IBS Hyderabad

Academic Year – 2019-20

Course Handout
Course Name: B2B MARKETING MBA - Semester: III

No. of Sessions: 33 Credit: 3

Faculty Name: Shailendra Singh Bisht

Room No: C-115, Marketing and Strategy Area
Consultation Hours: Wednesday: 9 AM to 10 AM
Email: [email protected]

Course Objective: This course is designed to

 Help the student to appreciate the nature of industrial Marketing and understanding Industrial
markets.
 Allow the student to analyze the Industrial Marketing environment in which the Marketers
operate and strategies/ challenges thereof.
 To help students to gain a deeper understanding of Industrial Buying Behavior.
 To enable students to appreciate how different Industrial Market segmentation, positioning
vis- a-vis consumer market segmentation.
 To help student to formulate different marketing mix strategies for different Product market
segments so as to provide the best value proposition to their customers.

Learning Outcomes: At the end of the course a student is expected to

 To understand the similarities and differences in Business to Business and Business to
Consumer goods marketing.
 Gain a deeper understanding about organizational buying behavior, market analysis, CRM
and SCM.
 To understand about the adjustments required in the marketing mix elements due to points of
departure from consumer marketing so as to reach organizational customers effectively.
 To gain a managerial outlook rather than just a descriptive knowledge of business markets.

Text Book
 Business to Business Marketing: Relationships, Networks, and Strategies ,Nick Ellis and
Soumya Sarkar, Oxford University Press
Suggested Reference Books:
1. Industrial Marketing Analysis, Planning and Control by Robert.R.Reeder, Edward.G.Briety
& Betty.H.Reder, Prentice-Hall of India Pvt. Ltd, New Delhi.
2. Business Marketing (3rd Edition), Robert F. Dwyer, John F.Tanner Tata
Publishing Co.Ltd.
3. B2B Marketing (Eleventh Edition), Michael D.Hutt, Dheeraj Sharma & Thomas
W.Speh, CENGAGE Learning
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Course Outline

Module Session wise activity Learning Pedagogical

Outcomes Tools
& T B Reading
1: Class discussion Similarities &
TB: Introduction: Significance; Differences
Characteristics; & Relationships. between B2B &
Article-1: What is Industrial Marketing B2C marketing.
(592012-PDF-ENG) Role of analytics TB Ch - 1
1 in B2B decision HBR Article (1)
making.
Role of
Technology in
B2B.
2: Case-1 discussion: FreeMarkets OnLine (598109-PDF-ENG)
3 – 4: Class discussion: Role of softer
TB: Organizational Buyer Behaviour: social elements; TB Ch - 2
Types of buyers; Decision Making; HBR Case (1)
2 Influences on DM. Decision making HBR Article (1)
Article-2: Industrial Buyer Behavior process
(582117-PDF-ENG)
5: Case-2 discussion: Ring Medical (589046-PDF-ENG)
6-7: Class Discussion Marketing audit;
TB: Business Marketing Planning &
Strategies: Marker research; Supply / Positioning
Demand chain management; STP; &repositioning;
3 Branding for B2B markets. TB Chs – 6,7
Article-3: How to segment industrial Financial HBR Cases (2)
markets (84312-PDF-ENG) implications of HBR Articles (2)
Article-4: B2B Brand Architecture B2B branding.
(CMR502-PDF-ENG)
8: Case-3 discussion: Emotiv Systems (510050-PDF-ENG)
9: Case-4 discussion: Building brand Infosys (513003-PDF-
ENG)
Session 10: Online MCQs
11 -12: Class discussion Product-service
TB: Business Products &Services: combinations;
Classification; Characteristics; Product Life
TB Chs – 8,9
New Product/service development; Cycle.
4 HBR Cases (2)
13: Case-5 discussion: Loctite Corporation :
Industrial Product Group (581066-PDF-ENG)
14: Case-6 discussion: Kone : The MonoSpace Launch
in Germany (501070-PDF-ENG)
15-16: Class discussion Value perceptions
TB Ch – 10
TB: Pricing in B2B Markets: in B2B markets;
HBR Cases (2)
5 Pricing decisions; Pricing Strategies. Relevance of
HBR Article (1)
HBR Article-5:Industrial Pricing to Meet Discounts;
Consumer Needs(78609-PDF-ENG)
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17: Case-7 discussion: Atlantic Computers : A Bundle of

