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INDIAN INSTITUTE OF MANAGEMENT, UDAIPUR

PGP
Business-to-Business Marketing (B2BM)
20-sessions (each of 90 minutes)
PGP Term IV, Academic Year 2018-2019
Faculty: Rajesh Pandit (RP)

[Subject to minor changes]

A. Course Objectives

1. Develop a good understanding of the concepts and frameworks of business-to-business

market management (also referred to as B2B Marketing or business marketing).

2. Develop critical analysis and problem-solving abilities with respect to business market
management.

3. Gain a first-hand understanding of working relationships within and between firms in

business markets.

B. Course Description

Business-to-Business (B2B) Marketing encompasses those management activities that enable

a supplier firm to understand, create, and deliver value to other businesses, governments, and
other institutional customers. This course is designed to provide participants with a good
understanding of the concepts of B2B market management.

C. Pedagogy
The case method will be the primary pedagogy.

D. Evaluation
Distribution
Points
Total Weightage
(Total: 2000)
(Total: 100%)
Class Participation 400 points 20%
Quiz 1 800 points 40%
Quiz 2 800 points 40%

1. Class Participation: Case Preparation and Discussion

The first component will be related to regularity in attending the classes, case preparation and
discussion as well as general constructive class participation.

Each student must be prepared to thoroughly discuss each case and actively participate in the
case discussions in class, based on the assigned case and readings for the day. This
demonstrated ability is a significant though not sole determinant of each participant’s grade
for the class participation. Prior preparation is a commitment made by each participant
to herself/himself and to the class. Hence anyone in the class may be called upon to
contribute insights during the case discussion.
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The points awarded for class participation will be based on regularity of attendance to all the
classes and meaningful participation in all the case discussions.

2. Quizzes
An important component of the evaluation will be quizzes. There will be two quizzes during
the course, each of which will carry equal weight of 800 points.

They could essentially consist of short questions, which will require brief answers or a take
home quiz. The questions will be drawn from the chapters of the prescribed textbook, various
concepts discussed in the class and the articles in the course pack. Alternately/ additionally
the quizzes could be analysis of management case(s). The quizzes seek to assess each
participant’s learning and mastery of important concepts covered in the course. Duration of
the quizzes may be up to 60 minutes if it is in-class. Else if it is take home quiz, the time
given would be about 3 days.

NO MAKE-UP QUIZZES WILL BE ADMINISTERED under any circumstances. The

quizzes will be pre-announced.

Final Grades for the course:

Your final grades will depend on consistent and superior performance in the class against the
above components as well as your performance relative to other students in your class. Note
that each of these components will be relative graded, and based on the above weights, the
final grade for the course will evolved. The final grades will also be relative graded to adhere
to the norms of PGP Office regarding distribution of grades.

4. Text book for the course and other course material

Text: James C. Anderson, James A. Narus, Das Narayandas and DVR Seshadri,
Business Market Management: Understanding, Creating and Delivering Value, 3rd
Edition, Pearson Education, Low Price Edition, 2011. You may obtain your personal copy
of the book from PGP Office during the first week of the term.

Cases and other course material: You may obtain a pack containing the cases and other
course material from PGP Office during the first week of the term.
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5. Session Plan

Session
Chapter # in Case Name
# Topic(s) / Concept(s)
textbook
Introduction and Course
Overview

Business Market
Management: Guiding
Principles
1. 1 -
Introduction: Customer
Value Management

Caselet #1:
Automobile Fleet Marketing
Market Sensing
2.
2 -
Caselet #2:
Zeus Laser Technologies
Market Sensing

Really Understanding Value

Case #1:
3. in Business Markets 2
Kunst 1600
Building Customer Value
Models
Understanding Firms as
Customers
Case #2:
4. Caselet #3: 3 Bose Corporation: The JIT II Program
Purchasing a Computer (A)
Component

Crafting Market Strategy Case #3:

5. 4, 6 Atlantic Computer Co.
Go-to-market Strategy
Branding in Business
Case #4:
6. Markets 4
‘Xiameter’

