IBS Hyderabad

Academic Year 2014-15

Course Handout
Course Name: B2B MARKETING Semester: III
Faculty Name: Shailendra Singh Bisht
Room No: 115 Wing No: C
Mobile No: 9014186419 Email: shailendrabisht@ibsindia.org
Course Objective: This course is designed to
Help the student appreciate the nature of industrial Marketing and gain an understanding of
Industrial markets.
Allow the student to analyze the Industrial Marketing environment in which the Marketers
operate and strategies/ challenges thereof.
To help students to gain a deeper understanding of Industrial Buying Behavior.
To enable students to appreciate segmentation, targeting and positioning is effected in
industrial markets vis a vis consumer markets.
To help the student gain sufficient knowledge of marketing mix strategies for different
Product market segments and customer value proposition.
Learning Outcomes: At the end of the course a student is expected to
To understand the similarities and differences in Business to Business marketing and
consumer goods marketing.
Gain a deeper understanding about organizational buying behavior, market analysis
To understand the approaches for effective marketing to business customers.
To gain a managerial outlook of business markets.
Text Book
Recommended Text Book: Industrial Marketing Analysis, Planning and Control by
Robert.R.Reeder, Edward.G.Briety & Betty.H.Reder, Prentice-Hall of India Pvt. Ltd, New Delhi
Suggested books:
1. Business to Business Marketing Nick Ellis, Oxford Publications.
2. Business Marketing (3
rd
Edition) Robert F. Dwyer, John F.Tanner ,Tata McGraw-Hill
3. B2B Marketing (Eleventh Edition) Michael D.Hutt, Dheeraj Sharma & Thomas
W.Speh, CENGAGE Learning

Course Outline
Session
No.
Topic / Area
Covered
Case Title with
reference No-
HBS
Chapter
Reading
Key Concept
covered
Pedagogy
1 - 2
Overview of B2B
Marketing
Industrial versus
Consumer
Marketing
differences

Introduction to
Industrial
Marketing
Chap
1,2 & 3
The nature of Industrial
Marketing
Understanding Industrial
Markets.
Industrial Marketing
environment


Lecture
3-4
Importance of
Business Markets
Type of Business
Customers
Character of
Business Marketing
Dimensions of
Business Marketing

Ring Medical
HBS Case
No.9-589-046

Chap
1,2 & 3
Product Positioning,
Distribution Channels,
Organization issues




Case
discussion
5-6
Purchasing function

Free markets
online
HBS Case
No.9-598-109

Chap 4,5

The nature of industrial buying.
Interpersonal dynamics of
Industrial Buying Behavior.
Types of Buying situations



Case
discussion
7
Market
opportunities
Emotiv
systems
HBS Case
No.9-510-050

Chap-6,7,8,9

Strategic Planning Process in IM
Assessing Market Opportunities.
IM Segmentation, Target
Marketing and Positioning



Case
discussion
8 Test-I
9
Market
opportunities
Emotiv
systems
HBS Case
No.9-510-050

Chap-6,7,8,9

Same as Above
Case
discussion
10-11
Market
Segmentation
Color Kinetics
HBS Case
No.9-501-077

Chap -6,8
Adoption of New Technology.
STP in IM
Case
discussion
12-13
Organisational
Buying Behaviour.
Sales Strategy
Siebel systems
HBS Case
No.9- 503-
021,022 &023

Chap -4,13
Developing the Industrial sales
Force

Case
discussion
14-15
Formulating Product
Planning

Loctite
Corporation
HBS Case
No.9-581-006

Chap-9,10
Developing Product Strategy.
Strategic Innovation and New
Product Development


Case
discussion
16
th

Session
Test-II

17-18
Formulating Product
Planning

Kone
HBS Case
No.9-501-070

Chap-9,10 Same as Above

Case
discussion
19-20
Strategic innovation
and new product
development


Precise
software
HBS Case
No.9-503-064

Chap 9,10

Go/ No Go
Product Policy
Multi-task Incentives
Sales Force Management Issues
Case
discussion
21-22 Pricing Policies
Signode
Industries
HBS Case
No.9-586-059
Chap-16,17
Price Determinants, Customers,
Competition and Costs.
Pricing Decision Analysis


