Course Plan Teacher Name: Ram Mohan(City campus) Class: 5thSemester,Marketing specialization(Sections-G&I) Subject & Code No: Business

to Business MBA 464 Total No.of hours:30 hrs (3Hrs/Week)

2 Credits

1.Course Overview This paper is offered as a marketing elective in the fifth trimester. It prepares students for careers in the areas of marketing of industrial products & services, industrial projects & consultancy. 2.Learning Objectives 1. To enhance the ability of the students to understand the nature of B-2-B marketing, & the process involved in practice. 2. Development of B-2-B Strategies and their implementation. 3.Prescribed Text 1.Michael D Hutt, Thomas W Speh, Business Marketing Management Cengage Learning 4.Reference Books 1. 1.Vitale and Giglierano, Business-to-Business Marketing, Analysis and Practice in a Dynamic Environment, Thomson Press Publications 2. 2.Anderson, Business Market Management, Pearson Publications 5.Session Content and Schedule: Syllabus Unit Unit1 Topic break-up A Business Marketing Perspective: Introduction to Business-to-Business Marketing, Business and Consumer marketing-A contrast, The value chain, Trends and changes in Business marketing. Hrs 3 Date 12/14 Sept Teaching Method Lecture and discussion /case discussion Assignments Examine the backend supply chain for Indian edible oil manufacturer s. Readings Reading materialChapter1 including case study,Michael D Hutt,Business marketing

Unit2

Perspectives on the Organizational Buyer:Classifying Customers, Organizations, and Markets, Types of organizational customers and their unique characteristics of Commercial enterprises, Government and Institutional Markets. Organizational Buying Behaviour:Organizati onal Buying and Buying behavior: The nature of buying, organizational buying process- A process flow model. Customer Relationship Management:Custom er relationship Management Strategies for Business Markets. Buyer seller connector, Managing Buyer seller relationships, Gaining a customer relationship advantages. CIA 1 -Evaluation of Group assignments Segmenting the Business Market:Segmenting, Targeting and Positioning. Value based segmentation. A model for segmenting the organizational Market. Mid Term Exam-1822 Oct

19/21 Sept

Lecture and discussion /case discussion

Compare eauctions with spot buying/contr act buying

Reading materialChapter2 including case study,Michael D Hutt,Business marketing

Unit3

26/28 Sept

Lecture and discussion /Interactiv e sessions/c ase discussion Lecture and discussion /case discussion

Compare the organizationa l buying behaviour of Indian and Japanese automobile companies. How does Maruti Suzuki India Ltd leverage its strong relationship with their vendors and suppliers.

Reading materialChapter3 including case study,Michael D Hutt,Business marketing

Unit4

3/5 Oct

Reading materialChapter 4 including case study,Michael D Hutt,Business marketing

Unit5

10/12 Oct

Lecture and discussion /Interactiv e sessions/c ase analysis

Identify segments in the Indian machine tools industry.

Reading materialChapter 5 including case study,Michael D Hutt,Business marketing

18th22nd Oct

Chapters-1-5

Unit6

Organizational Demand Analysis:Organization al Demand analysis, Determining Market and Sales potential, Sales Forecasting methods.

2/7 Nov

Lecture and discussion /Interactiv e sessions/C ase analysis

Forecast the demand of automobile components for both OEM and replacement market in India for the next 10 years in both value and volume terms. Identify key drivers for Industrial product development in India as the Industrial base of the country is small

Reading materialChapter6 including case study,Michael D Hutt,Business marketing

Unit7

Managing Innovation and new industrial product development, Pricing Strategy for business markets:Marketing mix Managing Innovation and New product development process. Pricing in Business-to-Business Marketing. Pricing basis, Managing price as part of Marketing Strategy, Managing pricing tactics, Pricing implementation-Case of negotiated pricing. Managing Business Marketing Channel, Business Marketing Communications:Dire ct & Indirect Channels,Distributors & Manufacturers Rep,Channel Objectives & Design, Selection & Motivation of Channel Members.B-2-B Advertising,Trade Shows,Personal Selling, Key Account Management CIA 2 -Evaluation of the group assignmenteach group will have

9/14 Nov

Lecture and discussion /Interactiv e sessions/c ase discussion

Reading materialChapter 10,15 including case studies,Michael D Hutt,Business marketing

Unit8

16/21 Nov

Lecture and discussion /Interactiv e sessions/c ase analysis

Design the marketing channel for exports of power equipment by BHEL.

Reading materialChapters 12,16,17 including case studies,Michael D Hutt,Business marketing

Unit9

23/28 Nov

Lecture and discussion

Examine the concept of selling DG

Reading materialChapter11 including case

max. of 5 members Managing Services for Business Markets:Marketing mix for Business service Firms Segmentation, Service packages, Service Promotion and Distribution. Unit10 Strategic Perspectives in Business Marketing Planning:Business Marketing Strategies,marketing's strategic role,crossfunctional relationships CIA 2 -Evaluation of group case presentations Course Closure , Feedbacks Question Question& Answer session 3 30 Nov, 5 Dec

/Interactiv e sessions/c ase discussi

sets to renting DG sets by Cummins India Ltd/Wartsila Diesel.

study,Michael Hutt,Business marketing

Lecture and discussion /Interactiv e sessions

Case presentation and analysis

Reading materialChapter 7 including case study,Michael D Hutt,Business marketing

07/12 /11

Interactiv e sessions

Revision/clarificati on of doubts

Evaluation Criteria 6.CIA I - Evaluation of Group presentations on assigments and cases(each group will have max. of 5 members). (20 marks) 7.CIA II- Evaluation of Group presentations on assigments and cases(each group will have max. of 5 members) (20 marks) 8.Mid trimester examination: 18th-22nd Oct'11-Chapter-1 to 5 ,Michael D Hutt, Thomas W Speh, Business Marketing Management Cengage Learning (50 marks) 9.Learning Methodology & Skill Development: 1.Group presentations on organizational buying behavior & practices in purchase of raw materials,capital & facilitating goods in Indian Cos & MNCs operating in India. 2.Segmentation & Positioning of B-2-B Products. 3.Forecasting Techniques for demand of Industrial Products 4.Case discussions and analysis.

10.End-term exams: 12-22 December 2011 marks) 11. Attendance marks)

(100 (10

HOD/ Coordinator