COURSE DESCRIPTION It is impossible to ignore the magnitude or growing importance of Business-to-Business marketing operations in electronic environments. This is an advanced course looking at those practices and is designed to expose students to the many tools and techniques available to the marketing manager. The course will focus on the effective integration and coordination of such activities, their critical success factors, and explore the strategies and tactics available in building or enhancing relationships with stakeholders using electronic means. This course is strategic in nature and will deal heavily with the application of theory learned using a combination of research papers, organizational audits, and pro-bono consultancy projects for local organizations.
COURSE OBJECTIVES For successful completion of this course, the student must meet the following objectives;
- Be able to apply knowledge in the form of a written marketing plan for a B2B E-Commerce enterprise.
- Evaluate the opportunities and threats companies face in supplanting traditional B2B marketing activities with its electronic counterpart. Demonstrate the value-added activities of electronically assisted exchange processes.
- Evaluate common applications of B2B E-marketing activities and be able to demonstrate knowledge of the terms and language used relative to these.
- Synthesize the academic and practitioner literatures on contemporary B2B E-marketing practice.
- 1 Research paper on one of several contemporary B2B E-marketing practices.
- 1 Organizational audit which examines the impact that E-Commerce has had on a companies marketing practices.
- 1 pro bono consultancy project for a local organization that needs assistance with its current B2B E-Commerce strategy.
- Weekly study aids distributed in class.
- Focus on experiential, application based learning.
- Comprehensive personalized feedback on performance.
- Lecturettes and seminar based project work.
- Focus on group presentations.
- A fun, motivational and engaging environment.