Lovely Professional University, Punjab

Course Code

Course Title

Course Planner

Lectures

MKT612

BUSINESS TO BUSINESS MARKETING

17434::Rajesh Poonia

Course Category

Courses with conceptual focus

Tutorials Practicals Credits

3.0

TextBooks
Sr No

Title

Author

Edition

Year

Publisher Name

T-1

B2B MARKETING - A SOUTH

ASIAN PERSPECTIVE

HUTT MICHAEL D.

11th

2014

CANGAGE LEARNING

Reference Books
Sr No

Title

Author

Edition

Year

Publisher Name

R-1

INDUSTRIAL MARKETING

R V BADI, N V BADI

1st

2010

VRINDA PUBLICATIONS

R-2

BUSINESS MARKETING

KRISHNA K
HAVALDAR

3rd

2010

TATA MCGRAW HILL, INDIA

R-3

INDUSTRIAL MARKETINGANALYSIS, PLANNING AND

CONTROL

ROBERT R, EDWARD G, 2nd

BRIERTY H, REEDER

2009

PRENTICE HALL

Other Reading
Sr No

Journals articles as Compulsary reading (specific articles, complete reference)

OR-1

Kirloskar Oil Engine Ltd. Overhauls its delivery process for better CRM, Page No 401, Textbook ,

OR-2

The Middleby Corporation, Page No 402, Textbook ,

OR-3

Tata Teleservices offers enterprise telecom solutions for SMEs, Page No 403, Textbook ,

OR-4

Sealed Air Corporation: Delivering packaging solutions, Page No 404, Textbook ,

OR-5

Sony shifts away from technology licence with Rambus for PS4, Page No 407, Textbook ,

OR-6

Federated Insurance: Targeting small Businesses, Page No 408, Textbook ,

OR-7

FedEx reduces carbon footprint with innovation in packaging and distribution, Page No 415, Textbook ,

OR-8

Hidden Inside: International flavors and fragrances, Inc, Page No 416, Textbook ,

OR-9

Marico employs IT solutions to improve planning processes in its supply chain, Page No 421, Textbook ,

OR-10

Snap-on, Inc: A unique Go-to-Market strategy, Page No 422, Textbook ,

OR-11

Darcl plans to globalize supply chain and logistics services, Page No 423, Textbook ,

OR-12

Supply chain issues at Optimal Medical parts company, Page No 424, Textbook ,

OR-13

SAP offers solutions for SMEs, Page No 427, Textbook ,

OR-14

Free-Product competitors challenge Microsoft, Page No 428, Textbook ,

1.0

0.0

4.0

OR-15

Indian Airlines and Air India merger falls through due to lack of cultural integration, Page 429, Textbook ,

OR-16

Johnson Controls,Inc, Page No 430, Textbook ,

OR-17

Castrol India sells to businesses but advertisers to consumers, Page No 431, Textbook ,

OR-18

Account management at YRC Worldwide: Choosing customers wisely, Page No 432, Textbook ,

Relevant Websites
Sr No

(Web address) (only if relevant to the course)

Salient Features

RW-1

http://www.b2bmarketing.net/

News, cases, videos and articles related to Industrial marketing

RW-2

http://www.trademart.in/

An online portal for B2B marketplace having wide variety of suppliers

and purchasers

LTP week distribution: (LTP Weeks)

Weeks before MTE

Weeks After MTE

Spill Over

Detailed Plan For Lectures

Week
Lecture
Number Number

Broad Topic(Sub Topic)

Week 1

Lecture 1

Business Marketing
Perspective(Business
Marketing Management)

Lecture 2

Week 2

Chapters/Sections of Other Readings,

Text/reference
Relevant Websites,
books
Audio Visual Aids,
software and Virtual
Labs

Lecture Description

Learning Outcomes Pedagogical Tool Live Examples

Demonstration/
Case Study /
Images /
animation / ppt
etc. Planned

T-1:Chapter 1

Perspective of B2B
Marketing

Students will
understand the
context of
industrial marketing

Business Marketing
Perspective(Creating the
Customer Value
Proposition)