pricing options (2078-PDF-ENG)
18: Case-8 discussion: Signode Industries, Inc (A) (586059-
PDF-ENG)
Session 19: Case Based Written Test
20-21: Class discussion Linking marketing
TB: B2B Marketing Communication: communication to
Elements of Communication; IMC; channels;
Effectiveness of B2B media. Impact of Social
TB Ch – 11
HBR Article-6: How B2B Marketers Can Media in B2B
HBR Cases (2)
6 Get Started with Social Media (H02L2Z- context.
HBR Article (1)
PDF-ENG)
22: Case-9 discussion: Building Social Media Culture at
Dell (514096-PDF-ENG)
23: Case-10 discussion: Jones Lang LaSalle: Reorganizing
around the Customer (410007-PDF-ENG)
24-27: Class discussion IORs in various
TB: Marketing Channels & IORs: contexts;
Business relationships; Role of channels; Network
Channels to Chains; Relationships;
Personal Selling; Organizing Sales force; KAM approaches.
HBR Article-7:Turn Your Industrial
Distributors into Partners (86207-PDF-
TB Chs – 3,4,5,&
ENG)
12
HBR Article-8: Industrial Selling - Beyond
7 HBR Cases (4)
Price and Persistence (85212-PDF-ENG)
HBR Articles (2)
28: Case-11 discussion: Siebel Systems: Anatomy of a Sale
(Part 1,2&3) (503021-PDF-ENG; 503022-PDF-ENG; 503023-
PDF-ENG)
29: Case-12 discussion: Hewlett-Packard Imaging Systems
Division: Sonos 100 C/F Introduction (593080-PDF-ENG)
30: Case-13 discussion: Centra Software (502009-PDF-ENG)
31: Case-14 discussion: Atlas Copco (A): Gaining and Building
Distribution Channels (588004-PDF-ENG)
32-33: Class discussion Challenges &
Future of B2B Marketing & Opportunities –
B2B marketing in India abroad &
HBR Article-9: Beyond the Exchange - domestic.
The Future of B2B (R00614-PDF-ENG) Privacy and Data
8 Security. HBR Article (1)
Big Data and
Cloud Computing.
Gathering
competitive
information.
 Session-10: Test-1 (MCQs). Syllabus: TB Chapters: 1,2,6 & 7
 Session-19: Test-2 (Case Based). Syllabus: TB Chapters: 8,9 & 10.
 Session-28: (Project).
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Expectations from Students

a. Students must report to the respective sessions well before the announced time.
Latecomers will not be permitted to join the class after the scheduled time. If late, the
attendance for that session will be marked as absent.
b. Read the Case Study / material well prior to the class discussion. He/she is also expected
to read the chapter indicated in the course plan as the faculty directs.
c. In the class discussion, student is expected to participate actively and contribute to
individual and group learning. Evaluation is based on active participation.
d. Evaluation is a continuous process at IBS. Every student needs to be aware of the
timelines given in the section below. Absence from these evaluations will mean non
awarding of marks in that particular component
e. Wherever applicable, group assignments require each student to contribute to the group
effort. This enhances group effectiveness and leads to greater appreciation of working in
groups.
f. Formal dressing is suggested for all students. Do not roam in the academic area/ attend
classes in chappals / shorts / informal t shirts
g. Students are expected to show high regard and appreciation for in class discipline and
desist from using mobile phones. This disturbs the class ambience and unnecessarily
diverts attention of other students as well as the faculty member.
h. Each faculty has been given a scheduled consultation hour. Utilize this time to meet the
faculty and clarify doubts if any, seek explanations and get mentored if needed.
i. Attendance is compulsory in all sessions. However refer to guidelines in your academic
handbook for exceptions.

Evaluation Timelines
Keeping in line with continuous evaluation at IBS the following schedules have been drawn.
Students are expected to go through the dates / sessions mentioned and prepare accordingly.
Component Component Expected slot / due Marks declaration by Weightage
Number date
Class Participation 1 Session 32 Session 33 10
Tests 2 (MCQ-online) Session 10 Session 14 10
3 Case Based Session 19 Session 24 20
Written test
4 (Project) Session 28 Session 33 20
End exam At the end of the semester 40
Total 100
Brief profile of the Faculty:
Shailendra currently works in Marketing and Strategy Area, Icfai Business School Hyderabad
and has research, consulting and teaching experience in the areas of affordability, accessibility
and acceptance in Green Livelihoods, Natural Resource Management, Micro-finance, Health
care and Education Services Marketing. As an academic and researcher in management, he has
managed and disseminated research on the interface between marketing, technology and
public policy interventions in India. He lives in Hyderabad with his wife and daughter and
occasionally treks in Garhwal Himalayas. He has completed Thirteen Full Marathons and Three
UltraMarathons including 72 KM Khardung la Challenge 2017 and 110 KM Malnad Ultra 2018.