Business 462 – Fall 2019

Prof. Greg Tanguay E-mail: gtanguay@wlu.ca

Please note that I reserve the right to update the schedule.

WEEK CLASS TOPIC CHAPTER ADDITIONAL ASSIGNMENTS AND

DATES READINGS READINGS
Sept. 9 Course Introduction
1
Sept. 11 A Business Marketing Perspective Ch. 1
Sept. 16 Almquist, Eric, Cleghorn, Jamie, & Sherer, Lori,
2 Organizational Buying Behaviour Ch. 2 “The B2B Elements of Value”, Harvard
Sept. 18 Business Review, March-April 2018, Volume
96, Issue 2, p. 72-81.

Benko, Cathy & Pollster, Bill, “How Women

Decide”, Harvard Business Review, September
2013, Volume 91, Issue 9, p. 78-84.
Sept. 23 Wollan, Robert, “B2B Customers Want a Good
3 CRM Ch. 3 Experience, Too”, Customer Relationship
Sept. 26 Management, January 2016, p. 8.

Zhang, Jonathan Z., Watson, George F. IV, &

Palmatier, Robert W., “Customer Relationships
Evolve - So Must Your CRM Strategy”, MIT
Sloan Management Review, Spring 2018,
Volume 59, Issue 3, p. 1-7.

Del Rowe, Sam, “Account-Based Marketing”,

Customer Relationship Marketing, July 2017, p.
34-37.
Sept. 30 Group Project Topic Due (Sept. 30th)
4 Segmentation and Demand Ch. 4
Oct. 2 Estimation Waaser, E., Dahneke, M., Pekkarinen, M., &
 Weissel, M. (2004). “How you Slice it: Smarter
Segmentation for your Sales Force”. Harvard
Business Review, 82(3), 105-11.

Oct. 7 Product Management Ch. 7 Del Rowe, Sam, “Marketing Needs a Story to
5 Tell”, Customer Relationship Management,
February 2017, p. 20-23.

Oct. 9 Innovation and NPD Ch. 8 Case Analysis Due (Oct. 11th)

Thompson N.T. “Stop Trying to Predict Which

New Products Will Succeed”, Harvard Business
Review, January 2014, Web article.
Oct. 15-18 FALL READING WEEK
Oct. 21 Pricing Ch. 12 Kermisch, Ron & Burns, David, “A Survey of
6 1,700 Companies Reveals Common B2B Pricing
Mistakes”, Harvard Business Review, June 7
2018, p. 2-5.

Oct. 23 Advertising & Promotion Ch. 13 Mark, Jonathan, “How Social Media Can Boost
Your B2B Brand”, January 24, 2017,
(http://www.huffingtonpost.com/advertising-
week/how-social-media-can-
boos_b_14367264.html)
Oct. 28 Channels Ch. 10 Midterm Assignment due (Nov. 1st)
7
Del Rowe, Sam, “Customer Preferences Drive
B2B E-Commerce Growth”, Customer
Relationship Management, August 2017, p. 13

Oct. 30 SCM Ch. 11

Nov. 4 Caspedes V.F., & Bova, T., “What Salespeople
8 Personal Selling Ch. 14 need to Know About the New B2B Landscape”,
Nov. 6 Harvard Business Review, August 5, 2015, p. 2-
6.
 Minsky, Laurence & Quesenberry, Keith, “How
B2B Sales Can Benefit from Social Selling”,
Harvard Business Review, November 8, 2016, p.
2-5.

Taman, Nicholas; Adamson, Brent & Gomez,

Cristina, “The New Sales Imperative”, Harvard
Business Review, March/April 2017, Volume
95, Issue 2, p. 118-125.

Zoltners A.A., PK., Sinha & S.E., Lorimer. “Are

Sales Incentives Becoming Obsolete?” Harvard
Business Review, August 2017, Web article.
[Optional]

Chung J.D. “How to Really Motivate

Salespeople”, Harvard Business Review, April
2015, 93(4), 16. [Optional]
Nov. 11 Global markets Ch. 15
9
Nov. 13 Services Ch. 16
Nov. 18 Planning Ch. 5
10
Nov. 20 Management Ch. 15
Nov. 25 Group Projects Due (Nov. 25th)
11 Group Project Presentations
Nov. 27
Dec. 2
12 Group Project Presentations
Dec. 4