Course Syllabus - MBA Program

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Course Title: Business to Business Marketing Course Code: MKT 816

Instructor: Dr. K. Abdul Waheed Office: 12
Classroom: Telephone: 04 4227244 Ext.115
Timing: E-mail ID: waheed@imtdubai.ac.ae
Credits: 2 Prerequisites: MKT 601
Semester/Year: IV Office Hours:

I. Course Description:

Business-to-Business Marketing explores decision-making and activities involving business-to-

business transactions. Specifically, Business to Business Marketing concepts and theories
pertaining to buying decision process, business and corporate strategies, market segmentation,
positioning, pricing, communication, physical distribution and sales management are examined
within the framework that views Business to Business Marketing management as the process
of understanding, creating, and delivering value to customers. Further, application of the
Internet for Business to Business Marketing channel management and communication is also
discussed.

II. Course Objectives:

a. To explain marketing concepts and theories in Business to Business Marketing.

b. To improve abilities of the students to analyze, reflect and apply the business marketing mix
in the real and simulated situation of world Business to Business markets.
c. To provide the latest knowledge about the use of Internet in Business to Business markets.

III. Course Learning Outcomes:

After completion of this course, students will be able to:

a. Demonstrate the conceptual and theoretical understanding of Business to Business

marketing in applying to the practical cases (Knowledge).
b. Apply the marketing mix to business market situations (Skill).
c. Compare the knowledge acquired on Internet in Business to Business Marketing markets
with real life business situations (Self Development).

IV. Text Books & Other Learning Resources:

a) Text Book:

Dwyer, F. Robert and Tanner, Business Marketing: Connecting strategy,

relationships, and learning, Latest Edition, McGraw-Hill.
 b) Recommended Readings:

1. Business Marketing Management: B2B, 11th Edition by Michael D. Hutt and

Thomas W. Speh, 2013, South Western, Cengage Learning.

2. Business to Business Marketing Management: A Global Perspective, 2nd Edition

by Alan Zimmerman; Jim Blythe, 2013, Taylor & Francis.

3. Business to Business Marketing, 1st Edition by Jim Blythe and Alan Zimmerman,
2005, South Western, Cengage learning.

4. Business to Business Marketing Research, 1st Edition, by Martin P. Block and

Tamara S. Block, 2005, Cengage learning.5. Best, Roger. Market-Based
Management, 6th ed. Prentice Hall, 2013.

5. Kerin, Roger and Robert Peterson. Strategic Marketing Problems, 13th ed.
Prentice Hall, 2013.

c) Other Learning Resources:

1. Frank V. Cespedes; Das Narayandas, (2014), Marketing Reading: Business-To-

Business Marketing, Harvard Business School Press.
2. V. Kasturi Rangan; Bruce Isaacson (1994), Scope and Challenge of Business-
to-Business Marketing, June, Harvard Business School Press.
3. Homburg, Christian; Wilczek, Halina; Hahn, Alexander (2014), Looking Beyond
the Horizon: How to Approach the Customers' Customers in Business-to-Business
Markets, Journal of Marketing, Vol. 78 Iss: 5, pp. 58-77.
4. J. Toms Gmez Arias Laurentino Bello Acebrn, (2001),"Postmodern
approaches in business-to-business marketing and marketing research", Journal of
Business & Industrial Marketing, Vol. 16 Iss 1 pp. 7 20.
5. Fawaz Baddar ALHussan, Faten Baddar AL-Husan, Chavi C.-Y. Fletcher-Chen,
(2014), Environmental factors influencing the management of key accounts in an
Arab Middle Eastern context, Industrial Marketing Management, Vol. 43, Iss: 4,
May, pp. 592-602.

V. Pedagogy:

The course employs a balanced mix of lectures/class discussions and case

studies/projects. Class lectures and discussions provide an exposition to key concepts,
and are supported by current marketing practices. The case studies/projects provide an
opportunity to apply the theories, concepts, and analytical devices developed in the
lectures.

VI. Course Evaluation:

All students are expected to observe the academic rules and regulations of the IMT.
Please refer to your Student Handbook for specific details. Feel free to ask your
instructor or Program Coordinator if you have any questions as to how those rules and
regulations apply to this course. NOT knowing the rules is not an excuse for breach of
the rules Regular attendance is expected of all students. Assignments are important part
of this course. All assignments must be handed-in on the due dates. Evaluation would
be based on presentations, assignments, tests, projects etc. and a final Examination.