T-1:Chapter 1

Characteristics of
business markets

Students will analyze Class discussion

the various
and brainstorming
characteristics of
business markets

HarleyDavidson,
Whirlpool,
DuPont,
Textbook, Page
No 14-15

Lecture 3

Business Marketing
Perspective(Business and
Consumer Marketing)

T-1:Chapter 1

Distinguishing
characteristics, A
relationship emphasis

Students will
Article discussion
evaluate the
importance of having
strong relationships
in business marketing

Nestle,
Kirloskar Oil
Engine Ltd,
Textbook, Page
No 401

Lecture 4

Business Marketing
Perspective(Classifying the
Goods for the Business
Market)

T-1:Chapter 1
R-2:Chapter 2

Entering goods,
Foundation goods,
Facilitating goods

Students will identify Class discussion

the various types of and brainstorming
business market
goods

McDonald, HP
and Dell,
Textbook, Page
No 24

OR-1

Class discussion
and
brainstorming

Airtel in DTH
and IPTV,
Textbook, Page
No 7

Week 2

Week 3

Week 4

Lecture 5

Business Marketing
Perspective(Organizational
Customers)

R-2:Chapter 2
R-3:Chapter 2

Commercial enterprises, Students will

Class discussion
Government agencies, identify and evaluate and
institutions
the role of industrial brainstorming
customers

Lecture 6

Business Marketing
Perspective(Government
Agencies and Institutions)

R-3:Chapter 2

Characteristics of
government agencies

Students will
analyze the role of
various govenrment
agencies and
institutions

Lecture 7

Business Marketing
Perspective(Classifying
Industrial Products)

R-2:Chapter 2
R-3:Chapter 3

Classifications of
various
industrial products

Students will identify Article Discussion

the various
components of
industrial marketing
environment

Lecture 8

Business Marketing
Perspective(Unique
Characteristics of
Organizational Procurement)

R-3:Chapter 2

Purchasing in
commercial enterprises,
Purchasing in
government units,
Institutional purchasing,
purchasing in reseller
market

Students will
analyze the role of
various govenrment
agencies and
institutions

Class discussion
and
brainstorming

Lecture 9

Business Marketing
Perspective(The Industrial
Marketing Environment)

R-3:Chapter 3

Components of
industrial
marketing environment

Students will
study the various
components of
industrial marketing
environment

Class discussion
and
case analysis

Search process, new

task, straight rebuy,
modified rebuy, strategy
guidelines

Students will
Article discussion
evaluate the various and brainstorming
steps involved in
organizational buying
process

OR-2

OR-3

Procurement at
Indian Railways
(http://www.sr.i
ndianrailways.g
ov.in/view_secti
on.jsp?
lang=0&id=0,1,
304,384,418)

Class discussion
and
brainstorming

Lecture 10 Organizational Buying

Behavior(The organizational
Buying Process)

T-1:Chapter 2

Lecture 11 Organizational Buying

Behavior(Forces Shaping
Organizational Buying
Behavior)

T-1:Chapter 2

Environmental forces,
Organizational forces

Student will be able Class discussion

to analyze the various and brainstorming
forces shaping
organizational
bahavior

Lecture 12 Organizational Buying

Behavior(Buying Centers
and Multiple Buying
Influencers)

R-3:Chapter 4

Identifying buying
centre
members, identifying
key buying influencers

Students will be able Class discussion

to
and
identify the factors
brainstorming
influencing the
purchasing decision

The Middleby
Corporation,
Textbook, Page
No 402

Tata
Teleservices,
Textbook, Page
No 403

Week 5

Week 6

Lecture 13 Organizational Buying

Behavior(Bidding and
Tendering)

R-3:Chapter 17

Competitive bidding,
leasing and tendering

Students will identify Class discussion

the objectives of
and
Bidding and
brainstorming
tendering
in organizational
buying

bidding in
Indian Bank.
(Article
uploaded in
course file)

Lecture 14 Organizational Buying

Behavior(Objectives in
Organizational Buying)

