Marketing Business

Description and course objectives
This course covers the concepts and practices of business marketing (business marketing, in English). It is designed for students wishing to understand the realities of marketing applied to the business market. In contrast to consumer marketing-oriented individuals, business marketing is the business of private, public, cooperative, or institutions and nonprofit organizations. The approach of the marketing business relies on a battery of methods and tools specific and differentiated.
One of the major characteristics of business marketing is that it covers a limited number of customers and prospects, placing the relational dimension at the heart of the marketing strategy and business development issues.
Course objectives Marketing business are:
- Describe the features and characteristics of marketing management in the context of linkages;
- To enable students to develop a comprehensive and integrated understanding of marketing methods and tools applied to business market;

- To enable students to integrate the conceptual and practical knowledge necessary for the development of B2B marketing strategies.
Pedagogical approach
The pedagogical approach of the course is a combination:
- Lectures by the teacher;
- Class discussions;
- Videos presented in class;
- Exchange on specific cases.

Plagiarism and fraud
Students are urged to read the policy on plagiarism and fraud to the following address: http://www.hec.ca/programmes_formations/plagiat.html.
Teaching materials
Further reading
 MALAVAL Philippe and Christophe Benaroya (2005). Business to Business Marketing: Marketing Industrial Marketing Marketing Business, third edition, Pearson Education, p. 698
 DWYER, Robert F. and John F. TANNER (2006). Business Marketing: Connecting Strategy, Relationships, and Learning, 3rd edition, McGraw-Hill International, 683 p.
 VITALE, Robert P., Joseph J. VITALE GIGLIERANO and Rob (2006). Business to Business Marketing: Analysis and Practice in a Dynamic Environment, 2nd edition, South-Western Educational Publishing.

Assessment methods
Participation in discussion and debate in class: 10%
Midterm: 25%
Work session (case analysis team): 25% (see below for explanation)
Oral presentation (individual score): 10%
Final exam: 30%

Work session
The work session is intended as a practical application of concepts of business marketing. He favors a pragmatic and action-oriented, or case analysis. Cases covering various aspects and issues related to business marketing will be distributed to students organized into teams of up to six (6) persons. Each team will identify the problems of the case and make a detailed analysis based on the theory and practices developed in the classroom. Crowned by policy recommendations, a report must be submitted and presented orally by the students at the last meeting of the course (meeting 12). More information on the work session and the method of case analysis will be presented in class.
Notes: The student (s) must each complete a peer evaluation grid that allows the teacher to assess the contribution of each teammate to complete the team. The result of this evaluation will be used to adjust the bill for students. The assessment must be submitted at the beginning of the session 12, in conjunction with the analysis report. Students who have not submitted an evaluation grid will be subject to a penalty of 10% of their working paper of session and will be deemed given perfect scores to their teammates.
Literal notation: Quick Reference Chart
A + 90 + Exceptional
Excellent A 85-89.99
A-80-84.99
B + 77 to 79.99
B Very good 73 to 76.99
B-70-72.99
Although C + 67 to 69.99
C 63 to 66.99
C-60-62.99
D + 58 to 59.99 Fair
D 55 to 57.99
E Failure
F Failure by lack


DETAILED PLAN OF THE DAY
________________________________________
Session 1: Introduction to Business Marketing
 Market Trends (B2B)
 Features and diversity of business markets
 Objectives and role of marketing business
 Distinction between B2B marketing and B2C marketing
 Issues Marketing Business
 Robert F. Dwyer and John F. Tanner, Business Marketing: Connecting Strategy, Relationships, and Learning, 3rd edition, McGraw-Hill International Edition (2005) - hereinafter Dwyer & Tanner, Chapter 1 Introduction to Business & Marketing Chapter 2 The Character of Business Marketing
Reading: BASF, P.4
From the field, P.21
Cessna, P.28, 29

Session 2: The purchasing behavior of businesses
 Types of organizational buying
 Organizational buyer behavior
 Definition of shopping center
 The purchase process and organizational factors influence
 The marketing purchases
 The contribution of new technologies (e-marketplaces, EDI,
e-procurement, etc.).
 Dwyer & Tanner, Chapter 3 Purchasing and Materials Management & Organizational Buyer Behavior Chapter 4
Video: E-Procurement
From the field: P.78
From the field: P.100


