MKTG 3720 - Business to Business Marketing
Fall 2026 Syllabus, Section 01, CRN 41189,
Credit hours: 3
Course Meeting Times
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Instructor
Elizabeth Brauer
Email: eabrauer@ysu.edu
Course Description
3720. Business to Business Marketing. Characteristics of Manufacturers' goods, channels of distribution, functions of intermediates, distribution costs, marketing research, government control, and legal limitations. Product policies, service policies, packaging policies, price policies. Industrial advertising organization, planning and budgeting, uses of advertising agencies and national advertising media, sales manuals, dealer helps. Prereq.: MKTG 3703, 2.5 GPA. 3 s.h.
Course Readings
| Group | Title | Author | ISBN |
|---|---|---|---|
| Required | Business Marketing Management: B2B (13th ed.) | Hutt, M. D., Speh, T. W., & Hoffman, D. E. | 978-0-357-71823-0 |
The course readings are subject to change in the event of extenuating circumstances, research developments, current events, and/or to ensure better learning.
Assignments/Assessments
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Schedule of Topics and Assignments
| Day | Date | Reading(s) | Proposed Topic | Due/To Prepare for Class |
|---|---|---|---|---|
| Tue | 8/25 | Read the syllabus; Review Blackboard; Purchase the textbook. | Course Introduction: B2B vs. B2C; Characteristics of Manufacturers' Goods; Course Overview and Expectations | Due 8/25 at 11:59pm: lms_1782819_1 |
| Thu | 8/27 | Chapter 1 | Buying Center Basics; B2B Customer Decision Journey; Group Assignments for Semester Project | Due 8/27 at 12:40am: lms_1782849_1 |
| Tue | 9/1 | Chapter 2 | Organizational Buying Behavior: Decision Criteria and Process | Due 9/1 at 12:40am: lms_1782850_1 |
| Thu | 9/3 | Chapter 2 | Marketing Research in B2B; RFP Thinking Workshop | Due 9/3 at 12:40am: lms_1782851_1 Due 9/3 at 1:45pm: lms_1782854_1 |
| Tue | 9/8 | Chapter 3 | Group 1 — Discussion Leader Customer Relationship Management: Account Tiering, Profitability, and Retention | Due 9/8 at 12:40am: lms_1782852_1 Due 9/8 at 8am: lms_1783027_1 |
| Thu | 9/10 | Chapter 3 | Customer Profitability and Retention; Project Charter Work | Due 9/10 at 12:40am: lms_1782853_1 Due 9/10 at 1:45pm: lms_1782974_1 |
| Tue | 9/15 | Chapter 4 | Group 2 — Discussion Leader Segmenting the Business Market: Bases, Target Selection, and Demand Drivers | Due 9/15 at 12:40am: lms_1783080_1 Due 9/15 at 8am: lms_1783297_1 lms_1783299_1 |
| Thu | 9/17 | Chapter 4 | Target Selection and Demand Drivers — CHECKPOINT 1 DUE by 11:59pm | Due 9/17 at 12:40am: lms_1783082_1 Due 9/17 at 11:59pm: lms_1783303_1 |
| Tue | 9/22 | Chapter 5 | Group 3 — Discussion Leader Business Marketing Planning: Cross-Functional Strategy and Positioning | Due 9/22 at 12:40am: lms_1783083_1 |
| Thu | 9/24 | Chapter 5 | Positioning in B2B; Positioning Statement Clinic | Due 9/24 at 12:40am: lms_1783084_1 Due 9/24 at 1:45pm: lms_1783293_1 |
| Tue | 9/29 | Chapter 6 | Group 4 — Discussion Leader Global B2B Strategy and ESG: International Constraints and Stakeholder Requirements | Due 9/29 at 12:40am: lms_1783286_1 Due 9/29 at 8am: lms_1783302_1 |
| Thu | 10/1 | Chapter 6 | ESG and Stakeholder Requirements; Application Workshop | Due 10/1 at 12:40am: lms_1783287_1 Due 10/1 at 1:45pm: lms_1783296_1 |
| Tue | 10/6 | Chapter 7 | Group 5 — Discussion Leader Product Policy: Value Proposition, Specs-to-Value, and Packaging/Service Policies | Due 10/6 at 12:40am: lms_1783345_1 Due 10/6 at 8am: lms_1783352_1 |
