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B2B PGP Course Outline 2018
B2B PGP Course Outline 2018
Course Outline
Course Objectives
The objective of the course is to introduce the participants with the following aspects of
business-to-business (B2B) marketing:
1. Business marketing environment and different factors governing the same
along with characteristics of customers, products and services,
2. Organizational buying behavior and decision-making process including
insights on customer relationship management,
3. Segmentation and targeting in business markets,
4. Strategic issues in B2B marketing, key account management and branding,
5. Managing different marketing functions in B2Bcontext,
6. Electronic commerce in B2B marketing, and
7. Emerging role of social media in B2B marketing.
Pedagogy
The pedagogy will consist of discussion on concepts and cases including case analysis
presentations on the same. All participants are expected to prepare themselves for the
cases and readings provided for the sessions.
Evaluation Scheme
1
Brief Outline
References
Text:
1. B2B Marketing, A South-Asian Perspective by Hutt, Sharma, and Speh, 11e.
2. Business Marketing - Concepts and cases by Sharad Sarin, seventh reprint 2017.
Special Instructions
Please read and prepare well in advance for case presentation & discussion in the class.
Case for each session is indicated in the Session Plan. `
Session Plan
Session Topic and Sub-topics Reference (Book chapter / Case / Exercise /
No. Page numbers from the Assignment
book/Additional readings)
MODULE I: Overview of B2B Marketing
1 Basics of B2B Chapter 1 from the text B2B
Marketing Marketing
Reading:
Objective: To understand 1. Rangan, V. K., &
the basics of B2B Isaacson, B. (1994).
marketing with a What is industrial
discussion on similarities marketing?. Harvard
and differences between
Business School, 9-
B2B and B2C Marketing. 592-012.
2. Sarin, S. (2012). My
years with B2B
marketing in India:
reflections and
learnings from a
journey of 40 years.
Journal of Business &
Industrial Marketing,
27(3), 160-168.
2
2-3 Organizational Buying Chapter 2 & 3 from the text Case:
Behavior and B2B Marketing
Relationship Corey, E.R. (1992).
Management Reading:
Dominion Motors &
Objective: To understand 1. Bonoma, T. V. (2006). Controls, Ltd., HBS
the decision-making Major Sales-Who No. 9-589-115.
process applied by Really Does the Boston, MA: Harvard
organizational buyers, Buying?. Harvard Business School
factors affecting the
Business Review, Publishing.
buying behavior and R0607P.
buyer-seller relation in 2. Corey, E.R. (1989).
B2B context. Industrial buying
behaviour. Harvard
Business School, 9-582-
117
MODULE II: Key Strategic Issues B2B Marketing
4-5 Segmentation in Chapter 4 from the text B2B Case:
Business Market and Marketing
Assessment of its Quelch, J. A., &
Potential Reading: Hartman, K. B. (2017).
Pintura Corporation:
Objective: To understand Shapiro, B. P., & Thomas, V. The Lena Launch
the segmentation process B. (1984). How to segment Decision, HBS No. 9-
in B2Bmarketing and industrial markets. Harvard 917-523. Boston, MA:
assessment of its Business School. 84312 Harvard Business
potential. School Publishing.
3
8–9 Strategic Perspective Chapter 5 & 6 from the text Case: Cespedes, F.V.,
and Global Aspects in B2B Marketing & Bell, M. (1995).
B2B Marketing Dendrite International,
Reading: Corey, E.R. (1996). HBS No. 9-594048.
Objective: To understand Industrial Marketing Strategy - Boston, MA: Harvard
the strategic issues in An Overview, Harvard Business School
B2B marketing context Business School, 589102. Publishing.
including a perspective
on factors affecting
global business.
11 Managing Industrial Chapter 9 from the text B2B Case: Frei, F.X.,
Services Marketing Edmondson, E.C., &
Hajim, C. (2007). Dell
Objective: To understand Computers (A): Field
Reading: Reinartz, W., &
services in B2B Service for Corporate
Ulaga, W. (2008). How to Sell
marketing context. Clients, HBS No. 9-
Services More Profitably.
603-067. Boston, MA:
Harvard Business Review, Harvard Business
R0805F. School Publishing.
12 Pricing in B2B Chapter 12 from the text B2B Case: Shapiro, B.P., &
Marketing Marketing Sherman, J.J. (1985).
Cumberland Metal
Objective: To understand
Reading: Corey, E.R. (1990). Industries: Engineered
the role of pricing as well
Note on Pricing Strategies for Products Division,
as type of pricing suitable
Industrial Products, Harvard HBS No. 9-580- 104.
for different requirements
Business School, 582124. Boston, MA: Harvard
in a B2Bmarketing
Business School
context.
Publishing.
13 Managing Channels in Chapter 11 from the text B2B Case: Cespedes, F.V.,
B2B Marketing Marketing & Zalosh, A. (2014).
FormPrint Ortho 500,
Objective: To understand
Readings: Corey, E.R. (1989). HBS No. 9-915535.
and design channels in
4
B2B marketing context. Industrial Distribution Boston, MA: Harvard
Systems, Harvard Business Business School
School, 9-58-101. Publishing.
14 Marketing Sales Chapter 14 from the text B2B Case: Cespedes, F.V.,
Function in B2B Marketing & Preble M.G. (2016).
Marketing DoubleDutch. HBS
Reading: Steenburgh, T. No. 815-044
Objective: To understand
(2006). Personal Selling and
and manage personal
Sales Management, Harvard
selling in B2Bcontext.
Business School, 507039.
15-16 Objective: To understand the marketing strategy formulation and its execution in
business-to-business marketing.
