Module Manual: Business Selling - MarketingAcademic Year: PGP 2010-2012

Course Code: MK- T6- 16

Sector Job Profiles in this sector

In the fast growing Service Sector, Sale of consumer and Industrial products to Business Customers. (This course is very useful for students wanting to join any Marketing organisation where business customers form a large component of revenues earned.)

Product Management

Sales Management

Channel Management

Banking/Financial Services Sector. (This course is very helpful for students wanting to join the Banking and financial services sector where finanial instruements are designed especially to attract investmets from large businesses

Sales Management

Channel Management

INTRODUCTION TO THE MODULE

Special challenges and opporrunities confront the marketer who intends to sen"e the needs of organizations rather than households. Business-to-business customers represent a lucrative and complex market. The rising importance of Business Selling can be demonstr:ned by several factors. First, because more than half of all business school graduates enter firms that compete in business markets, a comprehensive treatment of business marketing management is appropriate. The Business Selling Module provides an ideal platform to deepen a student's knowledge of the competitive realities of the global marketplace, customer relationship management, cross-functional decision-making processes, supply chain management, e-commerce, and related areas. Such core content areas strike a responsive chord with corporate recruiters and squarely address key curriculum priorities.

Learning Outcomes:

Draw similarities between marketing of consumer goods and industrial goods and to explore the points of departure in depth;

Understand the dynamic nature of business environment addressing  contemporary issues relating to business markets;

Develop the ability to apply marketing concepts in varied business market situation

2. INTRODUCTION TO THE TUTORS

Area Chair: Prof. Sujit Sengupta

IILM, Lodhi Road campus

# 9811076737

sujit.sengupta@iilm.edu

Module Leader: Prof. Raghuvansh Mathur

Cabin no.: 45

IILM, Gurgaon campus

# 9871413388

raghuvansh.mathur@iilm.edu

2.3 Course Tutors

Ruchi Shah http://www.iilm.edu/faculty/profiles/supriya-kalla.htmlRohini Vaishnavi http://www.iilm.edu/faculty/profiles/rohini-vaishnavi.html

3. MODULE OVERVIEW

Session Topics DaySession 1 Understanding Business Marketing Management Day 1Session 2 Definition and importance of business marketing;

distinguishing between Business marketing and Consumer marketing;

Day 2

Session 3 Business Marketing Management - Unique features of business customers- commercial , government and institutional buyers and varied nature of business goods 

Day 3

Session 4 Government & Institutional Markets : Unique Characteristics, Managing supplier relationships; Does Detroit need a new driver.

Case discussion - Harley Davidson's World-Class Purchasing Organisation

Day 4

Session 5 Segmenting business markets-macro segmentation and micro segmentation, evaluating the potential of business segments

Day 5

Session 6 Drawing comparison between  business segmentation & consumer segmentation

Day 6

Session 7 Organisational demand analysis: Role of Market Potential in planning and Control, Role of Sales Forecast, Applying Market Potential and Sales Forecast

Day 7

Session 8 Essential Dimensions of sales Forecasting, Qualitative Techniques

Day 8

Session 9 Industrial Products Core Competencies: the Roots of Industrial  Products

Day 9

Session 10 Planning the Industrial Product StrategyBASF: Using services to build a Strong Brand

Day 10

Session 11 Building the Strong Brand Day 11Session 12 Managing the Procurement of business Goods -

Channel ManagementDay 12

Session 13 Pricing Strategy for Business markets: Meaning of Value in Business markets

Day 13

Session 14 Pricing Across the PLC, Competitive Bidding Day 14Session 15 Managing Communication in Business Markets Day 15Session 16 Managing Trade Show Strategy Day 16Session 17  B2B – Solution sales

Sales approach v/s marketing approach Relationship management Solution selling and sales process ,

negotiable variable

Day 17

Session 18 Key Account Management concept of key account management process of key account management

Day 18

Session 19 Key Account Plan: how to make a key account plan

Day 19

Session 20  Products and Services in B2B Markets segmentation positioning Pricing Strategy

Day 20

Session 21 Business promotion in B2B market advertising , generic , targeted seminars , workshops Total solution concept

Day 21

Session 22 Class presentations and viva on the project work.

Day 22

Session 23 Class presentations and viva on the project work.

