Market research

NUS Business School
Department of Marketing
MKT3416 Business to Business Marketing

Assoc Prof Ashok Charan
Tel: 6516 7222
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.

James C. Anderson, James A. Narus and Das Narayandas, Business Market Management,
Understanding, Creating and Delivering Value, 3rd Edition, Pearson

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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