need to draw on the theoretical concepts you have been studying in this subject.
Criteria
As per the assessment guidelines on iLearn website
Late Submissions
No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for disruption of studies is made and approved. No submission will be accepted after solutions have been posted.
On successful completion you will be able to:
- be able to analyse differences between business and consumer markets;
- be able to evaluate how companies operate within a business network by closely examining a specific organisation's network;
- be able to make recommendations to develop and improve the management of relationships within a specific organisation's network;
- be able to develop strategies for creating, delivering, pricing and promoting business offerings.
A3 Exam
Due: Exam Period
Weighting: 40%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
A 2-hour final closed book examination for this unit will be held during the University Examination period.
On successful completion you will be able to:
- be able to evaluate how companies operate within a business network by closely examining a specific organisation's network;
- be able to make recommendations to develop and improve the management of relationships within a specific organisation's network;
- be able to develop strategies for creating, delivering, pricing and promoting business offerings.
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 Hill, 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
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.
Technology Used and Required
Students are required to learn how to use power point, word processing & iLearn course website. No recording devices are to be used by students to record lecture notes without the permission of the lecturer. Where indicated assignments must be submitted via Turnitin link provided.
Unit Web Page
The web page for this unit can be found at: http://ilearn.mq.edu.au
Teaching and Learning Strategy
The unit is taught by lectures and tutorial activities with group discussions. Normally, there will be a lecture at the beginning of each class that will be used to present new concepts and tools that will contribute to students’ understanding of the subject area and assist you to complete assessment tasks. Lectures will be interactive and use real life examples where possible. In order to prepare for these lectures, students are required to complete the chapter reading in the textbook in advance.
Supplementary Assessment
Supplementary assessments will be administered in the following circumstances only;
- the provision of a further opportunity to successfully complete hurdle assessments,
- as the outcome of a Disruptions to Study notification,
- as the outcome of a Grade Appeal.
Academic Honesty
Students are expected to abide by the University’s Academic Honesty Policy. Text-based work submitted by students for assessment will be subject to plagiarism detection software, such as Turnitin or similar approved software, unless otherwise approved. Plagiarism detection methods are to be used on a routine basis to check student work or when plagiarism is suspected.
Electronic submission
Unless otherwise approved, all text-based assessment tasks will be submitted electronically using the University’s electronic learning management system.
Late submissions
Late submissions will only be permitted when specified in the unit guide. Except in cases of an approved disruption to study notification, penalties for late submission of assessment where an extension has not been approved are to be consistently applied across all students enrolled in a coursework unit.
Retention of student work
All assessments > 20% will be archived for benchmarking, calibration or grade review, for a period of six months unless otherwise approved.
Applications for reasonable adjustments
Applications for reasonable adjustments will be considered in accordance with the University’s Disability Policy.
Unit Schedule
|
Week |
Date
|
Lecture Topic |
Textbook Reference |
Tutorial Activity / Assessment |
|
1 |
3 Aug |
The nature and understanding of business marketing and its environment |
Chapters 1 & 2 |
No Tutorial |
|
2 |
10 Aug |
Organisational Buying and Buying Behaviour |
Chapter 3 |
Wk2 Discussion Topic |
|
3 |
17 Aug |
Buyer-Seller Relationship |
Chapter 4 |
Wk3 Discussion Topic / Practice Case |
|
4 |
24 Aug |
Business Marketing Intelligence and Marketing Research |
Chapter 5 |
Wk4 Discussion Topic / Practice Case |
|
5 |
31 Aug |
Segmenting Targeting and Positioning in Business Marketing |
Chapter 6 |
A1 Case 1 Study Submission (15%) |
|
6 |
7 Sept |
New Product Development and Branding Strategies |
Chapter 7 & 8 |
Wk6 Discussion Topic |
| 7 | 14 Sept | Business Marketing Channels and Market Logistics | Chapter 9 |
Wk7 Discussion Topic |
|
MID SEMESTER BREAK 19th Sept and 2nd October |
||||
| 8 | 5 Oct | Managing the Personal Selling Function | Chapter 10 |
A1 Case 2 Study Submission (15%) |
|
9 |
12 Oct |
Business Marketing Communications |
Chapter 11 |
Consultation for A2 Wk9 Discussion Topic |
|
10 |
19 Oct |
Pricing in Business Marketing |
Chapter 12 |
Consultation for A2 Wk10 Discussion Topic |
|
11 |
26 Oct |
Planning, Implementation and Control in Business Marketing |
Chapter 13 |
A2-Networks and Relationships Assignment (30%) |
| 12 | 2 Nov | International Business Marketing | Chapter 14 | Wk12 Discussion Topic |
|
13 |
9 Nov |
E-Commerce |
Chapter 15 |
Final Exam Revision (40%) |
|
|
|
Consultation for Business Assessment Report |
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
New Assessment Policy in effect from Session 2 2016 http://mq.edu.au/policy/docs/assessment/policy_2016.html. For more information visit http://students.mq.edu.au/events/2016/07/19/new_assessment_policy_in_place_from_session_2/
Assessment Policy prior to Session 2 2016 http://mq.edu.au/policy/docs/assessment/policy.html
Grading Policy prior to Session 2 2016 http://mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Complaint Management Procedure for Students and Members of the Public http://www.mq.edu.au/policy/docs/complaint_management/procedure.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://www.mq.edu.au/about_us/offices_and_units/information_technology/help/.
