Barr_B2B_Win_11 - Business to Business Marketing MKTG 188...

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Copyright © 2011 H. Buford Barr 1 Business to Business Marketing MKTG 188 – Winter ’11 – #63805 Instructor: H. Buford Barr M-W-F; 10:30am to 11:35am – Kenna Hall 214 Introduction Narrative Introduction and Learning Concept Learning is a dynamic process anchored with commitments by the participant and the facilitator/instructor. It requires open, honest communication with each party carrying a portion of the load. It requires both parties meeting their responsibilities; being prepared for each lesson and completing each assignment on time. Learning is best achieved when it’s student-directed. That is, it is the student’s responsibility to read, study and “learn” (see note below) the textbook assignment and any other readings or cases assigned. Online search for other topic sources is not only encouraged, it is very beneficial. The student must then engage in the formal lecture, questioning any and all aspects; applying generally accepted theories and concepts, JIT learning, personal experience and common logic. Then the learning community allows the students to discuss and debate what they have mentally digested. A little critical thinking. That community debate defines the raw material and data; honing the concepts into the what and why. The instructor’s assessments and comments, homework assignments, research, cases and guest lectures further refine the theory into practical application or the how we do it in business. Complete learning will be interrupted if either party fails to meet their commitment to the process. The student has, in essence, hired the instructor to facilitate learning. It is up to the student to take full advantage of his/her purchase. One would not pay to attend a first run movie then sit in the theater with blinders and an iPod playing! So why register for school, pay fees and not make every effort to gain the most knowledge and understanding possible?
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Copyright © 2011 H. Buford Barr 2 *Note: “Learn” means not only reading the material, but studying it to the point of understanding and being able to explain it to others, make a formal presentation (should you be required to do so) and ask questions to clarify or deepen your level of understanding. Course Premise To bridge the gap between the what and why of theory and the how of practical application, business schools have traditionally used a variety of case histories. While this approach was effective in demonstrating how one organization addressed a particular business challenge, events during the last decade, many catastrophic, that have impacted the world economy, world politics, corporate governance, business practices, technology and even the essence of our quality of life have altered conditions to such an extent, there isn’t necessarily a current, generally-accepted solution to a given situation. More recently, advances in communication technology and global
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This note was uploaded on 02/13/2012 for the course MKTG 188 taught by Professor Staff during the Fall '09 term at Santa Clara.

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Barr_B2B_Win_11 - Business to Business Marketing MKTG 188...

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