| Thu | 10/8 | Chapter 7 | Packaging Policies and Specs-to-Value; Service Policies — CHECKPOINT 2 DUE | Due 10/8 at 12:40am: lms_1783346_1 Due 10/8 at 11:59pm: lms_1783355_1 Due 10/8 at 1:45pm: lms_1783349_1 |
| Tue | 10/13 | Chapter 8 | Group 6 — Discussion Leader New Industrial Product Development: Innovation, NPD Process, and Adoption | Due 10/13 at 12:40am: lms_1783347_1 Due 10/13 at 8am: lms_1783354_1 |
| Thu | 10/15 | Chapter 8 | Pilot/Test Planning and Adoption; Midterm Review | Due 10/15 at 12:40am: lms_1783348_1 Due 10/15 at 1:45pm: lms_1783351_1 |
| Tue | 10/20 | Midterm Exam | MIDTERM EXAM — Chapters 1–8 | Due 10/20 at 1:45pm: lms_1783495_1 |
| Thu | 10/22 | Chapter 9 | Service Strategies; SLAs; Cost-to-Serve Implications | Due 10/22 at 12:40am: lms_1783538_1 Due 10/22 at 1:45pm: lms_1783543_1 |
| Tue | 10/27 | Ch. 10 + FTC Reading | Group 7 — Discussion Leader Channel Strategy: Intermediaries, Channel Design, and Legal Constraints | Due 10/27 at 12:40am: lms_1783539_1 Due 10/27 at 8am: lms_1783546_1 |
| Thu | 10/29 | Ch. 10 + FTC Reading | Channel Governance and Conflict; Legal Mini-Pack — FTC Exclusive Dealing | Due 10/29 at 12:40am: lms_1783540_1 Due 10/29 at 1:45pm: lms_1783544_1 |
| Tue | 11/3 | Chapter 11 | Distribution Costs and Supply Chain Resilience | Due 11/3 at 12:40am: lms_1783541_1 |
| Thu | 11/5 | Chapter 11 | Channel and Cost-to-Serve Decision Workshop — CHECKPOINT 3 DUE | Due 11/5 at 12:40am: lms_1783542_1 Due 11/5 at 11:59pm: lms_1783547_1 Due 11/5 at 1:45pm: lms_1783545_1 |
| Tue | 11/10 | Ch. 12 + DOJ Readings | Group 8 — Discussion Leader Pricing Policies: Strategy, Discount Structure, and Legal Limits | Due 11/10 at 12:40am: lms_1783618_1 Due 11/10 at 8am: lms_1783623_1 |
| Thu | 11/12 | Ch. 12 + DOJ Readings | Legal Limits on Pricing: DOJ Primer and Red-Flag Audit | Due 11/12 at 12:40am: lms_1783620_1 Due 11/12 at 1:45pm: lms_1783621_1 |
| Tue | 11/17 | Chapter 13 | Group 9 — Discussion Leader Industrial Communications: Message Strategy, Media Mix, and Advertising Planning | Daily Warmup (in class); Discussion Leader Preparation Document due in Blackboard by 8:00 AM (leading group) |
| Thu | 11/19 | Chapter 13 | Planning and Budgeting; Media Mix and Metrics; Industrial Advertising Wrap-Up | Daily Warmup (in class); Chapter Application Memo due before leaving class (individual, Blackboard); Read: Sales Enablement overview — posted in Blackboard |
| Tue | 11/24 | Chapter 14 | Sales Management and Enablement; Sales Enablement Tools and Digital Assets | Daily Warmup (in class) Checkpoint 4 Due Dec. 1 at 11:59pm |
| Thu | 11/26 | THANKSGIVING BREAK — NO CLASS | ||
| Tue | 12/1 | Chapter 15 | Performance Measurement; Dashboards and Metrics | Due 12/1 at 11:59pm: lms_1783624_1 |
| Thu | 12/3 | FINAL PROJECT PRESENTATIONS — Session 1 — Groups 1, 2, 3 Present | Due 12/3 at 11am: lms_1783652_1 Due 12/3 at 2pm: lms_1783657_1 |
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| Tue | 12/8 | FINAL PROJECT PRESENTATIONS — Session 2 — Groups 4, 5, 6 Present | Due 12/8 at 11am: lms_1783654_1 Due 12/8 at 2pm: lms_1783658_1 |
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| Thu | 12/10 | FINAL PROJECT PRESENTATIONS — Session 3 — Groups 7, 8, 9 Present + Course Wrap-Up | Due 12/10 at 11am: lms_1783656_1 Due 12/10 at 11:59pm: lms_1783659_1 lms_1783667_1 |
The course schedule, policies, procedures, and assignments in this course are subject to change in the event of extenuating circumstances, by mutual agreement, and/or to ensure better learning.