The course provides basic information and terminology on organizational marketing, discuss various business (organizational) marketing issues, apply readings and lectures in short case discussions and group exercises, and enhance students’ team building skills.

BUSINESS MARKETING

Prof. James Cross

University of Nevada, Las Vegas, U.S.A

Date: Dec 19-23, 2011

Time: 18:00 – 21:30

INSTRUCTOR

Professor Cross has been on the faculty at UNLV, Arizona State University, and the University of Minnesota.  He received his MBA and Ph.D. at the University of Minnesota.   He teaches and researches in the areas of strategy, marketing channels, franchising, and business marketing.
There is no text for this class.  A variety of readings and short cases will be used.

COURSE OBJECTIVES

1. To provide basic information and terminology on organizational marketing.
2. To discuss various business (organizational) marketing issues and apply readings and lectures in short case discussions and group exercises.
3. To enhance students’ team building skills.

COURSE FORMAT

A variety of techniques will be used in the class.  They include:  lectures, readings, short cases and exercises, and videos of prominent companies.  Most of the sessions will contain more than one of these teaching approaches.  This should provide students with a variety of learning experiences and also keep the class interesting. 

Class participation and attendance are expected.   Although there will be no exams and no grades will be given, students will get much more out of the class if they are involved.  Any readings or cases should be reviewed prior to class.  Then we can more quickly move through the material and the discussions should be better.  Some of the exercises will be impromptu and done in class.  Students should also expect to interact with the instructor and, especially, with the other students.  You can learn from each other as well.
The cases and readings are fairly short but filled with important issues.  The idea is to get the richness of longer versions, but to keep them manageable for this class format.  The lectures, readings, cases, and videos are all somewhat coordinated.

Day 1 (December 19): Business Marketing Overview

• Course Introduction
• Terminology
• How Business Marketing is Different
• Video:   3M Corporation
• Short Reading:  Marketing Myopia
• Various Business Markets
• Short Reading:  Porter’s Generic Strategies

Day 2 (December 20): Buyer Behavior in Business Markets

• The  Buying Process
• Buying Classes (“Buy-Grid” Model)
• Buying Centers
• Marketing to Various Governments
• Relationships and Alliances
• Short Reading:  Turnbull and Wilson
• Video:  Lands’ End Corp

Day 3 (December 21): Segmentation and Product Policy

• Market Segmentation:  Theory
• How to Segment Business Markets
• Group Exercise:  Brand Pipe Case
• Innovation
• Short Reading:  McGregor
• Product Life Cycles
• Business Services

Day 4 (December 22): Quantitative Methods

• The Marketing Research Process
• Data Collection Issues in Business Marketing
• Video:  Marketing Research Methods
• Group Exercise:   Data Collection
• Forecasting Overview
• Major Forecasting Methods
• Group Exercise:   Forecasting Problems

Day 5 (December 23): Marketing Mix Issues and Special Topics

• Pricing Overview
• Experience Curve Strategies
• Group Exercise:   3C Case
• Business Marketing Channels
• Promotional Strategies in Business Marketing
• “Push” Promotions
• Sales Force Issues in Business Marketing:  Methods and Organization
• E-Commerce Issues in Business Marketing
• Social Media in Business Marketing
• Various Short Readings in Social Media