NATIONAL UNIVERSITY OF SINGAPORE
NUS Business School
Department of Marketing
BMA5528 Business-to-Business Marketing
Instructor:
Practice Assoc Prof Ashok Charan
Tel: 94871549
E-mail: bizakc@nus.edu.sg
Session:
Semester I, 2009/2010
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 problemsolving 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 (2)
Participation in class discussions
60%
20%
15%
5%
List of Case Studies
1.
2.
3.
4.
5.
6.
7.
8.
9.
Kunst 1600 Dry Piston pump
Optical Distortion, Inc.
Oce & Croon
Exelon: Eco-Preferred® Power
Microsoft: Design of Support Network
Interscience
TSM Pharmaceuticals
Kone: Monospace Launch
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