B2B Marketing: Course Handout/Teaching Plan

Program: PGPM Credit : 3 Semester - III Course Code: SL MM 603 Class: 2013 Sessions: 30 Dr.Pravin Patil pravin.patil@ibsindia. org

Objective: This course is designed for any student aspiring to develop a greater understanding of Business markets and derived demand. The course focuses essentially upon i) How to focus on Customerscustomer and what drivers the Business customers in this pursuit ii) How to identify and relate the marketing mix for Business markets. REFERENCE BOOKS AUTHOR / PUBLICATION
Business Marketing : Connecting Strategy, Relationships And Learning Business Marketing Text and cases Industrial Marketing : Analysis, Planning Control, 2 nd edn Business Marketing Strategy Concepts & Application Business Marketing Management: A Strategic View of Industrial and Organizational Markets Business Marketing Business Marketing A Global Perspective, 1st e F Robert Dwyer/John F Tanner 3 rd edn. McGraw Hill Krishna K havaldar Reeder, Robert R et al. Prentice-Hall, India Rangan, V. Kasturi et al. Irwin McGraw Hill Hutt / Speh South Western Educational Publishing Malhotra, Naresh Hayes / Jenster. Irwin/ McGraw-Hill - 1996

Syllabus/Cases Introduction: Need to study business marketing, customer value in business markets, Business Vs Consumer market- Types of Business customersclassification of industrial products/services, Environmental analysis in business markets, Indian and Global scenario Demand Issues: Concepts of Derived demand- Short-long term Demand issues- Nature of Derived demand, Stimulating demand- Elastic/Inelastic DemandEconomic linkages to Demand Studies -Bullwhip Effect Organizational Buying Behavior: Classification of business customers - Traders - Manufacturers Service Buyer - Systems Buyer. Buying decision process, buying situations, Buy grid, Buying center, Models of organizational buying behavior. Government / public sector buying procedures .Buyer seller relationships Uncertainties, Types buying orientation Types of Buyer seller relationships, managing relationships with suppliers, customers and distributors, conflicts and resolutions. Strategic alliances with customers ,suppliers, competitors and government Case 1 : Caterpillar -Relationship Dealers/Distributors Case 2: Delivering superior customer value: The TATA steel experience Business market intelligence: Market Research Process, Forecasting approaches, Business Market Intelligence Marketing Strategies: Formulation of Marketing Strategies for Industrial Products Concept of strategic planning, Role of marketing in strategic planning, Marketing strategies, planning process, tools for designing Business marketing strategies Industrial Market Segmenting, Targeting and Positioning Segmenting the business market, criteria, Bases, Evaluating segments, targeting strategies, positioning. Nesting- a typical business market segmentation process Case 3: Dilip Chhabria's Focus on a Niche MarketCan it Sustain? Case 4: Embraer -Flying High Through Segmentation Product Decisions in Industrial Marketing: Product definition, changes in product strategy, industrial PLC and strategies, Branding and brand

Sessions Nos 1,2

4,5,6

8,9,10,11

12,13,14

Important Course Requirements: Attendance: You will be barred AUTOMATICALLY from taking the next evaluation tests and final examination if your attendance in both lecture classes is less than 80% throughout the trimester. Advance Preparation: The students should have to prepare significant portion of the text book, other reference books and relevant reading material prior to the beginning of the class. Failure to do so would affect the comprehension of the lecture and performance in the examination. Assignments: The students will be assigned group assignments. They should submit their completed project work before the allotted deadlines. Plagiarism: Plagiarism in any form, however, is academic misconduct. This includes copying of entire programs/assignments, or portions of programs/assignments written by someone else without citing appropriate references. Suspected academic misconduct, including plagiarism or violations of computer usage policies (stated below), will not be ignored but will be dealt with according to the procedures specified by the UNIVERSITY/INSTITUTE. ALL students are expected to co-operate and contribute to the class learning progress from beginning of the course until Week 16. Students need to respect the Professor and also other students (your counterparts) in the classes. Remember: Do unto to others, as you would others to unto you.... Any kind of arguments/misbehavior with Professor/fellow classmate in the classroom would invite disciplinary action. Strictly need to follow- Put your Mobile -phone on silent mode during the class learning time. If mobile phone rings in the classroom, mobile phone would be confiscated. You are NOT ALLOWED to skip and come late for any class. Listen and OBEY to the lecturer who will guide you through out the class learning time. Lecturer deems to expect high involvement of CRITICAL THINKING process in the class. These class learning will be expected to involve students presentations, debates, role-plays and also any two-way communication, lot of interaction. Students must take OWNERSHIP of learning as well also have a responsibility of keeping themselves updated in B2B/B2C/B2G domain. STUDENTS, PLEASE BE READY to take the learning next level. And other conditions, subject to the lecturers discretion. Please bear in mind that all terms and conditions above will determine your learning outcome from this course. Due date for any assignments as indicated on the course guideline and/or informed through AMC . Late assignments will be reduced by 5 points per class day at the discretion of the instructor. -------*****-------