Course:BusinesstoBusinessMarketing

Faculty:SreeramS

Goals

In this course students will examine fundamental concepts pertaining to the Business to Business world,
including the nature of business markets, the buying process and the dynamics of organizational buying
behaviour. Additional topics will include segmentation, targeting, service, channel issues, pricing in a
business to business context, and planning. Application of these concepts will be reinforced through cases
outliningrealworldproblemsfacedbyorganisationsandapproachestoachieveworkablesolutions.

Objectives

Identify the industrial and commercial market in terms of its controllable and uncontrollable
environment;
To analyze organizational buying behavior, select target market segments, and evaluate
alternativemarketsegments.
Identifytheinfluencesthatleadtotheselectionofsuppliersforproductsandservices;
To formulate the business marketing mix: product of service, channels of distribution, pricing,
personalselling,advertising,andsalespromotions.
Identifythefactorsthataffectbusinessdecisionmaking;

Evaluationcriteria

Group

CaseAnalysisanddiscussion 15%
PaperPresentations 15%

Individual

Quizzes 20%
EndTermExamination 50%

ReferenceMaterial

PrescribedText

1. BusinessMarketing,RobertF.DwyerandJohnFTanner,McGrawHill

References
1. BusinessMarketingManagement,M.Hutt&T.Speh,Thomson,SouthWestern,EighthEdition,2004
2. BusinesstoBusinessMarketing,DanielMichel,PeterNaudeetal,PalgraveMacmillan
3. BusinessMarketing,KrishnaK.Havaldar,3
rd
Edition,McGrawHill
4. CrossingtheChasm,GeofferyA.Moore,1995,HarperCollinsPublishers
5. B2BBrandManagement,PhilipKotler
SessionPlan
(Eachsessionisfor3hours)

S.No Description
1 IntroductiontoB2BMarketing;B2BMarketingPerspective&Environment
2 OrganisationalBuyers,BuyingBehaviour
3 Thepurchasingfunction,useofthebuygrid.
4 CaseStudy
5 Buyerdecisionmodels,Buyersmakeorbuydilemmas
6 SegmentingBusinessMarkets,Targeting
7 StrategyFormulationinBusinessMarkets;
8 CaseStudy
9 Productpositioning.Researchdifferences
DevelopingandManagingProducts;
10 WhatDoCustomersWant;Managinginnovation
11 PricinginBusinessmarkets
12 Valuebasedpricingandthecompetitiveresponse
13 DevelopingandManagingRelationships;ServiceAspects;CRM
14 CaseStudy
15 GuestSession
16 MarketingCommunicationPlanninginB2BMarketing
17 GuestSession
18 B2BBrandManagement
19 CaseStudy
20 BusinessMarketingChannelsandSalesManagement
B2BEcommerce

PreparedbyFaculty RecommendedbyAreaChairperson/ProgChairperson

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ApprovedByDeanSBM

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