Session 3: Business intelligence and market research
 Sources of information
 Business Intelligence (BI)
 The business intelligence tools
 Importance of secondary data
 Special studies and research in business environment
 Measurement and Market Forecast
 Dwyer & Tanner, Chapter 5 Market Opportunities: Current & Potential Customers (part I) & Chapter 6 Marketing Strategy
Exploration of the site http://www.scip.org/
Video: database marketing
FEDEX P.118-119
Business 2 Business P.123
DELL P.156 - 157
Harvard Business Review: How competitive forces shape strategy (Porter)
Session 4: Identifying business opportunities
 The analysis of the organizational environment
 Analysis of resources and expertise of the company
 Market Segmentation Strategies Business
 Identification and selection criteria of strategic targets
 Decisions on offer
 Positioning and differentiation of the offer
 Competitive strategies in the business
 Dwyer & Tanner, Chapter 5 Market Opportunities: Current & Potential Customers (Part II)
Video: trade missions abroad

Session 5: Development and management of business relationships
 The foundations of relationship marketing
 Key concepts: value, satisfaction, loyalty, trust and commitment
 Types of business relationships (alliances, cooperation, partnerships and networks)
 Customer Relationship Management (CRM)
 Life cycle and customer profitability
 Customer Lifetime Value (CLV)
 Dwyer & Tanner, Chapter 16 Customer Retention and Maximization
Views: Plumtree's real plum P. 470
From the field P. 495

Session 6: supply management
 Identifying opportunities for new products
 The process of developing new products
 The process of diffusion of innovations
 The supply management (product, service or business solution)
 Branding Industrial and B2B branding
 Risk Management
 Dwyer & Tanner, Chapter 7 Weaving Marketing Into The Fabric Of The Firm & Chapter 8 Developing and Managing Products: What do Customers Want?
Branding SPVM - Video corpo
From the field: P. 196
Case: Majestic Mattress
Video: In Search of Excellence (Disney World)
Session 7: Managing the business community award
 The price components
 Factors pricing
 Methods of price fixing
 Tenders
 Negotiation Process
 Dwyer & Tanner, Chapter 14 Pricing & Negotiating for Value
Video: What the Market Will Bear: great moments in pricing
DUPONT P 398-399

INTRA REVIEW: Wednesday, March 3, 2010, 18 h 30-21 h 30

Session 8: Managing the distribution channels
 Distribution channels
 The value of intermediate
 Strategic considerations in distribution
 Trade Marketing
 Design and management of distribution channels
 relations in distribution channels
 Co-operation of circuits and conflict management
 Dwyer & Tanner, Business Marketing Channels Chapter 9: Partnerships for Customer Service
Videos: Maersk and Sobeys (voice pick)
Video: Truck in a corner and the beer game
Session 9: The inter-business
 Features and objectives of inter-business
 The communication plan
 The tools of business communication:
 advertising
 fairs
 trade press
 Internet and direct marketing
 Sponsorship
 Public Relations
 Sales Promotion
 Dwyer & Tanner, Chapter 10 Integrating Marketing & Communications Chapter 11 Communicating with the Market: Advertising, Public Relations, & Trade Shows & IMC Chapter 12: The One-To-One Media
Readings: From the field: p.293, 300, 318, 358
Session 10: The corporate sales
 Roles and Responsibilities of the sales force
 Structure and methods of organizing the sales force
 Managing the sales force
 The tools of corporate sales
 Negotiation Process
 Dwyer & Tanner, Chapter 13 Sales and Sales Management

Session 11: Summary and outlook
 The business marketing and business strategy
 The concept of control in the marketing business
 The impact of globalization
 Business Ethics
 Conclusion
 Dwyer & Tanner, Chapter 15 Evaluating Marketing Efforts

Session 12: Presentations

FINAL EXAMINATION: Wednesday, April 28, 2010, 18 h 30-21 h 30



Bibliography
Further reading
Robert F. Dwyer and John F. Tanner, Business Marketing: Connecting Strategy, Relationships, and Learning, 3rd edition, McGraw-Hill Internationl Edition (2005)
Robert P. Vitale and Joseph J. Giglierano, Rob Vitale, Business to Business Marketing: Analysis and Practice in a Dynamic Environment, 2nd edition, South-Western Educational Publishing (2006)
Philippe Malaval and Christophe Benaroya, Marketing Business to Business: Marketing Industrial Marketing Marketing Business, third edition, Pearson Education

Year 2009-2010
Certificate Programs Winter 2010
Syllabus
Marketing Business
30-113-08

Teacher: Luc St-Onge, Lecturer
luc.st-Onge @ hec.ca
Coordinator: Housni Nafis, lecturer
housni.nafis @ hec.ca
Tel. : 514-340-6491
Activities Officer: Marie-Eve Chretien
marie-eve.chretien @ hec.ca
Tel. : 514-340-6199