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B2B - Introsession

This document outlines the course structure, content, administration, and class schedule for a Business-to-Business Marketing course. The course will provide an in-depth overview of B2B marketing issues through discussions, examples, applications, and cases. Students will be assessed through an end-term exam, quiz, assignments, and class participation. The class schedule lists 13 sessions over 7 days that will cover topics like organizational buying behaviour, personal selling, pricing, segmentation and positioning, product management, services management, channel management, and relationships and networks.

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sumeetpatnaik
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Download as PDF, TXT or read online on Scribd
27 views

B2B - Introsession

This document outlines the course structure, content, administration, and class schedule for a Business-to-Business Marketing course. The course will provide an in-depth overview of B2B marketing issues through discussions, examples, applications, and cases. Students will be assessed through an end-term exam, quiz, assignments, and class participation. The class schedule lists 13 sessions over 7 days that will cover topics like organizational buying behaviour, personal selling, pricing, segmentation and positioning, product management, services management, channel management, and relationships and networks.

Uploaded by

sumeetpatnaik
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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B2B Marketing

Soumya Sarkar
XIM Bhubaneswar
EMBA 2015-16
Term III

Course Structure
Specialised course on Business-to-business
Marketing
Perspectives:
Overview
Buyer behaviour
Strategy
Market sensing
Marketing programmes
Relationships
XIMB EMBA 2015-16

Content & Process


In-depth discussions on B2B marketing
issues
Dialogue
Examples
Applications
Cases

Queries & feedback formal and informal


XIMB EMBA 2015-16

Course Administration
Assessment
End-term: 40%
Open resources

Quiz (in-class): 25%


Closed book

Assignments: 25%
Shall be informed in class
Presentation on last class

Class participation: 10%


XIMB EMBA 2015-16

Class Schedule
Date

Day

11 Dec

Fri

12 Dec

Sat

Session Topic of discussion


Reading
Perspective of B2B
Chapter 1
1
Marketing
2
Organisational Buying Chapter 2
Major Sales: Who Really Does the Buying (Bonoma)
Behaviour
3
4

13 Dec

Sun

5
6

14 Dec

Mon

15 Dec

Tue

16 Dec

Wed

7
8
9
10
11
12

17 Dec

Chapter 3
Integrated Model of Buyer-Seller Relationships (Wilson)

Personal Selling & Key


Account Management

Case: Bose Corp: JIT II (A)


Chapter 6 (Section 6.4, and 6.5) & Chapter 7
How to Segment Industrial Markets (Shapiro & Bonoma)
Chapter 8
Case: Ingersoll-Rand (India) Ltd.
Chapter 9
Chapter 4
Chapter 11
Case: Phillips Foods
Chapter 12
Ending the war between sales and marketing (Kotler,
Rackham & Krishnaswamy)

Pricing

Segmentation &
Positioning
Product Management
Services Management
Channel Management
Integrated Marketing
Communications

Thu

13

Relationships &
Networks

Chapter 10
Intraorganizational influences on business-to-business
pricing strategies (Lancioni, Schau & Smith)

XIMB EMBA 2015-16

QUESTIONS?

XIMB EMBA 2015-16

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