Course: B2B marketing {MBA III semester, 4 Sections (196 Students)}, Instructor: Prof Piyusa Das

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Course Objective: The objective of the course is to sharpen critical analysis, problem-solving, and communication skills necessary to lead
effective B2B marketing strategy design and execution

Pedagogy: The pedagogy would be a mix of interactive sessions, case discussions, student presentations and assignments. Students are expected
to read all the background readings/chapters before coming to class.

Evaluation Criteria:
 2 Quizzes/Class Tests (7.5 marks each): 15 Marks (best 2 out of 3 quizzes).
 2 Group Presentations: 20 Marks
 Existing B2B product offering analysis: 8 Marks
 New B2B product offering design: 12 Marks
 Group details along with chosen topics, as discussed with faculty, to be submitted prior to 2 weeks from presentation.
Presentation slides to be shared prior to Group’s presentation.
 In-class Case discussion and case analysis submission (hand-written individual exercises) – 15 marks (3 marks X 5)
 Class Participation/exercise/assignment (individual) – 10 Marks
 Term End Examination: 40 Marks

Reading material: 1) B2B Marketing: Michael D Hutt, Dheeraj Sharma

2) On-line resources as suggested by course instructor
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Session Details of the topics to be Discussed Tasks
Introduction to B2B Marketing (Chapter 1)
1
- B2B Marketing overview Background reading from book
- Difference between B2B and B2C

Organizational Buying Behavior (Chapter 2)

2 Case Analysis
- Different variables influencing buying decisions
 Segmenting Business Customers (Chapter 4)
3 Case Analysis
- Customer Segmentation In Business-To-Business Markets

B2B Innovation and Product Development (Chapter 8)

4 Case Analysis
- New Product Development in B2B context

Quiz 1
Business Services (Chapter 9)
5
- Managing Services in B2B context Submit topics for group presentation

Pricing strategies for Business Markets (Chapter 12)

6 Case Analysis
- Towards value-based pricing

Business Marketing Communication (Chapter 13, 14)

7 Case Analysis
- Sales Tools and Communication

Managing Business Market Channels (Chapter 10 & 11)

8 - Managing Value Delivery Networks, Supply Chain Management Case Analysis

9 Existing B2B offering Analysis – Group Presentation

Group Presentation
(10 marks)
10 Existing B2B offering Analysis – Group Presentation

Building a B2B Brand (Chapter 7)

11 Case Analysis
- Hidden Wealth In B2B Brands
 Quiz 2
Business Market Planning & Strategy (Chapter 5 & 6)
12
- Value Network, Strategic Alliances Case Analysis

CRM Strategies for Business Markets (Chapter 3)

13 Case Analysis
- Building Loyalty In Business Markets

Reading Material will be provided.

Account Management
14 Students need to come with
- Strategic account management: customer value creation through customer alignment background reading

Online B2B Marketing, Social Media in B2B Reading Material will be provided.
15 - How B2B Sales Can Benefit from Social Selling Students need to come with
background reading

Innovating B2B Business Models

16 Quiz 3
- How to Identify New Business Models

Business Marketing Performance Measurement (Chapter 15)

17 Case Analysis

18 New B2B Offering Design and Pitching to customer– Group Presentation

Group Presentation (10 marks)

19 New B2B Offering Design and Pitching to customer - Group Presentation

Course Recap
20