COURSE UNIT TITLE

: BUSINESS-TO-BUSINESS MARKETS

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MRK 4120 BUSINESS-TO-BUSINESS MARKETS ELECTIVE 3 0 0 5

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR DOCTOR BILGE AYKOL

Offered to

BUSINESS ADMINISTRATION
International Business and Trade
International Trade and Business (English)

Course Objective

The objective of this course is to emphasize and analyze the idiosyncrasies of business markets and elaborate on how these idiosyncrasies matter for firms acting on those markets. It also aims at providing an understanding of specific issues and problems faced by firms, getting to know some tools and concepts to analyze and answer to these challenges; acquiring the capability to identify and analyze some underlying mechanisms of the challenges on business markets.

Learning Outcomes of the Course Unit

1   Differentiate between business and consumer markets in order to be able to analyze how companies operate in business-to-business markets.
2   Interpret the process of industrial buying in order to be able develop effective marketing strategies relevant to the characteristics of B-to-B markets.
3   Identify critical elements of value offerings in business markets including product, price, place and promotion for the purpose of developing effective industrial marketing plans.
4   Discover the way buyer-seller relationships run in order to be able to build harmonious relationships with buyers and sellers.
5   Propose solutions to real life marketing problems based on analysis.
6   Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole.
7   Demonstrate high communication skills in presenting a report.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Nature of business markets
2 Nature of business markets
3 Business buyer behavior
4 Marketing strategy development: Product
5 Marketing strategy development: Price
6 Marketing strategy development: Distribution
7 Marketing strategy development: Promotion
8 Marketing strategy development: Promotion
9 Buyer-seller relationships
10 Buyer-seller relationships
11 Guest speaker / Case analysis
12 Guest speaker / Case analysis
13 Term project presentations
14 Term project presentations

Recomended or Required Reading

Ford, D., Gadde, L., Hakansson, H., & Snehota, I. (2006). The Business Marketing Course: Managing in Complex Networks, Wiley: West Sussex.
Ford, D., Gadde, L., Hakansson, H., & Snehota, I. (2011). Managing Business Relationships, Wiley: West Sussex.
Dwyer, F.R. & Tanner, J. (2015). Business Marketing, McGraw Hill: USA.








Planned Learning Activities and Teaching Methods

1. Lecture
2. Discussion
3. Case Study
4. Group Work
5. Presentations

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MT Midterm
2 ASS Assignment
3 FN Final
4 FCG FINAL COURSE GRADE MT * 0.40 + ASS * 0.10 + FN * 0.50
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MT * 0.40 + ASS * 0.10 + RST * 0.50


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

Grading of the assignment

1. Focal company information: Describe company demographics in terms of company age, industry in which it operates, the products / services it produces, its major customers and suppliers, and its financial status (10 points)
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

2. Definition of the problem: Define the most important relational problem the company goes through with one of its suppliers or one of its business buyers. What is the nature of the relationship between the company and the selected supplier / business buyer in terms of relationship length and products exchanged (20 points)
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

3. Description of two alternative solutions to the problem: Suggest two alternative solutions, describe them in detail, and show how exactly they can solve the focal problem (20 points)
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

4. Evaluation of alternative solutions: Discuss advantages and disadvantages of separately for each solution in solving the focal problem. (40 points)
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

5. Selection and implementation of the best solution: Choose the best solution for the problem based on the evaluation of alternative solutions in the previous stage and show how this solution is going to be implemented. (10 points)
This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the cont

Language of Instruction

English

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected to participate actively in class discussions.
4. Students are expected to attend to classes on time.
5. Students are expected to prepare ahead of time for class.
6. Students are expected to follow appropriate business etiquette regarding cell phones.

Contact Details for the Lecturer(s)

bilge.aykol@deu.edu.tr

Office Hours

Announced at the beginning of each semester.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparations before/after weekly lectures 14 1 14
Preparing assignments 1 20 20
Preparation for final exam 1 30 30
Preparation for midterm exam 1 20 20
Midterm 1 1 1
Final 1 1 1
TOTAL WORKLOAD (hours) 128

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15
LO.154
LO.24
LO.34
LO.434
LO.534
LO.655
LO.7555