Marketing III D, 10 points/15 ECTS Syllabus : Marketing III D Course code : FEKD49 Responsibility : The Dept of Business Administration Subject : Business Administration Level : D (Specialized) Course credit : 15 ECTS / 10 points Field of education: Social Sciences This course is at specialized level in a Msc-degree at the University of Umeå. The course is also an elective course in the Master's Programme Marketing Research & Analysis Management at Umeå School of Business and Economics (USBE). Further information: http://www.usbe.umu.se/master/index_eng.html 1 Resolution to arrange the course The course is established by the Faculty of Social Sciences at Umeå University and the syllabus is confirmed by the Board of Business Administration on May 13, 2005. 2 Objective and contents Module 1. Product Planning & Development (5 points/7,5 ECTS) The purpose of this course is to gain knowledge about both product planning from a strategic perspective and product development. The students will aquire knowledge of how to manage product planning in companies of different sizes and product categories in order to strengthen and implement the firm’s strategic plan. Integrated into this area is how to develop new products suitable for the market. The students will therefor gain knowledge of how to set up and manage the development process in order to avoid the most common pitfalls. Teaching methods: See below 4. Examination methods: See below 5. Module 2. Business to Business Marketing (5 points/7,5 ECTS) The purpose of this course is for students to gain knowledge in the area of business-to-business marketing. The objective is for students to develop a sound understanding of how companies operate in business- to-business markets, how they manage their current business-to-business operations, and how they plan for their future operations. The students will have an opportunity to examine how companies operate as network partners and how they build relationships in business-to-business markets. The use of the Internet in business-to-business marketing will also be exposed in this course. Teaching methods: See below 4. Examination methods: See below 5. 3. Prerequisites Courses in Business Administration (90 ECTS) A minimum of 40 points/60 ECTS from A-level and B-level courses (Management, Accounting, Financial Investments, Cost Accounting, Marketing) At the advanced, C level, a minimum of 20 points/30 ECTS, including a Bachelor’s thesis or equivalent 4. Teaching methods This will be a lecture, discussion, and case course. Students will have an opportunity to attend lectures, analyze and discuss cases in small group or seminar setting. When appropriate, outside speakers will be invited to further reinforce the material in lectures and case discussions. With the use of teaching cases, students will have opportunities to participate in decision-making by offering solutions to cases and by obtaining and structuring the necessary internal or external information about the company in the case that is needed to make a decision in the case. Seminars will be used to discuss the various decision-making styles and illustrate how these styles differ depending on the level of marketing management. The students are expected to read the assigned material and actively participate in case and seminar discussions. 5. Examination For the course attendance at lectures, seminars, case discussions, and study visits are required. A written project report must also be submitted as a part of the courser content. Written examinations, case analyses, and a project reports will be graded according to the following system: Pass with distinction (Väl godkänd, Vg, 75% or more), Pass (Godkänd, G, 50% or more) and Fail (Underkänd, U, less than 50%). To receive the grade Pass with distinction on the course, the student must have achieved at least 75% of the total of points on the separate modules or the equivalent Students who do not pass at the time of the normal written examination will have an opportunity to sit a further examination within 2 to 3 weeks after the completion of the course. Additional examination opportunities arise every academic year one-week prior to the start of the autumn term. When a student has failed an examination on two occasions, the student has a right to have another grading teacher. A written request should be handed to the Director of Studies no later than two weeks before the next examination opportunity. The course grades are awarded when students have passed all examinations and all other requirements for the course. At the completion of the course, the instructor in the course may provide the European Credit Transfer System (ECTS) grade for exchange students who may request it, but only if all the course requirements have been completed. 6. Utilisation et cetera To be consistent with the international nature of the Master’s programs at Umeå School of Business and Economics and in the Department of Business Administration, the language of instruction will be English. Additional details about the language requirements may be obtained from the Student Counsellor. 7. Readings and other material Module 1. Product Planning & Development (5 points/7,5 ECTS) C. Merle Crawford., C. Anthony Di Benedetto. New Product Management. 7th ed., McGraw-Hill, 2003. Department of Business Administration, Articles. Studentexpeditionen. Module 2. Business to Business Marketing (5 points/7,5 ECTS) Anderson, James and James Narus, Business Market Management, 2nd edition (Harlow, England: Pearson Education, 2004). Gadde, Lars-Erik and Håkan Håkansson, Supply Network Strategies (West Sussex, UK: John Wiley & Sons, Limited, 2001). Articles Compendium: 1. Anderson, J. and Jim Narus, “Partnering as a Focused Market Strategy,” California Management Review (Spring 1991), 95-113. 2. Ashton, J.E., F.X. Cook, Jr., and P. Schmitz, “Uncovering Hidden Value in a Midsize Manufacturing Company,” Harvard Business Review, 81 (June 2003), 111-19. 3. Chesbrough, H.W., “A Better Way to Innovate,” Harvard Business Review, 81 (July 2003), 12-13. 4. Davis, T., “Effective Supply Management,” Sloan Management Review (Summer 1993), 35-46. 5. Nevens, T.M., G.L. Summe, and B. Uttal, “Commercializing Technology: What the Best Companies Do,” The McKinsey Quarterly, 1990, number 4, 3-22. 6. Ohmae, K. “The Global Logic of Strategic Alliances,” Harvard Business Review (March-April 1989), 143-54. 7. Quinn, J.B., “Outsourcing Innovation: The New Engine of Growth,” Sloan Management Review, 41 (Summer 2000), 13-28. 8. Rayport, J.F. and J.J. Sviokla, “Managing in the Marketplace,” Harvard Business Review (November-December 1994), 141-50. 9. Webster, F. “The Changing Role of Marketing in the Corporations,” Journal of Marketing, 56 (October 1992), 1-17. 10. Boström, G.-O. ”Successful Cooperation in Professional Services, What Characteristics Should the Customer Have?,” Industrial Marketing Management, 24, 1995, 151-165 11. Walter, A, T. Ritter, Hans Georg Gemunden, “Value Creation in Buyer-Seller Relationships, Theoretical Considerations and Empirical Results from a Supplier’s Perspective,” Industrial Marketing Management, 30 (May 2001), 365-377 Reference literature: Hunter, Victor.L. (with David.Tietyin, David Tietyen), Business-to-Business Marketing: Creating a Community of Customers (Lincolnwood, IL: NTC/Contemporary Publishing Company, 1997). Jackson, Barbara.Bund., Winning and Keeping Industrial Customers: The Dynamics of Customer Relationships (Lexington, MA: D.C. Heath and Company, 1985) classic. --------------- Umeå University, Department of Business Administration, S-901 87 Umeå, Sweden.