Professional Documents
Culture Documents
COURSE OBJECTIVE:
B2B Marketing has grown both in terms of depth & width in last one decade and has grown beyond the
erstwhile Industrial Marketing. The entire range of Financial, Banking, Airlines, Insurance, Advertising,
Consulting, Security services, Customer Service, Hotels, Hospitals, Travel fall within B2B Marketing.
There are some unique characteristics in Business markets that demand special attention. These days
Business Managers are continuously challenged by the forces that affect
business demand, the
composition of business markets, the nature of business buyers and their buying behavior. This course gives
an opportunity to the students to integrate the learning from various marketing and strategy courses and
apply them in the context of Business-to-Business Marketing
Learning Outcomes:
Understanding contrast between Consumer Marketing and Business Marketing
Different kind of situations for B2B and Organisational Buying
Organisation Buying Behaviour
Marketing Skills for B2B Marketing
Difference in channels in B2B
B2B Branding
Future Challenges
COURSE CONTENTS:
Module Session
No.
No./s
I
1-2
Readings
1
II
3-5
III
6-7
IV
8-9
11
12-13
14-16
Pricing Strategies , Price Determinants, Factors that influence the pricing strategies,
Concept of Learning Curves ,Pricing strategies, Competitive Bidding ,Tendering
Process
Readings:
1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd
Edition) Pearson Publications
2) Business Marketing Management: B2B, 11th Edition,Michael D. Hutt, Sharma
- ,Thomas W. Speh Cengage Publication
3) Business Market Management(B2B): Understanding, Creating & Delivering
Value by Anderson, Narus, Das Narayandas, Sheshadri, 3rd Edition, Pearson
Field Visit : VISIT TO INDUSTRY- From Vendor Development, Vendor
Management point of view
Case 6) Make your Dealers your Partners: Case From Caterpillar Inc.
Case7) TATA Steelium A Success Story in B2B Branding By Kaushik Bhattacharya
and Biplab Datta, Vikalpa April June 2010
VII
VIII
17-18
19-20 B2B e-Commerce, Evolution, Customers & Channels , e-procurements, Supply Chain
C coordination, Ethics in Business Marketing
Readings
1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd
Edition) Pearson Publications
2) Business Marketing Management: B2B, 11th Edition, Michael D. Hutt,
Sharma ,Thomas W. Speh Cengage Publication
Case 8 : Shiv Industries : From the Text Book : Hutt, Sharma & Speh
Article Building Loyalty in Business Markets : Narayandas : HBR Article: Sep2005
Each student will be evaluated on the basis of individual contribution and team work.
Team performance will be judged on the basis of presentations, content, new ideas, time
management, impact of the subject presentation, queries handled.
50%
50%
Break-up of Internals
Mid Term Test
Live Project / Group Presentation
Article reviews
Case Analysis
20 Marks
10 Marks
10 Marks
10 Marks