Southern Utah University

Course Syllabus

Southern Utah University
Southern Utah University
Spring Semester 2026

Business to Business (B2B) Marketing (Online)

MKTG 6500-A70

Course: MKTG 6500-A70
Credits: 3
Term: Spring Semester 2026
Department: MESA
CRN: 10610

Course Description

This course provides a managerial introduction to the strategic and tactical aspects of business marketing decisions and marketing channel strategy. Students examine the strategic concepts and tools that guide market selection, successful differentiation in business markets, and supply chain management. A mixture of lectures, projects, cases, videos, and readings are used to examine how product and service decisions are designed to deliver the B2B value proposition, how pricing captures customer value, how value is communicated to and among customers, and how marketing channels are used to make this value accessible to target customers. Students will compare and contrast how the strategic and tactical processes of developing and managing value-generating relationships differ between B2B and B2C markets. Students will also gain understanding of how to manage channel power, conflict, and relationships. 

Required Texts

Required Textbooks:  
Hutt, Speh and Hoffman (2024), Business Marketing Management: B2B (13th ed.), Publisher: Cengage Learning. ISBN: 9798214339160

Recommended Supplementary Book
Palmatier, Robert, Stern, Louis, and El-Ansary, Adel, Marketing Channel Strategy, Prentice Hall, 8th edition, 2014, ISBN: 978-0133357080
The recommended supplementary book is a valuable source of material. You are encouraged (but not required) to read the chapters. 

Learning Outcomes

  1. Gain a managerial perspective on the marketing function in firms that target business and government customers in both domestic and global contexts;
  2. Learn practical concepts and tools for analyzing market opportunities and company capabilities as the basis for market selection, developing competitive differentiation, and formulating marketing channel strategy in contemporary business markets;
  3. Understand the process by which strategic market analysis guides the development of B2B marketing programs that integrate product pricing, communications, and channel decisions
  4. Develop a managerial orientation to implementing and controlling B2B marketing programs and managing channel relationships. 

Course Requirements

Case Analysis: Harvard Business Review (HBR) Case Studies are a crucial component of this course, providing real-world examples that allow students to apply theoretical concepts to practical business challenges. Each case study presents a unique scenario involving a business decision, strategic dilemma, or organizational issue that requires careful analysis and problem-solving.

Professor’s Corner Activities: There will be 4 Professor’s Corner Zoom meetings throughout the semester. Details are included in Canvas

Course Readings and Chapter Quizzes
There will be a 10 multiple-choice question quiz for each chapter.  These quizzes are open book and open note.  You will have 15 minutes for each quiz.  These quizzes are not meant to be necessarily difficult if you have been in class, read, and understand the material.  Your lowest 2 quiz scores will be dropped.  

Chapter-Based AI Activity: 
With each chapter, you’ll do a short activity using AI tools. These will give you hands-on practice and show how AI can be useful in real marketing situations.

B2B Firm Study Project:
Objective/ Overview: This assignment helps you gain a managerial perspective on B2B firms that target business and government customers. You will also apply class contents and analyze new B2B marketing practices.  Details available in Canvas

SalesFox SalesForce Project:
A core component of the course involves hands-on training with SalesForce, one of the leading CRM platforms, enabling participants to master the software’s features for managing sales pipelines, lead generation, and client communication. By the end of the course, students will have the knowledge and practical experience required to pursue Salesforce Certification, equipping them with a valuable skill set for the modern B2B sales and marketing landscape.

Course Outline

Week 1
Content: 
Introduce and begin the SmartFox project 
Chapter 1: A Business Marketing Perspective 
Chapter 2: Organizational Buying Behavior  

Deliverables: 
Chapter 1: A Business Marketing Perspective Quiz 
Chapter 2: Organizational Buying Behavior Quiz 
Chapters 1-2 AI Based Activities 

Week 2
Content: 
Professor’s Corner 1
Chapter 3: Customer Relationship Management Strategies for Business Markets 
Chapter 4: Segmenting the Business Market and Estimating Segment Demand 
Chapter 5: Business Marketing Planning: Strategic Perspectives  

Deliverables: 
Chapter 3: Customer Relationship Management Strategies for Business Markets Quiz 
Chapter 4: Segmenting the Business Market and Estimating Segment Demand Quiz 
Chapter 5: Business Marketing Planning: Strategic Perspectives Quiz 
Professor’s Corner 1 Assignment
Chapters 3-5 AI Based Activities  

