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    B2B

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    Intekhab Aslam
    This document provides information about a course titled "B2B Marketing" that is part of the Post-Graduate Diploma in Management program. The course will be taught by Prof. Anand G. Khanna and will focus on developing an understanding of key concepts in business-to-business marketing. Students will learn about buying behavior in business markets and developing strategies through case studies, projects, and class participation. Students will be evaluated based on a group project, case submissions, class participation, and an end-of-term exam.

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    B2B

    Uploaded by

    Intekhab Aslam
    159 views6 pages
    This document provides information about a course titled "B2B Marketing" that is part of the Post-Graduate Diploma in Management program. The course will be taught by Prof. Anand G. Khanna and will focus on developing an understanding of key concepts in business-to-business marketing. Students will learn about buying behavior in business markets and developing strategies through case studies, projects, and class participation. Students will be evaluated based on a group project, case submissions, class participation, and an end-of-term exam.

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    This document provides information about a course titled "B2B Marketing" that is part of the Post-Graduate Diploma in Management program. The course will be taught by Prof. Anand G. Khanna and will focus on developing an understanding of key concepts in business-to-business marketing. Students will learn about buying behavior in business markets and developing strategies through case studies, projects, and class participation. Students will be evaluated based on a group project, case submissions, class participation, and an end-of-term exam.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    159 views6 pages

    B2B

    Uploaded by

    Intekhab Aslam
    This document provides information about a course titled "B2B Marketing" that is part of the Post-Graduate Diploma in Management program. The course will be taught by Prof. Anand G. Khanna and will focus on developing an understanding of key concepts in business-to-business marketing. Students will learn about buying behavior in business markets and developing strategies through case studies, projects, and class participation. Students will be evaluated based on a group project, case submissions, class participation, and an end-of-term exam.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 6

     

     
    Post‐Graduate Diploma in Management 

    (PGDM) 

    Area: Marketing  
     

    Course Title :  B2B Marketing 
     
     

    Course Faculty: 

                                        Name: Prof.Anand G .Khanna 
                                        Email: [email protected] 
                                        Mob. 9811699153, Office: 0120‐3002274 
     
    Faculty Contact hours for Students  
     
    Sec A‐ Tuesday‐ 4.00 ‐5.30 pm 
    Sec B‐Wednesday ‐4.00 ‐5.30 pm 
    Sec C‐Friday ‐4.00 ‐5.30 pm  
    Room 49, First Floor ,Old Academic Block  
    0R with prior appointments on any other weekday. 
     

                                         

     
    COURSE DESCRIPTION  
    B2B  Marketing  encompasses  those  management  activities  that  enable  a  supplier  firm  to  understand, 
    create, and deliver value to other businesses, governments, and / or institutional customers. In the context 
    of these business markets, value is ‘the worth in monetary terms of the economic, technical, service and 
    social benefits a customer firm receives in exchange for the price it pays for a market offering.’  
    There are three guiding principles: 
     Make value for the Customer 
     Focus on business processes 
     Accentuate working relationships and business networks 
     
    This course is designed to provide students with a good understanding of the concepts of B2B marketing. 
    It  helps  them  develop  critical  analysis  and  problem‐solving  abilities  with  respect  to  business  market 
    management. The classes have been organized in a format to facilitate intense learning, featuring thorough 
    discussion and analyses of appropriate management cases 
     

    LEARNING OUTCOMES 
    After completion of this course, students are expected to: 
    1. Develop a good understanding of the concepts and frameworks of business‐to‐business marketing. 

    2. Gain  insights  into  buying  behavior  in  business  markets  and  the  complexities  involved  in  selling  to 
    business customers.( Including governments, institutions) 

    3. Develop critical analysis and problem‐solving abilities with respect to business market management. 

    PEDAGOGY 
     
    To illustrate the application of these aspects by ways of practical applications in the form of case studies, 
    in‐class presentations, lectures & team projects.  
     
     
    EVALUATION 

    Students will be evaluated on the basis of case analysis, project, class participation and end‐term exam. 
    The weightage given to each of these units is listed below: 
    1. Group Project = 35% ( Project details will be announced in session 1 of the course) 
    2. Class participation = 10% 
    3. Case submission‐ 15% 
    4. End‐Term Exam =40%  
     
       
    Assessment method in alignment with learning outcomes: 

    Students will be evaluated on the basis of case analysis, project, class participation, and end‐term exam. 
    The weightage given to each of these units is listed below: 
    Learning Outcomes 
    Specific Assessment Method  Weightage 
    a (#3.1)  b (#1.1)  c (#1.3) 

    Group Assessment Methods         

    Group Project  35%  √     

    Group Submission  15% √

    Individual Assessment Methods         

    Class Participation  10%

    End‐term Exam  40%    √   

    GROUP PROJECT  
     
    The group project will be an important learning tool of the course.  It is essentially an application of the 
    classroom learning. The project shall be assigned by the faculty at the end of session 1 or 2. The project, 
    will be a field study, will require some deep thinking by the students that how the concepts taught in the 
    class could be applied to the field. 
     