R-2:Chapter 3
R-3:Chapter 4

Task oriented
objectives,
Non task objectives

Students will be able Article discussion

to apply the task
and
based and non task
brainstorming
based objectives

Sealed Air
Corporation,
Textbook, Page
No 404

Lecture 15 Organizational Buying

Behavior(Buying Centre
Involvement and
Interactions Pattern)

R-3:Chapter 5

Model for industrial

buyer behavior

Students will
evaluate the role of
buying centers in
joint
decision making in
industrial buying

Class discussion
and
brainstorming

Lecture 16 Organizational Buying

Behavior(Joint Decision
Making)

R-3:Chapter 5

Characteristics of the
firm, Marketing
implications,
Psychological factors
influencing decisions

Students will
evaluate the role of
buying centers in
joint
decision making in
industrial buying

Class discussion
and
brainstorming

Lecture 17 Organizational Buying

Behavior(Conflict and
Resolution in Joint Decision
Making)

R-3:Chapter 5

Conflict resolution
strategies, Power in
conflict resolution

Students will
identify the various
conflict resolution
strategies with the
buyer

Role play

Bajaj and
Renault, (Article
uploaded in
course file)

R-3:Chapter 5

Conflict resolution
strategies, Power in
conflict resolution
Supplier choice and
evaluation

Students will
identify the various
conflict resolution
strategies with the
buyer

Role play

Bajaj and
Renault, (Article
uploaded in
course file)

Lecture 18 Assessing Market

Opportunities(Business
Market Segmentation
Requirements and Benefits)

T-1:Chapter 3

How to see what's next

Students will analyze Class discussion

the requirements and and
benefits of
brainstorming
segmentation.

Tata Motors
(Article
uploaded in
course file)

Lecture 19 Assessing Market

Opportunities(Bases for
Segmenting Business
Markets)

T-1:Chapter 3

OR-5

Balancing risk and

return in customer
portfolio

Students will do the

segmentation of
business market

Sony, Textbook,
Page No 407

Lecture 20 Assessing Market

Opportunities(The
Segmentation Process)

T-1:Chapter 3

OR-6

choosing market
segments, estimating
segment demand

Students will
Article discussion
estimate the demand and brainstorming
in the selected
segment

Lecture 21 Assessing Market

Opportunities(Implementing
a Segmentation Strategy)

T-1:Chapter 3

OR-6

L21-choosing market
segments, estimating
segment demand L22Article Discussion

Students will
Article discussion
estimate the demand and brainstorming
in the selected
segment

Organizational Buying
Behavior(The Buying
Committee)

Week 7

OR-4

Article discussion
and
brainstorming

Federated
Insurance,
Textbook, Page
No 408

Week 8

Lecture 22 Assessing Market

Opportunities(Implementing
a Segmentation Strategy)

T-1:Chapter 3

Lecture 23 Assessing Market

Opportunities(Methods of
Segmenting Demand)
Lecture 24 Assessing Market
Opportunities(Methods of
Segmenting Demand)

OR-6

L21-choosing market
segments, estimating
segment demand L22Article Discussion

Students will
Article discussion
estimate the demand and brainstorming
in the selected
segment

T-1:Chapter 3

L23- Qualitative
Techniques
L24 - Quanitative
techniques

Students will use the Brainstorming

techniques for
segmenting the
demand

T-1:Chapter 3

L23- Qualitative
Techniques
L24 - Quanitative
techniques

Students will use the Brainstorming

techniques for
segmenting the
demand

Federated
Insurance,
Textbook, Page
No 408

MID-TERM
Week 9

Lecture 25 Formulating Business

Marketing Strategy(Building
a Strong B2B Brand)

T-1:Chapter 7

OR-7

Brand building steps,

meaning of quality

Students will
Class discussion
FedEx,
evaluate the brand
and brainstorming Textbook, Page
building steps and
No 415
will measure the
quality of the product

Formulating Business
Marketing Strategy(Product
Quality and Customer
Value)

T-1:Chapter 7

Brand building steps,

meaning of quality

Students will
Class discussion
evaluate the brand
and brainstorming
building steps and
will measure the
quality of the product

Lecture 26 Formulating Business

Marketing Strategy(Product
Policy and Strategy)

