Teaching Plan Business to Business Marketing Faculty: Ms.

Anita Saxena Course Code: MM-12 Credits: 2 Objective: The course is designed with a view to focus on developing an understa nding of the needs of the business customer; difference between normal buyers an d industrial buyers; and the complexities involved in business buying behavior. Evaluation: Maximum Marks: 100 Final Exams: 60 % Class Participation &Assignments; Mid-term Test: 40%

S.No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27

Topic Sessions Required Introduction to B2B Marketing 1 Nature of B2B Marketing 1 Industrial Mktg Vs. Consumer Mktg 1 Economics of Industrial Demand 1 Exchange in Industrial Marketing 1 Classification of Industrial Customers 1 Classification of Industrial Goods 1 Unique Characteristics of Organisational Procurement 1 Objectives in Organizational Procurement 1 B2B Relationship Marketing: Concept 1 B2B Relationship Marketing: Importance and Objectives 1 Customer Satisfaction Management 1 Make or Buy Decision Analysis 2 Types of Business Buying Situations 1 Organizational Buying Process 1 Buy Grid Model 1 Buygrid Analysis Framework 1 Marketing Implications of Buy Grid Model 1 Buying Centres 2 Forces Influencing Organizational Buying Behavior 1 Jagdish Sheth s Model of Industrial Buying Behaviour) 1 Strategic Planning Process in Indus marketing 2 Industrial Market Segmentation,Target Marketing, & Positioning 2 Product Strategy in B2B Marketing 2 Pricing Strategy in B2B Marketing 2 Advertising & Promotion in B2B Marketing 2 Distribution Strategy in B2B Marketing 2 Total 35

Suggested Readings : 1.Industrial Marketing-Analysis,planning,& Control Reeder & Brierty 2. Industrial Marketing Management Hutt & Speh 3. Industrial Marketing- Hill & Alexander 4. Industrial Marketing Cases,Concepts- E. Raymond Coreyl