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B2B-EMBA-19
MBA(Exe.) 2019-20: Term-III
B2B Marketing
Credits
Two (2)
Faculty Name
Subhasis Ray
Program
EMBA
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
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To appreciate the concepts typical to B2B marketing and how they relate in the real business world
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To be able analyze managerial problems pertaining to B2B marketing and arrive at solutions through independent thinking
Course Material
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Text Book
o
Business Marketing Management- Hutt & Speh- Cengage
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Cases and readings: Shall be provided in the course handout
Course Evaluation
Quiz (in-class)
25%
Assignment
35%
End-term
40%
Course requirements
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Topics in the book shall not be dealt with in class, per se. The class discussion and the book shall complement each other.
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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.
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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
1. A Business Marketing Perspective ( Chapter 1)
2. Organizational Buying Behaviour ( Chapter 3)
3. CRM for Business Markets ( Ch. 4)
4. Segmenting & Estimating Demand (Ch. 5)
5. Business Market Planning (Ch. 6)
6. Managing products & innovation (Ch. 8)
7. Services for business markets ( Ch. 10)
8. Managing business market channels (Ch. 11)
9. Supply chain management (Ch. 13)
10. Pricing for business markets (Ch. 14)
11. Personal selling in business markets (Ch. 16)
12. Guest Lecture
13. Case Study/ Field visit
14. Project presentation
Reading Materials and cases will be distributed in the course
Created By:
Alora Kar
on
11/25/2019
at
11:05 AM
Category
:
MBA(Exe.)2019-20 T-III
Doctype
:
Document
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