LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT, DELHI LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT, DELHI
Two Year Full Time Post Graduate Diploma in Management Two Year Full Time Post Graduate Diploma in Management
Trimester-IV Trimester-IV Course Code
Course Code: 124208: 124208 Course Title: Business to Business MarketingCourse Title: Business to Business Marketing Academic Session: 2016-17
Academic Session: 2016-17 Instructors: Dr. Praveen Gupta & Dr. Vikas MehraInstructors: Dr. Praveen Gupta & Dr. Vikas Mehra COURSE OBJECTIVE
COURSE OBJECTIVE::
B2B Marketing has grown both in terms of depth & width in last one decade and has grown beyond the B2B Marketing has grown both in terms of depth & width in last one decade and has grown beyond the erstwhile Industrial Marketing. The entire range of Financial, Banking, Airlines, Insurance, Advertising, erstwhile Industrial Marketing. The entire range of Financial, Banking, Airlines, Insurance, Advertising, Consulting, Security services, Customer Service, Hotels, Hospitals, Travel fall within B2B Marketing. Consulting, Security services, Customer Service, Hotels, Hospitals, Travel fall within B2B Marketing. There are some unique characteristics in Business markets that demand special attention. These days There are some unique characteristics in Business markets that demand special attention. These days Business
Business Managers Managers are are continuously continuously challenged challenged by by the the forces forces that that affect affect business business demand, demand, thethe composition of business markets, the nature of b
composition of business markets, the nature of business buyers and their buying behavior. usiness buyers and their buying behavior. This course givesThis course gives an
an opportunity to thopportunity to the students e students to into integrate the ltegrate the learning fearning from rom various marketivarious marketing and ng and strategy courses strategy courses andand apply them in the context o
apply them in the context of Business-to-Business Marketinf Business-to-Business Marketingg Learning Outcomes:
Learning Outcomes:
Understanding contrast between Consumer Marketing and Business MarketingUnderstanding contrast between Consumer Marketing and Business Marketing
Different kind of situations for B2B and Organisational BuyingDifferent kind of situations for B2B and Organisational Buying
Organisation Buying BehaviourOrganisation Buying Behaviour
Marketing Skills for B2B MarketingMarketing Skills for B2B Marketing
Difference in channels in B2BDifference in channels in B2B
B2B BrandingB2B Branding
Future ChallengesFuture Challenges COURSE CONTENTS: COURSE CONTENTS: Module Module No. No. Session Session No./s No./s
Topic & Reading/s Topic & Reading/s
I 1-2
I 1-2 Dimensions of Business Marketing, Nature of Business Marketing,Dimensions of Business Marketing, Nature of Business Marketing, Business
Business Marketing Marketing Vs. Vs. Consumer Consumer Marketing - Marketing - Derived Derived Demand,Demand, Complexity, A Rationale for Relationship Marketing, Market Structure, Complexity, A Rationale for Relationship Marketing, Market Structure, International Considerations , Economics of Business Demand, The International Considerations , Economics of Business Demand, The resellers market ,Trends and Changes in Business Marketing, resellers market ,Trends and Changes in Business Marketing, Understanding Business markets, Types of Organizational Customers, Understanding Business markets, Types of Organizational Customers, Classifying Business Products, Organizational Procurement Classifying Business Products, Organizational Procurement Characteristics, Development of Marketing in 21
Characteristics, Development of Marketing in 21stst century; evolution of century; evolution of automated
automated buying sysbuying systems intems into network-driven to network-driven supply/demand chains;supply/demand chains; globalisation of B2B markets. Scope & Scale of B2B Marketing. globalisation of B2B markets. Scope & Scale of B2B Marketing. Growing role of Service Industry in terms of impact, size & reach.
Growing role of Service Industry in terms of impact, size & reach.
Readings Readings
1) 1) Text Book :Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications
2) Business Marketing Management: B2B, 11th Edition ,Michael D. Hutt -,Sharma ,Thomas W. Speh – Cengage Publication
Article : 1) Customer Value Propositions in Business Markets by Anderson, Narus, Rossum: Harvard Business Review-March 2006
2) Customer Segmentation in Business to Business Markets: Joshua Stein, Robert E Spekman , University of Virginia, Darden Business Publishing: March 2011
Cases : 1. Alphatech India Limited :B2B Customer Retention: ISB
II 3-5 Organisation Buying & buyer’s behavior , The Nature of Business Buying, Organizational Buying Activity, Purchasing contribution to the firm, Buy Grid, Buying Models and Buying Center Concept, Influencers and Decision Makers,
Jagdish Sheth Model of Industrial Buyer behaviour Readings
1) Text Book : Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications
2)Business Marketing Management: B2B, 11th Edition, Michael D. Hutt, Sharma ,Thomas W. Speh – Cengage Publication
3)Business Market Management(B2B): Understanding, Creating & Delivering Value by Anderson, Narus, Das Narayandas, Sheshadri, 3rd Edition, Pearson
Cases : 2) Infosys Technologies Limited: Growing Share of a Customer’s Business- Narus & Sheshadri : IIMB:2006
3) Dell’s Move from B2C to B2B- Text Book by Hutt, Sharma & Speh: Page 405 Distribution of Group Assignment by the end of Session 3
III 6-7 Conflict Resolution in Decision Making, Value Selection ,Vendor Analysis, Vendor Development, Recent Trends in Purchasing, Single Source buying, Vendor Management
Readings 1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications
