B2B D-14

B2B D-14
Executive One-Year MBA (Part-time) 2014-15

Course Name: Business to Business Marketing (BBM)

Credits	3

ProgramFaculty Name	Ex MB – PT Subrat Sarangi (subrat@ksom.ac.in)
Academic Year and Term	2014-15 T-III

1. Course Description
Business to Business Marketing (B2B) covers a wide territory. From agro inputs and mineral products, it covers metal sales, capital equipment, polymers, chips, tires, specialty chemicals or computers. The entire range of services sold to corporate, institutions and government offices fall within B2B Marketing.

While the basic tenets of consumer marketing are equally applicable to B2B, there are some unique characteristics in Business Markets that demand special attention: Forces that affect Business Demand, Composition of Business Markets, Nature of Business Buyers, Buying Decision Making Process, Pricing Strategies, Role of Promotion, Advertising and Branding. The marketplace is also undergoing constant change – markets are commoditizing, customer firms are consolidating, companies are becoming global, and technology is transforming the business environment.

This course explores the challenges in the marketplace by delving into unique problems confronting Business-to-Business Markets today across a broad spectrum of organizations ranging from the traditional industries to high-tech enterprises. It has been specially customized to meet the specific requirements of practicing managers by raising intriguing questions, debating options and possible alternatives based on the challenges faced on a daily basis.

2. Student Learning Outcomes

· Be able to appreciate the difference between B2B and B2C and unique characteristics of Business Markets
· Be able to understand and assimilate the nature of business buyers and the decision making process
· Be able to appreciate the bases of segmentation in B2B Markets.
· Be able to understand and apply the concepts of key account management, e-commerce and branding in the context of B2B.

3. Required Text Books and Reading Material

Basic Reading:

· B2B Marketing – A South Asian Perspective (11th Edition), Michael D. Hutt, Thomas W. Speh & Dheeraj Sharma; Cengage
· Course Handbook with a collection of papers from journals
Reference Books:

1. Business Market Management, Anderson and Narus, 3rd Edition, Prentice Hall
2. Business-to-Business Marketing, Brennan, Canning, McDowell, 2nd Ed, Sage
3. Industrial Marketing, Krishna K. Havaldar, McGraw-Hill Publication

4. Tentative Session Plan

Pedagogy:

Classroom lecture, Case discussion, Review of Research Papers, Experience Sharing, Classroom Presentations and Class Participation

Session Details (Each session is of 120 minutes):

Session
Topic
Issues to be discussed
Reading Materials
Assignment/ Exercise/ Case Analysis

1 – 3
Introduction to B2B Basic concepts and Perspective on B2B – Customer Types, Derived Demand, Characteristics of B2B and B2C; Classification of Goods Chapter 1 of prescribed book; Journal Article – Reflections in B2B Marketing in India (Sharad Sarin, 2006) Critical appreciation of article in class

3 – 5
Understanding Organizational Buying Behaviour Buying Process, Forces determining behaviour – Buying Situations, TCO, KAM, Buying Centre & Risk Management Strategies Chapter 2 of prescribed book Discussion of article – Is there a need to rethinking Industrial Marketing (Y Wind, 2006)

6 – 9
Segmenting Business Markets Requirements, Bases for Segmenting – Macro and Micro, Segmentation Process, Implementation Chapter 4 of prescribed book; Critical Review of article & presentation - Industrial Market Segmentation (Wind, Cardozo, 1974); How to segment industrial markets (Shapiro, Bonoma, 1984)

10 - 11
Managing Relationships in Business Markets Relationship Spectrum; Managing Buyer – Seller Relationship; Customer Profitability Analysis; CRM Strategy; Relationship Marketing Effectiveness Chapter 3 of prescribed book Article Review - Discovering new points of Differentiation (HBR, 1997)

12
Managing Products for Business Markets Product Quality & Customer Value, Product Value, Product Policy, Planning Industrial Product Strategy, Technology Adoption Life Cycle Chapter 7 of prescribed book Discussion on examples from Hi Tech Industry – Case of Apple managing the Technology Adoption Cycle

13 - 14
Pricing Strategy for B2B Markets Pricing Process, Value Based Pricing, Cost Determinants, Pricing across PLC, Competitive Bidding Chapter 12 of prescribed book Case: SAP offers solution for SME’s

13
Branding of B2B Products B2B branding concepts, B2B Brand Architecture B2B Brand Architecture (Muylle, Dawar and Rangarajan, 2012) Class discussion and experience sharing

14 - 15
Business Marketing Channel Management, Direct, Indirect and Integrated Multi-Channels; Responsibilities and Role of B2B Channel; Classification; E-Commerce Exchanges Chapter 10 of prescribed book Article Review - Beyond the Exchange – The future of B2B (Wise and Morrison; HBR, 2000)

16 - 17
Sales Force Management in B2B Personal Selling Organization; Key Account Management and Account Management Success Chapter 14 of prescribed book; Experience sharing and discussion on KAM process at IBM, Sun Pharma, Tata Steel etc.

