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Course OutlinesCourse NameB2B MarketingProgrammeMBABatch2020-2022TermIVCredits3Course InstructorProf. Subhasis Ray + VFCourse Introduction and ObjectivesB2B marketing, also known as industrial marketing involves practices businesses use to sell their products and services to other businesses. The product/service in question can be machinery, software or even soft drinks but the way organizations buy them vary significantly from the way individual customers buy them. Though it’s not always obvious, except retailers, almost all businesses are in the B2B markets! All suppliers are B2B marketers. This course helps students understands the issue in B2B marketing along with case studies of best practices. Business school students specializing in marketing almost always deal with business customers. The course will help students understand the dynamics of B2B marketing.Course ContentThe course starts with differentiating B2B from B2C marketing. It goes on to illustrate organizational buying behaviour, customer relationship management. Moving on it touches various aspects of marketing- product and brand management, global marketing, channels, sales and distribution- in the context of B2B. A special focus on high tech industries as well as the use of Industry 4.0, IoT, AI, LinkedIN in B2B marketing.Course Learning Outcomes (CLO)After the course, students willBe able to understand the similarities and differences between consumer goods and B2B marketingBe able to understand the managerial issues in business marketingBe able to understand the strategic issues involved in developing business marketsReading and ReferencesTextbook: B2B Marketing- Hutt, Sharma and Speh, Cengage LearningPedagogy and Students WorkloadThe pedagogy will include lecture, case, and projects as well as talks by industry experts. Students are expected to attend all sessions, engage with the topic and participate in the learning process. They are expected to give 6 hours per week apart from the classes to gain from the course.Session Plan Session-Wise Topics and Reading/ReferencesSessionTopicIntended Learning OutcomeReading/Reference1The Business Marketing EnvironmentNature of B2B products and marketsShort article to be distributed in class2-3Managing Relationships in Business marketingBuying behaviorCRM strategiesMyle et al., 2019. B2B Brand Architecture, California Management Review4Assessing Market opportunitiesSegmentation in B2B MarketsKriendler & Rajguru, 2012. What B2B customers really expect, Harvard Business Review5Business Marketing Planning-Strategic Aspects of B2BChapter 5- recommended Text6Case StudyStrategic Aspects of B2BTo be distributed7B2B International MarketingGlobal Marketing issuesChapter 6- recommended text8Product Management in Business marketsDeveloping and managing productsShankar et al, 2009. A Practical Guide to Combining Products and Services. Harvard Business review9Innovation and New product developmentInnovation process and techniquesChapter 8- Recommended Text10Case StudyInnovation and product ManagementTo be distributed11B2B ServicesSelling Industrial ServicesAdamson et al., 2012. End of Solution Sales. Harvard Business Review.12B2B Marketing ChannelsDistribution of Industrial productsChapter 10- Recoomended text13Case StudySales and Distribution of Industrial ProductsTo be distributed14Supply Chain Management in B2BB2B Marketers as SuppliersColter et al., 2019. What the Future Science of B2B Sales growth Looks Like. Mckinsey Quarterly15Pricing Strategies in B2B marketsPricing B2B products and servicesDriedwonks & Paulowsky, 2019. Two ingredients for successful B2B Sales. McKinsey Quarterly.16Case StudyB2B Marketing StrategyTo be provided17Advertising and Sales PromotionB2B marketing strategyUsing Social Media in the B2B Context. Darden Business Publishing18Personal SellingB2B markePink, 2012. A Radical Prescription for Sales. Harvard Business Review.19Marketing Performance MeasurementManaging the marketing function in B2B marketsChapter 15- recommended text20Project PresentationAssessment Scheme Please link the assessment components with the leaning outcomes as per the MoP. Find an example below for ponentWeightage (%)Assessment of Course Learning Outcome(s) (CLO)Quiz10%ClO2Project50%CLO1CLO2End term40%ClO1, 2 and 3Academic Discipline and IntegrityStudents are expected to come to class on time and be present throughout the class. Late coming will award no attendance and sometimes barring from the class. Any plagiarism beyond 20% found in the submission (including reproduction from books, online sources, journals or from peers) will lead to award of zero marks for that component. There will be no make-up test/ assignmentMapping Course Leaning Outcomes (CLO) with the Program Learning Goals (PLG)PLG#Program Learning GoalTraitAddressed by CourseYesNoPLG1Functional and Business SkillsThe students will demonstrate understanding of elements of all functional areasYesPLG2Analytical SkillsThe students will use analytical techniques to identify a business problem, and suggest a solutionYesPLG3Collaboration and teamwork attributesThe students will exhibit voluntary cooperation and effective teamwork in a group settingYesPLG4Ethical responsibilityThe students will understand the ethical complexities of conducting business. The students will adopt techniques in scenarios involving ethical dilemma and offer resolutionYesPLG5CommunicationThe students will produce reasonably good quality business documents. The students will become effective and confident communicatorsYes ................
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