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B2BM-P13
PGDM 2013-15: Term-IV
B2B Marketing
Credits
Three
Faculty Name
Soumya Sarkar
Program
Academic Year and Term
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. 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.
Student Learning Outcomes
On completion of this course, the students should be able
·
To have 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 be able analyse managerial problems pertaining to B2B marketing and arrive at solutions through independent thinking
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 & attendance
5%
Case submissions (Group)
15%
Quiz (in-class, surprise)
20%
Group project & presentation
30%
End-term
30%
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.
·
Anyone may be asked to present the case analysis in class.
·
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
Session Nos.
Module
Topic of discussion
Reading
Case for discussion
Submission
1
1
Perspective of B2B Marketing
Chapter 1
2
2
The Market
Chapter 2
3
3
Organisational Buying Behaviour
Chapter 3
4
Major Sales: Who Really Does the Buying (Bonoma)
5
4
Customer Relationship Management
·
Chapter 4
·
Integrated Model of Buyer-Seller Relationships (Wilson)
6
Bose Corp: JIT II (A)
Case analysis
7
5
Segmentation, Targeting & Positioning
·
Chapter 5
·
How to Segment Industrial Markets (Shapiro & Bonoma)
8
HubSpot
Case analysis
9
6
Product Management
Chapter 8
10
Ingersoll-Rand (India) Ltd.
Case analysis
11
7
Services Management
Chapter 10
Global Sources
Case analysis
12
8
Channel Management
·
Chapter 11
·
Leveraging Internet Technologies in B2B Relationships (Jap & Mohr)
13
Chapter 12
Phillips Foods
Case analysis
14
9
Pricing
·
Chapter 14
·
Intraorganizational influences on business-to-business pricing strategies (Lancioni, Schau & Smith)
15
10
Tendering
Marketing ‘value’ to price-sensitive customers during the Tendering process (Singh, Nayak & Seshadri)
16
11
Integrated Marketing Communications
Chapter 15
17
Kimura K K
Case analysis
18
12
Personal Selling
·
Chapter 16
·
Ending the war between sales and marketing (Kotler, Rackham & Krishnaswamy)
19 & 20
Group Project Presentations & Course Wrap-up
Project Report: Start of Session 19
All the best!!
Created By:
Alora Kar
on
03/06/2014
at
11:40 AM
Category
:
BM-II
Doctype
:
Document
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