Week 3
Content: 
Professor’s Corner 2
Case Study 1 Preparation 
Chapter 6: ESG and Business Marketing Strategies for Global Markets 
Chapter 7: Managing Products for Business Markets  

Deliverables:  
Case Study 1 Presentation 
Case Study 1 Write-up 
Chapter 6: ESG and Business Marketing Strategies for Global Markets Quiz 
Chapter 7: Managing Products for Business Markets Quiz Professor’s Corner 2 Assignment
Chapters 6-7 AI Based Activities
  
Week 4
Content: 
Professor’s Corner 3
B2B Firm Study Overview 
Chapter 8: Managing Innovation and New Industrial Product Development 
Chapter 9: Managing Services for Business Markets 
Chapter 10: Managing Business Marketing Channels: The Omnichannel Imperative  

Deliverables:  
Chapter 8: Managing Innovation and New Industrial Product Development Quiz 
Chapter 9: Managing Services for Business Markets Quiz 
Chapter 10: Managing Business Marketing Channels: The Omnichannel Imperative Quiz 
Professor’s Corner 3 Assignment
Chapters 8-10 AI Based Activities
  
Week 5
Content: 
Professor’s Corner 4
Individual B2B Firm Study Project Overview 
Chapter 11: Supply Chain Management 
Chapter 12: Pricing Strategies for Business Markets 
Chapter 13: Marketing Communications and the Customer Decision Journey
Chapters 11-13 AI Based Activities  

Deliverables:  
Chapter 11: Supply Chain Management Quiz 
Chapter 12: Pricing Strategies for Business Markets Quiz 
Chapter 13: Marketing Communications and the Customer Decision Journey Quiz 
Individual B2B Study Firm Project Selection Assignment 
Professor’s Corner 4 Assignment
Chapters 11-13 AI Based Activities
  
Week 6
Content: 
Chapter 14: B2B Sales Strategies for Digital-First Buyers 
Chapter 15: Marketing Performance Measurement  

Deliverables:  
Chapter 14: B2B Sales Strategies for Digital-First Buyers Quiz 
Chapter 15: Marketing Performance Measurement Quiz 
Chapter 14-15 AI Based Activities
SmartFox Project Due
  
Week 7
Content: 
Individual B2B Firm Study Project work time  

Deliverables:  
Individual B2B Firm Study Slides 
Individual B2B Firm Study Presentation 
Individual B2B Firm Study Write-Up  

Instructor's policies on late assignments and/or makeup work

Late/Makeup Work:
If you have a valid excuse (e.g., a Doctor’s note, university-sponsored events, death of a close relative etc.) with documentary proof, you will have an opportunity to make up an exam or quiz.  Please contact me at the first opportunity you know that you will not be able to meet the deadline so that we can reschedule.

All assignments EXCEPT any potential extra credit assignments have a 24-hour grace period for turning in with no penalty (in other words, you will be given full credit for assignments submitted during the grace period).  

HOWEVER.... no assignments will be accepted after the grace period, except under the most dire and serious of circumstances (e.g. the death of an immediate family member).  Computer glitches, problems with Canvas, forgetting, vacations, etc. etc. etc. are not valid excuses.  Please make sure to submit your assignments well in advance of this final cut-off period.  Please also make sure you have submitted the correct file and that file has uploaded correctly when you submit your assignments.  If you do not, they will not be accepted after the final cutoff date and time.

Attendance Policy

This is an asynchronous online course

Course Fees

Content for this section will be provided by the instructor.

ADA Statement

Students with medical, psychological, learning, or other disabilities desiring academic adjustments, accommodations, or auxiliary aids will need to contact the Disability Resource Center, located in Room 206F of the Sharwan Smith Center or by phone at (435) 865-8042. The Disability Resource Center determines eligibility for and authorizes the provision of services.

If your instructor requires attendance, you may need to seek an ADA accommodation to request an exception to this attendance policy. Please contact the Disability Resource Center to determine what, if any, ADA accommodations are reasonable and appropriate.

Academic Credit

According to the federal definition of a Carnegie credit hour: A credit hour of work is the equivalent of approximately 60 minutes of class time or independent study work. A minimum of 45 hours of work by each student is required for each unit of credit. Credit is earned only when course requirements are met. One (1) credit hour is equivalent to 15 contact hours of lecture, discussion, testing, evaluation, or seminar, as well as 30 hours of student homework. An equivalent amount of work is expected for laboratory work, internships, practica, studio, and other academic work leading to the awarding of credit hours. Credit granted for individual courses, labs, or studio classes ranges from 0.5 to 15 credit hours per semester.

