UHV Quick Links

University Of Houston-Victoria

Click here to open a new window to search Spring 2013 – Current Instructor & Course Information

← Back to Search Resultspage

Course Online Syllabus

Spring 2012

Department MKTGCourse Number4315 Section Number24038
Name of Course Business-Business Marketing
Name of Instructor Hayes,Linda A

This information may not constitute all course policies; students are responsible for all course requirements established by their instructors during the semester and all institutional policies as established in the UHV student handbook.

Learning Objectives

As a result of this course, students will

  1. Comprehend the basic concepts and theories of organizational behavior and their role in creating competitive advantage in business markets.
  2. Know the importance of changes in the technological, political, social and economic environments on business marketing activities.
  3. Understand the criteria for evaluating marketing research in business-to-business marketing.
  4. Apply the concepts of segmentation, target marketing and the marketing mix when crafting strategic marketing activities.
  5. Understand competitive channels of distribution and the leadership role in channel inter-organizational relationships, structure and conflict.

Major Assignments/Exams

Midterm Exam 25
Final Exam 25
Project 15
Case 15
Class Participation 20

Required Reading

Hutt and Speh, Business Marketing Management,10th ed., ISBN 9780324581676.

Recommended Reading

No additional readings have been recommended for this course.

List of Discussion/Lecture Topics

  • Business Marketing Perspective
  • Purchasing by Organizations
  • Organizational Buyer Behavior
  • Customer Relationship Management
  • Segmenting Business-to-Business Markets
  • Business Marketing Strategies
  • Managing Products for Business Markets
  • New Industrial Product Development
  • Managing Business Market Channels
  • E-Commerce Strategies for Business Markets
  • Business Marketing Communications
  • Business Marketing Advertising and Sales Promotions
  • Sales and Sales Management
  • Pricing Strategies for Business Markets