Day 23

Session 24 End Term Assessment Day 24

4. MODULE PREREQUISITES

A fundamental knowledge of marketing concepts and marketing strategies.

5. MODULE READINGS

Main Texts

Hutt D.Michael & Speh. Thomas, Business marketing Management B2B, Cengage India Pvt. Ltd.

Reeder R., Robert, Brierty G. Edward, Reeder H, Betty: Industrial Marketing, Prentice-Hall publication

David Jobber & Geoff Lancaster, Selling & Sales Management, Pearson Education Publishers

References “Inventing the 21st Century purchasing organization”; McKinsey Quarterly;

Chip Hardt, Nicholas Reinecke & Peter Spiller

5.4 Websites

6. SESSION PLAN

6.1 Understanding Business Marketing Management

This session introduces the student to the unique facets of the business-to-business market.  The session shall be pivotal to developing an effective understanding of business marketing management, as the essence of the business market and its unique aspects are often the basis for the development of marketing strategies.

Essential Reading: Chap: 1 H&S, Pg:4-9, A Business Marketing Perspective; Hutt D.Michael & Speh. Thomas

Desired Reading: J.David Lichtenthal, "Business to Business Marketing in the 21st Century, Journal of business to Business marketing 12(1,2 1998)

Learning Outcome: This is an introductory session for BS, and in this session students would be introduced to special challenges and significant opportunities for Business Manager. They would be able to understand the unique characteristics of Business Marketing as different from Consumer Marketing.

6.2 Definition and importance of business marketing; distinguishing between Business marketing and Consumer marketing

This session introduces the student to the unique facets of the business-to-business market.  The session shall be pivotal to developing an effective understanding of business marketing management, as the essence of the business market and its unique aspects are often the basis for the development of marketing strategies. Essential Reading: Chap: 1 H&S, Pg:10-20, A Business Marketing Perspective; Hutt D.Michael & Speh. Thomas

Desired Reading: Mohanbir Sawhney,"Going beyond the Product Defining, Designing and Delivering Customer Solutions" Working Paper, Kellogg School of Management, Northwestern University, 2004

Learning Outcome: This session introduces the student to the diverse mix of organizational buyers drawn from the three sectors of the business market.  These sectors include commercial enterprises, government, and institutions.  The chapter is pivotal to formulating an effective business marketing strategy, as the purchasing procedures and practices of each sector often require the development of a unique marketing mix

6.3 Business Marketing Management - Unique features of business customers- commercial , government and institutional buyers and varied nature of business goods 

In this session we highlight the essential differences between these environments and provide an insight into the nature of business product demand.  The importance of market-sensing and customer-linking capabilities shall be discussed. Business marketers must develop strong cross-functional relationships within the firm. The need for a global market perspective will also be discussed. 

Essential Readings: Chap: 2 H&S, pages 35-55, Perspectives on the organizational Buyer, Hutt D.Michael & Speh. Thomas

Learning OutcomeThis session will enable the students to understand the essentials of derived demand, highlighting how derived demand influences the demand elasticity for business products. They will also understand how Business products are distinguished by the intended use of the product and the intended consumers. 

6.4 Government & Institutional Markets : Unique Characteristics

The need for a global market perspective will be discussed. 

Essential Reading: Case –“Harley-Davidson's World-Class Purchasing Organisation

Desired Reading: Brian Milligan, "Medal of Excellence: Harley-Davidson Wins by Getting Suppliers on Board," Purchasing 129 (September21, 2000) pp.52-65

Learning Outcome: Students would be able to understand the practical implication of developing Supplier relatinship. Understand the nature and central characteristics of three broad sectors of the business market- commercial enterprises, government(all levels), and the institutions.

How the purchasing function is organized in each of these components of the business market.

6.5 Segmenting business markets-macro segmentation and micro segmentation, evaluating the potential of business segments

A first step in designing effective market strategies in the business sector is to recognize that the market may be composed of many different segments, each with different needs and requirements.  The focus of this session is to develop an understanding of an approach that will aid management in selecting and evaluating segments of the business market.

As part of the same the benefits of and requirements for successful business market segmentation shall be reviewed. First, the criteria for evaluating effective market segments will be discussed.  In this discussion, the impact of the competitive and technological environments is explored in terms of their impact on the appropriateness of a particular segmentation approach.  The benefits of segmentation are numerous, and these benefits shall be discussed in detail.  The important benefits include market orientation, provision of strategic guidelines, and aid in allocating marketing resources.

