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B2 b marketing 2012 13 06092012
- 1. Course: Business to Business Marketing Faculty: Sreeram S Associate Professor, Cabin No.: 743, 7th Floor; School of Business Management, NMIMS University, V L Mehta Road, Vile Parle (W), Mumbai ‐ 400056; Extension: 5827; Email: sreeram.s@nmims.edu; Please take appointments over email for any meetings. Secretary: Sushma Louis, Ext: 5709; Course Coordinator: Jigna Patel, Ext: 5691. Course Description The Business to Business world is a huge, diverse & dynamic market. While the basic tenets of Consumer marketing are equally applicable to Business marketing, there are some unique characteristics in Business markets that demand special attention. The forces that affect Business demand, the composition of Business markets, the nature of Business buyers and their buying behaviour ‐ all of these lead to special challenges for the Business marketing manager. 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 outlining real‐world problems faced by organisations and approaches to achieve workable solutions. Learning objectives • Critically examine the environment of business marketing and explain the various dynamics when managing relationships in industrial markets. • Highlight the similarities and emphasize the differences between consumer and industrial goods and explain organisational buying behaviour in the context of relationship marketing. • Assess the required adjustments in the marketing strategy elements for effectively reaching organisational customers. • To analyze organizational buying behavior, select target market segments, and evaluate alternative market segments. • To formulate the business marketing mix: product of service, channels of distribution, pricing, personal selling, advertising, and sales promotions. Pedagogy Self‐study, lectures, presentations, videos, case discussions and projects The course uses the lecture‐case method. Students will also be given reading material along with session‐wise plans. All students are expected to: • Read the assigned readings before each class and be prepared for discussions, pop quiz, or a short presentation. • Prepare for cases in the assigned groups and be ready with presentations to lead off in class
- 2. Reference Material Library Codes: 658.8 & 658.804 Prescribed Text 1. Business Marketing, Robert F. Dwyer, Mc‐Graw Hill References 1. Business Marketing, Krishna K. Havaldar, 3rd Edition, McGraw‐ Hill 2. Business‐to‐Business Marketing, Daniel Michel, Peter Naude et al, Palgrave Macmillan 3. Crossing the Chasm, Geoffery A. Moore, 1995, Harper Collins Publishers 4. B2B Brand Management, Philip Kotler Evaluation criteria Group Case Analysis and discussion 15% Paper Presentations 15% Individual Quizzes 20% End Term Examination 50% Paper presentations As part of this component of evaluation, students are expected to form groups of 6‐7 and make a presentation based on an academic paper pertaining to B2B Marketing (use session headers as keywords) from a reputed journal (Use Google Scholar and available electronic journal databases like Proquest or Ebsco). Groups will be expected to choose their respective papers (selection of 3 papers) by the 3rd session and send the abstracts and links to the instructor for approval. The instructor will choose one paper out of the 3 and convey to the group. Post approval a schedule for presentation will be intimated to the students. Presentations can start as early as the 10th session and will ensure an even spread of effort through the course and relevance to topics under discussion. Each presentation will need to be limited to 15 minutes with an additional 5 minutes for questions. Presentations will be evaluated on the following basis: a) Clarity and effectiveness of communication of the subject matter (30%) b) Understanding of the topic presented and depth of research. (25%) c) Intra‐group Peer evaluation (20%) d) Answers to questions/viva (15%) e) Quality of questions (10%) Quizzes There will be 3 unannounced quizzes during this course and the best two performances will be counted towards this component of evaluation. There will be NO make up quizzes. If a student misses two quizzes, the instructor will award the lowest marks scored in the respective quiz (amongst the rest of the class) to the student. Thus, it is in the best interest of students to take at least two quizzes.
- 3. Session Plan (Each session is for 1.5 hours) S No. Description 1 Introduction to B2B Marketing; B2B Marketing Perspective & Environment 2 Organisational Buyers, Buying Behaviour 3 The purchasing function, use of the buy‐grid. 4 Buyer decision models, Buyer’s make or buy dilemmas 5 Segmenting Business Markets, Targeting 6 Strategy Formulation in Business Markets; 7 Case Study – TiTech 8 Network Marketing 9 What Do Customers Want; Managing innovation 10 Case Study – PV Technologies 11 An introduction to Pricing in Business markets 12 Value based pricing and the competitive response 13 Case Study – Curled Metal Inc 14 Developing and Managing Relationships; Service Aspects; CRM 15 Case Study – CMR Enterprises 16 Guest Session 17 Marketing Communication Planning in B2B Marketing 18 Guest Session 19 Case Study – Case to be provided separately 20 B2B Brand Management , Business Marketing Channels and Sales Management B2B Ecommerce N.B: a) The instructor reserves the right to change the order or contents of the session based on availability of guest lecturers or the development of the course. b) A reading list will be separately uploaded on BB and schedule for the same will be intimated to students by email.