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    0 - KSOM B2B MARKETING - Session Plan - Prof Piyusa Das - Updated

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    Piyusa Pritiparnna Das
    This document outlines the course objectives, pedagogy, evaluation criteria, reading material, and session-wise topics for a B2B Marketing MBA course with 196 students. The objective is to develop critical analysis, problem-solving, and communication skills for B2B marketing strategy. Students will be evaluated based on quizzes, group presentations, case discussions, class participation, and a term end exam. Sessions will include topics like organizational buying behavior, customer segmentation, product development, pricing, and communication strategies.

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    0 - KSOM B2B MARKETING - Session Plan - Prof Piyusa Das - Updated

    Uploaded by

    Piyusa Pritiparnna Das
    86 views3 pages
    This document outlines the course objectives, pedagogy, evaluation criteria, reading material, and session-wise topics for a B2B Marketing MBA course with 196 students. The objective is to develop critical analysis, problem-solving, and communication skills for B2B marketing strategy. Students will be evaluated based on quizzes, group presentations, case discussions, class participation, and a term end exam. Sessions will include topics like organizational buying behavior, customer segmentation, product development, pricing, and communication strategies.

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    b2b marketing

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    0_KSOM B2B MARKETING_Session Plan_Prof Piyusa Das_updated

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    This document outlines the course objectives, pedagogy, evaluation criteria, reading material, and session-wise topics for a B2B Marketing MBA course with 196 students. The objective is to develop critical analysis, problem-solving, and communication skills for B2B marketing strategy. Students will be evaluated based on quizzes, group presentations, case discussions, class participation, and a term end exam. Sessions will include topics like organizational buying behavior, customer segmentation, product development, pricing, and communication strategies.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    86 views3 pages

    0 - KSOM B2B MARKETING - Session Plan - Prof Piyusa Das - Updated

    Uploaded by

    Piyusa Pritiparnna Das
    This document outlines the course objectives, pedagogy, evaluation criteria, reading material, and session-wise topics for a B2B Marketing MBA course with 196 students. The objective is to develop critical analysis, problem-solving, and communication skills for B2B marketing strategy. Students will be evaluated based on quizzes, group presentations, case discussions, class participation, and a term end exam. Sessions will include topics like organizational buying behavior, customer segmentation, product development, pricing, and communication strategies.

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    © All Rights Reserved
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    Download as pdf or txt
    of 3

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

    ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
    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
    ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
    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

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