Essential Reading: Chap: 5 H&S, Pg: 117-137. Segmenting the Business Markets

Desired Reading: www.xerox.com , go to Industry Solutions

Learning Outcome: Students will understand:

Benefits and requirements for segmenting the business market.

The potential bases for segmenting, evaluation and selection of market segments

Role of segmentation in developing business marketing strategy.

6.6 Drawing comparison between  business segmentation & consumer segmentation

In this session we provide a model for segmenting the organizational market shall be discussed.  Market segments are identified by evaluating the information supplied by macro segmentation bases.  If the information is not adequate for developing unique market strategies, further segmentation utilizing the micro bases is required.  Once segments have been identified, evaluation of them is focused on company, competitor, and market factors.  Therefore proper implementation is required to be understood.Essential Readings: Chap: 5 H&S, Pg: 117-137. Segmenting the Business MarketsLearning OutcomeThe procedure for evaluating and selecting market segments. Understand the role of market segmentation in the development of business marketing strategy.

6.7 Organisational demand analysis: Role of Market Potential in planning and Control, Role of Sales Forecast, Applying Market Potential and Sales Forecast

Essential Reading: Chap: 6 H&S, Pg: 139-147. Organizational Demand Analysis

Learning Outcome The formulation of market strategy is planned on the basis of the marketing potential associated with each of the firm's target segments.  In similar fashion, marketing performance is evaluated in each segment in light of the segment's potential.  Once marketing strategy plans are set, a sales forecast can be developed and then used to guide tactical production, advertising, and logistics decisions.  The pivotal role of organizational demand analysis in planning and controlling The pivotal role of organizational demand analysis in planning and controlling marketing activities, and to provide a firm understanding of the various approaches for developing and using forecasts. The basics of organizational demand analysis, impact of the Internet on business marketing research.marketing activities, and to provide a firm understanding of the various approaches for developing and using forecasts. The basics of organizational demand analysis, impact of the Internet on business marketing research.

6.8 Essential Dimensions of sales Forecasting, Qualitative TechniquesThe essential dimensions of forecasting, briefly emphasizing the importance of forecasts in the decision-making process of the business marketer.  The qualitative forecasting methods will be viewed.  Executive judgment, sales force composite, and Delphi techniques are covered in the qualitative section.  Essential Reading: Chap: 6 H&S, Pg: 153-157. Organizational Demand Analysis

Learning OutcomeDifferent approaches for calculating market and sales potential.  Selection of Sales forecasting technique taking into account period, purpose, data available, nature of product and product line.  Sales forecast may be highly mathematical or based on qualitative estimates. Also discussed are the use of surveys and customer visits to facilitate forecasting. 6.9 Industrial Products Core Competencies: the Roots of Industrial  Products

To be effective in creating sellable products, the manager must first understand what his/her core competencies are.  The core competencies should provide potential access to an array of markets, contribute to customer benefit, and be difficult for competitors to imitate.  Managers must then exploit these competencies in establishing a competitive advantage. The core competencies of the Industrial Products will be discussed.

Essential Readings: Chap: 9 H&S, Pg: 227-234. Managing Products for Business Markets

Learning OutcomeThe  product is the central force of the business marketing strategy. Core products are the tangible link between core competencies and the end products. The strategic importance of providing competitively superior value to customers

6.10 Planning the Industrial Product Strategy

This session examines the vital importance of strategic marketing plan for industrial products.  Guidelines for product positioning process are reviewed. Finally we discuss the use of the technology adoption life cycle to manage high technology products.  A discussion of strategies that are appropriate for each stage of the life cycle is included.

Essential Reading: Chap: 9 H&S, Pg: 227-237. Managing Products for Business Markets

Learning OutcomeThe strategic importance of providing competitively superior value to customers. The various types of industrial product lines and the value of product positioning. A strategic approach for managing products across the stages of the technology adoption life cycle.

