MKTG 533: Business-to-Business Marketing
M & W, 8:00-10:00, 124 Business Building
Dr. Gary L. Lilien/Dr. Ralph A. Oliva
Syllabus/Course Schedule
Fall 2006
REQUIRED MATERIALS:
· Readings, Cases, and Exercises: Course Packet/Binder (CP)
· Textbook: Business Market Management: Understanding, Creating and Delivering Value, Anderson and Narus, 2003 (AN)
· Additional Textbook (from Marketing 520, Marketing Lead-In): Marketing Engineering, Revised 2nd Edition, Trafford Press, Lilien and Rangaswamy – (LR)
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Wednesday September 6 - Session 1 |
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Topic: (RAO/GLL) |
Introduction - Business to Business Marketing and the Value Delivery Framework Introduction to Marketing Engineering Software |
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Read: |
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Friday September 8 - Session 1A (OPTIONAL) |
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Topic: (GLL) |
Marketing Engineering Laboratory |
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Monday September 11 - Session 2 |
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Topic: (RAO) |
Harvesting Customer Value: Customer Value Assessment |
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Read: |
· pp. 60-84 - AN |
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Wednesday September 13 - Session 3 |
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Topic: (GLL) |
Building a Customer Value Model 1 |
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Read:
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· Insight Case - Account Pricing for the ABCOR 2000 - CP · Value-In-Use and Value-Based Pricing - CP |
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Monday September 18 - Session 4 |
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Topic: (GLL) |
Building a Customer Value Model 2 and Customer Management 1 |
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Read: |
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Wednesday September 20 - Session 5 |
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Topic: (RAO/GLL) |
Customer Management 2 |
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Read: |
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Monday September 25 - Session 6 |
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Topic: (GLL) |
Segmentation, Targeting and Positioning STP: Segmentation Concepts and Methods |
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Read: |
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Wednesday September 27 - Session 7 |
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Topic: (GLL) |
STP: Segmentation (Continued) |
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Monday October 2 - Session 8 |
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Topic: (RAO) |
Distribution Channels: Selecting Channel Elements, Constructing a Channel Strategy |
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Read: |
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Wednesday October 4 - Session 9 |
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Topic: (RAO) |
Distribution Channels: Managing Channels for Optimal Results |
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Monday October 9 – Session 10 |
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Topic: (GLL) |
STP : Targeting 1 |
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Read: |
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Wednesday October 11-Session 11 |
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Topic: (GLL) |
STP : Targeting 2 |
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Read: |
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Monday October 16 - Session 12 |
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Topic: (GLL) |
Marketing Budget Sizing and Allocation (Resource Allocation) |
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Wednesday October 18 - Session 13 |
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Topic: (GLL/RAO) |
Summary and Wrap-up |
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Read: |
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Gary L. Lilien, 484 Business Building, GLilien@psu.edu, (p) 863-2782
Office Hours: By appointment with Julie Mulhatten, jcm115@psu.edu, (p) 863-2782
Ralph A. Oliva, 484 Business Building, RAO8@psu.edu, (p) 863-2782
Office Hours: By appointment with Cindy Flango, (p) 863-2782
Academic Integrity: We have adapted the Smeal and University Principles on Academic Integrity as follows:
- We count on one another to bring our own principles and moral compass to the world and to class. Our assumptions are that all Penn State MBA’s bring very high standards to their practice now – and will do so in the future.
- We are here together to learn, work, share. “Free riding”, sitting back and letting others do the work, reflects lack of integrity and engagement with the class. If we hear of complaints we will take fast, prudent, confidential action.
- Most everyone we have worked with in business is basically honest and of very high integrity. You need to be as well. Cheating, plagiarism, all of the things listed in many pages of legal sounding policies on the subject – is basically both dishonest and not good business. We need to hold one another accountable for not doing these things.
- Acts of support, team play, enabling diverse points of view, and mobilizing special creativity in each of us is fun, honest, and good business.
- Together we will tolerate no sort of discrimination or harassment.
- Students with disabilities are invited to take this class, and they need any special accommodation, please see us directly or call at (814) 863-2782. We’ll do what we can to make our time together pleasant and productive.
On all material handed in for this class, students will attach the affirmation:
“I/We ______________________ have neither given, utilized, received, nor witnessed unauthorized aid on this deliverable and have completed this work honestly and in accordance to the professors' guidelines.”
This site is for educational purposes and for the advancement of Business to Business Practices. © Ralph Oliva, 2003