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COURSE DESCRIPTION
The Business-to-Business (B2B) Marketing course deals with business concepts, marketing
activities, management systems, and supporting technologies that can lead to successful
development and effective management of B2B relationships. The course should be of special
importance to individuals interested in business-to-business marketing, and is also
appropriate for those seeking careers in consulting, manufacturing, and in other functional
areas of B2B firms. The course emphasizes the tactical aspects of business marketing as well
as the conceptual and strategic elements. It focuses on a wide range of issues in B2B
marketing, such as nature of organizational buying behaviour, buyer-seller relationships,
customer relationship management, customer satisfaction measurement, business decision-
making process, market orientation, business networks, marketing strategy, marketing
channels, and marketing communications in business markets. Guest faculty from firms will
attend class during the course to address topics of immediate concern to practicing managers.
COURSE OBJECTIVES
The objective of this course is to get a much-enhanced understanding of business-to-
business marketing. It aims to provide a broader perspective of business marketing, away from
the rather limited view of industrial marketing. The students should be able to appreciate the
importance, nuances and characteristics of B2B marketing by the end of this course. At the
same time, the course will delve much deeper into the individual elements of business-to-
business marketing and provide food for thought to the students for their future endeavours.
TEXTBOOK
Business-to-Business Marketing: Relationships, Networks, and Strategies (Asian Edition) - Nick
Ellis & Soumya Sarkar (Oxford University Press)
READINGS
Blurring the lines: Is there a need to rethink industrial marketing? (Wind)
Major Sales: Who Really Does the Buying? (Bonoma)
An integrated Model of Buyer-Seller Relationships (Wilson)
How to Segment Industrial Markets (Shapiro & Bonoma)
Marketing ‘value’ to price-sensitive customers during the Tendering process (Singh,
Nayak & Seshadri)
CASES
Ingersoll-Rand (India) Ltd.
Tupelo Medical: Managing Price Erosion
3
Verbeek Packaging Worldwide (A) & (B): The TotPet France Account
Peak Sealing Technologies’ Product Line Extension Dilemma
Maersk Line: B2B Social Media
EVALUATION
The students will be evaluated in the course on the following components:
i. Mid-term examination
ii. End-term examination
iii. Case study analyses: The students shall work in groups to analyse cases scheduled for
a certain session and submit a report. This report shall contain the analysis points and
recommendations
iv. Group project: Each group will be given a certain topic/firm to work on and prepare a
report to be submitted at the end of the term. The groups shall also make a
presentation to describe the details of their work to the class and the faculty.
ACADEMIC DISHONESTY
i. It may be noted that any kind of copying/plagiarism by any student and/or malpractice in
examinations will be subject to strict disciplinary action under IIM Ranchi rules. If a
student is found guilty in any such case(s), it will be recorded in his/her personal file.
ii. The reports submitted by the students like Summer Project Reports/Term Papers/ Case
Study Report/ Project Report/CIS dissertation paper or any other report will go through
the anti-plagiarism software.
iii. In all cases where the software has reported more than 30% of plagiarism by a student
or group of students, there will be automatic conversion of the grade given in that
component into “F”.
iv. The faculty may even choose to report the matter to the PGP Committee which will
temporarily convert the course grade into “F” or an “I”, issue a show cause to the student
(s) and based upon the response of the student(s) assign any punishment or its
combination from the options below.
SCHEDULE OF SESSIONS
Please indicate the changes made in the course outline based on the measurement of
assurance of learning (closing the loop)
Not applicable
Additional Reading(s)
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