Course Outline

Name of Course Course Code

B2B Marketing JSUM305

SECTION 1 – GENERAL INFORMATION

1.1 Course Faculty

Faculty Prof. Partho Dasgupta
Co – Faculty

1.2 Level
Tick applicable Level

Foundation Core Level 1 Level 2 Level 3 Practice

- - - -  -

1.3 Course Weight

Indicate the credit point weighting of this Course

Course credit points

04

1.4 Course workload

Directed Learning
Timetable Hours Hours (learning on Total Hours
one’s own)
30 30 60

1.5 Delivery mode

Tick all applicable delivery modes for the subject:
✘ Face to face on site
E-learning (online)
Blended (provide details)

1.6 Pre-requisites required for the Course, if any

Yes ✘ No
If YES, provide details of the prerequisite(s) below:
Marketing Management (JSUM207)
1.7 Other resource requirements
Do students require access to specialist facilities and/or equipment for this subject (for
example, special computer access, and physical education equipment)? For example,
Bloomberg.
Yes No ✘

If YES, provide details of specialist facilities and/or equipment below.

1.8. Linkage to Career Goals

Please describe the relevance to an area in brief (one short para). Include the relevance of the course
for a career, e.g., Applicable for all students irrespective of the area of major/minor, applicable for a
career in Marketing, applicable for a career in HR and marketing etc.

This course provides a managerial introduction to the strategic and tactical aspects of business
marketing decisions This course helps to understand how product and service decisions are
designed to deliver the B2B value proposition, how pricing captures customer value, how
value is communicated to and among customers, and how marketing channels are used to
make this value accessible to target customers.
The course also aims at providing students with an understanding of B2B sales frameworks. It
augments ability to understand, create and deliver value in business markets. It gives an in-
depth overview of the entire selling cycle right from cold calling to qualifying and closing the
deal. Focus is on understanding questioning techniques, objection handling methodology and
developing negotiation skills in the context of global sales methodologies and frameworks like
Miller-Heisman, SPIN, BATNA,Challenger and Holden.

Applicable for a career in Marketing; Especially Business Development, Key account

management roles.

1.9. Alignment with Learning Goals and Learning Objectives

Aligned to:

CLG 4: Problem Solving LO 4.1 Problem Framing, LO 4.2 Evaluation of Alternatives, LO4.3
Feasible Solution
GLG 6: Functional Knowledge, LO 6.1: Knowledge of Business Function

Where Assessed:

End term

1.10. Linkage to Multiple Intelligences

Tick all applicable options

 Verbal-Linguistic

✘ Logical-Mathematical

Spatial Visual

Bodily-Kinesthetic

Musical

Interpersonal

Intrapersonal

Naturalist

1.11. Linkage to IDEAS Framework

Tick all applicable options

Innovation

Design Thinking

Entrepreneurial Attitude

Automation

✘ Solutioning

SECTION 2 – ACADEMIC DETAILS

2.1 Learning Outcomes for the Course

Learning outcomes for Course (Use Bloom’s Taxonomy as applicable)

 Understand the unique challenges inherent in business markets.

 Apply strategies to enhance the effectiveness of marketing to business customers.
 Apply solution selling for business market.
 Understand the importance of customer satisfaction and relationship marketing program
for the company.
 Design appropriate strategy to address a given B2B marketing task, problem, or situation.
 Evaluate the effectiveness of an organization's marketing strategies and make
improvements
 Ability to design,construct and analyze a typical B2B sales and marketing framework for
key vertical industries like IT,Financial services,industrial prodcts and hospitality.
 Learning outcomes for Course (Use Bloom’s Taxonomy as applicable)

 Evaluation of B2B strategic selling concepts like Miller-

Heisman,SPIN,Challenger ,Jeb Blount and Holden with respect to the sales cycle
and and recommend a strategic fit for key markets and geographies

2.2 Assessment
Assessment task
Type * When assessed Weight
– Session/Week

Group Assignments Based on the Group Work & 20%

Application Exercise Submissions

Individual project Based on application of concepts 20%

Mid Term Exam After lecture 12 20%

End term exam After end of lectures 40%

Session Wise Details

 Module 1: The Environment of Business Marketing

Objectives:

 Differentiating Business and Consumer Marketing

 Creating Customer Value Proposition
 Understanding Classification of Business goods
 Commercial Enterprises
 Governments, Institutional Markets

S.No
Session Topic Pedagogy Pre-session Readings

1 1 T: Business Marketing Perspective Concept Textbook Chapter 1

 Business Vs. Consumer Marketing Discussion
 Creating Customer Value Proposition
 Classification of Business goods
2 2 T: Perspectives of Organizational Concept Textbook Chapter 2
buyer Discussion
 Commercial Enterprises
 E-procurement
 Governments
 The Institutional Market
3 GW1 Case Study--- Wipro and NEC B2B Case
marketing frameworks discussion
4 3 Case study-Microland and Dimension Case
Data marketing frameworks Discussion
5 AE 1 Application Exercise on evolution of Application
B2B marketing models Exercise
6 AE 2 Application Exercise on Organizational Application
buyer characteristics in Exercise

