Department of Management, Marketing, and International Business

MKT 454 - BUSINESS TO BUSINESS MARKETING

College of Business, Stephen F. Austin State University

Note: This "standard" course syllabus is only a guide. Actual requirements for a particular course and section of this course are described in the course section syllabus, which should be obtained from the course instructor at the beginning of the respective semester. Requirements listed herein are subject to change without notice.

Catalog Description: - A comprehensive study of the nature and scope of industrial or business-to-business markets: product management, pricing, promotion, and distribution. Also covers assessing industrial marketing opportunities and industrial competitive strategies.

Prerequisites: MKT 351

Course Objective: Upon completion, the student should be able to:

• identify the industrial, Marketing, and business terms and concepts that are significant within the field of Industrial Marketing or: Business-to-Business Marketing), to be measured by performance on examinations.
• understand the ideas and reasoning that underlie these concepts, to be measured by performance on examinations.
• understand the relationships of these concepts to each other and their relationship to Marketing and/or business principles and practices, to be measured by performance on examinations.
• demonstrate how to apply and use these concepts in Marketing and/or business situations, to be measured by performance on examinations.
• demonstrate preparation for entry into higher-level courses in Marketing, to be measured by overall performance in meeting the course's requirements.
• demonstrate preparation for entry into a career in Industrial Marketing, to be measured by overall performance in meeting the course's requirements.

Current Textbook: Dwyer & Tanner. Business Marketing. Current Edition. McGraw Hill Publishing.

Evaluation: Students will be evaluated individually by major exams and case studies. At least one oral report and written report will be done by a team of students. Written analyses of each student's individual work and team work will be done for all team assignments.

Course Coordinator:  Dr. Larry R. O'Neal

Course Content:

Required Topics

• Major Concepts in Business to Business Marketing and their Application and Use in Influencing Business or Organizational Customers to Buy
• Marketing Concept and Application
• Market Segmentation and Application
• Marketing Research and Application
• Organizational Buying Behavior
• Business Marketing Planning
• Product Management
• New Product Planning and Development
• Business Marketing Channels
• Industrial Pricing
• Industrial Promotion and Selling
• Non-profit Organizations
• Global Markets

Optional Topics

• Business Marketing Intelligence
• Relationship Selling
• Organizational Demand Analysis

College of Business Home SFASU Home Top of this page