Course Outline

Course Description

Focus of this course is to help you understand the field of Industrial Organizational Marketing; what it is; how it functions and how to perform in this field. This is a much different world than retail. Industrial Organizational Marketing is about growing sales and making money in a hypercompetitive global marketplace that mainly functions behind the scenes of the endproduct’s consumption. It requires the use of: customer relationships, supplier relationships, organizational relationships, marketing strategy, value analysis, product/process technology and a comprehensive knowledge of the supply chain, your industrial sector, the target customer’s industry and knowledge of the end-use item’s consumer market.

This is an applications-based course. The goal of this course is to put business analytical skills to use in an environment that focuses on one business supplying another.

Relationship to Program

This course is an elective course in the final year course in the Bachelor of Business Administration program.

Course Learning Outcomes

Upon successful completion of this course, students will be able to:

• Describe the applications, challenges and the dynamic environment of B2B marketing,including the unique nature of organizational buying behaviour.
• Design strategies and structures to effectively serve the B2B market.
• Apply a systematic approach to problem solving and decision making in businessmarketing organizations through the use of case studies using a strategic marketing perspective.
• Analyze business situations in the context of buyer-seller relationships, consumerrelationship management and supply chain management.
• Develop and defend a business to business marketing plan suitable for implementationwith justified potential for success.

Evaluation & Earning Credit

The final grade for this course will be derived as follows:

• Case Preparation and Participation 5 x 10 = 50%
• Individual Midterm Case Study = 20%
• Industrial Organizational Marketing Plan = 30%

Course Materials

Business to Business Marketing
Robert Vitale :: Waldemar Pfoertsch :: Joseph Giglierano
ISBN-10: 0136058280 • ISBN-13: 978013605828197801360582819780136072560
©2011 • Prentice Hall • Paper, 552 pp
Published 07/20/2010

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