Course Title: Business to Business Marketing

Semester: III B Class: MBA 2019 - 20

Instructor: Mr. Arif Ijaz Email: arif.ijaz@kmlg.com

husnain.ali@kmlg.com
Sidra.baig@kmlg.com

Room # Telephone:

Office Hours: Secretary/TA Ali Husnain & Sidra Baig

COURSE OVERVIEW

Course Description: Marketing is the cornerstone of any MBA program. Marketing courses mostly
cover B2C domain because of the glamour of FMCG and brand management and tend to ignore
B2B forte. However, a crucial responsibility lies on our shoulders to equip students with knowledge
of industrial B2B marketing due to complex B2B dynamics and lucrative opportunities. To ensure
this, we have customized this course in a way that it is a blend of real time B2B case studies and
valuable insights of instructor gained through personal and professional experiences. The course
will start off with the myths related to B2B and B2C, and then address their conversion followed by
the new concept of H2H, a marketing concept of future. Human to Human is a rich blend of B2B
and B2C, incorporating all significant aspects of marketing.

Students will learn to handle real time settings of H2H (B2B/B2C) environment by understanding
the nature of organizational buying behavior, factors that influence decision making, methodologies
to address the influences and complexities of developing an effective H2H marketing strategy.

Course Organization: The course has been divided into the following six modules:

 Prerequisites of B2B
 B2B in practice
 Launching a B2B product
 4Ps and 7Ps at play in B2B scenario
 B2B in Global Perspective
B2B and the Digital Age

LEARNING OBJECTIVES

This B2B course attempts to equip students to:

1. Thoroughly understand the philosophy of B2B marketing.
2. Differentiate between B2B & B2C.
3. Understand the new way of Marketing in today's era; H2H
4. Learn how to assess opportunities in business markets.
5. Enable them to apply B2B in practical life by understanding the fundamentals and
principles of B2B marketing.
6. Develop insight on the impact of Digital/Social on B2B Marketing.
7. Make marketing decisions that lead a company to generate and deliver value to customers.
8. Design a customer-centric marketing approach that focuses on the relationships as
opposed to transactions.
MBA PROGRAM LEARNING GOALS & OBJECTIVES

1. Leadership and teamwork: Students will be able to assume leadership roles, perform
leadership tasks responsibly, and work effectively in teams.
2. Functional, integrative and strategic abilities: Students will demonstrate
understanding of the functional and strategic aspects of business and management, be
able to integrate across functional areas, and develop feasible strategies and action
plans.
3. Critical thinking and decision making: Students will be able to identify key
problems, collect and use information critically, and generate viable alternatives and
solutions.
4. Global perspective and flexibility: Students will demonstrate understanding of
global and multi-cultural perspectives within the local context and be able to work
effectively in multi-cultural settings.
5. Social, ethical, economic and environmental responsibility: Students will be able to
understand the broader ramifications of their decisions and assess the impact of
economic, ethical, environmental factors on the policies, strategies and operations of
the organization.
6. Effective communication: Students will be able to communicate clearly and
persuasively in writing and verbally, in ways appropriate for a variety of objectives
and audiences.
7. Entrepreneurialism and innovativeness: Students will be able to create, identify,
assess, shape and act on opportunities in a variety of contexts and organizations.
8. Managing pressures, complexities and uncertainties: Students will be able to
manage pressures and resource constraints, and think, decide and act in complex and
ambiguous situations.

Indicate below how the course learning objectives specifically relate to any program
learning goals and objectives.

Program Learning Goals and Course Learning Objectives Course Assessment Item
Objectives

Goal 1 – Leadership and Enable students to make WAC with a weight of 25%
Teamwork strategic consumer centric
decisions by having full insight CP with a weight of 40%
of B2B marketing. (CLO 7)

Goal 2 – Functional, integrative Enable students to make In class role play gauged by
and strategic abilities strategic consumer centric 40% of CP
decisions by having full insight
of B2B marketing.

Goal 3 – Critical Thinking – Thorough understanding of the Final exam of 25% weight
Decision making capabilities prerequisites and fundamentals
of B2B along with real time
applications. (CLO 1,2,3,4,5)
Indicate below how the course learning objectives specifically relate to any program
learning goals and objectives.
Goal 4 – Global perspective Understanding industry CP 40%
and flexibility dynamics (CLO 3)

Goal 5 – Social, Ethical, Understand how marketing CP 40%

Economical and Environmental decisions should be
Responsibility synchronized with other WAC 25%
pertinent factor (CLO 4,5)

Goal 6 – Communication Final exam 25%,

competency
CP 40%

WAC 25%

Goal 7 – Entrepreneurialism Learn how to access CP with a weight of 40%

and innovativeness opportunities in business
markets along with
understanding the essentials of
a launch.(CLO 4)