Evaluation scheme is as follows:

 Assessment Component Weightage
Newsbytes assignment 10%
Cases 15%
Mid Semester Exam 20%
Final exam. 40%
Project 15%
Total 100%

VII. Course Content & Delivery Plan:

Week Topic/Content Hours Activity

1st Course preview 2 Reading: V. Kasturi Rangan;
Environment A Business Marketing Bruce Isaacson (1994), Scope
of Business Perspective. and Challenge of Business-to-
marketing Why study business Business Marketing, June,
marketing? How Harvard Business School Press.
business markets are
different from consumer
markets?
Theory of derived
demand
2nd The Business Market: 2 Reading: Frank V. Cespedes; Das
Perspectives on the Narayandas, (2014), Marketing
Organizational Buyer. Reading: Business-To-Business
Marketing, Harvard Business
School Press.
3rd Organizational Buying 2 Calox Machinery Corporation A &
Managing Behavior. B (Text book: pages 515-525)
Relationship Steps in the buying
s in Business process
marketing Buying phases new
task, modified rebuy and
straight rebuy
Buying determinates,
role and behaviour
choice theories
4th Types of Business to 2 Pack Tech Dubai
Business relationships (Our group vikas, anuj and all)
Relationship Group 2
development process
Customer Relationship
Management Strategies
for Business Markets.
5th Segmenting the 2 Reading: Homburg, Christian;
Assessing Business Market and Wilczek, Halina; Hahn, Alexander
Market Estimating Segment (2014), Looking Beyond the
Opportunities Demand. Horizon: How to Approach the
Customers' Customers in
Business-to-Business Markets,
Journal of Marketing, Vol. 78 Iss:
5, pp. 58-77.

Kone- The Monospace launch

6th Business Marketing 2 Dupont (A): Understanding The

Formulating Planning: Strategic Customer's Activity Cycle
Business Perspectives.
Marketing
Strategies

7th Business Marketing 2 Reading: Fawaz Baddar

Strategies for Global ALHussan, Faten Baddar AL-
Markets. Husan, Chavi C.-Y. Fletcher-Chen,
(2014), Environmental factors
influencing the management of
key accounts in an Arab Middle
Eastern context, Industrial
Marketing Management, Vol. 43,
Iss: 4, May, pp. 592-602.

Status report of group project

th
8 Managing Products 2
Innovation and New
Industrial Product
Development for
Business Markets.

9th Managing Services for 2 Infosys Consulting

Business Markets

10th E-Commerce Strategies 2 JC Decaux (Text book: pages

Supply and Chain 539-547)
Strategies.
For Business Markets.

11th Pricing Strategy for 2 Lafarge Aget Heracles (Text book:

Business Markets. pages 551-564)
12th Business Marketing 2
Communications: Pfizer A & B (Text book: pages
Advertising and Sales 590-607)
Promotion
13th Business Marketing 2
Communications:
Managing the Personal
Selling Function.

14th Marketing Performance 2 Project presentations

Evaluative Measurement
Business
Strategy and
performance

15th Sum up and review 2 Project presentations

Guidelines

Case Analysis

Form a group with the members of your choice. The group size should not exceed 4-5.
Each group will be provided with a case and is expected to present and submit a write-
up.
Case Write-up
The group is expected to analyze the case and prepare a write-up. The write-up should
not exceed 5 pages (12 font; Times new roman, 1 line space) excluding exhibits and
appendices. Your write-up will be graded on both style and content. Present your ideas
in a clear, concise, logical and organized manner. Dont repeat the case facts in your
write-up. (5 marks total for 8 cases write-up)

Group Presentation
The group will get a maximum presentation time of 30 minutes with some 30 minutes for
discussion and Q&A. You should submit a copy of your slides before the presentation
for some suggestions from me.
The following are some guidelines for your presentations:
Focus on the key issues and do not spend (much) time on long, detailed, complete
and repetition of facts presented in the case.
Involve the class by direct questioning, discussion of problems/issues, presentation of
controversial statements, etc.

Industry analysis report

The group is required to study an industry and develop a marketing plan for a new
company in the chosen industry. The project work should not be a pure description of
the industry, but should also involve critical evaluation and/or identification of key issues.
The following are some guidelines for the project:
1. Select an industry of your choice. For information about industries in UAE please visit
the following link http://www.uaeexportdirectory.com/en/IndustryItems.aspx?Letter=All
2. Prepare a report that describes the important elements of the industry and how
business to business marketing opportunities exist in the chosen industry. Then, you will
be required to identify and analyze one business to business marketing opportunity in
UAE. Your analysis should include the existing players of the chosen b to b opportunity,
nature of competition and customers and demand. Finally, you will be required to
develop a marketing plan for a new company.
3. Your analysis should use the concepts developed during the course where
appropriate.
4. The write-up should not exceed 10 pages excluding appendices (as per the same
format suggested for case write-up).
5. Before making presentation, you should submit your slides.
Identify one small b2b relation, may take small company, assume ourselves to be
a vendor of a company. Identify the b2b opportunities, benefits, break even
analysis,
4th week topic and brief, 7th week review report, 14th week project report ppt

Newsbytes Assignment

You will be required to find a recent article or news item (less than 3 months old)
published in newspaper or business magazine about business marketing preferably in
middle east region and produce a one page summary (Times New Roman, Font 12,
single space) that relates with the topics discussed in the class. This assignment is due
for each class from class 2 to 11 (10 essays). This is an individual assignment and in
each class any three students will be asked to present their assignment. The summary
should contain the following (use them as headers):

Date and source

Headline
Companies involved
Business-to-Business marketing Issue
How did they deal with it, or how are they planning to deal with it?
 Your opinion