PROGRAMME: BBA-MBA Five Years Integrated
Batch: 2016-21; Semester – IX
Course Code and Title MM602: Business to Business Marketing
Credit Hours 3.0
Faculty Prof. Sandip Trada
E-mail ID
[email protected] Blog https://sandipb2bmkt.blogspot.com/
Phone No. 079-71652658, 91-9825991906
Office Hours 2:00 to 3:00 p.m (Monday and Friday)
I. Course Overview
This course aims to provide students with an insight of unique nature of B2B marketing, and
augment understanding of the differences between business marketing and consumer
marketing strategies. Further, it will develop students' skills to address complex business
problems through application of specific tools/techniques of business marketing in realisti c
situation.
II. Course Learning Outcomes (CLO)
At the end of the course, the students shall be able to:
1. Analyze competitive realities of organizational buying, cross-functional decision-making
process
2. Design marketing mix for a company in business markets
3. Apply various marketing tools to the strategic marketing problems faced by managers in
Business-to-Business marketing.
4. Evaluate the complexities of new technologies pertaining to B2B Markets and its impact
on emerging realities of B2B e-Commerce.
III. Text Book
Sharma Dheeraj, Michael D. Hutt, & Thomas W. Speh, (2014). B2B Marketing: A South-Asian
Perspective, 11th ed., Cengage Learning.
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IV. Assessment Components & Schedule
CLO
Overall
Assessment Weightage
Component % Schedule Weightage Number
%
Quiz 1 10
Quiz 2 10 After 10th, 20th, and 30 1,2,4
& 30th sessions
Quiz 3 10
Group Assignment 1 15 Continuous 2,4
30
To be given after 20th session
Group Assignment 2 15 & Submission by 35thsession 2,3
End-Term Exam 40 As per Exam. Office schedule 40 1,2,3
V. Session Plan
Session
Description
No.
Topic: Introduction to Business-to-Business Markets
Pedagogy: Discussion
1
Text Book: Chapter 1, pg. 1-15
CLO No: 1
Topic: Business Market v/s Consumer Goods Market
Pedagogy: Discussion
2
Text Book: Chapter 1, pg. 16-29
CLO No: 1, 2
Topic: Concepts and Models of Business Buyer Behaviour
Pedagogy: Discussion
3
Text Book: Chapter 2, pg. 34-44
CLO No: 1
Topic: Buying Behaviour of Business Customer
Pedagogy: Discussion
4
Text Book: Chapter 2, pg. 45-58
CLO No: 1,3
Topic: Buying Behaviour of Business Customer
5 Pedagogy: Lecture and Case Discussion
Case: Siebel Systems Part 1, Part 2, Anatomy of a Sale (Course Pack)
12
CLO No: 2, 3
Topic: Buying Behaviour of Business Customer
Pedagogy: Lecture and Case Discussion
6
Text Book: Siebel Systems Part 1, Part 2, Anatomy of a Sale (Course Pack)
CLO No: 2, 3
Topic: Segmenting the Business Market
Pedagogy: Discussion
7
Text Book: Chapter 4, pg. 92-106
CLO No: 1, 2
Topic: B2B Segmenting and Demand Estimation
Pedagogy: Discussion
8
Text Book: Chapter 4, pg. 107-114
CLO No: 1, 2
Topic: Segmenting the Business Market
Pedagogy: Lecture and Case Discussion
9
Case: Color Kinetics (A) (Course Pack)
CLO No: 2, 3
Topic: CRM Strategies for Business Market
Pedagogy: Discussion
10
Text Book: Chapter 3, pg. 62-82
CLO No: 1, 2
Topic: CRM Strategies for Business Market
Pedagogy: Discussion
11
Text Book: Chapter 3, pg. 82-87
CLO No: 1, 2
Topic: CRM Strategies for Business Market
Pedagogy: Lecture and Case Discussion
12
Case: Hilton Hotels: Brand Differentiation through CRM (Course Pack)
CLO No: 2
Topic: Role of Personal Selling in Business Market
Pedagogy: Discussion
13
Text Book: Chapter 14, pg. 349-471
CLO No: 1, 2
Topic: Personal Selling : Managing Key Accounts
14 Pedagogy: Video Case
CLO No: 1, 2
Topic: Personal Selling : Managing Vendors
15
Pedagogy: Lecture and Case Discussion
12
Case: Bose Corp.: The JIT II Program (A) (Course Pack)
CLO No: 2, 3
Topic: Managing Products for Business Markets
Pedagogy: Discussion
16
Textbook: Chapter 7, pg. 181-191
CLO No: 1, 2
Topic: Managing Products for Business Markets
Pedagogy: Discussion
17
Text Book: Chapter 7, pg. 167-180
CLO No: 1, 2
Topic: Managing Products for Business Markets
Pedagogy: Lecture and Case Discussion
18 In a Bind: Peak Sealing Technologies' Product Line Extension Dilemma
Case:
(Course Pack)
CLO No: 2, 3
Topic: Managing Innovation and New Industrial Product Development
Pedagogy: Discussion
19
Text Book: Chapter 8, pg.194-206
CLO No: 1,2
Topic: Managing Innovation and New Industrial Product Development
20 Pedagogy: Discussion
CLO No: 1, 2
Topic: Managing Disruptive Innovation
Pedagogy: Lecture and Case Discussion
21
Case: Precise Software Solution (Course Pack)
CLO No: 2, 3
