Lise Heroux, Ph.D.
Plattsburgh State
University
Department of Management and Marketing
"Real-world marketing"
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Lise Heroux, Ph.D.
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Course Objectives – Objectives which are common to all sections of the course and all
instructors of the course.
1. To expose students to the differences in the marketing environment
for business-to-business transactions.
2. To expose students to the theories and practices in designing
marketing strategy components in
business-to-business markets.
3. To integrate the knowledge above in a simulated decision-making
assignment.
4. To experience the business-to-business negotiation process in an
experiential learning environment.
Text: Vitale
& Giglierano, Business-to-Business Marketing:
Analysis and Practice in a Dynamic Environment,
Southwestern/Thompson Learning, 2002
Final
Grade Policy:
1. Exams (2)
25% March 5, April 26
2a. Homework, cases, etc. (1) 15% April 12 (Negotiation Strategy 1)
2b. Research Papers 25% May 5 (Negotiation Strategy 2
3. Attendance 5% Taken Randomly
4. Presentations 5% (Negotiation Outcome)
Ground Rules:
1. It
is the responsibility of students to come to all classes since course evaluation
elements heavily emphasize lectures and classroom activities.
Students should be aware that it will be difficult to obtain an
average grade or better if classes are not attended.
2. Assignments
are due on the assigned date. Late assignments will not be accepted.
Assignments must be typed to be graded.
Course
Outcomes:
Achievement
of objective will be measured by Midterm 1, and objective 2 by Midterm 2.
Objective 3 will be measured by the marketing project submission, and
objective 4, by the negotiation simulation strategy and outcome.
Each of the two midterm exams will consist of multiple choice questions
and essay questions on text and lecture notes.
Since lecture notes will be emphasized in these exams class attendance
is strongly recommended in order to obtain a passing grade on these exams. Midterm 2 is not
cumulative.
The average of your two exams must be a passing grade in order to pass
the course.
Bonus:
You may attend up to 3 speakers on promotion topics and receive 1 bonus
point for each.
Negotiation
You will be assigned to teams to play two simulated negotiation games.
There will be buyer and seller teams who will negotiate for the
acquisition/sale of an industrial product.
Each student will be assigned a specific role in the team (e.g. design
engineer, estimator, sales representative).
Each team will meet to assess their position and develop a negotiation
strategy. This report will be typed
double-spaced and submitted prior to the actual negotiation (one report per
team).
Your strategy will entail the following:
1. Objectives to be
achieved in the negotiation (from each team-member's role)
2. Your firm's strengths
and weaknesses and the negotiating firm's strengths and weaknesses as you
perceive them.
3. Analyses of delivery
schedules, product specifications, service needs, price & payment
procedures, etc.
4. Outline of acceptable
terms (high & low price...) other terms of purchase/sale.
5. Negotiation Style and
Techniques
Your
strategy should not exceed 20 pages. (Point form permitted)
DATE
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MON
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WED |
FRI |
CH |
OBJ |
TOPIC |
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Jan |
26 |
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1 |
1 |
Introduction |
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28 |
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30 |
2 |
1 |
Understanding Bus-to-Bus Markets |
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Feb |
2 |
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4 |
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6 |
3 |
1 |
Understanding Bus-to-Bus Buying |
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9 |
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11 |
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13 |
7 |
1 |
Segmentation of Business Markets |
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16 |
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18 |
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20 |
5 |
1 |
Marketing Strategy |
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23 |
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25 |
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Global Marketing Research |
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27 |
6 |
1 |
Market Opportunities |
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March |
1 |
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3 |
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5 |
* |
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8 |
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8 |
2 |
Product Strategy |
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10 |
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12 |
11 |
2 |
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15 |
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SPRING
BREAK – NO CLASS
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17 |
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SPRING BREAK – NO CLASS |
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19 |
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SPRING BREAK – NO CLASS |
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22 |
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9 |
2 |
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24 |
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26 |
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29 |
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31 |
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13 |
2 |
Promotion |
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April |
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2 |
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5 |
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7 |
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12 |
2 |
Distribution Strategy |
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9 |
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3 |
Negotiation 1: Initial Quote |
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12 |
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* |
4 |
NEGOTIATION 1 DUE |
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14 |
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16 |
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2 |
Global Business Marketing |
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19 |
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21 |
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23 |
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26 |
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* |
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EXAM |
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28 |
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30 |
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3 |
Negotiation 2:
Initial Quote |
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May |
3 |
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