PGDM Core Subject
B2B Marketing
Course Objective
(Mgmt Knowledge) & PO5 (Innovation/Entrepreneurship). Strategic Focus: Architecting complex industrial value chains and managing professional relationships in a digital-first economy.
Mandatory Textbook: B2B Marketing: A South-Asian Perspective by Michael Hutt, Thomas Speh, and Dheeraj Sharma.
Internal Assessment Scheme (70 Marks)
|
Component |
Marks |
Description |
Mapped CO |
|
Simulation |
20 |
The Negotiation Lab: Role-play negotiation between vendor and buyer. +1 |
CO2, CO3 |
|
Case Study |
10 |
"Strategic Dilemma": Analysis of a Game Theory or B2B Pricing case. +1 |
CO4 |
|
Presentation |
10 |
"The Pitch": Defending the valuation of a B2B startup solution. +1 |
CO5 |
|
Mid Term |
10 |
Written exam covering Organizational Buying and Market Structure. +1 |
CO1 |
|
Project |
10 |
"The Leader's Interview": Interview a B2B sales leader about crisis management. |
CO4 |
|
Class Participation |
10 |
Participation in role-plays and B2B dashboards. |
All |
20-Session Plan
|
Session |
Topic |
Pre-Reading (Hutt et al.) |
Daily Assignment |
|
1 |
B2B vs. B2C: Strategic Differences |
Ch 1: A Business Marketing Perspective |
|
|
2 |
Organizational Buying Behavior |
Ch 2: Organizational Buying |
|
|
3 |
The Buying Center & Stakeholder Mgmt |
Ch 3: The Buying Center |
A1: Buying Center Map |
|
4 |
Relationship Architecture in B2B |
Ch 4: Relationship Marketing |
|
|
5 |
Industrial Market Segmentation |
Ch 5: Segmenting the B2B Market |
A2: Vertical Market Audit |
|
6 |
Organizational Demand Forecasting |
Ch 6: Demand Estimation |
|
|
7 |
B2B Product Management |
Ch 7: Business Product Strategy |
A3: Product Portfolio Map |
|
8 |
Service-Dominant Logic in B2B |
Ch 8: Business Service Marketing |
|
|
9 |
Industrial Pricing Models |
Ch 9: Industrial Pricing |
A4: TCO Analysis |
|
10 |
Mid-Term Internal Exam |
Review Sessions 1–9 |
Mid-Term (10M) |
|
11 |
B2B Channel Systems (SCM) |
Ch 10: Supply Chain Management |
|
|
12 |
Key Account Management (KAM) |
Ch 11: Managing Sales Teams |
|
|
13 |
B2B Advertising & Account-Based Mktg |
Ch 12: Business Mktg Communications |
A5: ABM Strategy Draft |
|
14 |
Digital Fluency in Industrial Markets |
Technical Note: B2B E-commerce |
|
|
15 |
Simulation Lab: The Negotiation Lab |
Manual: BATNA/ZOPA Frameworks |
Simulation (20M) |
|
16 |
Global B2B Strategies |
Ch 14: International Business Mktg |
|
|
17 |
Ethics & Governance in B2B Deals |
Ch 15: Ethics in B2B |
A6: Compliance Checklist |
|
18 |
AI-Driven Lead Scoring & CRM |
Technical Note: Sales Automation |
|
|
19 |
Presentation: The Strategic Pitch |
Manual: Persuasive Storytelling |
Presentation (10M) |
|
20 |
Course Wrap-Up & Value Synthesis |
Review of Value Architectures |