Market research

NUS Business School
Department of Marketing
BMA5528 Business-to-Business Marketing

Practice Assoc Prof Ashok Charan
Tel: 94871549


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 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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