T-1:Chapter 7

Defining the product

market, Types of
technology customers

Students will
evaluate the
industrial product
planing strategy

Class discussion
The Gorilla
and brainstorming advantage in
high tech
markets,
Textbook, Page
No 188

T-1:Chapter 7

Defining the product

market, Types of
technology customers

Students will
evaluate the
industrial product
planing strategy

Class discussion
The Gorilla
and brainstorming advantage in
high tech
markets,
Textbook, Page
No 188

T-1:Chapter 9

The customer
experience life cycle,
Characteristics of
Services

Students will apply Class discussion

the concept of
and brainstorming
customer experience
map and will
differentiate the
services from
products

Formulating Business
Marketing Strategy(The
Technology Adoption Life
Cycle)

Lecture 27 Formulating Business

Marketing Strategy
(Understanding the Full
Customer Experience)

GE's
Ecomagination
marketing
campaign,
Textbook, Page
No 177

International
flavors and
fragrances Inc,
Textbook, Page
No 416

Week 9

Lecture 27 Formulating Business

Marketing Strategy
(Challenges in Business
Service Marketing)

T-1:Chapter 9

OR-8

The customer
experience life cycle,
Characteristics of
Services

Students will apply Class discussion

the concept of
and brainstorming
customer experience
map and will
differentiate the
services from
products

Week 10 Lecture 28 Formulating Business

Marketing Strategy
(Marketing Mix of Business
Service Firms)

T-1:Chapter 9
R-1:Chapter 9

Classifying services for

hybrid offerings
Dimensions of service
quality, return on quality

Students will use the Class discussion

marketing mix for
and brainstorming
services and identify
the different
dimensions of service
quality

Formulating Business
Marketing Strategy(Service
Quality)

T-1:Chapter 9
R-1:Chapter 9

Classifying services for

hybrid offerings
Dimensions of service
quality, return on quality

Students will use the Class discussion

marketing mix for
and brainstorming
services and identify
the different
dimensions of service
quality

Lecture 29
Lecture 30 Managing Business
Marketing Channels and
Pricing Strategies(The
Business Marketing Channel
and various Participants)

International
flavors and
fragrances Inc,
Textbook, Page
No 416

Homework,Test,Case
study3
T-1:Chapter 10

Integrated multichannel
models, Participants in
business marketing
channel

Students will analyze Class discussion

the various channels and brainstorming
and participants in
business marketing

Week 11 Lecture 31 Managing Business

Marketing Channels and
Pricing Strategies(Channel
Administration)

T-1:Chapter 10

OR-9

Selection and
motivation of channel
partners

Students will design Article discussion Marico,

the selection and
and brainstorming Textbook, Page
motivation strategies
No 421
for channel partners

Lecture 32 Managing Business

Marketing Channels and
Pricing Strategies(Concept
of Supply Chain
Management (SCM))

T-1:Chapter 11

OR-10

Advantages of supply
chain management

Students will enlist

Article discussion
the various
advantages of supply
chain management

Lecture 33 Managing Business

Marketing Channels and
Pricing Strategies
(Application and
Competitive Advantage of
SCM)

T-1:Chapter 11

OR-12

Successfully applying
the supply chain
management approach

Students will apply

the concept of SCM

Article discussion Optical Medical,

and brainstorming Textbook, Page
No 424

T-1:Chapter 11

OR-11

Calculating logistics
cost, B2B logistical
management

Students will
calculate the cost of
logistics

Article discussion Darcl,

and brainstorming Textbook, Page
No 423

T-1:Chapter 12

OR-13

The pricing process in

business markets

Students will analyze Article discussion SAP, Textbook,

the pricing process
and brainstorming Page No 427

Week 12 Lecture 34 Managing Business

Marketing Channels and
Pricing Strategies(Strategic
Role of Logistics)
Lecture 35 Managing Business
Marketing Channels and
Pricing Strategies(Value and
Pricing Process)

Snap-on, Inc,
Textbook, Page
No 422

Week 12 Lecture 36 Managing Business

Marketing Channels and
Pricing Strategies
(Competitive Bidding)

T-1:Chapter 12

OR-14

Evaluating a
competitive threat and
strategies for
competitive bidding

Students will
Evaluate a
competitive threat
and strategies for
competitive bidding

