INDIAN INSTITUTE OF MANAGEMENT, KOZHIKODE Executive Post Graduate Program (EPGP04)/ Executive Programme in Marketing (EEPM04)

Course Outline
Course Title Instructor Course Credit Session Duration Term Year Business to Business Marketing Dr. Joffi Thomas 2.0 90 mins I EPGP/EEPM, 2011-2012

Introduction Business to Business Marketing is the process of understanding, creating and delivering customer value, thereby building and sustaining profitable relationships with targeted business markets and customers. Business markets are significantly larger than consumer markets1 and they offer a variety of career opportunities especially to marketing professionals2. Further, a close understanding of business markets / customers is essential for strategic planning and hence is a requirement for top management executives / aspirants in a business marketing firm. The course may also be useful to participants with entrepreneurial ambitions in business markets. The differences between consumer marketing and business marketing demand specialized knowledge to effectively manage customer relationships in the business to business context. The course is designed to meet this requirement. Course Objectives 1. To provide participants with a basic understanding of the concepts in B2B Marketing 2. To develop critical analysis and problem-solving abilities with respect to business market management. Pedagogy Case Analysis, Conceptual Discussions, Group Projects & Presentations Text Book: James C. Anderson, James A. Narus, Das Narayandas and D.V.R. Seshadri (2011), Business Market Management: Understanding Creating and Delivering Customer Value, Third Edition, Pearson Education, New Delhi.
1

Hutt, Michael D., Speh, Thomas W. (2001) Business Marketing Management: A Strategic View of Industrial and Organizational Markets, 7th Edition, Harcourt Inc. 2 Dwyer, F. Robert, Tanner, John F. (2006) Business Marketing: Connecting Strategy, Relationships, and Learning, 3rd Edition, McGraw-Hill/Irwin

Evaluation Scheme Class Participation Case Analysis Note Project End Term Exam Class Participation Participants are required to come prepared after analyzing the case and going through the readings assigned for each session as given in the session plan. You are expected to contribute to the classes by sharing your understanding from readings as well as from your own experience. Case Analysis Note Case Submission: All participants (individually or in groups with a max. size of three) are required to submit (electronically) a two / three page case analysis note (CAN). The analysis should attempt to use relevant concepts dealt in the assigned readings and make actionable recommendations with support of both qualitative and quantitative data from the case. The first page of CAN should: Identify major issues Make actionable recommendations to address them Include quantitative and qualitative analysis used in support the recommendations made. : 15% : 15% : 20% (Group Work) : 50%

Remaining one or two pages may be used to present detailed analysis /calculations to support your recommendations. You are encouraged to use tables / spread sheet calculation / figures to present your thoughts in few words/pages. The submission should include a cover page mentioning name, EPGP/EEPM roll no, your organization and follow the format as follows: 11 font size, Times New Roman, 1 inch margin on all sides. Submissions should be made one hour before the scheduled session on blackboard. Project Participants can choose to do the project in groups or individually. The number of members in a group should not exceed 3. The project report not exceeding 30 pages (Times New Roman 11 fontsize with 1.5 line spacing and one inch margin. You may choose one of the three options given: (a) Analysis of business marketing in a selected industry or (b) Problem (/ opportunity) centered study or (c) Advances in B2B Marketing for the project; however option (a) is recommended as it is designed to apply the concepts learned in the course.

(a)

Analysis of Business Marketing in a selected industry

You may select an industry which involves business marketing to understand and apply the concepts learned in B2B Marketing viz. the process of understanding, creating and delivering customer value. The guidelines for the business marketing analysis project are given separately. (b) Problem- Centered Study Identify a decision making issue closely involving the marketing function in a business to business firm. It can be a live issue or an issue which is already resolved by a firm; but has to be strategic in nature. Make the report in two parts. In the first part, describe the organization, people involved and the decision making issue; and in the second part analyze the problem, possible solutions and make your recommendations. (c) Advances in B2B Marketing Prepare a report on a significant innovation / development in B2B Marketing. Project Submissions There are two submissions to be made for the project; (i) One page synopsis on the day of session 6&7 and (ii) the final project report on the day of the session 11&12. The synopsis should include the project objectives, data requirement for the project and expected outcomes. End Term Examination The examination will be based on a case. The case can be one of the cases already discussed in the class or a new one. If a new case is used, it will be distributed a few days in advance for reading/analysis. You will be required to (i) Analyze the case (ii) Connect the issues in the case to the Indian Context (refer industry issue -updates) and (iii) Elaborate on the basis and the theory/frameworks used to analyze the case (refer -text and additional readings).

Session Plan I Foundations Session 1 &2: Business Marketing-An Overview Case: Ring Medical Reading: Chapter 1 (text book) Reference: Fundamentals of Customer Value by Mohanbir Sawhney in CIO Magazine, July 2003, 4 pages. II Understanding Customer Value Session 3 & 4: Market Sensing Case: Kunst 1600 Reading: Chapter 2, 3 Reference: Spend a Day in the Life of Your Customers by Gouillart Francis J and Sturdivant Frederick D. in Harvard Business Review 1993,, Vol. 72, Issue 1, pages 116-125. III Creating Value Session 6 &7: Managing the Market Offering Case: Precise Software Solutions Reading: Chapter 6 Reference: Discovery- Driven Planning by Rita Gunther McGrath and Ian C. Macmillan in Harvard Business Review in July- August 1995, 11 pages. Session 8 &9: Managing the Market Offering Case: Microsoft Corporation: The Design of Microsoft Support Network Reading: Chapter 5 Reference: Capturing the Value of Supplementary Services by James C. Anderson and James A. Narus in Harvard Business Review 1995 (Jan-Feb), page. 75-83. IV Delivering Value Session 9& 10: Gaining Customers Case: Kone: The Monospace Launch in Germany Reading: Chapter 8 Session 11 & 12: Sustaining Customer Relationships Case: Infosys Technologies Ltd. : Growing Share of a Customers Business Reading: Chapter 10 Reference: Selectively Pursuing more of your customers business by Anderson and Narus in MIT Sloan Management Review Spring 2003, pages 42-48. Project Presentations Additional References: Customer Value propositions in Business Markets by James C. Anderson , James A. Narus and Wouter van Rossum in Harvard Business Review March 2006, pages 91-99. Roadmap for Business to Business Branding by Frederrick E. Webster in Brand Management, May 2004 pages 388-402. Beyond B2B Exchange by Richard Wise and David Morrison in Harvard Business Review , November- December 2000, pages 86-96