Business to business and International Marketing C, 10p Syllabus : Business to business and International Marketing C Course code : FEUC11 Responsibility : The Dept of Business Administration Subject : Business Administration Level : C (Advanced) Course credit : 15 ECTS / 10 points Field of education: Social Science The course is included in the study programme for Service Management at Umeå School of Business and Economics. The course is also a course at the C-level in a BSc- or a MSc-degree at Umeå University. 1. Resolution to arrange the course The Faculty of Social Science establishes the course at the University of Umeå and the Board of Business Administration has confirmed the syllabus November 12, 2002. 2. Objective and contents The purpose of the course is to gain knowledge in the field of business to business marketing and international marketing. The characteristics of business relationships will be in focus, as well as the specific marketing problems associated with an international context. The students will acquire knowledge of industrial and multinational companies activities from a management perspective. Module 1 - Business to Business Marketing, (5 points) Objectives: This module is based on the fact that business to business markets differ in several ways from consumer markets. The structure of the business to business market is characterized by few buyers and sellers. In this structure long term and stable relationships are fostered between parties. The theoretical framework is mainly based on the interaction approach where business to business markets are seen as networks and the exchange between buyers and sellers is described as an interaction process. This theoretical approach gives basic understanding and knowledge about business to business markets and interfirm relations. Subsequently the module will concentrate on topics of special theoretical and practical interest in business to business marketing. Topics that will be covered are industrial buying behaviour, business to business services, business to business distribution and product development. More specifically the module objectives are: * To gain knowledge about the structure of business to business markets * To understand theoretical frameworks for business to business marketing * To learn skills in developing marketing strategies for business to business markets * To understand the role of the marketing function within a business to business context Module 2 International Marketing, (5 points) Objectives: * to present an historical review of companies possibilities of acting in different markets * to gain an understand of the theoretical framework of the inter- nationalization process * To learn and acquire skills in strategic, tactical and operational decision making about expansion into foreign markets. One purpose of this course is to give students knowledge about the environment in which international companies work. Examples will be given to make students realise that the different conditions existing at the macro level will affect the conditions at the micro level. Different modes to operate in international markets will be discussed. Another purpose is to discuss problems, decisions and steps made in connection with the internationalisation of companies. Another purpose of this course is to give the students an understanding of the multinational company and its marketing activities. All parts of the course will start with general strategic discussions related to specific problems, which later will be discussed on tactical as well as operational levels. This will give students knowledge about practical international marketing as well as an understanding of the general context. This will stimulate the student’s analytical ability and critical thinking about international marketing and global companies. Teaching disposition The core topics of the course will be covered on lectures and seminars. The student will also meet guest lecturers and case studies. The students will on several occasions be asked to make oral and written presentations. The students will be expected to take and active part in lectures, seminars and in the cases presented. 3. Prerequisites Students require at least 30 points from the A- and B-level courses in Business Administration, A 20 points and B 20 points. Exchange students require a minimum of 40 points from the A-and B-level courses in Business Administration for entry to the course. It corre- sponds to 60 ECTS-credits in basic courses in Business Administration (Management,Accounting,Financial Investments,Cost Accounting and Marketing) 4. Teaching methods Lectures and seminars will cover the core topics of the course. The student will also meet guest lecturers and case studies. Guest lectures might be used in examination. The students will on several occasions be asked to make oral and written presentations. The students will be expected to take and active part in lectures, seminars and in the cases presented. 5. Examination Attendance at seminars and case presentations are required to pass the course. Written examinations (tentamina) are given on the course. The following grading system is used: Pass with distinction (Väl godkänd), Pass (Godkänd), and Fail (Underkänd). 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 be offered an opportunity to sit a further examination within 2-3 weeks on courses having the normal pace of study. After this, the subsequent opportunity for taking the examination arises, as a rule, in connection with the module offered during the subsequent term. Beyond that, additional examination opportunities normally arise every academic year one-week prior to the start of the autumn term. Information on this can be obtained from the Student Counsellor. Resit opportunities are given each August on modules for which there are written examinations held at the end of the spring term. When a student has failed an examination on two occations, he or she 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. Further information can also be obtained from the student counsellor. Oral Examination (concern only Swedish speaking students) Oral examinations are conducted in conjunction with those held on the C-course in Business Administration. Administration Within two weeks of passing courses in Business Administration to a level of 50 points, students should report for the oral examination (to the student office). The oral examination is arranged within the normal period of term-time. Examiner: Professor/Senior lecturer Aim and extent The examination is designed as a verbal exchange between the student and the examiner and should extend across all areas covered by the 50 credit structure for studies in the subject of Business Administration. Students will be expected to display a competence in all fields of the subject, but special weight will be given to the area of specialisation selected at the C-level. The examination is given individually and should include problem areas of contemporary relevance. Grading A grading scale of Fail and Pass is used. Students who fail are given further opportunities to sit the examination after discussions with the examiner. Grades on the course are awarded when students have passed all examinations and compulsory course elements. 6. Utilisation et cetera In cases where there are applicants from abroad, the course language will be English. Otherwise, parts of the course may be taught in English. Information on language aspects can be obtained from the student counsellor. 7. Readings and other material Module 1 - Business to Business Marketing, (5 points) Dwyer, R. and Tanner, J,. Business Marketing: Connecting Strategy, Relationship and Learning. Irwin/McGraw-Hill 2nd ed 2001. ISBN 0072410639 Articles; Studentexpeditionen Reference literature: Feurst, Ola., Flodhammar, Åke., Engelsk-Svensk Ordlista I Marknadsföring. Liber-Hermods ISBN 91-23-01378-8 Module 2 International Marketing (5 points) Michael R. Czinkota., Ilkka A. Ronkainen's., International Marketing, 6th Edition, South-Western College Publishing ========================================================= NOTE !!! (February 6 2004) This book: Meloan, Taylor W., Graham, John L. International & Global Marketing: Concepts & Cases. McGraw-Hill Professional Book Group 1997 (ISBN: 0256218943) will be replaced by an Article compendium ========================================================= Department of Business Administration, Articles Reference literature: Bartlett, C.A. & Ghoeshal, S. Managing Across Borders. 2nd Edition, Harvard Business School Press, 1998 (ISBN 0875848494) Sölvell, Ö., Zander, J., Porter, M.E., Advantage, Sweden. Norstedts 1991. (ISBN 91-38-50193-7) Umeå University, Department of Business Administration, 901 87 Umeå Phone: 090-786 50 00 vx. Fax: 090-786 66 74.