Article discussion Microsoft,

and brainstorming Textbook, Page
No 428

Managing Business
Marketing Channels and
Pricing Strategies
(Responding to Price
Attacks)

T-1:Chapter 12

OR-14

Evaluating a
competitive threat and
strategies for
competitive bidding

Students will
Evaluate a
competitive threat
and strategies for
competitive bidding

Article discussion Microsoft,

and brainstorming Textbook, Page
No 428

T-1:Chapter 13

Developing the
advertising
message,selecting
advertising media for
business markets,
managing trade show
strategy

Students will select

the right media and
develop the
advertising message

class activity

Auto Expo in
India (Article
uploaded in
course file)

T-1:Chapter 13

Developing the
advertising message and
selecting advertising
media for business
markets,

Students will select

the right media and
develop the
advertising message

class activity

Auto Expo in
India (Article
uploaded in
course file)

T-1:Chapter 13

Trade show strategy,

Students will analyze Class discussion
objectives, selecting the and identify the
and brainstorming
trade show
various parameters of
Trade shows

T-1:Chapter 13

Trade show strategy,

Students will analyze Class discussion
objectives, selecting the and identify the
and brainstorming
trade show
various parameters of
Trade shows

Week 13 Lecture 37 Formulating Marketing

Communication Planning
(The Role and Management
of B2B Advertising)

Formulating Marketing
Communication Planning
(Measuring Advertising
Effectiveness)
Lecture 38 Formulating Marketing
Communication Planning
(Managing Trade Show and
Exhibitions)
Formulating Marketing
Communication Planning
(Relationship Marketing
Strategy)
Lecture 39 Formulating Marketing
Communication Planning
(Managing the Sales Force)

T-1:Chapter 14

OR-15

Recruitment and
selection salesperson,
deployment analysis

Students will apply

the learning of sales
administration and
sales force
management

Article discussion
discussion and
brainstorming

Indian Airlines,
Textbook, Page
No 429

Formulating Marketing
Communication Planning
(Sales Administration)

T-1:Chapter 14

OR-15

Recruitment and
selection salesperson,
deployment analysis

Students will apply

the learning of sales
administration and
sales force
management

Article discussion
discussion and
brainstorming

Indian Airlines,
Textbook, Page
No 429

Week 14 Lecture 40 Formulating Marketing

Communication Planning
(Selecting and Recruiting
Industrial Sales People)

R-3:Chapter 13

OR-16

L40 - Primary selection

criteria, personal
interviews
L-41 - Article
Discussion

Students will
Article discussion
identify the
and brainstorming
parameters
for selection, training
and compensation

Johnson
Controls,
Textbook, Page
No 430

Lecture 41 Formulating Marketing

Communication Planning
(Selecting and Recruiting
Industrial Sales People)

R-3:Chapter 13

OR-16

L40 - Primary selection

criteria, personal
interviews
L-41 - Article
Discussion

Students will
Article discussion
identify the
and brainstorming
parameters
for selection, training
and compensation

Johnson
Controls,
Textbook, Page
No 430

Week 14 Lecture 42 Formulating Marketing

Communication Planning
(Developing Professional
Salespeople)

R-3:Chapter 13

OR-17

L42- Use of learning of

theory
in training, areas of sales
training, motivating the
sales force
L43 - Article Discussion

Students will
Article discussion Castrol India,
identify the
and brainstorming Textbook, Page
parameters
No 431
for selection, training
and compensation

Week 15 Lecture 43 Formulating Marketing

Communication Planning
(Developing Professional
Salespeople)

R-3:Chapter 13

OR-17

L42- Use of learning of

theory
in training, areas of sales
training, motivating the
sales force
L43 - Article Discussion

Students will
Article discussion Castrol India,
identify the
and brainstorming Textbook, Page
parameters
No 431
for selection, training
and compensation

Lecture 44 Formulating Marketing

Communication Planning
(Effective Use of Sales
Compensation)

R-3:Chapter 13

OR-18

L44 - Monetary
compensation,
incentive programs as
motivators, Article
Discussion
L45 - Revision

