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. |
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: Group Preference Form: Due Aug 25 at 11:59 PM |
| Thu | 8/27 | Chapter 1 | Buying Center Basics; B2B Customer Decision Journey; Group Assignments for Semester Project | Due 8/27 at 12:40am: Warm Up Thurs Aug 27 |
| Tue | 9/1 | Chapter 2 | Organizational Buying Behavior: Decision Criteria and Process | Due 9/1 at 12:40am: Warm Up Tues Sept 1 |
| Thu | 9/3 | Chapter 2 | Marketing Research in B2B; RFP Thinking Workshop | Due 9/3 at 12:40am: Warmup Thu Sep 3 Due 9/3 at 1:45pm: Chapter 2 Application Memo #1 |
| Tue | 9/8 | Chapter 3 | Group 1 — Discussion Leader Customer Relationship Management: Account Tiering, Profitability, and Retention | Due 9/8 at 12:40am: Warmup Tue Sep 8 Due 9/8 at 8am: Discussion Leader Prep Slides Ch. 3 — Group 1: Due Tue Sep 8 by 8:00 AM |
| Thu | 9/10 | Chapter 3 | Customer Profitability and Retention; Project Charter Work | Due 9/10 at 12:40am: Warmup Thu Sep 10 Due 9/10 at 1:45pm: Chapter 3 Application Memo #2 |
| 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: Warmup — Tue Sep 15 Due 9/15 at 8am: Discussion Leader Prep Slides Ch. 4 Group 2: Due Tue Sep 15 by 8:00 AM Discussion Leader Prep Slides Ch. 5— Group 3: Due Tue Sep 22 by 8:00 AM |
| Thu | 9/17 | Chapter 4 | Target Selection and Demand Drivers — CHECKPOINT 1 DUE by 11:59pm | Due 9/17 at 12:40am: Warmup — Thu Sep 17 Due 9/17 at 11:59pm: Checkpoint 1: Market & Customer Analysis |
| Tue | 9/22 | Chapter 5 | Group 3 — Discussion Leader Business Marketing Planning: Cross-Functional Strategy and Positioning | Due 9/22 at 12:40am: Warmup — Tue Sep 22 |
| Thu | 9/24 | Chapter 5 | Positioning in B2B; Positioning Statement Clinic | Due 9/24 at 12:40am: Warmup — Thu Sep 24 Due 9/24 at 1:45pm: Chapter 5 Application Memo #3 |
| 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: Warmup — Tue Sep 29 Due 9/29 at 8am: • Discussion Leader Prep Slides Ch. 6 — Group 4: Due Tue Sep 29 by 8:00 AM |
| Thu | 10/1 | Chapter 6 | ESG and Stakeholder Requirements; Application Workshop | Due 10/1 at 12:40am: Warmup — Thu Oct 1 Due 10/1 at 1:45pm: Chapter 6 Application Memo #4 |
| 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: Warmup — Tue Oct 6 Due 10/6 at 8am: Discussion Leader Slides — Group 5 Ch. 7: Due Tue Oct 6 by 8:00 AM |
| Thu | 10/8 | Chapter 7 | Packaging Policies and Specs-to-Value; Service Policies — CHECKPOINT 2 DUE | Due 10/8 at 12:40am: Warmup — Thu Oct 8 Due 10/8 at 1:45pm: Chapter 7 Application Memo #5 Due 10/8 at 11:59pm: Checkpoint 2: Positioning, Value Proposition & Product/Service Offering |
| Tue | 10/13 | Chapter 8 | Group 6 — Discussion Leader New Industrial Product Development: Innovation, NPD Process, and Adoption | Due 10/13 at 12:40am: Warmup — Tue Oct 13 Due 10/13 at 8am: Discussion Leader Slides — Group 6: Due Tue Oct 13 by 8:00 AM |
| Thu | 10/15 | Chapter 8 | Pilot/Test Planning and Adoption; Midterm Review | Due 10/15 at 12:40am: Warmup — Thu Oct 15 Due 10/15 at 1:45pm: Chapter 8 Application Memo #6 |
| Tue | 10/20 | Midterm Exam | MIDTERM EXAM — Chapters 1–8 | Due 10/20 at 1:45pm: Midterm Exam MKTG 3720: Business to Business Marketing |
| Thu | 10/22 | Chapter 9 | Service Strategies; SLAs; Cost-to-Serve Implications | Due 10/22 at 12:40am: Warmup — Thu Oct 22 Due 10/22 at 1:45pm: Chapter 9 Application Memo #7 |
| 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: Warmup — Tue Oct 27 Due 10/27 at 8am: Discussion Leader Slides — Group 7: Ch. 10 Due Tue Oct 27 by 8:00 AM |
| Thu | 10/29 | Ch. 10 + FTC Reading | Channel Governance and Conflict; Legal Mini-Pack — FTC Exclusive Dealing | Due 10/29 at 12:40am: Warmup — Thu Oct 29 Due 10/29 at 1:45pm: Chapter 10 Application Memo # 8 |
| Tue | 11/3 | Chapter 11 | Distribution Costs and Supply Chain Resilience | Due 11/3 at 12:40am: Warmup — Tue Nov 3 |
| Thu | 11/5 | Chapter 11 | Channel and Cost-to-Serve Decision Workshop — CHECKPOINT 3 DUE | Due 11/5 at 12:40am: Warmup — Thu Nov 5 Due 11/5 at 1:45pm: Chapter 11 Application Memo # 9 Due 11/5 at 11:59pm: Checkpoint 3: Channel Strategy, Distribution & Legal Compliance |
| 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: Warmup — Tue Nov 10 Due 11/10 at 8am: Discussion Leader Slides — Ch. 12 Group 8: Due Tue Nov 10 by 8:00 AM |
| Thu | 11/12 | Ch. 12 + DOJ Readings | Legal Limits on Pricing: DOJ Primer and Red-Flag Audit | Due 11/12 at 12:40am: Warmup — Thu Nov 12 Due 11/12 at 1:45pm: Chapter Application Memo #10 (FINAL MEMO) |
| 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: Checkpoint 4: Pricing Strategy & Performance Measurement |
| Thu | 12/3 | FINAL PROJECT PRESENTATIONS — Session 1 — Groups 1, 2, 3 Present | Due 12/3 at 11am: Presentation Slide Deck — Session 1 (Groups 1, 2, 3) Due Dec 3 at 11am Due 12/3 at 2pm: Audience Reflection — Session 1 (Dec 3) |
|
| Tue | 12/8 | FINAL PROJECT PRESENTATIONS — Session 2 — Groups 4, 5, 6 Present | Due 12/8 at 11am: Presentation Slide Deck — Session 2 (Groups 4, 5, 6) Due Dec. 8 at 11am Due 12/8 at 2pm: Audience Reflection — Session 2 (Dec 8) |
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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: Presentation Slide Deck — Session 3 (Groups 7, 8, 9) — Due December 10 at 11AM |
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.