SVKM’s

Program: PGDM Trimester: IV

Course: Business Marketing Code: 80203M001

Teaching Scheme Evaluation Scheme

Classroom Practical/ Tutorials Credit Continuous TEE Weightage
Session Group Assessment Weightage
work
20 Nil Nil 3 50% 50%

Course Overview :
Business Marketing goes by many names – Industrial Marketing, B2B Marketing, etc. Simply defined, it is the
marketing of goods and services by one business to another. The term “Business” includes manufacturing
companies, government undertakings, private sector organizations, educational institutions, distributors, dealers,
etc.
The marketing of products and services to businesses is a major component of the marketing activity in any
economy. This course explores the marketplace in which this activity takes place. It covers an understanding of
the unique nature of the business customers’ needs, and the complexities of developing an effective marketing
strategy. It covers organizational buying behavior, and the unique characteristics of the B2B customer. In the
process, it will help develop strategies and presentations to market products and services to this customer.

Course Objectives:
1. The Course focuses on developing an analytical approach to, and to apply business-to-business marketing
principles in "real world" scenarios. This course seeks to bridge the gap between business-to-business
marketing theory and practical application.
2. To integrate ethical considerations into discussion of business-to-business marketing topics.
3. To build the theoretical framework for business marketing decisions, and illustrate its use in several case
situations.

Learning Outcomes:
1. The prime learning outcomes of this course is to provide the theoretical knowledge and practical skills to
understand the complexity of industrial and business-to-business markets, as well as the selling and buying
strategies used in them.
2. The needs of organizational buyers are different from those of individuals and households. At the end of
the course the student would be in a position to understand these differences. Appreciate the nature of
industrial goods and services and be able to differentiate them from consumer markets. Be capable of
analyzing industrial markets on the basis of competitive advantage, organizational capability, and the
strategies employed by the firm.
3. Define and apply industrial buying behavior. Understand competitive realities of the marketplace,
relationship management, cross-functional decision making processes, supply chain management, and
product quality.
4. Explore market analysis, organization buying behavior, procurement, and logistics. Formulate the
business marketing mix: product or service, channels of distribution, pricing, personal selling, advertising,
and sales promotion. Plan for and acquire marketing information. Achieve market leadership by creating
customer satisfaction through product innovation, product quality, and customer service.
5. A comprehensive knowledge of marketing management would help in understanding and dealing with the
challenges and opportunities provided by businesses. The topics covered in this course could/would overlap
topics in other courses in the marketing curriculum.

Prerequisite:
 It would be beneficial for anyone opting for this course to have done an introductory course in Marketing.
Pedagogy:
 The course is structured as a series of classroom sessions that would cover both lectures and case discussions.
The student is expected to participate in the discussions, and in exercises conducted during the class, as an
individual and/or as part of a group.
 The cases / other assignments need to be done in teams of three or four students each. The teams will be
decided on the first day of class.
 You would be aware that there is no obvious, or exclusive, analysis of a case. Approach the case as an outsider,
called in to consult by a senior manager named in the case. Pay particular attention to the “who, when, how,
where and what” dimensions of the recommendations you give as the consultant. Do not dump the problem
back in your client's lap with a recommendation like, "You must develop a new mission statement to better
define strategic opportunities." If there are specific questions after each case, make sure that you address them
in the analysis.
 The course comprises 20 sessions, each of 90 minutes duration (30 hours). The time spent outside these
sessions in preparation (expected) would be about 90 hours.
 Case analysis and presentations will be scheduled during the course. Those given in the Session Plan are
indicative. Case material and topics for presentations will be given in advance.

Textbook:
 Business Marketing Management: B2B (11e) Michael D. Hutt and Thomas W. Speh., Cengage, 2012

Reference Books:
 Readings and References will be given during the sessions

Journals:
 Journal of Industrial Marketing

Links to websites:

Evaluation Scheme:

 Class tests (3) : 30 marks

 Mid-term examination : 20 marks
 End-term examination : 50 marks
Total 100 marks

Session Plan:

Session Topic Learning outcomes Pedagogical Tool1 Textbook

Chapters &
Readings
1 Introduction  Infer what is meant by Case Study: Scope Textbook
business-to-business and Challenge of Chapter 1
marketing. Business-to-Business
 Understand the types of Marketing
customers in the business #594125-PDF-ENG
market and the Published 1994
implications for a HBS
business-to-business

