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  • B2B Marketing Course Overview

    Transféré par

    Manoj Kumar
    18 vues8 pages
    This document outlines the course structure, content, administration, and schedule for a specialized Business-to-Business Marketing course at IIM Ranchi. The course will cover perspectives on B2B marketing including buyer behavior, strategy, market sensing, programs, and relationships. Students will assess a real B2B firm through a project and presentation. Coursework includes discussions, examples, cases, and a quiz. Students will be assessed through an end-term exam, quiz, project, and class participation. The class schedule lists the session topics to be covered over several Saturdays and Sundays, along with associated readings.

    Description originale:

    b2b module

    Titre original

    B2B - introsession

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    This document outlines the course structure, content, administration, and schedule for a specialized Business-to-Business Marketing course at IIM Ranchi. The course will cover perspectives on B2B marketing including buyer behavior, strategy, market sensing, programs, and relationships. Students will assess a real B2B firm through a project and presentation. Coursework includes discussions, examples, cases, and a quiz. Students will be assessed through an end-term exam, quiz, project, and class participation. The class schedule lists the session topics to be covered over several Saturdays and Sundays, along with associated readings.

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    © All Rights Reserved
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    18 vues8 pages

    B2B Marketing Course Overview

    Transféré par

    Manoj Kumar
    This document outlines the course structure, content, administration, and schedule for a specialized Business-to-Business Marketing course at IIM Ranchi. The course will cover perspectives on B2B marketing including buyer behavior, strategy, market sensing, programs, and relationships. Students will assess a real B2B firm through a project and presentation. Coursework includes discussions, examples, cases, and a quiz. Students will be assessed through an end-term exam, quiz, project, and class participation. The class schedule lists the session topics to be covered over several Saturdays and Sundays, along with associated readings.

    Droits d'auteur :

    © All Rights Reserved
    Téléchargez comme PPTX, PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 8

    B2B Marketing

    Soumya Sarkar
    IIM Ranchi
    PGEXP 2014-16
    Term V

    Course Structure
    Specialised course on Business-tobusiness Marketing
    Perspectives:
    Overview
    Buyer behaviour
    Strategy
    Market sensing
    Marketing programmes
    Relationships
    IIM Ranchi PGEXP 2014-16

    Content & Process


    In-depth discussions on B2B
    marketing issues
    Dialogue
    Examples
    Applications
    Cases

    Queries & feedback formal and


    informal
    IIM Ranchi PGEXP 2014-16

    Course Administration
    Assessment
    End-term: 40%
    Open resources

    Quiz (in-class): 25%


    Closed book

    Project: 25%
    Presentation on last class

    Class participation: 10%

    IIM Ranchi PGEXP 2014-16

    Project
    Select any B2B firm
    Explore and assess how the firm carries
    out

    Market sensing
    Marketing communications
    Relationships management
    Purchasing

    IIM Ranchi PGDM 2014-16

    Presentation Features
    Use all available sources
    marketing/sales/strategic personnel
    All sources to be acknowledged in the
    presentation and report
    Time: 10 mins

    IIM Ranchi PGDM 2014-16

    Class Schedule
    Date

    20
    Feb

    Da
    y
    Sat

    Sessio Topic of discussion


    n
    Perspective of B2B
    1
    Marketing
    2
    3

    21
    Feb

    Su
    n

    4
    5
    6

    5 Mar

    6 Mar

    12
    Mar

    Sat

    Su
    n

    7
    8
    9
    10
    11

    Sat
    12
    13

    9 Apr

    Sat

    Organisational Buying
    Behaviour
    Relationships &
    Networks
    Segmentation &
    Positioning
    Product Management
    Services Management
    Channel Management
    Integrated Marketing
    Communications
    Personal Selling & Key
    Account Management

    14

    Pricing

    15

    Presentations

    Reading
    Chapter 1

    Chapter 2
    Major Sales: Who Really Does the Buying (Bonoma)

    Chapter 3
    Integrated Model of Buyer-Seller Relationships (Wilson)

    Case: Bose Corp: JIT II (A)


    Chapter 6 (Section 6.4, and 6.5) & Chapter 7

    How to Segment Industrial Markets (Shapiro & Bonoma)

    Chapter 8
    Case: Ingersoll-Rand (India) Ltd.
    Chapter 9
    Chapter 4
    Chapter 11

    Case: Phillips Foods

    Chapter 12
    Ending the war between sales and marketing (Kotler,
    Rackham & Krishnaswamy)

    Chapter 10
    Intraorganizational influences on business-to-business
    pricing strategies (Lancioni, Schau & Smith)

    IIM Ranchi PGEXP 2014-16

    QUESTIONS?

    IIM Ranchi PGEXP 2014-16

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