Session Plan

Sessions Topics/Sub-topics Marketing Reading/ Article

Concepts & Context of
Business Marketing
Business-to-Business
1 Marketing: What makes it
special?
Buzzworthy B2B
Reference/ Case Study
Rangan, K. ‘Scope and Challenge
of Business-to-Business
Marketing’, Harvard Business
Review, 1994

Nature & Scope of Business-

to-Business markets

Market Sensing Anderson, J.C., and Narus, J.A.

Assessing Customer Value &
2 Customer Needs
Market Research in Business-
to-Business Context
Understanding Firms as
Customer
3 Organizational Purchasing
‘Business Marketing; Understand
What Customers Value’, Harvard
Business Publishing, 1998.
Atkinson, T., and Koprowski, Ron.
‘Sales Reps’ Biggest Mistakes’,
Harvard Business Review, 2006
How Digital Natives Are
Changing B2B Purchasing by Eric
Almquist

Organizational Buying Anderson, J.C., Narus, J.A., and

Behavior Rossum, W. ‘Customer Value
Proposition in Business Markets’,
4 Buyer decision models
Harvard Business Review, 2006
Buyer’s make or buy
dilemmas
Business to Business buying Case Discussion- Farm
Electronics: The Business-to-
5
Business Marketing Dilemma by
Aditya Billore

Business Market Freytag, P.V., and Clarke, A.H.

Segmentation ‘Business-to-Business Market
6 Segmentation’, Industrial
Bases and models of Marketing Management 30, 2001
Segmentation
In-Class Segmentation Exercise

Product Strategy in Johnson, M.W., Christensen, C., Team-1

Business-to-Business and Kagermann, H. ‘Reinventing
Markets Your Business Model’, Harvard Case Discussion
7 Business Review, 2008
Product Line Extension in
Business-to-Business Case Discussion- In a Bind: Peak
Markets Sealing Technologies' Product

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 Line Extension Dilemma by
Robert J. Dolan, Heather
Beckham

Pricing in Business-to- Anderson, J., Wouters, M., and Team-2

Business Marketing Rossum, W. ‘Why the highest
price isn’t the best price’, MIT
8 Pricing wheel Sloan Management Review,
Price positioning Winter 2010

Value Based Pricing Case Discussion- Atlantic Team-3

Computer: A Bundle of Pricing
9 Case Discussion
Options by Neeraj Bharadwaj,
John B. Gordon

Business Channel Schimdt, K., Adamson, B., and Team-4

Management Bird, A. ‘Making the Consensus
sale’, Harvard Business Review,
Channel relationship 2015
Supply chain
Anderson, J., Narus, J.A., and
10
Networks in Business Wouters, M. ‘Tiebreaker Selling’,
Markets Harvard Business Review, 2014

Sales in Business Markets Business-to-business selling in the Team-5

post-COVID-19 era: Developing
an adaptive sales force by Deva
Rangarajan, Arun Sharma,
11
Teidorlang Lyngdoh, Bert
Paesbrugghe

Sales in Business Markets Kumar, V., Venkatesan, R., and Team-6

Reinartz, W. ‘Knowing what to
Choice of Sales channel sell, when and whom to sell’ Case Discussion
structure
Harvard Business Review, 2006
12
Sales force sizing
Case Discussion- Cyberdyne
Cyberdyne: A Leap to the Future
by Doug J. Chung, Mayuka
Yamazaki

B2B SaaS Marketing How B2B Software Vendors Can Guest Session
Help Their Customers Benchmark
13
by Thomas H. Davenport, Barry
Libert, Megan Beck

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 Challenges for Technology Colter, T. et. al. ‘What the future Team-7
Startups in B2B space science of B2B sales growth looks
like’ McKinsey & company, Case Discussion
Pricing & Organization January 2018
14
Selling
Case Discussion- AnswerDash by
Influencing innovation Elie Ofek, Jeffrey D. Shulman
adoption

Account based Marketing Zhang, J.Z., Watson, G.F., and Guest Session
Palmatier, R.W. ‘Customer
Customer Success Relationships Evolve- So must
15
Management your CRM Strategy’, MIT Sloan
Management Review, 2018

Sales Process Reengineering Case Discussion- Sales Process Team-8

Reengineering at Robin by
Dominique Turpin, Douglas Case Discussion
Quackenbos, Martin Roth
16
Digital Natives Growing Without
a Sales Force by Das Narayandas,
Michael Norris, Amram Migdal

Transforming Customer Narayandas, D. ‘Building Loyalty Team-9

Experiences in Business Markets’, Harvard
Business Review, 2005 Case Discussion
Developing & managing
17 relationships Case Discussion- HubSpot and
Motion AI: Chatbot-Enabled
Spectrum of Buyer seller
CRM by Jill Avery, Thomas
relationship
Steenburgh
Chatbot enabled CRM

Review & Wrap Up Knowledge Exchange Session Team Project

18 & 19
Presentations

B2G Business Development Case Discussion: Discovery IQ by Team-10

20 GE: Launching Super Value
PET/CT scanner Case Discussion

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