BADM 327 Syllabus Spring 2012
BADM 327
Marketing to Business and Government
Spring Semester 2012
University of Illinois at Urbana Champaign
Instructor: Prof. Mark Wolters
Email: mwolter@illinois.edu
Mailbox: 350A Wohlers Hall – Office: 10 Wohlers Hall
Class Websites and Social Media Sites:
www.woltersworld.com follow the “Business Courses” link for BADM 327 for class slides and class information,
www.twitter.com/woltersworld for class updates, class articles and weekly class topics
http://www.facebook.com/pages/Wolters-World/116055004602 for class updates and class summary videos.
Illinois Compass 2 for class slides, syllabus and other documentation
Lecture Times: Tuesday and Thursday 11:00-12:20, Room 2001 BIF.
Office Hours: Monday and Wednesday 11:00-12:30, 10 Wohlers Hall (In the Basement in the Masters of Science in Technology Management Suite) or by appointment.
Objectives of the Course: The course sets out to give students a firm background and base in Business to Business Marketing and Sales Training via in class lectures, guest speakers, case study analysis and hands on real world B2B Marketing projects. Students should be able to do the following after the successful completion of the course.
- Understand and vocalize the differences between B2B Marketing and B2C Marketing.
- Be able to develop a B2B Marketing Strategy and Plan for a firm.
- Be able to analyze a business segment, segment the market and determine the market participants potential.
- Develop and manage business/client relationships in order to maximize client potential.
- Have a firm overview of the basics of sales, personal selling and pricing for B2B marketing,
Overview of the Course: (from the course catalogue) Introduces the general area of industrial marketing; examines the nature of industrial markets especially as they compare to consumer markets and emphasizes such factors as personal selling, sales team management, the demand for industrial goods, marketing intelligence systems for industrial firms, marketing strategy in industrial markets, and analyses and control of industrial marketing programs; integrates important concepts from sales management and business logistics throughout the course; uses case studies.
Course Materials:
Slides: The slides for each class will be available for download before each lecture. They are found on the Compass and Wolters World pages. The slides have a great deal of information as to use them as a form of literature and not just summary slides. This is done in order to save students the costs of purchasing a physical text book for the course.
Summary Videos: Each week the professor will record summary videos of the major topics discussed in class in order for students to have a chance to re-hear the key points of the lectures. The videos can be found on the class’ website as well as our Facebook, Twitter and YouTube pages. If there is a topic you are confused on that does not have a summary video please let the professor know and he shall record the topic video as soon as possible. The summary videos do not have to be limited to current marketing topics; it can be any business topic.
Cases: The cases will be announced in class during the second week of class in order to determine how many groups will be in the class hence the number of cases. They will be available via the Harvard Business School link that will be provided in class. You can buy all cases in a course packet or individually.
Additional Materials: There is no required textbook for the class, however there are many books that the lectures are based on and if the student has questions and is looking for further readings they may want to check out (from the library) the following B2B marketing book, Business Marketing Connecting Strategy, Relationships, and Learning by Dwyer and Tanner, McGraw-Hill Irwin. For additional books inquire with the professor.
Teach Methodology: The course is mostly lecture based, however students are asked to interject their questions/concerns/experiences during class lectures. The professor would like in interactive class room where students feel comfortable in bringing up their concerns in the B2B Marketing industry. Also, if time is permitting daily lecture topics will be further analyzed within each group in relation to their client company.