Goal 8 – Managing pressures,

complexities and Uncertainties

COURSE ASSESSMENT/GRADES
1) Class Participation 40%
2) WAC/Midterm/Project* 25%
3) In Class Exercises / Quizzes 10%
4) Final Exams 25%

* Group WAC
* Please consult MBA Handbook on student feedback frequency and timings

COURSE REQUIREMENTS

1. Marketing knowledge is essential.

2. There will be 2 quizzes during the course duration.
3. The quizzes will be unannounced and will be based on the class discussion, readings and
cases provided.
4. Final exam, mid-term and WAC will be case based. The case will cover the lectures,
discussions, readings and case studies discussed in the class and may relate more general
issues and concepts.
Students who miss their midterm/WAC or final exam will not be allowed to retake it.
RECOMMENDATION FOR FURTHER EDUCATION
No

RECOMMENDED TEXTBOOKS/SUPPLEMENTARY READINGS ( if Applicable)

Books:

Industrial marketing Management

By Robert W. Haas

REQUIREMENTS (FOR PCO OFFICE)

Midterm Exam: No Group WAC

Final Exam: Yes Open book/ Open notes

Double Session: No

Joint Session (combined of two No

sections):

Simulation: No

Video Recording: No

IT Lab sessions No

Additional session or review session No

Course Cap (applicable for elective Please mention No Cap Limit

courses) if you would like
to cap the course
Standard Cap in an Elective Course is 50 at a number
other than 50:

Any other requirement (e.g. No

laptop/computer etc.):

OTHER REQUIREMENTS
No
Session No. Module and Topic: TITLE OF CASE READING MATERIAL LEARNING OBJECTIVES ASSIGNMENT QUESTIONS

Session 1 Module 1 – -Overview of the 7 habits To understand the basics of

(Prerequisites of of Highly Effective people human psyche which is a
B2B) - EQ-Competencies of fundamental to all Marketing
stars
B2B & EQ - What makes a good
salesman
Session 2 Module 1 – - Industrial marketing To understand the overlapping
(Prerequisites of Myths and mutually exclusive areas
B2B) - How B2B differs from and B2B and B2C
B2C
B2B and B2C - Mantras, Concept of
Myths H2H
- Relationship of
Marketing with other
aspects i.e. Business
policy & Strategy
Session 3 Module 1 – (B2B in Kohinoor Maple - What is strategy: Knowledge of the strategic
practice) Leaf Cement – The Porter side of B2B marketing with
Journey of Business - The five forces that respect to Porter’s model.
Industry Analysis Transformation shape strategy: Porter
& Strategy

Session 4 Module 2 – Maersk Line: B2B - Cisco Video

(Prerequisites of Social Media - To sell is human New way forward in
B2B) Marketing

Human to Human

Session 5 Module 2 – (B2B in Ford Motor Co. The - Business to Business Comprehensive view of B2B
practice) product warranty Marketing Marketing
program
Products,
Segmentation,
 Targeting & Life
cycle
Session 6 Math Soft Inc (A) Reference Readings
Module 3 – (4Ps at - B2B Brand
play in B2B Architecture Importance of advertising and
scenario) - B2B Branding: A promotion in B2B Marketing
financial burden for
B2B Brand share holders
strategy, - Promotional Strategy
Advertising and in the Industrial
Positioning Marketing

Session 7 Module 3 – (4Ps at Tyler Abrasives - Note on pricing for Competitive pricing strategies
play in B2B industrial products
scenario) - Reference Reading-
Making money with
proactive pricing
Pricing in Business
Markets

Session 8 Module 3 – (4Ps Ingersoll Rand Reference Readings The dynamics of channels
and 7Ps at play in - Channel strategy in
B2B scenario) Industrial Marketing
- Using the 7P’s as a
generic marketing mix
Channel Strategy in
B2B marketing

Session 9 Module 4 – Communispace - Rethinking Marketing Exposing students to the

(Launching a B2B - Reference Reading- challenges of a B2B startup
Product) Spotlight on the new
marketing
Launching B2B organization
products
Session10 Module 5 – (B2B in Google & - Distance still Matters: Coping with international
Global Perspective) Government of The hard reality of the challenges
B2B going China Global Expansion
International

Session 11 Module 6 – (B2B & Amazon Reference Readings Role of social media in B2B
the Digital Age) - Blurring the lines: Marketing
Using Social Media Why it's time to
B2B in digital world Marketing rethink Marketing.

Session 12 Module 6 – (B2B & Dell computers: Reference Readings IT in the 21st century is an
the Digital Age) Business to - Leveraging Internet important medium to be
Business over the Technologies in B2B adapted even by Industrial
B2B on the web Web Technologies Marketers.

Session 13 Guest Speaker

session

Session 14 Wrap Up