Topic: Managing Services for Business Markets
Pedagogy: Discussion
22
Text Book: Chapter 9, pg. 230-246
CLO No: 1, 2
Topic: Managing Services for Business Markets
23 Pedagogy: Discussion
CLO No: 1, 2
Topic: Managing Business Marketing Channels
Pedagogy: Discussion
24
Text Book: Chapter 10, pg. 249-266
CLO No: 1, 2
25 Topic: Managing Business Marketing Channels
12
Pedagogy: Lecture and Case Discussion
Case: Atlas Copco (Course Pack)
CLO No: 2, 3
Topic: Supply Chain Management
Pedagogy: Discussion
26
Textbook: Chapter 11, pg. 272-293
CLO No: 1, 2
Topic: Supply Chain Management
Pedagogy: Lecture and Case Discussion
27
Case: Ford Motor Co.: Supply Chain Strategy (Course Pack)
CLO No: 2, 3
Topic: Pricing Strategies for Business Market
Pedagogy: Discussion
28
Text Book: Chapter 12, pg. 297-312
CLO No: 1, 2
Topic: Pricing Strategies for Business Market
29 Pedagogy: Discussion
CLO No: 1, 2
Topic: Pricing Strategies for Business Market
Pedagogy: Lecture and Case Discussion
30
Case: Atlantic Computer: A Bundle of Pricing Options (Course Pack)
CLO No: 2, 3
Topic: Business Marketing Communications: Advertising
Pedagogy: Discussion
31
Text Book: Chapter 13, pg. 326-340
CLO No: 1, 2
Topic: Business Marketing Communication: Social Media
32 Pedagogy: Discussion
CLO No: 1,2
Topic: Business Marketing Communications: Trade Shows
Pedagogy: Discussion
33
Text Book: Chapter 13, pg. 341-345
CLO No: 1, 2
Topic: B2B Marketing Strategy Presentations by Different Groups
34 Pedagogy: Presentation and Discussion
CLO No: 2, 3
Topic: B2B Marketing Strategy Presentations by Different Groups
35
Pedagogy: Presentation and Discussion
12
CLO No: 2, 3
Topic: B2B Marketing Strategy Presentations by Different Groups
36 Pedagogy: Presentation and Discussion
CLO No: 2, 3
Topic: B2B Marketing Strategy Presentations by Different Groups
37 Pedagogy: Presentation and Discussion
CLO No: 2, 3
Topic: B2B e-Business models
38 Pedagogy: Discussion
CLO No: 4
Topic: B2B e-Business models
39 Pedagogy: Discussion
CLO No: 3, 4
Topic: B2B e-Business Strategies
40 Pedagogy: Discussion
CLO No: 4
Topic: B2B e-Business Strategies
41 Pedagogy: Discussion
CLO No: 3, 4
Topic: B2B Technology
42 Pedagogy: Discussion
CLO No: 4
Topic: Marketing Performance Measurement
Pedagogy: Discussion
43
Textbook: Chapter 15, pg. 376-399
CLO No: 1, 2
Topic: Contemporary Issues in Business Marketing
44 Pedagogy: Discussion
CLO No: 3
Topic: Review
45 Pedagogy: Discussion
CLO No: 2
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VI. Readings:
R1: Webster, F. E., & Wind, Y. (1996). A general model for understanding organizational buying
behavior. Marketing Management, 4 (4), 52-57.
R2: Shapiro, B. P., & Thomas, V. B. (1984). How to segment industrial markets. Harvard
Business School, 1-8.
R3: Rigby, D. K., Reichheld, F. F., & Schefter, P. (2002). Avoid the four perils of CRM. Harvard
business review, 80(2), 101-109.
R4: Rigby, D. K., & Ledingham, D. (2004). CRM done right. Harvard business review, 82(11),
118-130.
R5: Anderson, J. C., & Narus, J. A. (1998). Business marketing: understand what customers’
value. Harvard business review, 76 (6), 53-67.
R6: Narus, J. A., & Anderson, J. C. (1986). Turn your industrial distributors into partners. Harvard
Business Review, 64 (2), 66-71.
R7: Christensen, C. M., Raynor, M. E., & McDonald, R. (2015). What is disruptive innovation.
Harvard business review, 93(12), 44-53.
R8: Lee, H. L. (2004). The triple-A supply chain. Harvard business review, 82(10), 102-113.
R9: Michel, S. (2014). Capture more value. Harvard business review, 92(10), 20, 78-85.
R10: Diba, H., Vella, J.M. and Abratt, R. (2019), "Social media influence on the B2B buying
process", Journal of Business & Industrial Marketing, 34 (7), 1482-1496.
https://doi.org/10.1108/JBIM-12-2018-0403.
R11: Kaplan, S., & Sawhney, M. (2000). E-hubs: the new B2B marketplaces. Harvard business
review, 78(3), 97-97.
R12: Klein, L.R. and Quelch, J.A. (1997), "Business‐to‐business market making on the Internet",
International Marketing Review, 14 (5), 345-361. https://doi.org/10.1108/02651339710367647.
R13: Schoenherr, T., & Mabert, V. A. (2007). Online reverse auctions: Common myths versus
evolving reality. Business horizons, 50(5), 373-384. https://doi.org/10.1016/j.bushor.2007.03.003.
R14: Gulati, R., & Garino, J. (2000). Get the right mix of bricks & clicks. Harvard business review,
78(3), 107-107.
R15: McAfee, A. (2011). What every CEO needs to know about the cloud. Harvard b usiness
review, 89(11), 124-132.
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