Download B2B - Xavier Institute of Management Bhubaneswar (XIMB)

Business to Business Marketing
Credits
3
Faculty Name
Dr. Mridula S. Mishra
Program
PGDM (BM Regular)
Academic Year and Term
2017-18 (Term 4)
1. Course Description
This course draws the theory from the concepts taught in basic marketing, which
includes researching and targeting customers. However, there are many important
differences, that justifies the requirement for a separate course. In recent years as the
internet has broadened and intertwined the fields for sales, marketing and supplier
relationships in business marketing, the importance of this course has increased many
folds. The selected items for this course reflect this increasing complexity, and help the
students understand the nuances of handling b2b markets.
The course would define and explain the nature of business marketing to illustrate
different types of business marketing and how they differ from consumer markets.
Different approaches to business marketing will be discussed as typified in the
relationships between buyers and sellers. The course will consider the purchasing
function, organizational buyer behavior, business marketing opportunities and strategy,
developing a marketing mix in a business market, managing customer relationships,
sales and sales management as well as managing the marketing program and customer
retention. The course will not only include the approach towards product marketing but
also include the marketing of services (E.g., IT, Banking, Insurance and Consulting).
These Business to Business markets include producers of goods and services,
intermediaries, government, non-profit organizations and any group who purchases
and uses inputs to produce or resell goods and services. This course will examine
marketing strategies that will result in achieving awareness, comprehension, sales
response objectives and stable profitable relationships essential to continuity of
commercial success of supplier organizations.
In the business to business context this course examines the nature and role of internal
and external relations and networks in implementing marketing strategy, their impact
on a firms marketing performance and how are managed. The course focuses on various
types of business relations including, cross functional, business to business, supply
chain, value chain, strategic alliances and distribution channels.
2. Student Learning Outcomes
Program Objectives
Course Objectives
1.1 The students will demonstrate Be able to analyze organization buying and
understanding
of
elements
of purchasing functions in all sectors of the business
marketing
market
2.1 The students will use analytical Students will be able to identify the business
techniques to identify a business problems related to Organizational Buying Behavior
problem, and suggest a solution
5.1
The
students
will
and Pricing in the B2B case
produce Be able to produce a project report for a B2B problem
reasonably good quality business which would include aspects of business customer
documents.
5.2.
The
relationships, segmentation and b2b Marketing
students
effective
and
will
become strategies.
confident
communicators
Be able to present marketing decision making and
communication skills for b2b marketing.
3. Required Text Books and Reading Material
Basic Reading:
B2B Marketing – A South Asian Perspective (11th Edition), Michael D. Hutt, Thomas W.
Speh & Dheeraj Sharma; Cengage

Research papers (Will be provided online on the course page)

Cases (will be provided, as and when it is required in the module)
Reference Books:

Business to Business Marketing, Nick Ellis and Sarkar, Asian Edition, Oxford.
4. Tentative Session Plan
Session
Topic
Issues to be discussed
Reading Materials
Assignment/
Exercise/ Case
Analysis/Activity
1
Business
Market Introduction
Management
to
the Chapter
course.
1
of
prescribed book.
Introduce the students
to
key
issues
in
management
corporate
Links
of
customer.
between
marketing
b2b
and
business strategy.
Trend and Changes in
Business Marketing
2
Business
Market Classifying goods for Chapter 1 of the Class Exercise on
Management
business markets
Managing
Business
prescribed book
Classification
goods
of
and
Market Process
business
Doing Business across
networks
borders
(Material
Working relationships
provided by the
and business networks
faculty
to
in
be
the
class)
Outcome: Market
Sensing
3-4
Understanding
Institutional
market: Chapter
firms as customers
Unique characteristics
2
of Case:
prescribed book
Silvio
Napoli
at
Generating and using
Schindler
knowledge about the
(A). HBSP
market
Students
Defining market
required to read
Understanding
E-
India
are
and
come
procurement
prepared to the
Understanding
class.
Purchasing Orientation
Will address the
Understanding
overall issues in a
Purchasing
how
Works
B2B market
with Other functions
Use the concepts
and firms
covered
in
the
session
1-3
for
analysis
of
the
Understanding
Purchase
the
Decision
Process
case.
Explore the issues
faced
by
Schindler in India
Suggest a India
specific
strategy
for Schindler
5-6
Segmenting
Business
and
the Business
market Chapter
Market Segmentation
Estimating Requirements
Segment Demand
4
of Class Exercise on
prescribed book;
and
Segmenting
(Material
to
be
benefits
provided by the
Bases for segmenting
faculty
business markets
class)
The
process
segmentation
in
the
Implementing
a
segmentation strategy
Methods of forecasting
demand
7-8
Strategies
for Understanding
CRM Chapter
3
of Critical
maintaining
in the context of B2B prescribed book
appreciation
of
customer
markets
article in class -
relationship
Loyalty and customer
Discovering
profitability
points
Relationship
Differentiation
Marketing Programs
(HBR,
new
of
1997);
Business
Marketing:
Understand
What
Customers
Value
(Anderson
and
Narus, HBR. 1998)
9-10
Managing
Products
services
Building a strong b2b Chapter 7 & 9 of Discussion
and brand
prescribed book
for Product Quality and
Business Markets
Product
of
strategy
of –IT Firms
Customer Value
(Students have to
Product Policy
do a web based
Product
Support
research
on
a
Strategy: The Service
chosen firm and
Connection
share
their
understanding in
class)
11-12
Managing Market Conventional Thinking Chapter
Offerings
about market offerings
Constructing
Flexible
market offerings
12
prescribed book
of Managing Market
OfferingPricing
Study) C2
JWS
(Case
Value based pricing
Calculation
Managing
market
cost
offerings
across
of
Setting of price by
borders
different
pricing
methods
Suggesting
pricing strategy
13-14
Business
Direct,
Indirect
Marketing
Integrated
Channel
Channels;
Management
Responsibilities
and Chapter
10
Multi- prescribed book
faculty
E-
be
in
the
class)
Commerce Exchanges
in
to
provided by the
Role of B2B Channel;
Issues
Channel Design
(Material
and
Classification;
of Class exercise on
Channel
Design
15-16
Branding of B2B B2B branding concepts, Class Notes
B2B
Products
Brand
of
examples of B2B
Architecture
Using
Discussion
Brands
Internet
and
social media for B2B
Brands
17
Business
Customer
Touch Chapter
Marketing
Points;
Communications
Advertising;
Role
13
of prescribed book
Social
of Discussion
of
examples of B2B
Brands
Media; Trade Shows
18
Sales
Management
B2B
Force Personal
in Organization;
Selling Chapter
14
Key prescribed book
Account Management
of Experience
sharing
discussion
and
on
and
Account
Management Success
KAM process at
IBM, Sun Pharma,
and Tata Steel
19 & 20
Project
Presentation
and
Evaluation
5. Evaluation
Mode of Evaluation
Weightage
Quiz (Announced and
30%
Surprise)-3 in number, each
of 15% weightage. (Best two
will be considered)
Class participation in the
15%
form of individual
exercises/answers of case
questions etc.
Group Project
10%
End term Examination
40%
6. Pedagogy
A variety of methods will be used to accomplish the above objectives which would include
lectures, in class group discussions, case studies & assignments. Emphasis will be placed on
active student participation and discussions. Students are required submit the case
assignment as given by faculty before the discussion. Each class exercise will be evaluated.
7. Academic Integrity
As per institute manuals and policy