TEACHING PLAN FOR INDUSTRIAL AND SERVICE MARKETING. 1. Basic description

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1 TEACHING PLAN FOR INDUSTRIAL AND SERVICE MARKETING 1. Basic description Name of the course: Industrial and Service Marketing Profile: Marketing Academic year: Year: Elective Term: 1st Degree / Course: Bachelor s Degree in International Business and Marketing Code: Number of credits: 4 Total number of hours committed: 100 Teaching language: English Lecturer: Andriy Ivchenko Timetable: Group 1: Lecture: Monday 15:45 1:00 Seminars: Group 1A Thursday 17:50 1:45 Group 1B Thursday 1:50 19:45 Group 2: Lecture: Monday 1:30 20:45 Seminars: Group 2A Thursday 19:50 20:45 Group 2B Thursday 20:50 21:45 2. Presentation of the Course This course explores key issues in industrial marketing (as opposed to consumer marketing), service marketing (both B2B and B2C marketing), service and industrial product strategy, service design and delivery, and successful ways to manage them as it is demonstrated by world-class companies. The

2 importance of industrial marketplace for the Global economy should not be underestimated. Service sector dominates national GDPs, accounting from 70-0% of its value in developed countries. Industrial companies also play an important and irreplaceable role by producing goods and services for other businesses, governments and institutions. Industrial companies are driving development of the emerging economies around the globe including BRIC countries. At the same time, there is a certain blurring between B2B and B2C markets and marketing strategies employed by companies. In this course, we will discuss successful strategies that the best the best industrial and service companies follow. Failing to adopt comprehensive marketing strategies might inevitably lead to failure of meeting customer expectation whether these are companies, governmental agencies, institutions or individuals. In this course, we try to raise the awareness of the differences in the marketing management process in B2B marketplace (including B2G) while still focusing on the service perspective with the ultimate emphasis given to the customer. This course places most of the emphasis on what is commonly referred to as marketing management of industrial companies as well as business-toconsumer services. Industries examined include entertainment, heavy machine-building, banking and financial services, aeronautics as well as a sampling of retail organizations. The main objective of the Industrial and Service Marketing course is to avoid staying on the level of general concepts and ideas and to provide in-depth understanding of the critical details of industrial marketing management and consumer service marketing. This course aims to introduce students to the practical tools they will be able to apply in the real-life situations. 3. Competences to be achieved in the course General competences Instrumentals G.I.1. Ability to search, analyse, assess and summarise information. G.I.4. Ability to tackle and solve problems. Generic personal Specific competences Disciplinary E.D.11. Introduce the basic marketing tools and capacitate for planning commercial strategies. Professionals E.P.2. Ability to analyse economic and market indicators when taking

3 G.P.6. Capacity to foresee events. Generic systematic G.S.3. Ability to think globally. For applicability G.A.2. Ability to use quantitative criteria and qualitative insights when taking decisions. G.A.3. Ability to search and exploit new information sources. G.A.5. Ability to understand an economic organisation with a global perspective. decisions within the organisation. E.P.7. Illustrate businesses activities in a practical way by visiting companies, having professionals invited to class sessions or by developing and analysing case studies. E.P.. Ability to take functional decisions within an organisation with international activity. E.P.11. Ability to analyse a foreign market and define product implementation strategies. E.P.22. Ability to contrast knowledge obtained in the learning process and adapt it to real situations. The above competences interrelate with the basic competences set out in Royal Decree 1393/2007, namely: a. competence to comprehend knowledge, on the basis of general secondary education b. competence to apply knowledge to day-to-day work in international management or marketing, in particular, ability to develop and defend arguments and to solve problems c. competence to gather and interpret relevant data, enabling the development of critical judgements on the economic and social reality d. competence to communicate and transmit information (ideas, problems, solutions) to a specialised and non-specialised public e. competence to develop learning activities in a relatively autonomous manner. In order to establish a correspondence between the basic competences and those developed in the degree, these are grouped according to two criteria. Thus, the competences developed in the subject are structured into those that are seen as a development or specification of basic competences and those

