This document provides information about the Business to Business Marketing course offered at NMIMS University in Mumbai, India. It outlines the course details including the faculty instructor Sreeram S, course objectives, pedagogy, reference materials, evaluation criteria, session plan and important dates. The course uses a lecture-case method to examine fundamental B2B marketing concepts and challenges through readings, presentations, videos and case discussions. Students will be evaluated based on quizzes, a group case analysis, individual paper presentations, and an end term examination.

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.