NATIONAL UNIVERSITY OF SINGAPORE NUS Business School Department of Marketing MKT3416 Business to Business Marketing INSTRUCTOR: Assoc Prof Ashok Charan Tel: 6516 7222 SESSION: SEMESTER I, 2010/2011
Course Objectives Business-to-Business (B2B) Marketing is designed to provide students with a basic understanding of the concepts of marketing in the context of other businesses, governments, and institutional customers. It encompasses those management activities that enable a supplier firm to understand, create, and deliver value to these business markets. This course will be taught in an application-oriented fashion through brief lectures, class discussions and case studies with the objective of developing critical analysis and problem- solving abilities with respect to business marketing. Text
James C. Anderson, James A. Narus and Das Narayandas, Business Market Management, Understanding, Creating and Delivering Value, 3rd Edition, Pearson Assessment
Assessment wil be based primarily on case studies. Students wil be required to study each of the 9 cases and prepare an analysis on key aspects of the case. In addition, students within teams will be required to analyse one case study in detail and present their analysis to the class for discussion.
• Case analysis (individual) 60% • Case Presentation (team) 20%
List of Case Studies
1. Kunst 1600 Dry Piston pump 2. Optical Distortion, Inc. 3. Oce & Croon 4. Exelon: Eco-Preferred® Power 5. Microsoft: Design of Support Network 6. Interscience 7. TSM Pharmaceuticals 8. Kone: Monospace Launch 9. Infosis Technologies
Course Outline
Module I: Understanding Value
Session 1: Introduction; Customer Value Management (Guiding Principles) Session 2: Market Sensing Case Brief: Kunst 1600 Dry Piston pump Session 3: Understanding Customer Firms Case Analysis: Kunst 1600 Dry Piston pump Case Brief: Optical Distortion, Inc. Module II: Creating Value
Session 4: Crafting Market Strategy Case Analysis: Optical Distortion, Inc. Case Brief: Oce & Croon
Session 5: Managing Market Offering Case Analysis: Oce & Croon Case Brief: Exelon: Eco-Preferred® Power Session 6: Managing Market Offering (Continued) Case Analysis: Exelon: Eco-Preferred® Power
Session 7: New Offering Realization Quiz I Case Brief: Microsoft: Design of Support Network Session 8: Business Channel Management Case Analysis: Microsoft: Design of Support Network Case Brief: Interscience Module III: Delivering Value
Session 9: Sustaining Retailer Partnerships and Customer Relationships Case Analysis: Interscience Case Brief: TSM Pharmaceuticals Session 10: Gaining Customers Case Analysis: TSM Pharmaceuticals Case Brief: Kone: Monospace Launch
Session 11: Gaining Customers (Continued) Case Analysis: Kone: Monospace Launch Session 12: Managing Customers Quiz II Case Brief: Infosis Technologies Session 13: Managing Customers (Continued) Case Analysis: Infosis Technologies Session 14: Course Revision
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