18 - 19
Business Marketing Communications Customer Touch Points; Role of Advertising; Social Media; Trade Shows Chapter 14 of prescribed book Case of Johnson Controls Inc.

15 (31st)
Back up for Revision, Doubt clearance and Quizzes

The plan is tentative and is subject to revision based on specific requirements of class and also progress of plan

5. Evaluation

· Quiz: 30%

Each quiz will be of 15 Marks.

· Journal Article Presentation: 15%*

This is an individual where each individual has to prepare and submit a 1 page critical review of the paper (7.5% weightage)*, followed by a power point presentation (7.5% weightage)*. The papers have been already mentioned in the session plan in the Assignment column.

· Term Paper/ Project Report: 20%

This is an individual assignment where the participant has to prepare a report ranging between 5000-8000 words on one of the key thematic areas covered in the course. The report may be prepared on the company they work with or any other company of choice. The study may be primary or desk based backed by references. The report needs to be submitted in soft/ hard copy format in MS Word with 1.5 line spacing and Times New Roman 11 font size. The last date for submission is 15th March 2015. The broad theme areas are:

a) Organizational Buying Behaviour
b) Segmentation of Business Markets
c) Managing Relationships in B2B Markets
d) Pricing of B2B Products
e) Role of Supply Chain in B2B Markets
f) Branding of B2B Products

The report maybe emaild to subrat@ksom.ac.in

· Class Participation: 5%
· End semester examination: 30%

6. Academic Integrity (don’t know what to add here)

Created By: Alora Kar on 01/28/2015 at 05:15 PM
Category: EDIP14-T-III Doctype: Document

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Session	Topic	Issues to be discussed	Reading Materials	Assignment/ Exercise/ Case Analysis
1 – 3	Introduction to B2B	Basic concepts and Perspective on B2B – Customer Types, Derived Demand, Characteristics of B2B and B2C; Classification of Goods	Chapter 1 of prescribed book; Journal Article – Reflections in B2B Marketing in India (Sharad Sarin, 2006)	Critical appreciation of article in class
3 – 5	Understanding Organizational Buying Behaviour	Buying Process, Forces determining behaviour – Buying Situations, TCO, KAM, Buying Centre & Risk Management Strategies	Chapter 2 of prescribed book	Discussion of article – Is there a need to rethinking Industrial Marketing (Y Wind, 2006)
6 – 9	Segmenting Business Markets	Requirements, Bases for Segmenting – Macro and Micro, Segmentation Process, Implementation	Chapter 4 of prescribed book; Critical Review of article & presentation - Industrial Market Segmentation (Wind, Cardozo, 1974); How to segment industrial markets (Shapiro, Bonoma, 1984)
10 - 11	Managing Relationships in Business Markets	Relationship Spectrum; Managing Buyer – Seller Relationship; Customer Profitability Analysis; CRM Strategy; Relationship Marketing Effectiveness	Chapter 3 of prescribed book	Article Review - Discovering new points of Differentiation (HBR, 1997)
12	Managing Products for Business Markets	Product Quality & Customer Value, Product Value, Product Policy, Planning Industrial Product Strategy, Technology Adoption Life Cycle	Chapter 7 of prescribed book	Discussion on examples from Hi Tech Industry – Case of Apple managing the Technology Adoption Cycle
13 - 14	Pricing Strategy for B2B Markets	Pricing Process, Value Based Pricing, Cost Determinants, Pricing across PLC, Competitive Bidding	Chapter 12 of prescribed book	Case: SAP offers solution for SME’s
13	Branding of B2B Products	B2B branding concepts, B2B Brand Architecture	B2B Brand Architecture (Muylle, Dawar and Rangarajan, 2012)	Class discussion and experience sharing
14 - 15	Business Marketing Channel Management,	Direct, Indirect and Integrated Multi-Channels; Responsibilities and Role of B2B Channel; Classification; E-Commerce Exchanges	Chapter 10 of prescribed book	Article Review - Beyond the Exchange – The future of B2B (Wise and Morrison; HBR, 2000)
16 - 17	Sales Force Management in B2B	Personal Selling Organization; Key Account Management and Account Management Success	Chapter 14 of prescribed book;	Experience sharing and discussion on KAM process at IBM, Sun Pharma, Tata Steel etc.
18 - 19	Business Marketing Communications	Customer Touch Points; Role of Advertising; Social Media; Trade Shows	Chapter 14 of prescribed book	Case of Johnson Controls Inc.
15 (31st)	Back up for Revision, Doubt clearance and Quizzes