Academic Freedom

SUU is operated for the common good of the greater community it serves. The common good depends upon the free search for truth and its free exposition. Academic Freedom is the right of faculty to study, discuss, investigate, teach, and publish. Academic Freedom is essential to these purposes and applies to both teaching and research.

Academic Freedom in the realm of teaching is fundamental for the protection of the rights of the faculty member and of you, the student, with respect to the free pursuit of learning and discovery. Faculty members possess the right to full freedom in the classroom in discussing their subjects. They may present any controversial material relevant to their courses and their intended learning outcomes, but they shall take care not to introduce into their teaching controversial materials which have no relation to the subject being taught or the intended learning outcomes for the course.

As such, students enrolled in any course at SUU may encounter topics, perspectives, and ideas that are unfamiliar or controversial, with the educational intent of providing a meaningful learning environment that fosters your growth and development. These parameters related to Academic Freedom are included in SUU Policy 6.6.

Academic Misconduct

Scholastic honesty is expected of all students. Dishonesty will not be tolerated and will be prosecuted to the fullest extent (see SUU Policy 6.33). You are expected to have read and understood the current SUU student conduct code (SUU Policy 11.2) regarding student responsibilities and rights, the intellectual property policy (SUU Policy 5.52), information about procedures, and what constitutes acceptable behavior.

Please Note: The use of websites or services that sell essays is a violation of these policies; likewise, the use of websites or services that provide answers to assignments, quizzes, or tests is also a violation of these policies. Regarding the use of Generative Artificial Intelligence (AI), you should check with your individual course instructor.

Emergency Management Statement

In case of an emergency, the University's Emergency Notification System (ENS) will be activated. Students are encouraged to maintain updated contact information using the link on the homepage of the mySUU portal. In addition, students are encouraged to familiarize themselves with the Emergency Response Protocols posted in each classroom. Detailed information about the University's emergency management plan can be found at https://www.suu.edu/emergency.

HEOA Compliance Statement

For a full set of Higher Education Opportunity Act (HEOA) compliance statements, please visit https://www.suu.edu/heoa. The sharing of copyrighted material through peer-to-peer (P2P) file sharing, except as provided under U.S. copyright law, is prohibited by law; additional information can be found at https://my.suu.edu/help/article/1096/heoa-compliance-plan.

You are also expected to comply with policies regarding intellectual property (SUU Policy 5.52) and copyright (SUU Policy 5.54).

Mandatory Reporting

University policy (SUU Policy 5.60) requires instructors to report disclosures received from students that indicate they have been subjected to sexual misconduct/harassment. The University defines sexual harassment consistent with Federal Regulations (34 C.F.R. Part 106, Subpart D) to include quid pro quo, hostile environment harassment, sexual assault, dating violence, domestic violence, and stalking. When students communicate this information to an instructor in-person, by email, or within writing assignments, the instructor will report that to the Title IX Coordinator to ensure students receive support from the Title IX Office. A reporting form is available at https://cm.maxient.com/reportingform.php?SouthernUtahUniv

Non-Discrimination Statement

SUU is committed to fostering an inclusive community of lifelong learners and believes our university's encompassing of different views, beliefs, and identities makes us stronger, more innovative, and better prepared for the global society.

SUU does not discriminate on the basis of race, religion, color, national origin, citizenship, sex (including sex discrimination and sexual harassment), sexual orientation, gender identity, age, ancestry, disability status, pregnancy, pregnancy-related conditions, genetic information, military status, veteran status, or other bases protected by applicable law in employment, treatment, admission, access to educational programs and activities, or other University benefits or services.

SUU strives to cultivate a campus environment that encourages freedom of expression from diverse viewpoints. We encourage all to dialogue within a spirit of respect, civility, and decency.

For additional information on non-discrimination, please see SUU Policy 5.27 and/or visit https://www.suu.edu/nondiscrimination.

Pregnancy

Students who are or become pregnant during this course may receive reasonable modifications to facilitate continued access and participation in the course. Pregnancy and related conditions are broadly defined to include pregnancy, childbirth, termination of pregnancy, lactation, related medical conditions, and recovery. To obtain reasonable modifications, please make a request to title9@suu.edu. To learn more visit: https://www.suu.edu/titleix/pregnancy.html.

Disclaimer Statement

Information contained in this syllabus, other than the grading, late assignments, makeup work, and attendance policies, may be subject to change with advance notice, as deemed appropriate by the instructor.