Case #5:
Crafting Marketing Strategy
Philips: Lighting up Eden Gardens
Insight Marketing
Article:
7. 2, 4
‘Marketing “Value” to Price-Sensitive
Market Sensing
Customers during the Tendering process’
Caselet #4: Ingersoll Rand
India
End of Solution Selling

8. Crafting Market Strategy 4, 6 Case #6:

Infosys value chain migration (A)
Rebranding in Business
Markets: Grainger

Building Brands in Business

Markets
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Session
Chapter # in Case Name
# Topic(s) / Concept(s)
textbook

New Offerings Realization

Case #6: (Continuation..)
Infosys value chain migration (A)
9. B2B Selling 4, 6
Workbook on SPIN Selling

Case #7:
10. Convergence of B2C and
2 Atmel
B2B
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Managing Market Offerings Sec1:

Case #8: DVR
11. 5
Caselet #5: CoCubes Sec 2:
What’s on your Business’ Menu? PS
Gaining Customers Sec1:
Case #9:
8, DVR
12. i-flex
Sustaining Customer 10 Sec 2:
Relationships PS
Sec1:
The challenge of sustaining Case #10: DVR
13. 4
market leadership in B2B Husky Injection Mouldings Sec 2:
PS
Gaining New Customers Sec1:
Caselet #6: Regency Sign 1-6, Case #11: DVR
14.
Corporation 8 Zyme Solutions Sec 2:
Caselet #7: Bachan Distilleries PS
Gaining Customers Case #12: Sec1:
8, Reinventing Marketing at Tata Steel DVR
15.
Sustaining Customer 10 Case #13: Sec 2:
Relationships Tata Steel Drive on Institutional Sales PS
Business Channel Management Sec1:
Case #14:
DVR
16. 7, 9 Retail Business Transformation at Tata
Sustaining Reseller Partnerships Sec 2:
Steel
PS
Case #15:
CMR Enterprises
Gaining Customers Sec1:
17. 8
DVR
Article:
Sustaining Customer Sec 2:
10 Choosing the Right Customer
Relationships PS
Note on Customer Management
Sec1:
DVR
Gaining Customers 8
Sec 2:
18. Case #16:
PS
Sustaining Customer 10 WESCO
Relationships

Managing a portfolio of Case #17: Sec1:

19. customers Zucamor S.A.: Global Competition in DVR
-
Argentina Sec 2:
PS
Social Media & B2B
Case #18:
B2B marketing in the context of Sec1:
20. - Preliminary discussion of the case:
the social sector: DVR
DHAN Collective
Sec 2:
(This case will be the case to be
Course Wrap-up PS
analysed for the group project).
Feedback
Quiz-2 will be held around completion of Session # 20. (Coverage: Chapters 5 and 7-10, and all
other material covered from Session 11 to 20, including cases, caselets and articles.)
Note: Due date for submission of project will be pre-announced. No extension will be
entertained under any circumstances. Please do not bother to ask the instructor for any
extensions. Hence please pace your work to meet this deadline.
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RAJESH PANDIT
Phone: +91 99807 96765
email: rajesh.pandit@gmail.com

Rajesh has been a guest faculty at IIM Ahmedabad, IIM Indore and IIM Udaipur. For close to
2 years, Rajesh has also been a guest faculty at IIM Bangalore wherein he has been teaching
in Executive Education program primarily around B2B areas covering various topics in
Customer centricity, Customer relationship management and intra-organizational relationship
management. Participant / student feedback has been very positive.
Rajesh has overall experience of close to 20 years. After working in consulting and services
industry for 17 years in multiple senior positions in reputed organizations, he has moved into
academia wanting to contribute to talent development and enablement space pursuing his
personal ambition to transform people. He has been training senior corporate professionals in
Sales, Marketing and Customer relationship areas. His ability to combine conceptual
knowledge from the academia with vast industry experience has helped him deliver programs
successfully at several reputed organizations which include Wipro, Capgemini, IBM, Tata
Steel, Tata Motors, Tafe and Provident Housing.

