IBS Hyderabad

Academic Year – 2021-22

Course Handout
Course Name: Business to Business Marketing (B2B Marketing)
No. of Sessions: 33 Credit: 3 Course Code- SHMM603

Faculty Name: Dr. Shiv Ratan Agrawal

Room No: E-014 (Cellar) Dept. of Marketing and Strategy
Email: drshivratanagrawal@ibsindia.org

Course Description:
Students examine the importance and 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 can be employed to meet those needs. Topics include exploring business
markets and business marketing; creating value for business customers; designing product and
channel strategies; establishing strong communications; building strong sales and pricing, and
managing programs and customers.

Course Objectives:
At the end of the course, students are expected to……
• Discuss managerial skills and competencies required for industrial marketing
• Describe an analytical framework for analyzing the Industrial Marketing environment in
which the Marketers operate and strategies/ challenges thereof.
• Discuss Industrial Market segmentation, targeting, and positioning
• Discuss the importance of leadership, sales orientation, and formulating different marketing
mix strategies for national and international contexts.
• Deliver effective written presentations.
• To discuss the importance and use of digital and technical tools for effective decision
making in the domain of Business to Business marketing.

Learning Outcomes:
● Demonstrate skills and knowledge required in industrial marketing
● Demonstrate decision-making skills necessary for successful Business to Business
Marketing
● Apply industrial marketing concepts & theories to Business-to-business marketing
problems.
● Develop, execute and evaluate the organizational buying behavior, and market analysis
● Identify and implement strategies for success in the Business-to-business market in national
and international contexts.
● Understand various digital tools and techniques used by marketers for effective decision
making in the domain of Business to Business marketing
Text Book
● Business to Business Marketing: A South –Asian Perspective by Michael D.Hutt, Dheeraj
Sharma and Thomas W.Speh, CENGAGE Learning
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Suggested Reference Books:

● Industrial Marketing Analysis, Planning and Control by
Robert.R.Reeder, Edward.G.Briety&Betty.H.Reder, Prentice-Hall of India
Pvt. Ltd, NewDelhi.
● Business-to-Business Marketing: Relationships, Networks, and Strategies, Nick Ellis and
Soumya Sarkar, Oxford University Press
Course Outline

Modul Session wise activity Learning Pedagogical Tools

e Outcomes & T B Reading

1 1-2: Class discussion TB Ch - 1

HBR Article (1)
TB: Introduction: Significance;
Characteristics; & Relationships.
Article-1: What is Industrial Marketing
(592012-PDF-ENG)

2 3: Class discussion: Managing TB Ch –1,2

TB: Organizational Buyer Behaviour: Relationships in HBR Case (1)
Types of buyers; Decision Making; Business HBR Article (1)
Influences on DM. Marketing.
Article-2: Industrial Buyer Behavior Decision-making
(582117-PDF-ENG) process
4: Case-1 discussion: Ring Medical (589046-
PDF-ENG)
3 5-6: Class Discussion Positioning &
TB: Segmenting the Business Market and repositioning;
Estimating Segment Demand.
Branding for B2B markets. Financial TB Chs – 4,7
Article-3: How to segment industrial markets implications of HBR Case(1)
(84312-PDF-ENG) B2B branding HBR Article (1)

7-8 Case-2 discussion: Building brand

Infosys (513003-PDF-ENG)

Session 9: Online MCQs test Assessment Goal-

Conceptual

10: Class discussion TB: Business Products Product-service

& Services: combinations;
TB Chs-8 &9
Classification; Characteristics; Managing
HBR Case(1)
New Product/service development; Services for
Business Markets.
Product Life
Cycle.
11: Case-3 discussion: Kone: The
MonoSpace Launch
in Germany (501070-PDF-ENG

4 12: Class discussion Key Components TB Ch – 12

of the price-setting HBR Cases (1)
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TB: Pricing in B2B Markets: Decision Process. HBR Article (1)

Value perceptions Product Video of
Pricing decisions; Pricing Strategies. in B2B markets; Signode
HBR Article-4:Industrial Pricing to Meet Relevance of
Consumer Needs(78609-PDF-ENG) Discounts;

13-14: Case-4 discussion: Atlantic

Computers: A Bundle of pricing options
(2078-PDF-ENG)

5 15 - 16: Class discussion TB: Linking marketing TB Ch – 13,14

B2B Marketing Communication: communication to HBR Cases (1)
Elements of Communication; IMC; channels; HBR Article (2)
Effectiveness of B2B media. Importance of
HBR Article-5: How B2B Marketers Can Trade Shows;
Get Started with Social Media (H02L2Z- Personal Selling
PDF-ENG) Function;
Impact of Social
HBR Article 6: Using Social Media in the Media in B2B
B2B context (UV2973-PDF-ENG) context.

17: Case-5 Discussion: The Social Business Activity:

Journey at IBM (ICMR: BSTR/418)
Sprout Social-
Social Media
Marketing

Session 18: Written Test Assessment Goal-

Written and
Analytical

6 19 - 20 TB: Marketing Channels & IORs: Marketing TB Chs – 10,14

Business relationships; Role of channels; Channels
Channels to Chains; Relationships; HBR Cases (2)
Personal Selling; Organizing Salesforce; KAM approaches
HBR Article-7:Turn Your Industrial HBR Articles (2)
Distributors into Partners (86207-PDF-ENG)
HBR Article-8: Industrial Selling - Beyond Channel conflict
Price and Persistence (85212-PDF-ENG) and resolving the
conflict.

21-22: Case-6 Discussion: Siebel Systems:

Anatomy of a sale Part 1,2 &3
7 23-24 Global Market TB Chapter – 6
Class discussion: Business marketing Entry options for
strategies for Global markets B2B Products and
services.
25: Class discussion: Coordination, TB Chapter – 11
Supply Chain management collaboration HBR Case (1)
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Role of supply chain management in activities

business marketing strategy performed with
partners; includes
suppliers,
intermediaries, and
third-party service
providers with
customers.
26:Case -7 Discussion: Domino’s Pizza
(512004-PDF-ENG)
27: Discussion on Ethical Dilemmas Video about
Ethical Dilemma

8 28- 29- 30: Class discussion Role of analytics

Future of B2B Marketing & in B2B decision
B2B marketing in India making.
Case 8 Discussion: Bigbelly(9-816-005- Role of
PDF-ENG) Technology in
HBR Article-9: Beyond the Exchange - The B2B.Challenges &
Future of B2B (R00614-PDF-ENG Opportunities –
abroad &
domestic. HBR Article (1)
Privacy and Data HBR Case(1)
Security.
Big Data and
Cloud Computing.
Gathering
competitive
information.

31-32-33: Project Presentation

● Session-9: Test-1 (MCQ on line). Syllabus: TB Chapters: 1,2,4& 7

● Session-18: Test-2 (Written). Syllabus: TB Chapters: 8, 9& 12.

● Session-31: (Project). Assessment Goals- Conceptual, Analytical, and Written

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 Expected slot / due Marks declaration Weightage

Number date by

Class Participation 1 Session 32 Session 33 10

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Tests 2 (MCQ- Session 9 Session 12 15

online)
3 (MCQ- Session 18 Session 21 15
online)

4 (Project) Session 31 Session 33 20

End exam At the end of the semester 40

Total 100