FORE School of Management, New DelhiCourse Outline

Programme: PGDM (FMG-23/IMG-8)Name of the Course: Business-to-Business Marketing Credit: 1+1Term : 5 Academic Year: 2015-2016Faculty: Prof. Divesh Kumar - DK divesh@fsm.ac.in, 9761662211 Prof. A Talapatra - AT (VF) alek@deft.net.in, 9899300334,

Introduction:

Businesses selling to other businesses constitute the majority of the transactions in the real life since apart from the final transaction (which is the only business to consumer dealing), rest all are business-to-business transactions in any value chain. However, most of the marketing courses taught in any B-school are heavily focused on B2C marketing. So much so, that most of the students try to apply their B2C ideas even to tackle B2B situations; this never works. This course has been designed to impart to the students, the right knowledge about the unique challenges which are faced in marketing of goods and services to business customers. Additionally, the course gives specific focus on organizational purchase behavior, processes of purchase adopted by various organizations, the increasing role of e-commerce in B2B and the criticality of Government as a customer.

Course Objectives: To conceptualize and understand the difference between business-to-business markets

and consumer markets. To adapt the market planning process for business-to-business markets To understand the purchasing orientations of various customer firms To develop the marketing strategies for any firm for its B2B or B2G dealings To apply the concepts like project selling and personal selling in a B2B context To become aware of various technological B2B platforms available on the internet and

how the firms can leverage them

Text Book: B2B Marketing : A South-Asian Perspective (Eleventh Edition) by Michael D. Hutt,

Dheeraj Sharma, Thomas W. Speh, Cengage Learning, New Delhi (2014)

Reference Book: Business Marketing by Krishna K Havaldar (Third edition), The McGraw-Hill, New

Delhi (2010) Business to Business Marketing by Nick Ellis and Soumya Sarkar, Oxford University

Press, New Delhi (2015)

Pedagogy: Lectures and participative discussions In-class discussion on case studies Role play

Group project and assignments

The course is based on a participatory approach, as you are encouraged to actively engage in group discussions. Readings will factor heavily in course content and you are expected to analyze assigned cases, read the assigned readings, attend class, take lecture notes, and contribute to work group and discussions.

Class Room Assignments:

Deadlines for submission of assignment/case analysis will be strictly followed without exception. You will work on a final term project in self-selected teams of 6 each.

Evaluation Component and weightage:

Heading weightCase analysis (AT) 20%Quiz (DK) 10%Quiz (AT) 10%Group Assignment (DK) 10%Class Participation (DK) 10%End term Examination (DK + AT) (20% + 20%)

Total 100 Marks

Session Plan:Session Topic Reading

1 (AT) Introduction to B2B Text Book, Ch- 1Article – The invisible hand

of business marketing2 (AT) Role & scope of B2B marketing Text Book, Ch- 1

Case: Solex (A)3-4 (DK) Organizational Buying Behavior Text Book, Ch.-25-6 (DK) Market Sensing and STP Text Book, Ch -47 -8 (AT) Project Marketing Text Book, Ch.-2

Hand-out9 (AT) Managing Products :

Core Competencies, Product Strategy, Brand Building

Text Book, Ch.-7

10 (DK) Managing Services: Characteristics, Marketing Mix, Pricing Services

Text book, Ch. – 9

11 (DK) Pricing in B2B marketing, Creating customer value Text book, Ch. – 12

12-13 (AT)

Innovation:Push & Pull, Stages, NPD Process, Induced & Autonomous

Text book, Ch. – 8 + Articles:

1.Four Phases of Innovation 2. Assessing Technology Risk

– A Case Study14 (DK) Personnel Selling Text Book, Ch.-14

15 (DK) Channel Management and Online Platforms in B2B Text Book, Ch.-10

16 (DK) Tendering, e-bidding, Case: Computron

17 (DK) Managing Promotions in B2B Text Book, Ch.-13

18 (AT) B2G, Key Account Management, Sales tools for SAM

Text Book, Ch.-3, 14

19-20 (AT)

Group Presentations for Cases