B2B marketing is different ballgames altogether from traditional marketing as you are targeting an intelligent and informed customer who does not indulge in impulse purchase. Hence in B2B marketing unique concepts and marketing strategies are applied that enables a Business organization or supplier firm to understand, create and deliver value to other Business organizations. Concepts like derived demand, strategic alliance, networking, supply chain management, outsourcing, and marketing strategies like system selling, bid pricing, Key account management etc. will be introduced along with the issues and impact of globalization on business marketing. The customer firm receives value in terms of economic, technical service and social benefits in exchange of price it pays for marketing offering to supplier firm. Business ethics and corporate social responsibility are integrated into the various topics of B2B marketing.
2. Student Learning Outcomes: (typically 3-5 bullet points)
· This elective course has a managerial orientation and the students those who pursue for marketing major will able to take an analytical approach and apply B2B marketing concepts and tools to solve the real life problems of corporate world. · The students will be able to recognize the similarities and differences between consumer markets and business markets. · The students will able to deepen their knowledge about the competitive reality and complexity of Business marketing, cross-functional decision making process, procurement and logistics across industries. · The students will able to learn how to acquire market leadership through sustained product innovation, product quality and customer service. · The students will be able to formulate business marketing mix as analytical business-to-business marketing methods are examined from the managerial perspective during course deliberation.
Reference Books:
A) Michael D. Hutt and Thomas W. Speh, Business Marketing Management B2B, Southwestern Publishing, ninth edition, 2007. ISBN 0-324-31685-2 www.thomsonedu.com/marketing/hutt B) Frederick E.Webster, Jr. Third Edition, John Wiley & Sons,Inc. Industrial Marketing Strategy C) Krishna K Havaldar, Industrial Marketing, Tata McGraw-hill,2nd edition. D) Robert R. Reeder, Edward G.Britney, Betty H.Reeder, Second edition, PHI, Industrial Marketing, Analysis, Planning & Control E) Dwyer, F. Robert & Tanner, John F. Jr. (2009) Business Marketing, 4rd edition McGraw-Hill Suggested Readings: 1. WEBSTER, FREDERICK E, Jr:Management Science In Industrial Marketing, Journal Of Marketing (January 1978):21-27 2. Industrial Marketing Committee Review Board, Fundamental differences between Industrial & Consumer Marketing, October 1954, pp.153 3. Ames,BCharles-Trapings vs. Substance in Industrial Marketing,HBR,48(July-August 1970):93-102 4. Plank, Richard E, Industrial Marketing Education: Practioner’s Views, Industrial Marketing Management, 11(1982:311-315 5. E.Raymond Corey: Industrial Marketing: Cases & Concepts, PHI.Englewood Cliff, and N.J.pp.59-63 6. Frederick E.Webster,jr and Yoran Wind:Organizational Buying Behavior. 7. Bonoma,Thomas V:Major Sales:Who really does the buying:HBR 60(May-june 1982)111-119 8. David B.Montgomery-Diagnosing the Experience Curve,Journal Of Marketing,47,2(Spring1983),44-48 9. CARDOZO, RICHARD & SHANNON SHIPP: New Selling Methods are changing Industrial Sales Management, Business Horizon (Sept-Oct 1987),23-28 10. PEARCE,John A:The Company Mission As a Strategic Tools,Sloan Management Review(Spring 1982):15-24 11. HOROVITZ.JACQUES:New Perspective In Strategic Management,The Journal Of Business Strategy 4(Winter 1984):19-32 12. BONOMA, THOMAS V, and BENSON P.SHAPIRO: Evaluating Market Segmentation Approaches, Industrial Marketing Management 13(1984):257-268 13.CARDOZO,RICHARD N:Situational Segmentation Of Industrial Markets: European Journal Of Marketing 1491980):264-276 14. BLOOM, PAUL N:Effective Marketing For Professional Services,HBR(Sept-Oct 1984):102-110 15.LEVITT THEODORE:After The Sale Is Over:HBR(Sept-Oct 1983):87-93 16. DRUCKER PETER F:The Discipline Of Innovation,HBR 63(May-June 1985):67-72 17. BROWN, ROBERT J:A New Marketing Tool:Life Cycle Costing;Industrial Marketing management 8(April 1979);109-113 18. BUTANEY,GAUL,AND LAWRENCE HWORTZEL:Distributor Power vs. Manufacturer Power, The Customer Role: Journal Of Marketing 52 (January 1988):52-63 19. STAINS, LEWIS W AND FREDERICK D.STURDIVANT:Getting Things Done-HBR 65(July-August 1987):34-41 20. BRENNAN,LESLIE-Promoting Quality Sales Through Incentives-Sales & Marketing Management (May 1989):64-72 21.BERTRAND,KATE-The Twelve Cardinal Sins Of Compensation-Business Marketing (September 1989) 22. CALLAHAN,MEDELYN R:Preparing The New Global Manager,T&D Journal(March 19890;29-32 23.HALL, EDWARD:The Silent Language In Overseas Business:HBR (May-June 1960):87-96
4. Tentative Session Plan:
Final grades will be determined as follows:
At an individual level: 65%
Attendance: 5%
Quiz :( 2*10%) 20%
End Term Exam: 40%
At a group level: 35%
Group Case Presentation: (2X10%) 20%
Group Project: 15%
Overall Course Grade: 100%
6. Academic Integrity: The faculty is committed to unbiased evaluation of students and try his best to see that there is inclusivity in knowledge dissemination. The students are advised not to indulge neither in scholastic dishonesty nor in malpractice failing which the gradation will be stopped.
Created By: Debasis Mohanty on 05/15/2012 at 01:13 PM Category: PGDM-II Doctype: Document