Rajesh’s experience spans across pre-sales, key account management, regional delivery
leadership, strategic planning and vendor management and customer relationship
management with highly reputed global organizations. He has worked extensively with
customers both in US and India. He has turned around some of the adversarial relationships
for his organizations that required building relationship with the customer as well as creating
an organization culture that could create sound customer experience.

Rajesh was a member of multiple incubation teams in the organizations he worked. He also
runs an entrepreneurial venture in Food and Beverage space.

SESHADRI D. V. R.

Clinical Full Professor of Business, Marketing Department, Indian School of Business,

Adjunct Faculty, IIM Udaipur (Strategy Area), and
Visiting Faculty, IIM Ahmedabad.

E-mail: dvr.seshadri@iimu.ac.in

Since 2000 until joining ISB as Clinical Full Professor of Business in the Marketing Area in
July 2016, D.V.R. Seshadri, taught in various IIMs (particularly at Bangalore, Ahmedabad
and more recently at Udaipur since 2012). For 15 years prior to 2000, he worked in a variety
of companies (public sector, family business and entrepreneurial start-ups, the last ten of
them as CEO) spanning a variety of industries (petroleum refining & petro-chemicals, bulk
drugs, active pharmaceutical ingredients, precision manufacturing and software). He is a
Visiting Faculty at IIM Udaipur.

His areas of interest among others include: Strategy, B2B Marketing, Innovation;
Entrepreneurship & Intrapreneurship and Leadership. He is actively involved with several
NGO’s such as Aravind Eye Care Systems, Madurai and DHAN Foundation, Madurai in
addition to engagement with several top corporates such as companies of the Tata Group and
L&T. He has been engaged in teaching / consulting capacity with over 100 large corporates,
both India-based and foreign MNCs. He has taught a variety of courses / programs in MBA,
executive MBA, long duration programs in public policy, short duration executive education
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programs, etc. Courses that he has taught include: Strategy Formulation & Implementation;
Business-to-business Market Management; Reinventing through Entrepreneurial /
Intrapreneurial Leadership; Inspired Leadership through Personal Mastery; and Reinventing
the Government.
He has co-authored several books: ‘Innovation Management,’ with Shlomo Maital, Sage
India in 2007; ‘Global Risk / Global Opportunity,’ with Shlomo Maital, Sage India, in June
2010; the Indian adaptation of ‘Business Market Management (B2B): Understanding,
Creating and Delivering Value,’ with James Anderson, James Narus and Das Narayandas,
Pearson Publishing, in June 2010; and ‘Smartonomics for the Global Manager: Simple,
Powerful Macroeconomic Tools For Success in an Uncertain World’ with Shlomo Maital,
Sage India, 2016. He has developed over hundred case studies and authored several
application-oriented journal articles in his areas of interest. His most recent book that he co-
authored, is titled: ‘Nurturing Global Leaders of Tomorrow: An Inclusive Learning Model
(SKMSVM) Shows the Way’ was launched recently in Chennai.

He works closely with several companies, providing them training / consulting services in his
areas of expertise.
PRAKASH SATYAVAGEESWARAN
Assistant Professor, Marketing, IIM Udaipur
Email: prakash.satyavageeswaran@iimu.ac.in

Prakash is a graduate of the Fellow Programme in Management (PhD equivalent) from the
Indian School of Business (ISB). His interests include B2B marketing, emerging markets,
low income consumers, and innovative channels. He, with his co-authors, has received
multiple research grants amounting to over US$ 30,000, including a US$ 9,400 grant from
the Marketing Science Institute. He has presented his research at various international
conferences.
Prakash holds two Master’s degrees, one from ISB and the other from the Grenoble Graduate
School of Business (GGSB), France. He has received the prestigious Blaise Pascal
scholarship worth € 9,100 from the Government of France for his studies at the GGSB. He
was also the recipient of the Citi Scholarship of US$ 12,500 at ISB during his MBA. Prakash
has over a dozen years of corporate and not for profit experience, with the last stint being at
Unilever. His work has spanned Sales, Marketing, General Administration, Accounting and
Audit functions. He also has numerous teaching stints, including workshops and sessions for
middle level corporate executives.
Prakash is also pro-bono advisor to non-profit organizations DHAN Foundation and AD Life.