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BBM EM-15
1yr MBA-Executive 2015-16T-III

B2B Marketing


CreditsTwo (2)
Faculty NameSoumya Sarkar
ProgramEMBA
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
· 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 be able analyse managerial problems pertaining to B2B marketing and arrive at solutions through independent thinking

Course Material
· Text Book
o Business-to-Business Marketing: Relationships, Networks, and Strategies (Asian Edition) – Nick Ellis & Soumya Sarkar (Oxford)
· Cases and readings: Shall be provided in the course handout

Course Evaluation
Class participation & attendance
10%
Quiz (in-class)
25%
Library assignment
25%
End-term
40%

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.
· 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.Topic of discussionReading
1
Perspective of B2B MarketingChapter 1
2
Organisational Buying BehaviourChapter 2
3
Major Sales: Who Really Does the Buying (Bonoma)
4
Relationships & Networks· Chapter 3
· Integrated Model of Buyer-Seller Relationships (Wilson)
5
Case: Bose Corp: JIT II (A)
6
Segmentation
&Positioning		· Chapter 6 (Section 6.4, and 6.5) & Chapter 7
· How to Segment Industrial Markets (Shapiro &Bonoma)
7
Product ManagementChapter 8
8
Case: Ingersoll-Rand (India) Ltd.
9
Services ManagementChapter 9
10
Channel ManagementChapter 4
11
Integrated Marketing Communications· Chapter 11
· Case: Phillips Foods
12
Personal Selling& Key Account Management· Chapter 12
· Ending the war between sales and marketing (Kotler, Rackham &Krishnaswamy)
13
Pricing· Chapter 10
· Intraorganizational influences on business-to-business pricing strategies (Lancioni, Schau& Smith)

All the best!!




Created By: Alora Kar on 10/14/2015 at 09:02 AM
Category: MBA EX-15-T-III Doctype: Document

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