Class Schedule:
| Date |
Lecture Topic[1] |
Project/Work Due |
| Tue 17 Jan | Introduction – Syllabus, Overview of Course | |
| Thur 19 Jan | What is Business to Business Marketing, | |
| Tue 24 Jan | Dealing with Customers – Company Lottery | Group Team Members Decided |
| Thur 26 Jan | Perspectives on Organizational Buyers | Company Sign-Up |
| Tue 31 Jan | Organizational Buyers – Purchasing Agents | |
| Thur 2 Feb | Segmenting & Potential Business | |
| Tue 7 Feb | Marketing Channels | |
| Thur 9 Feb | Business Marketing Strategies | |
| Tue 14 Feb | Business Marketing Strategies for Global Markets | |
| Thur 16 Feb | Relationship Strategies for B2B Marketing
|
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| Tue 21 Feb | Customer Retention and Maximization
|
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| Thur 23 Feb | Case Presentation Groups 1 & 2 | Individual Case Studies Groups 5 & 6 |
| Tue 28 Feb | Case Presentation Groups 3 & 4 | Individual Case Studies Groups 7 & 8 |
| Thur 1 Mar | Pricing & Negotiation | |
| Tue 6 Mar | Sales Forecasting | |
| Thur 8 Mar | Case Presentation Groups 5 & 6 | Individual Case Studies Groups 1 & 2 |
| Tue 13 Mar | Case Presentation Groups 7 & 8 | Individual Case Studies Groups 3 & 4 |
| Thur 15 Mar | No Class Due to Make Up from Professional Dress Guest Speaker | |
| Tue 20 Mar | Spring Break – No Class | |
| Thur 22 Mar | Spring Break – No Class | |
| Tue 27 Mar | Integrity Selling | |
| Thur 29 Mar | Integrity Selling | |
| Tue 3 Apr | Personal Selling | |
| Thur 5 Apr | Personal Selling | Extra Credit Due in Class |
| Tue 10 Apr | Advertising, Trade Shows | |
| Thur 12 Apr | Sales Force Management
Marketing Metrics |
Projects Due Beginning of Class & via email to mwolter@illinois.edu and company representative |
| Tue 17 Apr | Project Presentations Groups
ESS Clean Jeff Day Architecture |
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| Thur 19 Apr | Project Presentations Groups
With You in Mind Michael man Steel |
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| Tue 24 Apr | Project Presentations Groups
Blue Brick Renovation and Construction Bonadies Creative |
|
| Thur 26 Apr | Project Presentations Groups
Plant Professor FE Moran |
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| Tue 1 May | ICES Forms and Class Wrap | Team Member Evaluations Due |
Performance Evaluations:
Individual Case Study Write Up 20%: The individual case write up is 5-6 pages, 1.5 line-spacing, Times New Roman Font, one inch margins, with the grade sheet attached to the back (BADM 327 Individual Case Study Write Up Grade Sheet). The case should consist of your analysis of the situation that the business finds itself. The case should have the main issues facing the organization in the case and your recommendations on what the organization should do to correct these issues as well as other recommendations you have for the organization.
Group Case Study Presentation 20%: The group case presentation should consist of a brief overview of the case, a summary of the main problems facing the firm in the case, your recommendations for overcoming these problems with specific recommendations, and future opportunities that the company could be looking for.
Group Case Study Presentation Guidelines: 20 – 25 minute presentation with an additional 5 – 10 minutes of discussion after the presentation. The case to be presented should have a brief overview of the case, the main issues facing the organization in the case and your groups recommendations on what the organization should do to correct these issues as well as other recommendations you have for the organization. Each team member must participate in the presentation. The slides for the presentation will be turned in to the professor at the beginning of the class with the grading rubric (BADM 420 Case Presentation Topic Grade sheet) attached to the back of the slides. You should print six (6) slides per page. Not following these directions will lead to a decrease in your Group Case Study Presentation grade. You will receive your presentation grade at the end of the class period where you present with additional constructive criticisms that will help the student grow professionally. Case presentation dates are assigned the third week of class.
The Semester B2B Marketing Project: The team will be working with a company selected by the professor or group to help develop a B2B marketing strategy for their company’s corporate and/or governmental clients. The project will focus on developing B2B strategies in relationship to determining potential clients, building relationships with said clients, pricing models, strategy for market development, analyzing the competitive environment, recommendations for overall improvement in the client’s B2B marketing strategies. There will be a handout with in depth explanations of the project as well as the professor’s expectations after the first month of class once all companies have been assigned.
Semester Project Presentation 20%: 25 minute presentation of the project with 5 – 10 minutes of discussion. All team members must participate in the presentation. The presentation slides are due the day of your group’s presentation. You should print out (6 slides per page) the slides and a grading rubric (BADM 327 SEMESTER PROJECT PRESENTATION GRADE SHEET, please type in your names and topic in the top portion of the grade sheet). You will receive your presentation grade at the end of the class in which you present as well as constructive criticism of your presentation skills.
Semester Project Write Up 25%: 17-25 page write up of the semester project analysis and recommendations. The appendices and other additional articles do not count within this 17-25 pages. 1.5 line spacing, 12 Times New Roman font, spiral bound. The Semester Project Write Up is due in class on April 12. You must attach the grading rubric to the back of the write up (BADM 327 SEMESTER GROUP PROJECT WRITTEN ASSIGNMENT GRADESHEET) also in your Appendix you will need to attach copies of all emails sent and received from the company (they can be copied & pasted together) as well as the minutes of your conversations with your organizational representative. The group will also email the project to their company contact and the professor (mwolter@illinois.edu) on April 12.
