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MBA - Sem 4 - B2B Marketing - Course Syllabus

This document provides details about a course on B2B marketing including the course title, code, credits, description, objectives, outcomes, mapping of course outcomes to program outcomes, teaching schedule, recommended resources and assessment methods.

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Mandeep Kumar
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356 views4 pages

MBA - Sem 4 - B2B Marketing - Course Syllabus

This document provides details about a course on B2B marketing including the course title, code, credits, description, objectives, outcomes, mapping of course outcomes to program outcomes, teaching schedule, recommended resources and assessment methods.

Uploaded by

Mandeep Kumar
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Course Title B2B MARKETING Credits 3

Course Code MGT 3076 Course category L-T-P-S-C 2-0-0-2

Version Approval Details


This course provides insights into the nature of Business to Business (B2B) Marketing and
contrasts the approaches and strategies to be adopted in Business-to-Business markets from
Course those adopted in B to C markets. This course will enable students to comprehend a) the
processes involved in understanding, creating, and delivering value in B2B markets b)
Description
develop a critical appreciation of problem solving in B2B markets through case studies and
projects and c) develop an understanding of establishing and maintaining relationships
between firms in business markets.
1. To understand the influence B2B marketers in creating and delivering value to Business
Customers
2. To understand the nature of relationships between buyers and sellers in B2B markets?
Course 3. To understand the processes by which value is created and delivered in B2B markets
4. To understand the frameworks and concepts available for solving complex problems faced
Objective
by large B2B firms
5. To understand marketer design and implement a marketing programme for B2B products
using the resources in an optimum manner

Upon completion of this course, the students will be able to:

1. Understand the importance of Business marketing and its functioning, distinguishing


characteristics, functioning of supply chains, business networks, Nature of Business
relationships, learn different types of Buying Organisations, Purchasing Orientations,
Search Process, Forces influencing purchasing

2. Grasp approaches to market sensing Opportunities scanning, design market research


and market segmentation in B2B Markets, Segmentation Strategies, and positioning
strategies in B2B markets

3. Understand strategies, marketing orientations, new product development orientations


PLC theory, product development, innovations, product portfolios concepts, Grasp the
differences managing services.
Course
Outcome
4. Realise the importance of Channel s and Partnerships, Channel Management B2B hubs,
design of channels, Pricing strategies, nature of competition, channel pricing, issues,
bidding etc.

5. Appreciate the Customer dialogue process Promotion, Communication, PR Advertising


methods in the B2B context, PR, Pricing strategies Role of personal selling, Sales
Organisation types, recruitment motivation and control of sales force, Understand the
novel practices of Key Account management practices along with Account based
marketing.

6. Simulate through cases, the varied real-life issues of retail marketing and the decision-
making dilemmas faced in B2B marketing practice.
CO, PO and PSO Mapping
PO - PO- PO- PO- PO- PO- PO- PO- PO- PO PO- PO- PSO- PSO- PSO-
CO
1 2 3 4 5 6 7 8 9 -10 11 12 1 2 3
CO- 2 - 2 - - 3 - - - - - 2 2 3
2
1
CO- 3 3 - 2 - - - - - - - - 3 2 3
2
CO- - 3 - 3 - - - - - - - - 2 3 3
3
CO- - - - 3 - 3 - - - - - - 3 3 3
4
CO- - - - 2 - 3 - 3 - - - - 3 3 3
5
CO- 3 2 3 3 3 3
6
1: Weakly related, 2: Moderately related and 3: Strongly related

Outline Teaching Schedule


No. of
Unit Topics
Sessions
INTRODUCTION TO B2B MARKETING 4
Introduction to B2B Markets and Consumer Goods – Distinguishing
Characteristics, Classification of Products and Services, business networks.
1 Types of Buying Organisations, purchasing orientations, Buying center, roles,
Buying Behaviour, Purchasing practices, Buying process, Buying situations in
business marketing. Buyer-seller relationships in business marketing.

B2B SEGMENTATION STRATEGIES 4


Opportunity scanning, Basis for segmentation in B2B Markets, Segmentation
2 Strategies in B2B markets, Evaluating and selecting market segments; Developing
positioning strategy
MANAGING INNOVATIONS AND NEW PRODUCT DEVELOPMENT 4
Managing Innovations and new product development, Customer Value Propositions
3 in B2B markets, Managing technology, Disruptive Innovation, NPD process, and
Determinants of new product performance & timelines
B2B MARKETING CHANNELS: : Business marketing channels, Participants in 4
business marketing channels, Alternative structures of business channels, Channel
4 Design process in B2B, Channel administration

B2B ADVERTISING & SALES PROMOTION 4


5 The role of advertising, B2B social media, Managing B2B advertising, Trade shows
at B2B, sales promotion
B2B MANAGING THE SALES FORCE 4
6 Personal selling in B2B marketing; Managing the sales force, Managing Services for
B2B Markets. Key account management
B2B PRICING STRATEGY 4
7 Pricing strategy for B2B: Pricing process in B2B. Pricing New products
B2B MARKETING STRATEGY AND PERFORMANCE 2
8 Evaluating B2B Marketing Strategy and Performance

Total Sessions 30
Recommended Resources
Essential readings: Essential Readings: Michael D. Hutt, Dheeraj Sharma & Thomas W.Speh (2011), B2B
Marketing , A south Asia Perspective, Cengage Learning

Additional Readings:
1. F Robert Dwyer and John F Tanner (2011), Business Marketing, Connecting Strategy
Relationships, and Learning, Tata McGraw Hill, New Delhi
2. Robert P.Vitale &Joseph J. Giglirano (2011), Business to Business Marketing; Analysis and
Practice in A Dynamic Environment, Thomson, New Delhi.
3. James C.Anderson and James A.Narus (2011), Business Market Management, Understanding,
Creating, and Delivering Value, Pearson Education, New Delhi.
4. Value Merchants, James Anderson, Nirmalya Kumar and James Narus, Read Chapter 1- Doing business
on demonstrably superior value
5. Key Account Management-The Definitive Guide by Malcom Mc Donald and Diana Woodburn
6. Practitioners Guide to Account Based marketing by Bev Burgess. Read Ch 1, The essentials of Account
Based Marketing.

Websites:

MOOC Course: International B2B Marketing https://www.coursera.org/learn/b2b-marketing

Additional Resources:

Chapter 1: The Crucial role of Key Account Management, Key Account Management -The Definitive Guide by Malcom
Mc Donald and Diana Woodburn

Chapter 1: The essentials of Account Based Marketing, Practitioners Guide to Account Based marketing by Bev Burgess.

Assessment Method (Mapped with COs)


Assessment Method
Mode of Assessment Marks Assigned
(Mapped with CO’s)
Class Participation (CP) 25 CO2,CO3,CO4, CO5

Mini project with presentation 25 CO2,CO3,CO4, CO5


Total 50 CO2,CO3,CO4, CO5
General Instruction to Students
•
•

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