Module 2 : Managing Relationships in Business Marketing

Objectives:

 Understanding organizational buying behavior

 Dynamics of the buying center-concept of technical buyer,economic buyer,user buyer and coach
as per Miller-Heisman
 Building relationship strategies for business markets
 Pre-session Readings
S.No Session Topic Pedagogy

7 4 T: Organizational Buying Concept Chapter 3

Behavior Discussion
 Organizational buying
process
 Buying Influences
8 GW2 C: Siebel Systems: Anatomy of a Groupwork HBS 9-503-021
Sale, Part 1, Part 2, Part 3

9-10 5-6 C: Siebel Systems: Anatomy of a Case HBS 9-503-021

Sale, Part 1, Part 2, Part 3 Discussion

11 7 T: CRM strategies for Business Markets Concept Chapter 4

Discussion
12 AE 3 Application Exercise on Application
Understanding buying Exercise
influences—Miller-Heisman
case study
13 AE 4 Application Exercise on Application
Targeted Account Selling Exercise
Porcess—Miller-Heisman
14 AE 5 Application Exercise on Application
developing relationship Exercise
strategies—BATNA

Module 3: Formulating Business Sales and Marketing Strategy

Objectives:

Developing product,pricing,promotion and distribution strategies for Business Markets

Understand the basics of B2B sales cycle along with evolution of the sales cycle with associated
methodology. Evaluating whether B2B sales is a science or an art and basing your
recommendations after understanding BATNA and Jeb Blount methodology.
Analyze the science behind each step of the B2B sales cycle like cold calling, qualifying,
questioning and closing.

Pre-session Readings
S.No Sessio
Topic Pedagogy
n
15 8 T: Managing products for Concept Chapter 8
Business Markets Discussion
 Building a strong
B2B brand
 Product Policy
 Product Quality
and Customer
Value
 Planning industrial
product strategy
16 AE 6 Application Exercise on
Designing B2B Product

17 GW3 C: Rohm and Haas (A): Groupwork HBS 9-598-055

New Product Marketing
Strategy
18 9 C: Rohm and Haas (A): Case Discussion HBS 9-598-055
New Product Marketing
Strategy
19 10 T: Pricing strategy for Concept Chapter 14
Business Markets Discussion
 The pricing
Process
 Responding to
Price Attacks
20 AE 7 Application exercise on using
SPIN methodology
21 AE 8 Application Exercise oon
using Jeb Blount methodoloy
22 GW4 C: Signode Industries, Inc. Groupwork HBS 9-586-059
(A)

23 11 C: Signode Industries, Inc. Case Discussion HBS 9-586-059

(A)

24 12 T: Business Marketing Concept Chapter 15

Communications: Discussion
Advertising and Sales Using social media in the B2B
Promotion Context
 Managing B2B UV2973
Advertising
 Managing Trade
show strategy
25 AE 9 Managing B2B positioning Application
-Brand Mantra Exercise
methodology
26 AE 10 Role play: Developing a Application
sales pitch.Selling a pen Exercise
27 AE 11 Application exercise on Application
positioning –Ries and Exercise
Trout
28 13 Challenger sales Application
framework exercise
29 14 Holden sales framework Application
exercise
30 15 Value proposition HBS simulation HBS 8720-HTM-ENG
simulation:surgical
robotics
31 GW6 C: Arrow Electronics Groupwork HBS 9-598-022

32 16&17 C: Arrow Electronics Case Discussion HBS 9-598-022

33 -35 18-23 Developing B2B sales and

marketing Plan for
individual projects and
class presentation
36 24 Closing remarks and wrap Class discussion
up

2.4 Prescribed and recommended readings

Provide below, in formal reference format, a list of the prescribed and recommended readings
for the subject.

Prescribed Text:

1. Textbook:
1. Michael D.Hutt, Dheeraj Sharma and Thomas W.Speh, “Business Marketing
Management – B2B,” 11th Edition, Cengage Learning, 2013.
2. Miller,Robert and Heiman Stephen(2019),New Strategic selling,Hatchet group,USA

3.Rackham,Neil(2019):SPIN selling:New York,USA,McGraw Hill

2. References:

1)Anderson C James,Das Narayandas,Narus H James,Seshadri DVR(2010):Pearson Education,USA

2)Dixon, Mathew and Adamson, Brent(2011);The Challenger sale;USA;Penguin Group publishers

3)Holden, Jim and Kubacki,Ryan(2012);The New Power Base Selling; Wiley Publishers
4)Blount ,Jeb(2015);Fanatical Prospecting;USA:Wiley Publishing
5)Fisher Roger and Ury William(2016);Getting to Yes:USA;Penguin Group
6)Kotler Philip and Keller Kevin(2021)-A framework for marketing management ,Pearson
Education USA

Coursera Modules:
a)International B2B marketing(9 hours)—Instructer :Dae Ryum Chang

b)Creating a business marketing brand kit using canva(2 hours)-https://www.coursera.org/projects/create-

business-marketing-brand-kit-using-canva