2) Business Marketing Management: B2B, 11th Edition,Michael D. Hutt , Sharma ,Thomas W. Speh – Cengage Publication
3)Business Market Management(B2B): Understanding, Creating & Delivering Value by Anderson, Narus, Das Narayandas, Sheshadri, 3rd Edition, Pearson
Article 3) Involving Suppliers in New Product Development : Hanfield et al. California Review Management, Fall 1999, 42(1)
IV 8-9 Market Analysis & Planning,Use of Marketing Decision Support Systems, Competitive Analysis, Forecasting markets, Strategic Marketing-Concentrated Market and Niche Market, Customer Relationship Management in Business to Business
10
Marketing , Developing Product Strategy , Managing Innovation. Marketing Strategy, New Industrial Product Development
Readings:
1) 1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications
2)Business Marketing Management: B2B, 11th Edition,Michael D. Hutt , Sharma, ,Thomas W. Speh – Cengage Publication
3)Business Market Management(B2B): Understanding, Creating & Delivering Value by Anderson, Narus, Das Narayandas, Sheshadri, 3rd Edition, Pearson
Article 4) From Volume to Value : California Management Review : Kalyanam, Brar : 2009
Test : 1 : MCQ type test
Article Review : Submission 1
V 11
12-13
Formulating Channel Strategy, Business Distributors – Definition, Geographical Distribution, Size characteristics, operating characteristics, Role of Sales Agent and their Drawbacks, Choice of the Right Distributors ,Selection & Training, Motivation, Monitoring ,Managing the distributors.,
Managing Services for Business Markets:Understanding customer Experience, Special Challenges, Dimensions of Service Quality, Zero Defections, Return on Quality- IT & ITES Industry Example
Readings:
1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications
2)Business Marketing Management: B2B, 11th Edition,Michael D. Hutt , Sharma ,Thomas W. Speh – Cengage Publication
3) Business Market Management(B2B): Understanding, Creating & Delivering Value by Anderson, Narus, Das Narayandas, Sheshadri, 3rd Edition, Pearson
Cases:3) Siebel Systems: Anatomy of Sales Part 1, 2, 3: John Deighton, Das Narayan Das : Harvard Business Publication: January 2003
4)- Bharti Airtel-: Strategic Outsourcing-Relationship with Business Partners
Article 5) Customer Management Strategy in Business Markets-Das Narayandas- HBSP, Mar 2003
Article 6) Realising the promise of E-Business : California Management Review : Chatterjee : Jan 2006
1)Article Review : Submission 2
VI 14-16 Pricing Strategies , Price Determinants, Factors that influence the pricing strategies, Concept of Learning Curves ,Pricing strategies, Competitive Bidding ,Tendering Process
Readings:
1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications
2) Business Marketing Management: B2B, 11th Edition,Michael D. Hutt, Sharma - ,Thomas W. Speh – Cengage Publication
3) Business Market Management(B2B): Understanding, Creating & Delivering Value by Anderson, Narus, Das Narayandas, Sheshadri, 3rd Edition, Pearson Field Visit : VISIT TO INDUSTRY- From Vendor Development, Vendor Management point of view
Case 6) Make your Dealers your Partners: Case From Caterpillar Inc.
Case7) TATA Steelium – A Success Story in B2B Branding By Kaushik Bhattacharya and Biplab Datta, Vikalpa April – June 2010
VII 17-18 The Promotional Strategies, Advertising in Industrial Markets, Message Formulation , Policies, Media, Budgetary Support , Sales Promotion - Use of Sales Promotion in Industrial Markets , Trade Shows and Exhibitions, Legal problems in B2B markets -counter-litigation policies; making and breaking agreements; protecting intellectual property;
Readings :
1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications
2) Business Marketing Management: B2B, 11th Edition, Michael D. Hutt , Sharma ,Thomas W. Speh – Cengage Publication
3) Business Market Management(B2B): Understanding, Creating & Delivering Value by Anderson, Narus, Das Nara yandas, Sheshadri, 3rd Edition, Pearson
VIII 19-20 B2B e-Commerce, Evolution, Customers & Channels , e-procurements, Supply Chain coordination, Ethics in Business Marketing
Readings
1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications
2) Business Marketing Management: B2B, 11th Edition, Michael D. Hutt, Sharma ,Thomas W. Speh – Cengage Publication
Case 8 : Shiv Industries : From the Text Book : Hutt, Sharma & Speh
Test 2 : Short Answers PEDAGOGY:
The teaching methodology used in this course will be a judicious mix of lectures, case analysis & discussions, as well as presentations by the students.
Field visit will be planned to acquaint the students about business buying, selling process, buying centre,. More emphasis will be laid on case analysis, assignments and project study. Cases are expected to be prepared within groups prior to the class.
GROUP PROJECT GUIDELENES
Group projects will be allocated to the students by 2nd or 3rd lecture. Each group will comprise of 4-5 students.
1) Each student will be evaluated on the basis of individual contribution and team work.
2) Team performance will be judged on the basis of presentations, content, new ideas, time management, impact of the subject presentation, queries handled.
TEXT & READINGS: Readings:
1) Vitale , Pfoertsch and Giglierano (2011) Business to Business Marketing(2nd Edition) Pearson Publications
2) Business Marketing Management: B2B, 11th Edition, Michael D. Hutt, Dheeraj Sharma ,Thomas W. Speh – Cengage Publication
3) Business Market Management (B2B): Understanding, Creating & Delivering Value by Anderson, Narus, Das Narayandas, Sheshadri, 3rd Edition, Pearson
4) Reeder, Brierty and Reeder (2010) – Industrial Marketing-Analysis, Planning and Control ,(2nd Edition) PHI Publications
5) Newspaper articles especially The Times of India, Economic Times, Mint, The Hindu, Business line. EVALUATION PARAMETERS:
END TERM EXAMINATION 50%
Internal Assessment 50%
Break-up of Internals
Mid Term Test 20 Marks
Live Project / Group Presentation 10 Marks
Article reviews 10 Marks