T.A.

PAI MANAGEMENT INSTITUTE (TAPMI), MANIPAL

BUSINESS-TO-BUSINESS MARKETING
Programme: PGDM
Batch: 2020-2022
Term: 5
Course Name: Business-to-Business Marketing – MKT 6002
Credits: 3 (30 Hours)
Course Instructors: Dr. Prashant V Yatgiri (Core) / Prof. Vinod Madhavan (VF)

PART 1
INTRODUCTION
Business Markets are much larger than the consumer markets and includes commercial
enterprises, not for profit organizations, government, and other institutions. Business
Markets have a key role in wealth creation for the country. It is important for business
leaders to have a thorough understanding and knowledge of the way business markets
operate. Marketers addressing the business market need to possess high achievement
orientation, and in-depth knowledge of the supplier-client interdependence in the business
world. They also should be able to appreciate the diversity in the cultures of various clients.
Managing business relations with utmost sensitivity to ethical practices in several areas of
business is a major challenge one must face. In this course, students examine the
importance as well as the impact of marketing products and services to other businesses
and organizations in the economy, the unique nature of business customer's needs, and the
different marketing strategies that needs to be designed to meet such unique needs. 

COURSE OBJECTIVES (CO)

1. To expose the students to various features of business markets and the way they
impact the marketing function.
2. To understand the framework and practices in business to business markets w.r.t.
decision making process and use of marketing mix elements for development of a B2B
corporate strategy.

3. To expose students to broad concepts of working with and marketing for business to
business companies.

1
COURSE LEARNING OUTCOMES (CLO)
Upon completion of this course, the students will be able to
CLO 1: Apply business marketing techniques in managerial decision making to solve
organaizational problems (PLG 2)
CLO 2: Demonstrate ability to prepare comprehensive competitive bids in the context of
business markets (PLG 1)

COURSE CONTENT
 Dimensions and Environment of Business Marketing, Derived Demand concept
 Business Buying Process and Buyer Behavior, Segmenting Business Markets
 Business Marketing Mix Elements – Product, Price, Place & Promotion
 Understanding of important concepts and process of developing bids in B2B markets

PRESCRIBED TEXT BOOK

Michael Hutt, Dheeraj Sharma and Thomas Speh, B2B Marketing – A South Asian
Perspective, Eleventh Edition, Cengage Learning

OTHER READINGS AND REFERENCES

1. Reeder, Brierty & Reeder, Industrial Marketing – Analysis Planning & Control,
2nd Edition - PHI, India.

2. Ghosh P K, Industrial Marketing, Oxford Higher Education

3. Sarin Sharad, Business Marketing – Concepts & Cases, McGraw Hill Publication

POLICY ON PLAGIARISM:
Plagiarism of any kind and to any extent would attract penalties. The assessment would be
‘zero’ for the particular component, with no further opportunity to improve. Repetition of
the offence would result in failure in the course.

2
ASSESSMENT SCHEME AND WEIGHTAGE:

(a) END-TERM

Weightage Duration
Evaluation Open/Closed Book CLO Tested
(%) (in minutes)

End-Term 40 120 Closed Book -

(b) OTHER ASSESSMENTS

Evaluation Unit of
S. No. Weight Time CLO
type Evaluation

Announced quiz after

1 Quiz (2 Nos.) Individual 15% -
sessions 16 & 24

2 Project Group 15% After Session 26 -

3 Bid Submission Individual 10% Session 25 CLO 2

At the end of sessions

4 Case Submissions Group 10% -
8, 11,14, & 21

Direct or Indirect
5 Individual 10% Session 19 CLO 1
Assignment

3
 PART 2: SESSION PLAN

Readings Additional
Session Topic(s) Pedagogy from Text Readings
book

Course Overview
1 Lecture Chap-1 -
Introduction to Business Marketing

2&3 Classification of Goods and Customers in B2B Lecture Chap-1 -

Markets

4 Derived Demand in B2B Markets Lecture Chap-1 -

Organizational Buying Behavior and Buying How Women

5&6 Lecture Chap-2
Process Decide

Case 1: Boise Automation Canada Ltd.: The Last

7&8 Case Discussion
Order at Northern Paper

Lecture & Segmenting

9 Segmenting Business Markets Chap-4 Customers in
Discussions
Mature Industrial
B2B Markets: Markets : An
10 Lecture -
Purchase Perspectives, Vendor Development

Managing Products and Brand Building in B2B -

Lecture Chap-7
11 Markets

12 & 13 Case 2: Dominion Motors & Controls Case Discussion

New Product Development & Innovation in B2B

14 Lecture Chap-8 -
Markets
Case 3: Pintura Corporation – The Lena Launch
15 & 16 Case Discussion
Decision

QUIZ 1 (WT-7.5%)

17 Managing Services for Business Markets Lecture Chap-9 -

4
 Readings Additional
Session Topic(s) Pedagogy from Text Readings
book

18 Managing Business Marketing Channels Lecture Chap-10 -

19 Direct or Indirect Assignment Breakout Session

20 Pricing Strategies for Business Markets Lecture Chap-12 -

21 & 22 Case 4: SafeBlend Fracturing Case Discussion

23 & 24 Lecture &

Bidding Process in B2B Markets Chap-12 -
Discussion

QUIZ 2 (WT-7.5%)

25 Bidding Exercise Breakout Session

Lecture & Chaps- 13

26 Managing Promotions in Business Markets Case & 14
(SOSLP)

27 – 30 Project Presentations & Discussions followed by

Course Recap

5
 PLG MAPPING FOR THE COURSE

Addressed
CLO
PLG# Programme Level Learning Goal by Course?
No.
(Yes / No)
Application of Fundamentals
PLG1 Traits: Demonstrate application of functional / conceptual knowledge Yes   CLO 2
to business situations
Problem Identification and Solution
PLG2 Traits: Demonstrate ability to identify a problem, critically assess Yes CLO 1
various alternatives and suggest appropriate solution

Integrative Thinking
Traits: Demonstrate ability to identify inter-linkages among functional
PLG3 No NA
areas within an enterprise and assess the impact of external
environment on its performance

Effective Communication
PLG4 No  NA
Traits: Demonstrate proficiency in Oral and Written Communication
Ethical Responsibility
PLG5 Traits: Demonstrate awareness and assess impact of ethical behavior No NA
on business
Leadership
PLG6 Traits: Demonstrate capability to take leadership role in a business No NA
situation

PART 3: SUPPLEMENTARY INFORMATION

Not applicable

Faculty: Prof. Prashant V Yatgiri Endorsed by: ___________________________

Signature & Date: ______________________ Signature & Date: ________________________

Faculty: Prof. Vinod Madhavan

Signature & Date: ______________________