4 that define the professional profile of the graduate, with respect to general and specific competences. Basic competence: understanding of knowledge General competences G.A.2 Basic competence: application of knowledge I. General competences G.S.3 II. Specific competences E.P.11 Basic competence: gather and interpret data I. General competences G.I.1, G.P.6, G.A.3 II. Specific competences E.P.2 Basic competence: develop learning activities I. General competences G.I.4 II. Specific competences E.P.22 Competences that define the professional profile which are not included under basic competences In general, these competences combine the following key elements for professionalising students in the area of international business and marketing: - provide students with the capacity to adapt to dynamic teams and environments - provide students with the capacity to create their own integral vision of the operation of a business or international marketing project - provide students with the capacity to take complex decisions and carry out negotiation processes I. General competences G.I.4, G.A.5 II. Specific competences E.D.11, E.P.7, E.P.

5 Own competences of the subject Ability to manage marketing strategies in a B2B (business-to-business) environment and in the context of services. Ability to evaluate and control the effects of established strategies. 4. Content The course is organized as a combination of case discussions, lectures and exercises/simulations. Moreover, this course places great importance to the inclass participation and as the last year elective course, the course aims to make operational many of the conceptual aspects of marketing discussed in cases. Students should be aware that they will be required not only to discuss cases conceptually during the seminars, but prepare and submit structural analyses for the certain business cases and exercises. In these analyses, they will be asked to apply some fundamental qualitative and quantitative tools in detail. Following the process of marketing management in organizations, this course is organized around 4 main areas that are split into 9 topics: 1. Foundations of industrial and service marketing 2. Marketing analysis of industrial and service markets 3. Creating and capturing value 4. Sustaining value: customer acquisition, retention and growth Key focus areas of the course will be split into 9 topics described in more details below: Topic 1 Foundations of Industrial and Service Marketing Understanding differences consumer vs. industrial marketing; service and product marketing; impact of technology on marketing of industrial products and services; building expanded marketing mix model of service marketing. Topic 2 Peculiarities of Marketing Analysis of Industrial and Service Markets Analyze organizational environment and its impact on industrial and service markets; understanding the context of organization; competitive analysis; role of collaborations; and review of organization and its internal environment Topic 3 Peculiarities of Marketing Analysis of Industrial and Service Markets. Understanding industrial customer, buying process and behavior

6 Topic 4 Topic 5 Creating Value: Segmentation, Targeting and Positioning Capturing Value: Product, Promotion and Place Developing product and service strategy, product development; delivering services and products through intermediaries and electronic channels; marketing communications Topic 6 Topic 7 Capturing Value: Price and Pricing Strategies Sustaining Value: Managing Service Delivery and Performance Designing the service process; balancing demand and capacity; employee s role in service delivery; customer s role in service delivery Topic Sustaining Value: Marketing Strategy Implementation Managing relationships and building loyalty; service failures and recoveries Topic 9 Sustaining Value: Improving Quality and Productivity What is service quality?; customer expectation vs. perceptions of services; GAP model; defining, measuring and improving productivity Assessment elements 5. Assessment The course grade will be determined by the evaluation of your performance on the following aspects: Class participation Special case assignments Surprise-quiz Final exam Group presentation of the practical exercise Time period Type of assess ment Co mp Op t Assessment agent Lect urer Self - Ass ess Co- Ass ess Type Activity of Grouping Class Continu X X Participation X 50 Indi v Gro up Weig ht, %

