Course Handout Course Name: B2B MARKETING Semester: III Faculty Name: Shailendra Singh Bisht Room No: 115 Wing No: C Mobile No: 9014186419 Email: shailendrabisht@ibsindia.org Course Objective: This course is designed to Help the student appreciate the nature of industrial Marketing and gain an understanding of Industrial markets. Allow the student to analyze the Industrial Marketing environment in which the Marketers operate and strategies/ challenges thereof. To help students to gain a deeper understanding of Industrial Buying Behavior. To enable students to appreciate segmentation, targeting and positioning is effected in industrial markets vis a vis consumer markets. To help the student gain sufficient knowledge of marketing mix strategies for different Product market segments and customer value proposition. Learning Outcomes: At the end of the course a student is expected to To understand the similarities and differences in Business to Business marketing and consumer goods marketing. Gain a deeper understanding about organizational buying behavior, market analysis To understand the approaches for effective marketing to business customers. To gain a managerial outlook of business markets. Text Book Recommended Text Book: Industrial Marketing Analysis, Planning and Control by Robert.R.Reeder, Edward.G.Briety & Betty.H.Reder, Prentice-Hall of India Pvt. Ltd, New Delhi Suggested books: 1. Business to Business Marketing Nick Ellis, Oxford Publications. 2. Business Marketing (3 rd Edition) Robert F. Dwyer, John F.Tanner ,Tata McGraw-Hill 3. B2B Marketing (Eleventh Edition) Michael D.Hutt, Dheeraj Sharma & Thomas W.Speh, CENGAGE Learning
Course Outline Session No. Topic / Area Covered Case Title with reference No- HBS Chapter Reading Key Concept covered Pedagogy 1 - 2 Overview of B2B Marketing Industrial versus Consumer Marketing differences
Introduction to Industrial Marketing Chap 1,2 & 3 The nature of Industrial Marketing Understanding Industrial Markets. Industrial Marketing environment
Lecture 3-4 Importance of Business Markets Type of Business Customers Character of Business Marketing Dimensions of Business Marketing
Ring Medical HBS Case No.9-589-046
Chap 1,2 & 3 Product Positioning, Distribution Channels, Organization issues
Case discussion 5-6 Purchasing function
Free markets online HBS Case No.9-598-109
Chap 4,5
The nature of industrial buying. Interpersonal dynamics of Industrial Buying Behavior. Types of Buying situations
Case discussion 7 Market opportunities Emotiv systems HBS Case No.9-510-050
Chap-6,7,8,9
Strategic Planning Process in IM Assessing Market Opportunities. IM Segmentation, Target Marketing and Positioning
Case discussion 8 Test-I 9 Market opportunities Emotiv systems HBS Case No.9-510-050
Chap-6,7,8,9
Same as Above Case discussion 10-11 Market Segmentation Color Kinetics HBS Case No.9-501-077
Chap -6,8 Adoption of New Technology. STP in IM Case discussion 12-13 Organisational Buying Behaviour. Sales Strategy Siebel systems HBS Case No.9- 503- 021,022 &023
Chap -4,13 Developing the Industrial sales Force
Case discussion 14-15 Formulating Product Planning
Loctite Corporation HBS Case No.9-581-006
Chap-9,10 Developing Product Strategy. Strategic Innovation and New Product Development
Case discussion 16 th
Session Test-II
17-18 Formulating Product Planning
Kone HBS Case No.9-501-070
Chap-9,10 Same as Above
Case discussion 19-20 Strategic innovation and new product development
Precise software HBS Case No.9-503-064
Chap 9,10
Go/ No Go Product Policy Multi-task Incentives Sales Force Management Issues Case discussion 21-22 Pricing Policies Signode Industries HBS Case No.9-586-059 Chap-16,17 Price Determinants, Customers, Competition and Costs. Pricing Decision Analysis
Case discussion 23 Pricing Policies Atlantic Computer Chap-16,17 Same as Above Case discussion HBS Case No. 2078
Atlas Copco (A)(B)(C) HBS Case No.9-588-004, 020, 021
Chap-11,12 Marketing Channel Participants. Marketing Logistics: Physical Distribution and Customer Service
Case discussion 28-29 Business Marketing Channels
Centra Software HBS Case No.9-502-099
Chap-11,12 Channel Conflict between direct sales and telesales. Customer Selection Account Development
Case discussion 30 Business Marketing Channels
HP Imaging Systems HBS Case No.9-593-080
Chap-11,12 Direct versus indirect channels of distribution Case discussion 31-32 Marketing Communication Planning Rohm and Haas.(A) New Product Marketing Strategy HBS Case No.9-587-055
Chap 13,14,15 Planning, Organizing and Controlling the Selling Function. Managing Advertising, Sales Promotion and Publicity.
Case discussion 33 Revision
Expectations from Students a. Students must report to the respective sessions well before the announced time. Latecomers will not be permitted to join the class after the scheduled time. If late, the attendance for that session will be marked as absent. b. Read the Case Study / material well prior to the class discussion. He/ she is also expected to read the chapter indicated in the course plan as the faculty directs. c. In the class discussion, student is expected to participate actively and contribute to individual and group learning. Evaluation is based on active participation. d. Evaluation is a continuous process at IBS. Every student needs to be aware of the timelines given in the section below. Absence from these evaluations will mean non awarding of marks in that particular component e. Wherever applicable, group assignments require each student to contribute to the group effort. This enhances group effectiveness and leads to greater appreciation of working in groups. f. Formal dressing is suggested for all students. Do not roam in the academic area/ attend classes in chappals / shorts / informal t shirts g. Students are expected to show high regard and appreciation for in class discipline and desist from using mobile phones. This disturbs the class ambience and unnecessarily diverts attention of other students as well as the faculty member. h. Each faculty has been given a scheduled consultation hour. Utilize this time to meet the faculty and clarify doubts if any, seek explanations and get mentored if needed. i. Attendance is compulsory in all sessions. However refer to guidelines in your academic handbook for exceptions.
Evaluation Timelines Keeping in line with continuous evaluation at IBS the following schedules have been drawn. Students are expected to go through the dates / sessions mentioned and prepare accordingly. Component Component Number Expected slot / due date Marks declaration by Weightage Class Participation 1 Session 11 Session 12 10 Class Participation 2 Session 22 Session 23 10 Class Participation 3 Session 30 Session 30 10 Non Class Participation 1 Session 8 Session 9 10 Non class participation 2 Session 16 Session 17 10 Non Class Participation 3 Session 24 Session 25 10 End exam At the end of the semester 40 Total 100
Performance till Midterm will be announced by end of session No. 16 in each course which means each student will know his / her performance in one CP and two NCPs. The final result will be declared after the end examinations. Before the student takes the end examination he / she will be aware of the progress in each course up to an extent of 60 marks. Students not taking the evaluation according to the timelines mentioned above will not be given another opportunity excepting in rare circumstances of extreme illness or hospitalization.
Brief profile of the Faculty Member My education and career spanning a little over one and half decade has provided me life experiences in three of the most critical areas of human development- work, education and health. As an academic and researcher in management, I have managed and disseminated research and consulting in education, healthcare and micro-finance interventions in India. My recent work has been in the areas of affordability, accessibility and acceptance in micro- finance, health care and education services marketing. Involved with volunteering work with YLTT, MRAP and other interest groups. Live with my Wife Archana and Daughter Aru in Hyderabad and occasionally Trek in Himalayas!!