15.833 Class Home

15.833 Business to Business Marketing (H2)

Fall 2011

Instructor: Sharmila Chatterjee

TA: Manjul Sahay

Lecture: TTh 10:00-11:30 (E62-250)

Information:

This course applies marketing concepts, analyses and tools used in business to business (B2B) marketing which accounts for more than half of the economic activity in the US. The course applies classical and contemporary concepts to the B2B marketplace. We develop an understanding of customer value management as a strategy for delivering superior value to targeted business segments while maintaining equitable returns. Using an analytical framework, students assess components of customer value and translate them into actionable marketing strategies and programs. Brand building, web and technology facilitation of the supply chain, and customer relationship management are integral to the above discussion. The course underscores sales force management within the context of go-to-market strategy. Ethical issues are discussed as they arise. Through case studies, applied exercises, and readings the course addresses various B2B contexts such as products and services, for-profits and non-profits, domestic and global markets. Applications in technology and healthcare domains are emphasized.

Announcements

Project report deadline extended to Wed Dec 14, 12 noon

Dear all

The deadline for final project report and peer feedback submission has been extended to Wed Dec 14, 12 noon.

To submit project report - Please submit ONLY through Stellar, one per group. No need to email or print it.
To submit peer feedback - Please print the feedback sheet and give it to me next class (DEC 13) -- OR -- even better submit through Stellar. When submitting online, you don't need to upload a file, just type in the given area:

Your Name
Team Member #1 Name -- points (out of 100)
Team Member #2 Name -- points (out of 100)
Team Member #3 Name -- points (out of 100)
Team Member #4 Name (If applicable) -- points (out of 100)

All the points above should total to 100

Links for both submissions are available in Materials > Section 12 Course Wrap-up.

It is very important that you do not go beyond this extended deadline.

Your TA
Manjul

Announced on 08 December 2011 4:33 p.m. by Manjul Sahay

Presentation reminder

Dear all

Presentations are due by 8 am this Thursday (12/8). Please see " Value Project Oral Presentation Guidelines " under General headline (Stellar > Materials) for details.

Thanks
Manjul

Announced on 06 December 2011 8:37 a.m. by Manjul Sahay

All submissions through Stellar

Dear all

All submissions for this course including individual / team case write-up, team project topic, and even other deliverables (later in the course) are to be submitted through Stellar. There are submission links under 'Materials' on Stellar site, and due dates are indicated therein. You don't need to email me the submissions or bring a hard copy to class. Syllabus says email to TA in a few places, just ignore that please.
As about case write-up:
- Make sure to put your name or all the team members names, as is the situation, in the write-up document.
- For any case you either do individual write-up or team write-up, not both.

And questions and comments are always welcome through email.

Your TA
Manjul

Announced on 08 November 2011 11:09 a.m. by Manjul Sahay

KONE case write-up

Dear all

As some of you may be planning to submit a case write-up for KONE (next Tuesday case), I want to give you a few hints. It will be a good idea to use case data on Pages 4 and 5 to estimate monospace production costs. Also you may want to estimate margin by thinking through various price scenarios. Again, case prep questions are very useful but a case write-up is NOT answering the case prep questions. Appendix 1 of syllabus provides case write-up guidelines. Write-up is a maximum of 4 pages exclusive of appendices.

Your helpful TA
Manjul

Announced on 04 November 2011 6:44 p.m. by Manjul Sahay

Team and submissions

Dear all

A couple of quick points (based on the emails I received)--

1. Team formation is already past due. Please do so at the earliest. Remember to look at Stellar link for finding team members. And once you have formed a team, do not forget to submit details through Stellar.
2. You are welcome to email me for any help, but please mention 15.833 in subject line. This will help me quickly find your email and respond.
3. For tomorrow's Becton Dickinson case, you need to read the case and then fill-up the sheet (available on Stellar). Print and bring a hard copy to class tomorrow.
All other submissions (case write-ups, project ideas etc.) will need to be submitted on Stellar only (no hard copy is required)
4. Do not forget your name tags, and for hand-written ones please make it big enough for me to read from one corner of class :)

Your TA
Manjul

Announced on 02 November 2011 10:14 p.m. by Manjul Sahay