Students will
Article discussion
identify the
parameters for
effective use of sales
compensation

YRC
Worldwide

Lecture 45 Formulating Marketing

Communication Planning
(Effective Use of Sales
Compensation)

R-3:Chapter 13

OR-18

L44 - Monetary
compensation,
incentive programs as
motivators, Article
Discussion
L45 - Revision

Students will
Article discussion
identify the
parameters for
effective use of sales
compensation

YRC
Worldwide

SPILL OVER
Week 16 Lecture 46

Spill Over

Lecture 47

Spill Over

Lecture 48

Spill Over

Scheme for CA:

Component

Frequency

Homework,Test,Case study

Out Of
2

Each Marks Total Marks

3

Total :-

15

30

15

30

Details of Academic Task(s)

AT No.

Case study1

Objective

To test the
presentation and
analytical skills of
the students

Topic of the Academic Task

Cases has been given to group of the students(4 students in each

group). Students have to give presentation on the given case.
Cases has been mentioned in the tutorial plan.

Nature of Academic Task

(group/individuals/field
work
Group

Evaluation Mode

Allottment /
submission Week

45 Marks (Case
Analysis- 30 Marks,
Presentations-15
Marks)

2 / 12

HW1

To train the student

to handle the
practical situation in
marketing of
industrial products

The student is assumed to be the marketing manager of a new

Group
venture. He has to design the blueprint of the process of selling
the industrial product, with constraints (like action of the
competitors, legal requirements, economic constraints,
technological constraints, capacity, brand equity, experience etc.)
and measures to overcome the constraints.

Test1

To test the
Test will based on the syllabus covered till the date of
understanding of the Test,including the portion before the MTE
student about the
subject

Individual

45 Marks
(Constraints - 10
marks, Blueprint
design - 10 Marks,
Presentation - 15
marks, Question
handling -10 Marks)

5/8

45 marks (6
questions of 9
marks each)

9 / 11

Plan for Tutorial: (Please do not use these time slots for syllabus coverage)
Tutorial No.

Lecture Topic

Type of pedagogical tool(s) planned

(case analysis,problem solving test,role play,business game etc)

Tutorial1

What is Industrial Marketing, HBR, 9-592-012 (To be used for case

based Presentation)

Case Analysis

Tutorial2

Industrial Buyer Behavior, HBR, 9-582-117 (To be used for case

based Presentation)

Case Analysis

Tutorial3

Industrial Marketing Strategy - An Overview, HBR, 9- 589-102 (To be Case Analysis

used for case based Presentation)

Tutorial4

New Criteria for Market Segmentation, HBR, By Daniel Yankelovich

(Available in course file), (To be used for case based Presentation)

Tutorial5

Loctite Corporation: Industrial Products Group, HBR, 9- 581-066, (To Case Analysis
be used for case based Presentation)

Tutorial6

The Drivers of Technology Licensing: An Industry Comparision, HBR, Case Analysis

CMR372,8/1/07 (To be used for case based Presentation)

Tutorial7

Bolster Electronics: Dealing with Dealer Demands, Richard Ivey

school of business, W12242 (To be used for case based
Presentation)

Case Analysis

Tutorial8

Turn Your Industrial Distributors in to Partners, HBR, By James A.

Narus, (To be used for case based Presentation)

Case Analysis

Tutorial9

What is the best global strategy for the internet, HBR, BH077 , Case Case Analysis
Analysis

Tutorial10

Industrial Marketing with a Flair, HBR, By R. Karl van Leer, Case

Analysis

Case Analysis

Tutorial11

Deere and Company, HBR, 9-577-112, Case Analysis

Case Analysis

Tutorial12

Cantro Corporation, HBR, UV2724, Case Analysis

Case Analysis

Tutorial13

DHL Worldwide Express: The express division of Airfreight Limited,

Page No 436, Textbook

Case Analysis

Case Analysis

After Mid-Term

Tutorial14

TrustMe Bank, Page No 493, Textbook

Tutorial15

Shiv Industries, Facing the challenge of Globalization, Page No 465,

Textbook

Case Analysis
Case Analysis