Class Participation 10%: I love to hear myself talk, but I even more love to hear my students participate and ask questions in class. Please feel free to interject your comments or questions before, during or after class. Class participation is based upon the overall value added you bring to class in terms of participation/discussion/questions to the class.
Team Member Evaluations 5%: Each team member will turn in on the last day of class their peer evaluations of their team members. Their grades for your participation will directly influence this 5%. If you do not turn in the team member evaluation on the last day you will lose half of your Team Member Evaluation Score. It is the form titled (BADM 327 Team Evaluation Grade Sheet).
Extra Credit: In order to promote social awareness among business students there is an optional individual extra credit project that can count up to 2% extra on your final grade. The student will need to choose a non-profit/not-for-profit/NGO (think saving the world in a local sense) and write a strategic market analysis and marketing plan for the organization.
The extra credit project should be between 10-15 pages, double spaced, Times New Roman font. You will need to analyze the market/industry/NGO and give them recommendations going forward on how they could better market their services to “clients” as well as donors in order to help promote the organization. You may also want to develop their social media plan. You have free reign in determining which NGO you would like to write a project for, however please contact me before hand just to make sure that the group you are working for does meet the “Save the World Locally” criteria. I prefer these to be local charities (either Champaign/Urbana local or from you hometown). You will be required to submit the write up to me and the organization that you are helping via email. The last day you may turn in the extra credit assignment is April 5th.
Grade Scale:
90 – 100: A
80 – 89: B
70 – 79: C
60 – 69: D
59 and Below: F
Grade Notification: Due to FERPA the Professor is not able to email you or respond by phone to your requests for your current grade standings. If you would like to know where your grade stands on any specific day please contact the professor (mwolter@illinois.edu) about your desire to know your grade and then stop by my office hours (see above) for me to share your grade with you.
Course Policies:
Attendance Policy: I truly enjoy teaching, especially when there are students in the classroom. So, please come. You are permitted to miss three (3) classes without any penalties, if you miss more than three you have to bring in an official note stating your reason for your fourth absence. Your participation grade will be negatively affected by an excessive amounts of absences/tardiness. Additionally, please come to class on time.
Mobile Phone/Computing Policy: Please set your mobile phone/device to vibrate or off during the class period. If you are expecting an important call during class please make the professor aware of this before class begins and sit near the exit door of the classroom as to lessen the disturbance of your exit. The use of mobile phones/devices otherwise are not permitted in the classroom (no matter how close you are to a new high score in Angry Birds). Abuse of mobile technology in class may lead to a negative effect on your participation grade.
In Class Computer Use: The professor does not have a problem with students bringing their laptops/tablets to class in order to take notes and have their own personal electronic copies of the class notes. However, due to excessive social media use of laptops in previous courses the professor does reserve the right to take away students ability to use laptops/computers in class. Abuse of laptop/computer technology in class may lead to a negative effect on your participation grade.
Common Courtesy Policy: Students are expected to show respect towards the other students, faculty and guest speakers in the course. These courtesies include respecting others’ opinions, giving full attention to presenters, acting in a professional manner with respect to external contacts, other students and faculty.
Plagiarism and Academic Dishonesty: Please do your own work. If it is found out that you have copied, plagiarised, paid someone to do the work for you, or used works from previous semesters you will receive a zero (0) on that assignment as well as a zero (0) in class participation. Also, if the act is severe further university action may be taken.
Special Accommodations: If you have any condition, such as a physical or learning disability, which will make it difficult for you to carry out the work as outlined above please notify myself, Mark Wolters mwolter@illinois.edu during the first week of the course and I will do my best to accommodate you. Requests for special accommodations will require documentation from the Disability Resources and Educational Services (DRES).
Emergency Procedures: In the case of tornado or other emergencies Wohlers Hall and the Armory both have designated tornado shelters in their basements. BIF is not set up as a tornado shelter; however the basement stairwells can be used in case of immediate emergency. In the case of fire note the stairwells. In the case of a shooter on the campus, lock down the classroom and move to a place of safety within the classroom. If you see a suspicious package please alert campus police immediately.