Case
discussion
23 Pricing Policies
Atlantic
Computer
Chap-16,17 Same as Above
Case
discussion
HBS Case No.
2078

24 Test-III
25 Pricing Policies
Atlantic
Computer
HBS Case No-
2078

Chap-16,17 Same as Above

26-27
Business Marketing
Channels

Atlas Copco
(A)(B)(C)
HBS Case
No.9-588-004,
020, 021

Chap-11,12
Marketing Channel Participants.
Marketing Logistics: Physical
Distribution and Customer
Service


Case
discussion
28-29
Business Marketing
Channels

Centra
Software
HBS Case
No.9-502-099

Chap-11,12
Channel Conflict between direct
sales and telesales.
Customer Selection
Account Development

Case
discussion
30
Business Marketing
Channels

HP Imaging
Systems
HBS Case
No.9-593-080

Chap-11,12
Direct versus indirect channels
of distribution
Case
discussion
31-32
Marketing
Communication
Planning
Rohm and
Haas.(A)
New Product
Marketing
Strategy
HBS Case
No.9-587-055

Chap
13,14,15
Planning, Organizing and
Controlling the Selling Function.
Managing Advertising, Sales
Promotion and Publicity.



Case
discussion
33 Revision

Expectations from Students
a. Students must report to the respective sessions well before the announced time. Latecomers
will not be permitted to join the class after the scheduled time. If late, the attendance for that
session will be marked as absent.
b. Read the Case Study / material well prior to the class discussion. He/ she is also expected to
read the chapter indicated in the course plan as the faculty directs.
c. In the class discussion, student is expected to participate actively and contribute to
individual and group learning. Evaluation is based on active participation.
d. Evaluation is a continuous process at IBS. Every student needs to be aware of the timelines
given in the section below. Absence from these evaluations will mean non awarding of marks
in that particular component
e. Wherever applicable, group assignments require each student to contribute to the group
effort. This enhances group effectiveness and leads to greater appreciation of working in
groups.
f. Formal dressing is suggested for all students. Do not roam in the academic area/ attend
classes in chappals / shorts / informal t shirts
g. Students are expected to show high regard and appreciation for in class discipline and desist
from using mobile phones. This disturbs the class ambience and unnecessarily diverts
attention of other students as well as the faculty member.
h. Each faculty has been given a scheduled consultation hour. Utilize this time to meet the
faculty and clarify doubts if any, seek explanations and get mentored if needed.
i. Attendance is compulsory in all sessions. However refer to guidelines in your academic
handbook for exceptions.

Evaluation Timelines
Keeping in line with continuous evaluation at IBS the following schedules have been drawn.
Students are expected to go through the dates / sessions mentioned and prepare
accordingly.
Component Component
Number
Expected slot /
due date
Marks declaration
by
Weightage
Class
Participation
1 Session 11 Session 12 10
Class
Participation
2 Session 22 Session 23 10
Class
Participation
3 Session 30 Session 30 10
Non Class
Participation
1 Session 8 Session 9 10
Non class
participation
2 Session 16 Session 17 10
Non Class
Participation
3 Session 24 Session 25 10
End exam At the end of the semester 40
Total 100

Performance till Midterm will be announced by end of session No. 16 in each course which
means each student will know his / her performance in one CP and two NCPs. The final
result will be declared after the end examinations. Before the student takes the end
examination he / she will be aware of the progress in each course up to an extent of 60
marks. Students not taking the evaluation according to the timelines mentioned above
will not be given another opportunity excepting in rare circumstances of extreme illness or
hospitalization.

Brief profile of the Faculty Member
My education and career spanning a little over one and half decade has provided me life
experiences in three of the most critical areas of human development- work, education and
health. As an academic and researcher in management, I have managed and disseminated
research and consulting in education, healthcare and micro-finance interventions in India.
My recent work has been in the areas of affordability, accessibility and acceptance in micro-
finance, health care and education services marketing.
Involved with volunteering work with YLTT, MRAP and other interest groups. Live with my
Wife Archana and Daughter Aru in Hyderabad and occasionally Trek in Himalayas!!