Mudra Institute of Communications, Ahmedabad (MICA) PGPCM-2 (2010-2012) Term-5

General Elective - Business to Business Marketing Course Instructor : Hemant C Trivedi Sessions 10 Credit - 1 Business to Business Marketing The business markets are as important as consumer markets, if not from the complexity of transaction point of view, because most goods go through numerous b2b transactions before they are ready for the consumers. Technological innovations, have brought in changes in the field of b2b marketing, the field of high value B2B deals. Course Objectives: The purpose of this course is to explore the field of B2B marketing across a range of products and services . The application of core marketing concepts and exploring the key differences in doing business-to-business exchanges as compared to the business to consumer transactions (in terms of differences of terminology and application of concepts (degree and form)) etc. It is important for students to understand the nuances of b2b transactions as an independent marketing function as differentiated from the b2c marketing. Thois shall help bring to focus the significance of B2 B Marketing. Pedagogy: While initiating with a lecture and discussion mode the students shall be expected to analyze cases and answer topic specific questions in the class. In an open forum mode supported by preparatory readings from the textbook and outside sources students shall be exposed to a self learning and group learning environment. Not only opportunity shall be provided to everyone to participate actively in discussions -- sharing of thoughts and experiences to enrich group knowledge shall be the focus. Evaluation scheme: The evaluation scheme consists of multiple components with weights detailed below:

Comprehensive cases relating to Business Marketing will be analyzed by groups of students so as to bring out the salient aspects related to B2B Marketing. All the groups will submit their written analysis of the case prior to class discussion. The evaluation will be based on the written analysis.
Case analysis & Written submissions: 20 % Students in small teams shall select a b2b marketing business of their choice and develop a detailed B2B marketing plan identifying marketing actions, and apply concepts learnt in the class to that organization. Student teams created in the first session shall directly interact with the faculty to discuss the project right through written submission. Group Term project 30 %

There will be an open book exam at the end of the term to verify the individual students ability to apply key B2B Marketing concepts taught, discussed (or learnt) in the course. End term exam: Textbook: 40%

Core Text: Business Market Management: Anderson & Narus 2e Pearson Ed, 2004, ISBN 81-297-0460-9, Low-priced Indian reprint available Additional Reading: Business to Business Marketing: Vitale & Giglierno, 2002, Thomson Southwestern. ISBN 981-240-607-7, Low-priced Indian reprint available Business Marketing Strategy: Kasturi Rangan et al. 1995, Irwin, ISBN 0-256-16911-X Topics covered: Overview of B2B Marketing scope and challenge, Buying Center concept, Buying Behavior, Customer Value and Satisfaction, Customer Relationship in B2B Environment, Business Marketing Strategy and Processes, Innovation, Branding and Competitive Strategy, Role of Promotions in Digital World etc. Case Pack: Selected cases shall be offered for discussion and shall be an important part of the learning mechanism.

Classroom Contact: 10 sessions (of 1 hour each) as per session plan below:
Session 1 Topic Introduction to Business-toBusiness Marketing Marketing in B2B Difference with B2C Industry Structure Concept of Value in B2B Value drivers in B2B Creating value in a B2B situation B2B view from the seller side sales and sellers B2B Sales cycle B2B Buying Center Members Roles,responsibilities and performance Organizational Buyer Behavior B2B decision process Buying Influences B2B marketing Strategy & processes: STP Marketing Mix in the context of competitive B2B markets Innovation & Branding in B2B Marketing role of innovation in promotions B2B Customer relation management Learning Outcome Course plan discussion and learning enhancement Defining value in B2B markets Suggested pre-class research & reading

Examples of B2B value elements from internet sources Examples of B2B sales situations extra reading to be provided Identification of buying centers in selected companies B2B Buying Models across different kinds of B2B purchases Staples: a year in the life of a start up Case Analysis Illustrative Examples from Web sources

High value B2B sales

Buying Center role and responsibility in B2B environment Explanation for Rational buying

6 7 8 9

10

Integration & Course Closure

Distinctive Strategies in B2B Marketing The specificity of B2B marketing mix Innovation & Branding in B2B Marketing Importance / approaches to B2B Customer relation and Satisfaction Review and revision