XLRI, Jamshedpur

BM (2013-15) : Term -V

BUSINESS TO BUSINESS MARKETING [B2B MARKETING]

COURSE OUTLINE
Instructor :
E-mail
:

Dr. Sharad
SharadSarin
Sarin
sarin@xlri.ac.in

1. The Course objectives

The primary objectives of this elective course are:
a.
b.
c.

To share perspectives in the area of B2B Marketing.

To strengthen the knowledge and conceptual base in the area of B2B
Marketing.
To prepare for a career in the field of B2B Marketing.

2. The Orientation
Being a course in the 5th term, it is assumed that students posses a good
knowledge and understanding of the basic concepts and frameworks in
marketing. Even though the course outline and assignment schedule provide
sessions on specific topics like organizational buyer behaviour, product,
pricing, communications, etc. the discussions in class would be on
entrepreneurial orientation for effective implementation.
3. Pedagogy
Cases, conceptual discussions, input from practicing managers and projects
would be the major vehicles for learning.
4. Attendance
Attendance is compulsory and all students are expected to be present for all
the classes. Each session would have 0.25 marks.

XLRI, Jamshedpur
BM (2013-15) : Term -V

5. Evaluation Criteria
Failure to complete any portion of the assigned work will lead to
incomplete grade. The evaluation criteria would be:
a.

End-term examination

30%

b.

Group Project I : Measuring effectiveness of Digital Media for B2B

Marketing
20%

c.

Group Project II:

(a) Technology in and for B2B marketing:

Both for Buying and Selling situations

(b) In-class assignments

(c) Attendance

20%

25%
5%

6. Prescribed Books
(a) Text: Business Marketing: Concepts and Cases by Dr. SharadSarin
(b) Strategic Brand Management for B2B Markets by Dr. SharadSarin
Students are required to bring the books to the classes as the reading
material and cases are prescribed from these two books only. Any other
case and reading material would be distributed in the class only.

XLRI, Jamshedpur
BM (2013-15) : Term -V

ASSIGNMENT SCHEDULE
SESSIONS

TOPICS
I B2B MARKETING : AN OVERVIEW

1
Reading
Case

Text (Chapter-1)
The Nature and Scope of Business Marketing Management
(i)
(ii)

The Invisible hand of Business Marketing (Text: Case-14, pg-545)

What they do not teach MBAs- Pg.14- Box1.2

II UNDERSTANDING THE CUSTOMER AND THE ENVIRONMENT

2&3
Readings
Cases

4
Reading

Organizational Buying Behaviour and Organizational Markets

Text (Chapter 2&3)
1. Organizational Buying Situations. (3 Cases: Chapter-2, pgs.26-30)
2. Buying Behaviour of Government Customers (Text: Case-5, pg.-507)
3. Ethics in Business Marketing (Text: Case-9, pg.-517)
Assessing Market Demand and Potential
Text (Chapter-5)
III ORGANIZAING THE MARKETING FUNCTION

Case
5&6
Readings
Cases

7&8
Reading
Case

1.

HV Industries (Text: Case-12, pg.-531)

Marketing Strategy and Segmentation for B2B Markets

Text (Chapters- 4 and 7)
1. CJA (Case 6-pg.-508)
2. Solex (Case-24, pg.-599)
3. Indus Business Corporation Ltd.(IBCL): The Product Line Decision
(Text: Case-13, pg.-539)
Management of New Industrial Products
Text (Chapter-8)
Management of New Products and Innovations for Business Markets
2.

The Ready Mix Concrete Business in India: Mirage or Unexplored

Mine of Gold [Presentation by Groups] (Text: Case- 22, pg.-579)

XLRI, Jamshedpur
BM (2013-15) : Term -V

9
Reading
Case
10
Reading
Case
11
Reading

Cases
12
Reading
Cases
13
Reading
Cases
14
Reading
Case
15
Reading
Case
16 &17

Pricing Strategy for B2B Markets

Text (Chapter -10)
Ganpati Alloy Steel Company GASCO (Case-11, pg.-522)
Channel Partnership
Text (Chapter-11)
Aditya Tubes Limited (ATL) (Text: Case- 1, pg.-488)
Communication for B2B Markets
Text (Chapter-12)
Managing Marketing Communication for B2B Markets Ch. 7 of B2B Brand
Book-SharadSarin
1. Ganga Oil Engines Limited (GOEL) (Case-10, pg.,521)
2. L &T Standard Product Group (Text: Case-13, pg.-565)
Customer care for B2B Marketing
Text (Chapter-14)
1. Alaknanda Business Corporation Ltd.(ABCL) (Case -3, pg., 497)
2. Amma (Case -2, pg.-496)
Customer Value Management From Product to Solution
Chapter-14
1. Clean Conveyors Limited (CCL) (Text: Case -7, pg.- 511)
2. Vikramaditya The Value Learner (VRL) (Text : Case-28, pg.- 639)
Personal Selling and Sales Productivity
Text (Chapter -13)
Vichar Industries Limited (Text: Case-27, pg.-638)
Marketing of Projects
Text: (Chapter-17)
Shivalik Industries Limited (SIL) (Text: Case-23, pg.-595)
Comprehensive Case on Marketing Strategy
4

XLRI, Jamshedpur
BM (2013-15) : Term -V

Reading
Case
18
Reading
Case
19&20

Note on MECE (will be distributed in the class)

1. Solid Plastics India Limited (SPIL) (Text : Case-25, pg.-600)
(In class presentation by Groups)
Customer Relationship Management
Text: (Chapter- 14)
Vishwakarma Refractories Ltd. (VRL) (Text: Case 29, pg. 643)
Group Presentations on Projects and Summing up

XLRI, Jamshedpur
BM (2013-15) : Term -V