    RECOMMENDED TEXT BOOK  
     
     Business Market Management ( B2B) ‐Anderson, Narus, Narayandas and Seshadri 3 e  (Pearson) 
     

    REFERNCE BOOKS  
     
     B2B Marketing: A South Asian Perspective   ‐ Micheal D. Hutt; Dheeraj Sharma & Thomas W Speh 
    :  11th edition ‐India Edition : Cengage Learning 
     Business Marketing‐Concepts and Cases : Sarin Sharad ,  1st EditionTMH  
     Industrial Marketing ‐Analysis, Planning & Control ‐ Robert R. Reeder,  Edward G.Brierty, Beety 
    H.Reeder 2e , Prentice Hall of India 
     
     Business Marketing : Connecting Strategy ,Relationships and Learning , F Robert    Dwyer ,John F 
    Tanner , 3e TMG 

       
     
    SUGGESTED READINGS: 
     

     Positioning –Al Reis & Jack Trout 
     22 Immutable Laws of Marketing –Al Reis & Jack Trout 
     Marketing Warfare –Al Reis & Jack Trout  

    JOURNALS (ACCESSIBLE ONLINE AND OFFLINE) 

     
     Journal of Business and Industrial Marketing 
     Industrial Marketing Management 
     Journal of Business‐to‐Business Marketing 
     Journal of Marketing 
     
     

    Course Outline: Session/Topic/Reading Material/Reference 
     

    Session  Topic  Reading Material/Case  Reference 


    1  Introduction  and  • Chapters 1&2 of the Textbook   
    Business  Market  • Scope and Challenge of 
    Perspective     Business to Business Marketing 
    : E Raymond Corey 

    2  Marketing Strategy  • How to Segment Industrial  Industry  report  CMIE; 


    &Segmentation of  Market : Benson P Shapiro &  Euromomitor  on 
    Business Markets   Thomas A Bonoma  Automobile 
    • Boosting Demand in the 
    "Experience Economy" 
    • Cases : CJA & SOLEX  

    3&4  Understanding  • Chapters 2&3 of the   


    Firms as  Textbook   
    Customers:  • Case : Columbia Industries 
    0rganisation Buyer  ,Inc 
    Behavior;  • Customer Value 
    Purchasing  Propositions in Business 
    Process, Decision  Markets : Janes .C 
    Making Units,  Anderson ,James A Naurus 
    Cross Functional  and Wouter van Rossum  
    Teams, Customer  • Making the Consensus 
    Value Proposition  Sale: Karl Schmidt; Brent 
    Adamson; Anna Bird 
     
     

    5&6  Customer   • Business Marketing :   


    Acquisition and  Understand What Customers 
    Selling to  Value :  James .C Anderson  
    Enterprise  and James A Naurus   
    Customers  • Teamwork for Today’s Selling : 
    ,Customer  Frank V Cespedes , Stephan 
    Relationships  X.Doyle and Robert J Freedman  
    • Case : PV Technologies, Inc.: 
      Were They Asleep at the 
    Switch? Frank V. Cespedes; 
    Diane Badame  
     
    •  
     
    • FormPrint Ortho500 :Frank V. 
    Cespedes; Alisa Zalosh 
    •  

    7&8  Crafting  a  New  • Chapters 4&6 of Textbook    


    Market  Strategy;  • Case : Tata Motors –The Tata 
    New  Industrial  Ace  
    Product  • Managing Price , Gaining Profit 
    Development  : Micheal V Marn ; Robert L 
    &Pricing  .Rosellio   
    • Price Competition : Thomas T 
    Nagle 
    • Why the Highest Price Isn't the 
    Best Price :James C. Anderson; 
    Marc Wouters; Wouter Van 
    Rossum 
    •   

     
    9   Business  Market   Making stickK Stick: The  Industry  report  CMIE; 
    Research  Business of Behavioral  Euromomitor  on 
    ;Competitive  Economics: Leslie K. John;  Automobile;Reports  of 
    Intelligence  Michael Norris; Michael I.  CII , 
    Norton 
     

    10  Gaining  New   Chapter 8&9 of the text book    


    Business  and  
    Sustaining   
    Resellers 
    Partnerships  

    11&12  Negotiation  Skills   Major Sales – Who Really   


    in  Business  does the Buying : Thomas 
    Marketing  ‐Issues  V.Bonoma  
    & Interventions   Making the Major Sale : 
    Benson P.Shapiro and 
    Ronald S Posner  

    13&14  Selling  to  • Chapter  17  from  Business  Tender  ;RFQ/RFP 


    Government  ,  Marketing‐Concepts  and  Cases  notices  in  TOI  ;HT  ;ET 
    Tendering  process  : Sarin Sharad (Reference Book) etc  
    ,  Focus  on  IT 
    products& Projects   
    Marketing 

    15&16  Managing   Chapter 10 of the Text book   


    Customers  ‐Key 
    Account   
    Management 

    17&18  Extra  Sessions  for     


    Presentations  

     
     

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