XMBA 574 | Course Introduction and Application Information

Course Name
B2B Business
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
XMBA 574
Fall/Spring
1
0
1
2

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
Second Cycle
Course Coordinator -
Course Lecturer(s) -
Assistant(s) -
Course Objectives The objective of the course is to provide an overview of the various aspects of business-to-business marketing. Students will develop an understanding of the differences between B2B and traditional consumer marketing.
Learning Outcomes The students who succeeded in this course;
  • Understand how macroeconomic variables impact business in a given target market.
  • Explore the ways the B2B market can be segmented
  • Look at B2B buyer behavior, including the structure of a buying center
  • How do firms structure the product development process. Review strategy/tactics as a B2B product moves through a typical product lifecyle
  • Review distribution strategies for B2B products
  • Pricing strategy/tactics for B2B. Review gross margin and cost markups
  • All academic work undertaken at Izmir University of Economics is subject to the “Universities’ Academic Honesty Codes and Regulations”. For details, please see: http://isl.ieu.edu.tr/en/akademik-durustluk
Course Content This course is designed to be very interactive and students are expected to share their own business experience. HBS case studies and HBS white papers will be used.

 



Course Category

Core Courses
Major Area Courses
X
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Orientation
2 Preparation for Case Study I HBS White Paper: Building Loyalty in Business Markets
3 Preparation for Case Study I Review previous coursework in macroeconomics. Visit Khan Academy website (www.khanacademy.org) to review GDP/GNI, real/nominal interest rates Powerpoint slides
4 Review of macroeconomic variables Business-2-Business Marketing: An Overview B2B segmentation and positioning HBS White paper discussion
5 Report Writing for Case I
6 Preparation for the Class Readings Powerpoint Slides
7 Preparation for the Class Readings White Paper: Designing Channels of Distribution
8 B2B buyer behavior and product development
9 Preparation for Case Study HBS case study: PV Technologies
10 Preparation for the Class Readings Powerpoint Slides
11 Preparation for the Class Readings Powerpoint Slides
12 B2B Distribution channels and pricing
13 Case study and analysis Exam (short answer, essay)
14 Report Writing for Case II
15 Report Writing for Case II
16 Review of the Semester

 

Course Textbooks HBS cases and papers. They should be purchased and downloaded from the Harvard Business School Press (https://cb.hbsp.harvard.edu/cbmp/pages/home) prior to the start of class. Designing Channels of Distribution (UV2969-PDF-Eng) Building Loyalty in Business Markets (R0509H-PDF-ENG) Case, PV Technologies (913505-PDF-Eng)
References

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
2
30
Presentation / Jury
Project
Seminar / Workshop
Portfolios
Midterms / Oral Exams
1
70
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
3
100
Contribution of Final Work to Final Grade
Total

ECTS / WORKLOAD TABLE

Activities Number Duration (Hours) Workload
Course Hours
Including exam week: 16 x total hours
16
4
64
Laboratory / Application Hours
Including exam week: 16 x total hours
16
Study Hours Out of Class
16
4
Field Work
Quizzes / Studio Critiques
Homework / Assignments
2
10
Presentation / Jury
Project
Seminar / Workshop
Portfolios
Midterms / Oral Exams
1
15
Final / Oral Exam
    Total
163

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Qualifications / Outcomes
* Level of Contribution
1
2
3
4
5
1

Broaden and deepen the knowledge about business administration at the master’s level,

X
2

Acquiring interdisciplinary knowledge and being capable to apply it,

X
3

Understanding the multidisciplinary nature of business administration, and analyze theoretical and practical information and skills gain through master’s degree on interdisciplinary dimension,

X
4

Being able to handle specialistic problems on business administration independently, and resolve them by using scientific methods, assess the results and apply them in case of necessity,

X
5

Improving new strategic approaches by thinking within innovative and holistic ways, finding solutions by taking responsibility and being able to change management during the unforeseen and complicated events in the field of business administration,

X
6

Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality,

X
7

Digesting the necessity to apply the values of business ethics, teaching and controlling to act according to social, scientific and ethical values under any circumstances such as data collection, evaluation, announcing and practicing in the field of Business Administration,

X
8

Being able to use a foreign language for both chasing the scientific publication and developing proper communication with colleagues from other countries, in written and verbal ways .

X
9

Being able to use computer programs needed in the field business administration as well as information and communication technologies in advanced levels .

X

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest