15.833 Business-to-Business Marketing
Fall 2016
Instructor: Sharmila Chatterjee
TA: Subhankar Das
Lecture: TTh 10-11:30 A.M. (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 obtaining equitable returns through value based selling. Using an analytical framework, students assess components of customer value and translate them into actionable marketing strategies and programs including value based pricing. 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
Reminder Course Evaluations
Dear Students,Thank you for your enthusiastic participation this Fall in 15.833. This is a request to please share your course feedback.
Once again wishing you and your family a wonderful holiday season and a great new year.
Warm regards
Sharmila
Announced on 15 December 2016 10:25 p.m. by Sharmila Chatterjee
Peer feedback due tonight and Course Evaluation
Dear class,Congratulations for completing the class!
It was a terrific half-semester and we hope you all enjoyed it, as
much as we did.
Please remember that your individual Peer evaluation forms are due tonight at midnight. Follow the instructions at the link - https://www.surveymonkey.com/r/15_833
And lastly, please remember to complete the course evaluation
form!
The link is: http://web.mit.edu/subjectevaluation
You have time until Friday (Dec 16) at 12pm.
Thanks again, and have a wonderful break!
best regards,
Subhankar
Announced on 13 December 2016 12:29 p.m. by Subhankar Das
Thank you , Course Evaluations and Happy Holidays
Dear B2B Students,I just wanted to take a moment to thank you for your enthusiastic participation in my B2B class. It was a real pleasure working with you. Each year I look forward to the value selling projects and am always impressed at the high caliber at which you deliver. This year was particularly exceptional - thank you for the great work on your projects.
Please do not hesitate to reach out to me after you graduate as I love hearing from you.
Please take a moment to share your feedback (via the evaluations) as your comments really help me enhance learning outcomes.
Once again, thank you. I wish you and your family a wonderful holiday season and a great new year.
Warm Regards
Sharmila
Announced on 13 December 2016 11:48 a.m. by Sharmila Chatterjee
Confidential Peer Feedback.
Dear All,Hope you are doing great!
Please fill up the confidential peer feedback for your
respective team members by following the instructions in the survey
at:
https://www.surveymonkey.com/r/15_833
This is due by midnight of last day of class, i.e. 13th of December.
Do let me know if you have any questions.
Thanks,
Subhankar
Announced on 11 December 2016 7:52 p.m. by Subhankar Das
Update on winners of 2nd day of presentations
Dear All,
We have an update on the winners of Day 2 of presentations.
One student had walked out without submitting the peer review scorecard. Taking that student’s votes into account now, we have a tie and there are two winners from yesterday.
Congratulations Team “The Beer Geeks”!! You are the joint winner with “Team Four”.
So, on the final day, there will be 3 teams presenting in total including “We Hate the cold” (winners from first day) and competing for the awards. This is really exciting and we are looking forward to it!
Gentle reminder: Please upload your final project papers to Stellar before the start of class on Tuesday.
Have a nice weekend!
Regards,
Subhankar
Announced on 10 December 2016 3:35 p.m. by Subhankar Das
