Gujarat Technological University: 1. Learning Outcome: (Learner Will Be Able To)

GUJARAT TECHNOLOGICAL UNIVERSITY
With effective
Syllabus for Master of Business Administration (Part-Time), 5th Semester from academic
Subject Class: Functional Elective year 2018-19
Subject Name: Business to Business Marketing (B2B Marketing)
Subject Code: 4559983
1. Learning Outcome:
Learning Outcome Component Learning Outcome(Learner will be able to)

Business Environment and  Develop an understanding of the typicality involved in
Domain Knowledge (BEDK) marketing products and services to various types of business
organizations.
Critical thinking, Business  Analyse the firm’s external environment, competitive
Analysis, Problem Solving and environment, and opportunities available.
Innovative Solutions (CBPI)
Global Exposure and Cross-  Distinguish the differences that exist across various economies
Cultural Understanding (GECCU) and cultures.
 Formulate various strategies for expansion of the business at
global level.
Social Responsiveness and Ethics  Adapt the business objectives and practices and align them
(SRE) with a larger social objective of inclusive growth.
Effective Communication (EC)  Develop highly effective communication skills required to
manage all stakeholders across the organization.
Leadership and Teamwork (LT)  Develop and demonstrate abilities to work with the team and
lead them to achieve business goals.
2. Course Duration: The course duration is of 40 sessions of 60 minutes each.

3. Course Contents:
70 Marks
Module No. of
Contents (External
No. Sessions
Evaluation)
Introduction to B2B Marketing:
 Business marketing
 Business market customers
 Characteristics of business markets
 Organizational buying and buying behaviour
 The buying process
I 10 17
Organizational markets of India:
 Organizational and business markets
 Government as a customer
 Commercial enterprises
 Commercial and institutional customers
Segmenting business markets
Business marketing planning:

 Strategic role of marketing
II  Components of a business model 10 18
Product strategy:
 Product policy
Page no. 1 of 4
With effective
 Industrial product strategy

 Technology adoption
 Building B2B brands
 Product support strategy
Managing innovation and NPD:

 Management of Innovation
 Managing technology
 Determinants of new product performance
Managing service for business markets:
 Understanding the customer experience
 Delivering effective customer solutions
 Marketing of solutions
Pricing in B2B marketing:

 Pricing process
 Competitive bidding
III 10 18
Managing marketing communications for business
markets:
 B2B Advertising
 Digital marketing
 Trade shows, exhibitions, business meets
 Managing the sales force
o Deployment analysis
Managing Channels:
 Business marketing channels and participants
 Channel design and management decisions
 E-commerce for business marketing channels
 Market logistics decisions
 B2B logistics management
Marketing of Projects:
IV 10 17
 Characteristics of project management
 Competitive bidding for projects
 PPP Projects
Implementation of marketing strategy:

 Successful strategy implementation and the strategy-
implementation fit.
 Building a customer driven organization
Page no. 2 of 4
With effective
 Strategy map
Ethical issues in B2B Marketing.
Practical:
 At a small organization of a personal acquaintance
o The students should study the buying process that
(30 Marks
V they adopt while purchasing for business. ---
CEC)
o How they prepare quotes for business clients.
 Students should study the conditions and technicalities
mentioned in the tender invitations.
4. Pedagogy:
 ICT enabled Classroom teaching Lectures

 Case Discussions and Role Playing.
 Audio-visual Material (Using CDs/Clippings/ online videos).
 Assignments and Presentations.
5. Evaluation:
Students shall be evaluated on the following components:

Internal Evaluation (Internal Assessment- 50 Marks)
A  Continuous Evaluation Component 30 marks
 Class Presence & Participation 10 marks
 Quiz 10 marks
B Mid-Semester examination (Internal Assessment-30 Marks)
C End –Semester Examination (External Assessment-70 Marks)
6. Reference Books:
Sr. No. Author Name of the Book Publisher Year of

Publication /
Edition
Michael D. Hutt,
B2B Marketing: A
1 Dheeraj Sharma, Cengage 2014, 11th ed.
South Asian Perspective
Thomas W. Speh
Business Marketing:
2 Sharad Sarin McGraw Hill 2013, 1st ed.
Concepts and Cases
How Clients Buy: A
Practical Guide to
Tom McMakin,
3 Business Development Wiley
Doug Fletcher
for Consulting and
Professional Services
James C. Anderson, Business Market
4 Das Narayandas, Management (B2B): Pearson 2010, 3rd ed.
James A. Narus and Understanding,
Page no. 3 of 4
With effective
D.V.R. Seshadri Creating, and Delivering

Value
Robert Vitale,
Business to Business
5 WaldemarPfoertsch, Pearson 2011
Marketing
Joseph Giglierano
Krishna K Havaldar Business Marketing:
6 McGraw Hill 2014, 4th ed.
Text and Cases
Note: Wherever the standard books are not available for the topic appropriate print and online
resources, journals and books published by different authors may be prescribed.
7. List of Journals / Periodicals / Magazines / Newspapers / Web resources etc.
1. Journal of Business to Business Marketing
2. Journal of Business Market Management
3. Journal of Business & Industrial Marketing
4. International Journal of Business Marketing and Management
5. B2B Marketing – Magazine
6. https://www.smartbugmedia.com/blog/50-inbound-marketing-resources-every-b2b-
marketer-should-subscribe-to-in-2019
Page no. 4 of 4

Gujarat Technological University: 1. Learning Outcome: (Learner Will Be Able To)

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GUJARAT TECHNOLOGICAL UNIVERSITY

Learning Outcome Component Learning Outcome(Learner will be able to)

2. Course Duration: The course duration is of 40 sessions of 60 minutes each.

Business marketing planning:

 Industrial product strategy

Managing innovation and NPD:

Pricing in B2B marketing:

Implementation of marketing strategy:

 ICT enabled Classroom teaching Lectures

Students shall be evaluated on the following components:

Sr. No. Author Name of the Book Publisher Year of

D.V.R. Seshadri Creating, and Delivering

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