NATIONAL UNIVERSITY OF SINGAPORE
NUS Business School
Department of Marketing
BMA5528 Business-to-Business Marketing
Instructor:
Assoc Prof Ashok Charan
E-mail: bizakc@nus.edu.sg
Session:
Semester I, 2011/2012
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 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 will be based primarily on case studies. Students will 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 Studies
 Case analysis (individual)
 Case Presentation (team)
Quiz
Participation in class discussions
50%
20%
20%
10%
List of Case Studies
Cases Studies requiring individual submission / team presentation:
1. Kunst 1600 Dry Piston pump
2. Oce & Croon
3. Microsoft: Design of Support Network
4. Interscience
5. TSM Pharmaceuticals
6. Kone: Monospace Launch
Other Case Studies:
1. Exelon: Eco-Preferred® Power
2. Infosys 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 Presentation & Analysis: Kunst 1600 Dry Piston pump
Case Brief: Optical Distortion, Inc.
Session 4: Crafting Market Strategy
Case Presentation & Analysis: Optical Distortion, Inc.
Case Brief: Oce & Croon
Module II: Creating Value
Session 5: Managing Market Offering
Case Presentation & Analysis: Oce & Croon
Case Brief: Exelon: Eco-Preferred® Power
Session 6: New Offering Realization
Case Presentation & Analysis: Exelon: Eco-Preferred® Power
Session 7: Business Channel Management
Quiz I
Case Brief: Microsoft: Design of Support Network
Module III: Delivering Value
Session 8: Sustaining Retailer Partnerships and Customer Relationships
Case Presentation & Analysis: Microsoft: Design of Support Network
Case Brief: Interscience
Session 9: Gaining Customers
Case Presentation & Analysis: Interscience
Case Brief: TSM Pharmaceuticals
Session 10: Managing Customers
Case Presentation & Analysis: TSM Pharmaceuticals
Case Brief: Kone: Monospace Launch
Session 11: Course Revision - Handouts
Case Presentation & Analysis: Kone: Monospace Launch
Case Brief: Infosys Technologies
Session 12:
Quiz II
Case Presentation & Analysis: Infosys Technologies