For T3 (marketing) students of Shanti Business School

1. Course Title: Industrial Marketing
Credit Points: 3 No. of sessions: 33
Faculty: Manish Parihar
Purpose of the course
To understand the concepts, meaning and importance of industrial marketing (also known as B2B marketing or business
marketing) and to know the differences between industrial marketing and consumer marketing. To understand the
organizational buying behavior processes and latest trends in B2B marketing, especially online strategies using Web 2.0
technologies.
Course Introduction
Industrial marketing (or business to business marketing) is the marketing of goods and services by one business to
another. Business (or industrial) organizations include manufacturing companies, government undertakings, private
sector organizations, educational institutions, hospitals, distributors and dealers. Industrial goods are those an industry
uses to produce an end product from one or more raw materials.
Course Deliverables
Understand the fundamentals of industrial marketing and business buying process
Understand how marketing activities are carried out in B2B model
Contemporary issues in the world of business marketing
Course Description
Text-
Session
Module No
Topic Name Sub-topics book
chapter
Introduction to industrial marketing and industrial Chapter
1 products Business Vs. Consumer markets 1
1.
Introduction Types of business consumers. Classification of
to industrial 2 industrial products and services Examples of various sectors Chapter
marketing 2
Purchasing practices of business customers.
3 Environmental analysis in business markets Activity Chart
The balanced scorecard framework. Types
4 The organizational buying process of purchases or buying situations
The concept of buying centre and buying Chapter
5 influences The buygrid framework. 3
2. Business The Webster and Wind Model, Sheth Model
buying 6 Models of organizational buying behavior and Choffray and Lilien Model
process Types of relationships. Short introduction to
7 Buyer-seller relationship RM and CRM Chapter
Sales presentation, negotiation, special 4
8 Methods used to influence business customers dealings
Selected decision areas in research design, Chapter
9 Marketing research process for B2B marketing Standard Industrial Classification 5
Shanti Business School | T3 | 2012

2. 10 Industrial marketing intelligence system Components of decision support system
PLC for high-tech products and commodity
11 Industrial product life-cycle and strategies products Chapter
7
Developing product strategies for existing Product evaluation matrix, perceptual
12 products mapping techniques
3. Product pricing objectives, demand analysis, cost
and pricing analysis, competitive analysis and
in industrial 13 Factors influencing pricing decisions government regulations
Chapter
marketing 12
Competitive bidding and negotiation, pricing
14 Pricing strategies new products, pricing across the PLC
15 Role of leasing Terms associated and basic types of leasing
Case Study – “Sigma Telecom Company” from Business Marketing, Text and Cases, Krishna Havaldar
16
Participants / intermediaries in business
17 The nature of business marketing channels marketing channels
Chapter
The framework for designing a channel.
9
18 Channel Design Managing channel members
4. Place and 19 Supply chain management and logistics Major cost centres of market logistics
promotion Introduction to business marketing
in industrial 20 communication Hierarchy of effects
marketing Chapter
Target audience, budget, message strategy,
11
21 Developing the business communications program media, promotions
22 Role of advertising in business marketing Functions and media used
Process, positioning, tools for brand building Chapter
23 Branding in business markets and brand audits 7
Major variables used in segmentation, Chapter
Segmentation, Targeting and Positioning in simple matrix system for selecting target 6
24 business marketing segments, perceptual mapping
Strategy hierarchy, BCG model, product-
25 Strategic planning in an industrial setting market expansion grid
5. Strategic Chapter
industrial 13
26 Strategic planning process at business unit level Developing a business marketing plan
marketing
planning Key efficienty indicators and ethical aspects in Product, distribution, communication
27 business marketing efficienty
Risks involved and entry strategies in Chapter
28 International business marketing international markets 15
Case Study – “Siddhi Enterprises” by Dr. Vilas Kulkarni and Manish Parihar, BK School of Business
29 Management
6. Industrial
30 Introduction to E-commerce Classification of E-commerce
marketing Chapter
using online Supplier oriented, buyer oriented, 14
media 31 Models for B2B E-commerce intermediary oriented, virtual corporation
Shanti Business School | T3 | 2012

3. Electronic cash, cheques, smart cards,
32 Electronic fund transfer (EFT) electronic wallet
33 Using Web 2.0 technologies for B2B marketing Examples of Indiamart.com and Tradesparq.com
Teaching Resources:
Text-Book: Business Marketing by Krishna Havaldar, 3rd Edition, Tata McGraw Hill
Suggested Reference Material:
Books:
1. B2B Marketing R Wright, Prentice Hall, Latest Edition
2. Business Marketing Management : B2B by Michael D Hutt & Thomas W Speh, CENGAGE Learning, Latest Edition
Journal
1. The Journal of Industrial Marketing Management (Elsevier, ISSN: 0019-8501)
http://www.journals.elsevier.com/industrial-marketing-management/
Online Resources
1. http://www.indiamart.com/
2. http://www.tradeindia.com/
3. http://www.indiamarkets.com/imo/home.asp
Evaluation Procedure:
Continuous Evaluation in the form of tests, assignments etc. and End-term Examination
Shanti Business School | T3 | 2012