7 participation ous in case discussion and exercises Final exam that consists of essay type questions Special cases assignment consisting of essay type structural analysis Surprise quiz that consists of essay type questions Practical exercise + group presentation Exam week Selecte d cases X X X X - X X Week 6 X X Exam: essay questions Report to be handed in Exam: essay questions Presentatio n in class X 20 X 10 X 10 X 10 Doing the final exam is a necessary condition to receive a quantitative evaluation of the course. In case of non-attendance to the final exam, the student will receive an N.A. grade. In case of re-sit for the final exam, other assessments will keep the grade and the 0% from overall grade. 6. Bibliography and teaching resources Basic bibliography: Reeder, Robert R. Industrial marketing : analysis, planning and control / Robert R. Reeder, Edward G. Brierty, Betty H. Reeder, Englewood Cliffs (N.J.) : Prentice-Hall, cop nd ed Zeithaml, Bitner, Gremler. Services marketing: integrating customer focus across the firm. McGraw-Hill/Irwin, 2005 Supplementary bibliography: Articles and cases will be made available during the course Teaching resources: Powerpoints made available (AULA-ESCI)

8 7. Methodology Lectures Students are expected to be prepared and participate actively in class discussions and exercises. Therefore, students must read prior to the class session the material related to the content of the session as specified in section. Seminars Students will have to work individually on the case study analyses, participate in the discussions and prepare structural written analysis of special case assignments. Class participation will be graded and depend on the quality of comments/responses to the questions as well as on the relevance of the comment/response to the current discussion in a class. Students are expected to groups to participate in the practical exercise. Group presentation of the practical exercise will be evaluated and graded on the group basis. Seminars IN CLASSROOM Professor: - Professor's exposition - Doubts and questions resolutions Student: - Case study discussions - Group presentation of practical exercise - Surprise quiz - Final exam DIRECTED (OUTSIDE CLASSROOM) Professor: - Reading and assessment of special case study reports Student: - Participation in practical exercise in groups - Preparation of group presentation AUTONOMOUS Student: - Reading of material and study cases before class - Preparation of the written report of the special cases - Personal individual study of the subject - Preparation for the final exam. Scheduling activities 1) Allocation of hours between theory and practical lessons (based on the number of credits in the curriculum): 2 h of lecture and 1 h of seminar per week amounting to 29h (seminars start after a week of classes) 2) Scheduling activities under the curriculum, from:

9 In the classroom: Lecture classes, seminars Outside the classroom: Group work, Individual work (reports, exercises ), Independent study Week Activity in the classroom Grouping/type of activity Week 1 Lecture: Foundations of Industrial and Service Marketing the articles Week 2 Lecture: Peculiarities of Marketing Analysis of Industrial and Service Markets study McDonald's: Is China Lovin' It? Week 3 Lecture: Peculiarities of Marketing Analysis of Industrial and Service Markets Understanding buyer and buyer behaviour. study Dominion Motors Week 4 Lecture: Creating Value: Segmentation, Targeting and Positioning. Surprise quiz study Port Aventura Week 5 Lecture: Capturing Value: Product, Promotion and Place. Duratio n, hours Activity outside the classroom Grouping/type of activity 3 Study topic of the week and read articles preparation, preparation of environmental analysis, working individually preparation, analysis buyers and buyer s behaviour, working individually preparation, market segmentation exercise, preparation of written structural analysis, working individually Duration, hours 2 6

10 Surprise quiz study Aerotech Week 6 Lecture: Capturing Value: Price and Pricing Strategies. Surprise quiz Seminar: Presentation of the group presentations of practical exercise Week 7 Lecture: Sustaining Value: Managing Service Delivery and Performance. Surprise quiz study Cumberland Week Lecture: Sustaining Value: Marketing Strategy Implementation study Santander Serfin Week 9 Lecture: Sustaining Value: Improving Quality and Productivity Week 10 study Starbucks Lecture: Wrap-up lecture preparation, qualitative analysis, working individually, distribution in groups for practical exercise Seminar: Performing practical exercise in groups, preparation of the group presentation, working in groups preparation, learning service process, working individually preparation, preparation of written structural analysis, working individually preparation, quantitative and qualitative analysis, working individually 3 Lecture: Read articles, review lecture notes and materials 7 6 Exam week Total Hours Seminar: Q&A Seminar: preparing for final exam, working individually Final Exam