GUJARAT TECHNOLOGICAL UNIVERSITY

GUJARAT TECHNOLOGICAL UNIVERSITY

With effective
Syllabus for Master of Business Administration, 4th Semester from academic
Subject Class: Functional_Elective year 2018-19
Subject Name: Business to Business Marketing (B2B Marketing)
Subject Code: 4549283
1. Learning Outcomes:
Learning Outcome Component Learning Outcome (Student will be able to)

Business Environment and  Illustrate the applications, challenges and the dynamic
Domain Knowledge (BEDK) environment of B2B marketing, including the unique nature
of organizational buying behaviour.
Critical thinking, Business  Recommend B2B marketing strategies to a specific B2B
Analysis, Problem Solving and marketer for achieving specified objectives.
Innovative Solutions (CBPI)
Global Exposure and Cross-  Explain the influence of culture on B2B negotiations across
Cultural Understanding (GECCU) different nations.
Social Responsiveness and Ethics  Recommend socially responsible practices during NPD
(SRE) customer service in B2B marketing.
Effective Communication (EC)  Design an integrated marketing communications plan for
promoting B2B products or services.
 Create and present a sales pitch for a defined B2B
negotiation.
Leadership and Teamwork (LT)  Develop a business marketing plan for a real local company
that mainly targets business customers.
LO – PO Mapping: Correlation Levels:

1 = Slight (Low); 2 = Moderate (Medium); 3 = Substantial (High), “-“= no correlation
Sub. Code: 4549283 PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9
LO1: Illustrate the applications,
challenges and the dynamic
environment of B2B marketing, 3 3 1 1 1 - - 2 2
including the unique nature of
organizational buying behaviour.
LO2: Recommend B2B
marketing strategies to a specific
2 3 2 2 - 1 1 1 1
B2B marketer for achieving
specified objectives.
LO3: Explain the influence of
culture on B2B negotiations - - - 2 3 1 1 2 -
across different nations.
LO4: Recommend socially
responsible practices during NPD
2 1 - 2 1 - 3 2 1
customer service in B2B
marketing.
LO5: Design an integrated
marketing communications plan
3 1 - 3 - 3 1 3 1
for promoting B2B products or
services.
LO6: Create and present a sales
pitch for a defined B2B 1 2 - 3 - 3 - 3 1
negotiation.
LO7: Develop a business 3 3 - 3 1 3 - 3 1
Page no. 1 of 4
With effective
marketing plan for a real local

company that mainly targets
business customers.
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
I  The buying process 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
 Components of a business model
Product strategy:
 Product policy
II  Industrial product strategy 10 18
 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:
III  Pricing process 10 18
 Competitive bidding
Managing marketing communications for business
markets:
 B2B Advertising
 Digital marketing
Page no. 2 of 4
With effective
 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:
 Characteristics of project management
IV 10 17
 Competitive bidding for projects
 PPP Projects
Implementation of marketing strategy:
 Successful strategy implementation and the strategy-
implementation fit.
 Building a customer driven organization
 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)
Page no. 3 of 4
With effective
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
Business Market
James C. Anderson,
Management (B2B):
Das Narayandas,
4 Understanding, Pearson 2010, 3rd ed.
James A. Narus and
Creating, and Delivering
D.V.R. Seshadri
Value
Robert Vitale,
Business to Business
5 WaldemarPfoertsch, Pearson 2011
Marketing
Joseph Giglierano
Business Marketing:
6 Krishna K Havaldar 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

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GUJARAT TECHNOLOGICAL UNIVERSITY

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

LO – PO Mapping: Correlation Levels:

marketing plan for a real local

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

Business marketing planning:

 Trade shows, exhibitions, business meets

7. List of Journals / Periodicals / Magazines / Newspapers / Web resources etc.

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