When using the University's IT, you must adhere to the Acceptable Use of IT Resources 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 outcomes
- be able to evaluate how companies operate within a business network by closely examining a specific organisation's network;
- be able to make recommendations to develop and improve the management of relationships within a specific organisation's network;
- be able to develop strategies for creating, delivering, pricing and promoting business offerings.
Assessment task
- A1 2x Case Studies
Learning and teaching activity
- During tutorials, student groups will lead a discussion of assigned researched Case Study and hand in a case analysis of the case and all tutorial class members be involved in the class discussion.
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
- be able to investigate and evaluate the nature, structure and distinguishing characteristics of business markets;
- be able to analyse differences between business and consumer markets;
- be able to develop strategies for creating, delivering, pricing and promoting business offerings.
Assessment tasks
- A2 Networks and Relationships
- A3 Exam
Learning and teaching activities
- During lectures, theory and concepts will be discussed. We will establish links between theory and your personal experiences during class discussions. Additionally, DVDs will give illustrations of real-world examples. The lecture notes will be posted on http://learn.mq.edu.au/. For your own convenience it is recommended to print hardcopies of the respective notes before coming to class. The recording (video or tape) of lectures or tutorials is not permitted. If you miss a class/tutorial, ask a colleague for their notes.
- During tutorials, student groups will lead a discussion of assigned researched Case Study and hand in a case analysis of the case and all tutorial class members be involved in the class discussion.
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
- be able to investigate and evaluate the nature, structure and distinguishing characteristics of business markets;
- be able to analyse differences between business and consumer markets;
- be able to evaluate how companies operate within a business network by closely examining a specific organisation's network;
- be able to make recommendations to develop and improve the management of relationships within a specific organisation's network;
- be able to develop strategies for creating, delivering, pricing and promoting business offerings.
Assessment tasks
- A1 2x Case Studies
- A2 Networks and Relationships
- A3 Exam
Learning and teaching activities
- During lectures, theory and concepts will be discussed. We will establish links between theory and your personal experiences during class discussions. Additionally, DVDs will give illustrations of real-world examples. The lecture notes will be posted on http://learn.mq.edu.au/. For your own convenience it is recommended to print hardcopies of the respective notes before coming to class. The recording (video or tape) of lectures or tutorials is not permitted. If you miss a class/tutorial, ask a colleague for their notes.
- During tutorials, student groups will lead a discussion of assigned researched Case Study and hand in a case analysis of the case and all tutorial class members be involved in the class discussion.
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
- be able to investigate and evaluate the nature, structure and distinguishing characteristics of business markets;
- be able to analyse differences between business and consumer markets;
- be able to evaluate how companies operate within a business network by closely examining a specific organisation's network;
- be able to make recommendations to develop and improve the management of relationships within a specific organisation's network;
- be able to develop strategies for creating, delivering, pricing and promoting business offerings.
Assessment tasks
- A1 2x Case Studies
- A2 Networks and Relationships
- A3 Exam
Learning and teaching activities
- During lectures, theory and concepts will be discussed. We will establish links between theory and your personal experiences during class discussions. Additionally, DVDs will give illustrations of real-world examples. The lecture notes will be posted on http://learn.mq.edu.au/. For your own convenience it is recommended to print hardcopies of the respective notes before coming to class. The recording (video or tape) of lectures or tutorials is not permitted. If you miss a class/tutorial, ask a colleague for their notes.
- During tutorials, student groups will lead a discussion of assigned researched Case Study and hand in a case analysis of the case and all tutorial class members be involved in the class discussion.
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 outcomes
- be able to investigate and evaluate the nature, structure and distinguishing characteristics of business markets;
- be able to analyse differences between business and consumer markets;
- be able to evaluate how companies operate within a business network by closely examining a specific organisation's network;
- be able to make recommendations to develop and improve the management of relationships within a specific organisation's network;
Assessment tasks
- A1 2x Case Studies
- A2 Networks and Relationships
- A3 Exam
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 .