COURSE UNIT TITLE

: BUSINESS TO BUSINESS MARKETING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MBA 3034 BUSINESS TO BUSINESS MARKETING COMPULSORY 3 0 0 5

Offered By

Maritime Business Administration (English)

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR DOCTOR GÜL DENKTAŞ ŞAKAR

Offered to

Maritime Business Administration (English)
Maritime Business Administration (Evening)

Course Objective

The course is designed to provide students with a foundation of a comprehensive understanding of the concepts of business to business marketing, its strategies, and the differences between consumer marketing and industrial (Business to Business) marketing. It aims to help develop critical analysis and problem-solving abilities with respect to business market management and partnership.

Learning Outcomes of the Course Unit

1   Describe the nature of business markets and the related concepts and theories involved in business activities among business organizations
2   Familiarize the business organization buying behavior with particular emphasis on the globalization of modern business and related ethical issues and consideration of corporate social responsibility
3   Analyze business situations in the context of buyer-seller relationships, consumer relationship management and supply chain management
4   Evaluate the main components of organizational buying process by integrating the cases from the shipping industry
5   Develop marketing tactics and implementation and control of marketing efforts

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction to Business to Business Marketing
2 Understanding Business Marketing Environments: Customers, Organizations, Markets, The Legal and Regulatory Environment
3 Organizational Buying and Buyer Behavior
4 Concepts and Context of Business Strategy
5 Market Research and Competitive Analysis
6 Segmenting, Targeting and Positioning
7 New service development
8 Developing the Product, Service and Value of the Offering Innovation and Competitiveness Pricing in Business-to-Business Marketing
9 Business Development and Planning
10 Business-to-Business Selling Developing
11 Managing the Customer Relationship
12 Business-to-Business Branding Creating and Fostering the Brand
13 Channel Relationships and Supply Chains Communicating with the Market
14 Presentations of Term Papers

Recomended or Required Reading

Vitale, R., Giglierano, J., Pfoertsch, W. (2011), Business-to-Business Marketing, Analysis and Practice, Prentice Hall, New Jersey.
Wright, R. (2004), Business-to-Business Marketing, Pearson Education Limited, Essex.

Planned Learning Activities and Teaching Methods

Cooperative and active teaching and learning strategies

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 ASG ASSIGNMENT
3 FINS FINAL EXAM
4 FCG FINAL COURSE GRADE
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT)


Further Notes About Assessment Methods

To be anounced

Assessment Criteria

midterm, final and homework

Language of Instruction

English

Course Policies and Rules

To be announced

Contact Details for the Lecturer(s)

Assoc.Prof.Dr. Gül DENKTAŞ ŞAKAR
E-mail: gul.denktas@deu.edu.tr

Office Hours

e-mail: gul.denktas@deu.edu.tr

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparations before/after weekly lectures 12 4 48
Preparation for midterm exam 1 5 5
Preparation for final exam 1 10 10
Preparing assignments 1 15 15
Preparing presentations 1 5 5
Final 1 2 2
Midterm 1 2 2
TOTAL WORKLOAD (hours) 129

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13
LO.15553335535553
LO.23553553355535
LO.33335553553353
LO.45553355335555
LO.53555553555553

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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