B2B EM-14

B2B EM-14
Executive One-Year MBA (Full-time) 2014-15,T-III

B2B Marketing

Credits	Four (4)
Faculty Name	Soumya Sarkar
Contact	ssarkar@ximb.ac.in
Program	EMBA (Full Time) 1 Year
Academic Year and Term	2014-15; Term III

Course Objective

The objective of this course is to get a much enhanced understanding of business-to-business marketing. It aims to provide a broader perspective of business marketing, away from the rather limited view of industrial marketing. This course shall provide executives with the right balance between content and practice in order to make them equipped to confront the most demanding of the business marketing challenges. B2B Marketing today is becoming highly cross-functional and intricate involving large transactions, multiple stakeholders, intense networks and relationships, appearance of social media, among others.
Since today’s business environment encompasses business marketing activities in various manifestations, the course will usher in appreciation of the importance, nuances and characteristics of B2B marketing. At the same time, the course will delve much deeper into the individual elements of business-to-business marketing and provide some food for thought to the students for their future endeavours.

Learning Outcomes
On completion of this course, the students should be able
· Tohave a sense of business-to-business marketing as an important area under the domain of marketing
· To appreciate the concepts typical to B2B marketing and how they relate in the real business world
· To analyse managerial problems pertaining to B2B marketing and arrive at solutions through independent thinking
· To understand thoroughly how a range of issues can be interconnected to increase efficiency and performance.

Course Material

· Text Book
o B2B Marketing: A South-Asian Perspective (11th Edition) – Michael D. Hutt, Dheeraj Sharma, Thomas W. Speh (Cengage)
· Cases and readings: Shall be provided in the course handout
· Supplementary reading
o Business Market Management: Understanding, Creating and Delivering Value (3rd Edition) – James C. Anderson, James A. Narus, Das Narayandas& DVR Seshadri (Pearson Education)

Course Evaluation

Class participation	10%
Quiz (in-class)	15%
Case submissions	25%
Group project & presentation	25%
End-term	25%

Course requirements
· Topics in the book shall not be dealt with in class, per se. The class discussion and the book shall complement each other.
· Students are expected to read the cases and readings assigned for a particular session before coming to the class. Memorising case facts or relevant portions of the book mentioned above is absolutely not necessary.
· Any group may be asked to present the case analysis in class. The discussions on the readings, however, may be led by an individual student who will be called to do so.
· All submissions for the course shall be based on immaculate academic integrity. Any violation that comes to the notice of the instructor shall lead to a zero in that particular submission. Any other academic aberration shall also meet with a similar outcome.
· In case of absence in examination, the score shall be considered to be zero. There will not be any make-up examination.

Tentative Course Session Plan

Module	Session No.	Topic of discussion	Reading	Case for discussion
1	1,2	Perspective of B2B Marketing	Blurring the Lines (Wind)
2	3,4	The Market		Electrosteel Castings
3	5,6	Organisational Buying Behaviour	Major Sales: Who Really Does the Buying (Bonoma)
4	7,8	Customer Relationship Management	Integrated Model of Buyer-Seller Relationships (Wilson)	Bose Corp: JIT II (A)
5	9,10	B2B Marketing Strategies		Infosys Consulting
6	11,12	Segmentation, Targeting & Positioning	How to Segment Industrial Markets (Shapiro &Bonoma)	HubSpot
7	13,14	Product Management		Ingersoll-Rand (India) Ltd.
8	15,16	Services Management		Fedex
9	17,18	Channel Management	Leveraging Internet Technologies in B2B Relationships (Jap & Mohr)	Phillips Foods
10	19,20	Pricing	Intraorganizational influences on business-to-business pricing strategies (Lancioni, Schau& Smith)
11	21	Tendering	Marketing ‘value’ to price-sensitive customers during the Tendering process (Singh, Nayak&Seshadri)
12	22,23	Integrated Marketing Communications		Kone
13	24,25	Personal Selling	Ending the war between sales and marketing (Kotler, Rackham &Krishnaswamy)	Kimura K K
26,27	Group Project Presentations& Course Wrap-up

All the best!!

Created By: Alora Kar on 10/30/2014 at 03:17 PM
Category: EMBA-14T-III Doctype: Document

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