2
 (B2B) marketer.
 Define the types of
goods purchased and the
implications for a B2B
marketer.
 Analyze the
Differences between
business marketing and
consumer marketing and
the implications for a
B2B marketer.
2 Segmentation  Comprehend Class Discussion: Textbook
segmentation and its Market Chapter 7
importance to a B2B Segmentation In Marketing, Paul
marketer. B2B Hague, Matthew
 Apply potential bases Harrison
https://www.b2binter
and why they are relevant
national.com/publicati
to segment a market. ons/b2b-
 Understand how cluster segmentation-
analysis can be used to research/
segment a market.
 Discuss the pros and cons Reference Material:
of this method.  National Industrial
 Explain how to evaluate Classification
and select market System 2008,
segments. http://mospi.nic.in/c
lassification/nationa
l-industrial-
classification
3-4 Buying Process  Understand the different Class Discussion Textbook
stages in the Chapter 2&3
organizational buying
process. The organizational
 Draw strategy context of Industrial
implications for the Buying
different stages in the Behaviour, Harvard,
buying process from the Corey E.
point of view of a B2B Raymond
marketer.
 Explain the meaning and
importance of "value" to
a B2B marketer.
 Comprehend how value
can be measured and
determine the pros and
cons of each method.
 Understand how
satisfaction can be
measured and the
implications for a B2B
marketer.
 Analyze the impact of
different forces on
organizational buying
behavior.
 Draw strategy

3
 implications for
the impact of the
different
forces from the point of
view of a B2B marketer.

5-6 Practical  Application of Class Discussion

Implications from “Segmentation” and & Quiz
“Segmentation” “Buying Process” to a
and “Buying situation
Process”
7-8 Market  Draw a relation to Case: Textbook :
Intelligence & functional systems of Predicting Consumer Chapter 8
Demand Analysis data gathering and Tastes with Big
management as well as Data at GAP
specific issues of #517115-PDF-ENG
marketing research in Published May 2017,
B2B markets. Revised July 2017
 Understand specific HBS
techniques to effectively
measure market and sales
potential.
 Apply specific
techniques to effectively
measure sales forecasts.
 Discuss the pros and
cons of these methods.

9 - 10 Business  Comprehend how the Case : Textbook :

Strategy, Strategy different stages of The Shifting Sands Ch. 9 & Ch. 10
for the Global economic development of Competitive
Market impact the demand for Advantage
industrial goods and #BH022-PDF-ENG
draw strategy Published 1995
implications for a B2B HBR
marketer.
 Understand political and
national implications
affecting demand for
industrial goods.
 Analyze the impact of
economic development
on product design and
quality and draw
implications for a B2B
marketer.
 Explain the importance
of service and draw
implications for a B2B
marketer.
 Understand the
importance of standards
and draw implications
for a B2B marketer.
 Define common channel
alternatives and
determine the pros and
cons of each alternative.

4
  Draw the price-quality
relationship and its
impact on a B2B
marketer.

11 - 12 Managing  Define how marketers Class Discussion Textbook :

the Product Line can use different Chapter 11
methods to meet the
product requirements of Article :
the marketplace, the pros  Customer Value
Propositions in
and cons of each method,
Business
and the implications for a
Markets,
B2B marketer.
Anderson,
 Explain how marketers
Narus and
can meet the service
Rossum,
requirements of the
March 2006
market place, the pros HBR
and cons, and the
implications for a B2B  Planning Product
marketer. Line Strategy : A
matrix approach
Journal of
Marketing
Vol. 40, No. 1
(Jan., 1976),
pp. 2-9
13 - 14 Managing  Appreciate the Class Discussion & Textbook :
Innovation, importance of Services Quiz Chapter 12
Services and its marketing poses
challenges not usually Langdon Morris:
encountered in the How to Innovate: The
marketing of products. Innovation Process,
Services play a crucial http://www.innovatio
role in ensuring customer nmanagement.se/2013
satisfaction and loyalty. /08/08/how-to-
innovate-the-
innovation-process/

15 - 16 Managing Channels  Understand the different Class discussion Textbook

types of B2B Chapter 14
marketplaces and their
advantages for buyers
and sellers.
 Explain the mechanisms
by which these
marketplaces create
value.
 Analyze the bias of a
marketplace and when it
is likely to succeed.
 Determine the
characteristics of

5
 industries in which
marketplaces are more
likely to succeed and
understand the
implications for a B2B
marketer.
 Comprehend what is
meant by a hybrid
marketing system and the
advantages and problems
associated with creating
hybrid marketing
systems.
 Gain knowledge on how
to design a hybrid
marketing system.
 Develop a hybrid
marketing systems for a
firm adding an internet
channel.
 Realize how to manage a
hybrid marketing system
17 -18 Pricing,  Be aware of the role of Case : Textbook
Advertising & Sales price Haier in India: Chapter 15&16
Promotion  Understand the central Building Presence in
elements of a pricing a Mass Market
policy Beyond China
#HKU978-PDF-
 Decide how to determine
ENG
whether or not to submit Published 2012
a bid. University of Hong
 Explain how to Kong
determine what price to
bid.
 Realize the importance
of undertaking pricing
market research to
develop a continuing
price information system.
19 - 20 Personal Selling,  Appreciate the different Class Discussion & Textbook
Wrap-up types of relationships Quiz Chapter 17
that exist between buyers
and sellers.
 Explain the conditions
under which different
relationships are formed.
 Determine which types
of marketing strategies
would be appropriate for
different buyer-seller
relationships.