Course Guide Book
Program Marketing Management
Course code Mktm4061
Course Title Business Marketing
Degree Program BA in Marketing Management
Module Name Business Marketing Management
Module Number 06
Course Chair Office Location
Mobile:
Consultation Hours:
Instructor/Tutor
Office Location
Mobile
Consultation Hours:
ECTS Credits (CP) 5
Contact Hours (per Lecture Tutorial Lab/practical Home Study Total
week)
3 7 10
Lecture days, Hours,
and Rooms
Target Student Marketing Management 3rd year
Year/Semester Year III Semester I
Status of the Course Compulsory
Course Description
This course emphasizes on decision-making implications in the industrial/business markets related to
market segmentation, market planning and overall strategy formulation, and the sub strategies of product,
distribution, and price. Major topics subsumed in this course include: understanding the
industrial/business marketing environment, industrial consumer and market behavior, the industrial
marketing process, performance, and evaluation.
Course Objectives
Upon successful completion of this course, students will be able to:
Explain the key terms, definitions, and concepts used in the study of business markets
Describe how business/industry markets are similar to and different from consumer markets
Demonstrate how as a marketer you can use your knowledge of business behavior concepts to
develop better marketing programs and strategies to influence those behaviors
Understand industrial buyers evaluate product quality and system selling
Complete a project that demonstrates both your working knowledge and analytical skills in
assessing the industrial buying decision-making process
Appreciate how the buying center operates in the business markets and how different members
are composed to it
Analyze the trends in businesses/industries buying behavior and their impacts to the marketing of
an actual product or service
SCHEDULE OF LECTURE TOPICS, ACTIVITIES AND READING
Wee Lecture Conceptual focus Activities/ Reading
k Hrs. tasks
Chapter 1 Introduction to business/industrial Lecture and Bingham,F.G.(p4-
marketing class 12)
1 discussion
[Link] of business/industrial marketing
3
[Link] of business/industrial products Gross et al(P.2-30)
2 3
[Link] customers
[Link] of Industrial markets Hutt&Speh(p.1-30)
1.5. Business Market Versus Consumer Market
CHAPTER 2. The Nature of Demand in Lecture, Gross et al(p45--
Industrial Markets reading 61)
assignments
2.1. Derived demand and class
3 3 discussion
2.2. Joint demand Bingham,F.G.(p12-
13)
[Link] insensitivity
4 3
2.4. Price sensitivity
2.5. Reverse elasticity and cross elasticity
CHAPTER 3. Industrial/Business Buying & Lecture, Gross et al(p73-93)
Buyer Behavior reading
assignments
3.1. Factors affecting industrial buying decisions and class
5 3 discussion Bingham,F.G.(p13-
3.2. Business buying process and roles 14,33-47)
3.3. Marketing strategies in different phases of Hutt&Speh(p.67-
6 3 buying situations 120)
3.4. Motivations of the business buyer
CHAPTER 4. Segmentation of Business Markets Lecture, Gross et al(p187-
reading 216)
[Link] nature and bases of business market assignments
segmentation and class
7 3 discussion
4.1. [Link] macro bases for segmentation Bingham,F.G.(p
3 154-169)
4.1.2The intermediate base for segmentation
8
4.1.3 The micro basis for segmentation
[Link] and marketing strategies
4.3. Evaluating potential market segments
CHAPTER 5. Industrial Product Decisions Lecture, Gross et al(328-
reading 360)
5.1 Business/industrial products assignments
classification and class Bingham,F.G.
5.2 product Line Defined discussion (p202-228)
5.3 Product Life Cycle Analysis
5.4 Product Portfolio Classification, Kotler(P.306-
Analysis, and Strategy 335,344-362,429-
[Link] objective and policies 457)
9 3 [Link] new industrial product development
process Hutt&Speh(p.288-
5.7 Designing new products 320)
3 [Link] deletion
10 [Link] products for niche markets
CHAPTER 6. Industrial Pricing Lecture, Gross et al (417-
reading 450 )
11 3 6.1. Characteristics of Industrial pricing assignments
and class Bingham,F.G.
6.2. Factors affecting pricing discussion (p240-262)
3 6.4. Pricing Methods and strategies Kotler(495-516)
12 6.4.1. Pricing current products Hutt&Speh(p.440-
460)
6.4.2. Pricing new products
6.4.3. Pricing over the product life cycle
CHAPTER 7 Distribution and channel relations Lecture, Gross et al (456-
in business/industrial markets reading 477 )
assignments,
7.1 Major industrial distribution channels case studies Bingham,F.G.
3 (p274-299,312-
7.2 Industrial channel strategy 334)
13 3
7.3 Factors affecting industrial channel decisions Kotler(528-
553,562-589)
14 Hutt&Speh(p.411-
434)
Mode of Delivery
Semester based
Teaching Methodology
The course will be offered through mix of lectures, discussions, reading and writing assignments.
Assessment Methods
Assessment Methods: Assessment types Topics Schedule Weight
(%)
Continuous Assessment 1st Quiz Chapter One &Two 10%
(50%)
Final Exam. (50%) Individual Assignment & Chapter Two & Three 10%
Presentation
1st test Chapter Four 10%
Group assignment & Chapter Five, Six & seven 10%
presentation
2nd Test Six & seven 10
Final Exam From all chapters 50%
Total 100%
References
Bingham Frank G., and Gomes Roger, (2001).Business Marketing:2nded
NTC/Contemporary publishing group
Bingham, Frank G.(1998). Business Marketing Management. Illinois: NTC Business
Books
Cateora Philip R. and Graham John L. (1999) International Marketing, New Delhi: Tata
MccGraw Hall Publishing Co. Ltd.
Cherunilam Francis (2004). Industrial Marketing, Mumbai: Himalaya Publishing House
Hill
Dwyer, R.F and Tanner,J.F.(1998). Business Marketing. Mexico City:McGrawHill
Company
Gross, A.C, et al(1998) Business Marketing: USA: Houghton Mifflin Companies
Hutt, M.D. and Speh Thomas W.(1998). Business Marketing Management. Fort Worth:
The Dryden Press
Kotler, Philip &Gary Armstrong(2006) Principles of Marketing. New Jersey: Prentice
Hall Inc
Kotler, Philip (1999) Marketing Management, New Delhi: Prentice-Hall of India Pvt. Ltd
Co.