MODULE V: Emerging Trends in B2B Marketing
18 Social Media in B2B Reading: Andersson, S., & Case: Katona, Z., &
Marketing Wikström, N. (2017). Why and Sarvary, M. (2014).
how are social media used in a Maersk Line: B2B
Objective: To understand B2B context, and which Social Media - "It's
the emerging role of stakeholders are Communication, Not
social media in business- involved?. Journal of Business Marketing", Berkeley-
to-business marketing. & Industrial Marketing, 32(8), Haas Case Series ID:
1098-1108. B 5779
5
Table of Contents
Sl. No. Reading/ Reading / Case Title Session
Case No. No.
1 R1 Rangan, V. K., & Isaacson, B. (1994). What is 1
industrial marketing?. Harvard
Business School,
9-592-012.
2 R2 Sarin, S. (2012). My years with B2B marketing in 1
India: reflections and
learnings from a journey of
40 years. Journal of Business & Industrial
Marketing, 27(3), 160-168.
3 R3 Bonoma, T. V. (2006). Major Sales-Who Really 2&3
Does the Buying?. Harvard
Business Review,
R0607P.
4 R4 Corey, E.R. (1989). Industrial buying behaviour. 2&3
Harvard Business School, 9-582-117
5 R5 Shapiro, B. P., & Thomas, V. B. (1984). How to 4&5
segment industrial markets. Harvard Business
School. 84312
6 R6 Muylle, S., Dawar, N., & Rangarajan, D. (2012). 6
B2B brand architecture, California Management
Review, CMR502.
7 R7 Cesdes, F.V. (1989). Managing Major Accounts, 7
Harvard Business School, 9-590-046.
8 R8 Corey, E.R. (1996). Industrial Marketing Strategy - 8&9
An Overview, Harvard Business School, 589102.
9 R9 Griffin, A. (2002). Product development cycle time 10
for business-to-business products. Industrial
Marketing Management, 31(4), 291-304.
10 R10 Reinartz, W., & Ulaga, W. (2008). How to Sell 11
Services More Profitably. Harvard Business
Review, R0805F.
11 R11 Corey, E.R. (1990). Note on Pricing Strategies for 12
Industrial Products, Harvard Business School,
582124.
12 R12 Corey, E.R. (1989). Industrial Distribution 13
Systems, Harvard Business School, 9-58-101.
13 R13 Steenburgh, T. (2006). Personal Selling and Sales 14
Management, Harvard Business School, 507039.
14 R14 Pfeifer; Kaplan, S., & Sawhney, M. (2000). E- 17
hubs: the new B2B marketplaces. Harvard business
review, 78(3), 97-106. R00306
15 R15 Andersson, S., & Wikström, N. (2017). Why and 18
how are social media used in a B2B context, and
which stakeholders are involved?. Journal of
Business & Industrial Marketing, 32(8), 1098-
1108.
6
16 C1 Corey, E.R. (1992). Dominion Motors & Controls, 2&3
Ltd., HBS No. 9-589-115. Boston, MA: Harvard
Business School Publishing.
17 C2 Quelch, J. A., & Hartman, K. B. (2017). Pintura 4&5
Corporation: The Lena Launch Decision, HBS No.
9-917-523. Boston, MA: Harvard Business School
Publishing.
18 C3 Keinan, A. (2010). Communispace. Harvard 6
Business School. 510018
19 C4 To be communicated 7
20 C5 Cespedes, F.V., & Bell, M. (1995). Dendrite 8&9
International, HBS No. 9-594048. Boston, MA:
Harvard Business School Publishing.
21 C6 Quelch, John A. (1991). Loctite Corporation: 10
Industrial Products Group, HBS No. 9-581-066,
Boston, MA: Harvard Business School Publishing.
22 C7 Case: Frei, F.X., Edmondson, E.C., & Hajim, C. 11
(2007). Dell Computers (A): Field Service for
Corporate Clients, HBS No. 9-603-067. Boston,
MA: Harvard Business School Publishing.
23 C8 Shapiro, B.P., & Sherman, J.J. (1985). Cumberland 12
Metal Industries: Engineered Products Division,
HBS No. 9-580- 104. Boston, MA: Harvard
Business School Publishing.
24 C9 Cespedes, F.V., & Zalosh, A. (2014). FormPrint 13
Ortho 500, HBS No. 9-915535. Boston, MA:
Harvard Business School Publishing.
25 C10 Cespedes, F.V., & Preble M.G. (2016). 14
DoubleDutch. HBS No. 815-044
26 C11 Narayandas, D. (2007). Arrow Electronics, Inc. 17
HBS No. 9-598-022. Boston, MA: Harvard
Business School Publishing.
27 C12 Katona, Z., & Sarvary, M. (2014). Maersk Line: 18
B2B Social Media - "It's Communication, Not
Marketing", Berkeley-Haas Case Series ID: B 5779
Note: ‘R’ and ‘C’ in the second column stand for ‘Reading’ and ‘Case’ respectively.
7
Details of Group Project:
All participants in groups will explore a B2B marketing problem for their respective
projects. The participants in the groups would look for an interesting problem by
exploring the relevant primary or secondary sources. Specifically, the groups will
look at a B2B marketing problem faced by any firm in any industry. The groups will
work on their respective projects by including:
Important Note:
The participants are expected to use the learning obtained during the sessions. Each
group will submit a written report of 10-12 pages on the project done. The report
should mention the sources used for doing the project. The format for submission to
should Word document with Font size 12, Times new roman, line spacing 1.5, and
margins 2.54 cm from all sides.