6.11 BASF: Using services to build a Strong Brand Essential Reading: Chap: 9 H&S, Pg: 227

Learning OutcomeQuestions for Discussion in class:Question 1: A particular product strategy will stimulate a response from the market and a corresponding response from competitors. Which specific features of the competitive environment should the business marketing strategist evaluate?Question 2: Firms like Microsoft, Sony, and Intel have experienced a burst of demand for some of their products. During the “tornado” for a high-tech product, the guiding principle of operations for a market leader is “  Just Ship”. Explain and discuss the changes in marketing strategy the firm must follow after the tornado.

6.12 Managing the Procurement of business Goods - Channel ManagementThe most elaborate and well-designed product, promotion, and pricing strategy may fail miserably if the business marketer is not able to develop effective marketing channels  In this sense, design and management of the channel must reflect the broad marketing goals established for the entire marketing strategy and be integrated with all strategic elements.  The goal of this session is to provide a firm grasp of the essentials of designing and administering the marketing channel. We start with the focus on the basic nature of the business marketing channel.  In particular, the channel tasks are specified and the nature of direct and indirect distribution is then explored.  Finally, the need to employ a variety of channels, including e-channels, is delineated and related to the nature of the market situation.

Essential Readings: Chap: 12 H&S, Pg: 292-310. Planning Business Marketing Channels

Learning Outcome:

Understand the alternative paths to the B2B procurement. Understand the critical role of industrial distributors and manufacturers in the marketing channel. The central components of Channel designRequirements for successful Channel strategy

6.13 Pricing Strategy for Business markets: Meaning of Value in Business marketsThe determination and administration of the price of business products is a complex and demanding process.  The pricing process must be integrated with all other elements of marketing strategy and should reflect an understanding of the buyer's perception of the product's cost and benefits.  The focus of this session is to provide a comprehensive framework for understanding the diverse factors that impinge on the determination of the price of industrial products.We begin with a discussion on the meaning of value in business markets.  Value is defined as a combination of benefits and sacrifices, and types of benefits and sacrifices are identified.  This session also summarizes the key factors that need to be considered during the industrial pricing process.  Pricing objectives need to be established at the outset of the pricing process.  Next, we examine the determinants of demand as they relate to price determination.  Included in this treatment are the concepts of value, cost/benefit analysis, and search behavior/switching costs.  The session closes with an examination of cost classifications and competitive factors.

Essential Readings: Chap: 15 H&S, Pg: 367-378. Planning Strategy for Business markets

Learning OutcomeUnderstand how customers define value in the pricing process. Understand how pricing decisions complement the firm’s overall pricing process. Understand the role of price in the cost/ benefit calculations of organisational buyers. Understand the central elements of the pricing process.

6.14 Pricing Across the PLC, Competitive BiddingPricing strategies vary across the time frame associated with the product life cycle. This session is focused on a discussion of skimming versus penetration pricing.  In addition, price decisions associated with product line considerations are explored.Responding to price attacks by competitors is explained.  A systematic framework for evaluating whether to match competitive price reductions is introduced and discussed.  Finally, we  explore the complexities of competitive bidding.  The differences between open and closed bidding are discussed and the strategies for bidding reviewed.

Essential Reading: Chap: 15 H&S, Pg: 379-386. Planning Strategy for Business markets

Desired Reading: Case: Meeting the Challenge of Reverse Auctions, Pg 389 H&S

Learning OutcomeHow effective new product prices are established and the need to periodically adjust the prices of existing products.

How to respond to a price attack by an aggressive competitor. Strategic approaches to competitive bidding

6.15 Managing Communication in Business Markets

Advertising's role in business marketing is very much different than that in the consumer market sphere.  Business advertising is not so much geared to creating a sale, but to providing the salesperson with the opportunity to close a sale. This session investigates the role of advertising and sales promotion in marketing strategy and provides a framework for understanding the management of this important function.We start with a careful analysis of the role of advertising in business-to-business marketing is performed.  Then we present an advertising decision model that can be used in the management of business-to-business advertising.  The model includes analysis of objectives, budget determination, messages, media outlets, and evaluation of advertising effectiveness.  This session concludes with an important review of direct marketing tools and the increasing use and value of interactive marketing. We also refer to the final stage in the model – evaluation of advertising effectiveness.  The session outlines the important considerations associated with measuring advertising effectiveness.Essential Reading: Chap: 16 H&S, Pg: 391-399. Business Marketing Communication

Desired Reading: Case: Johnson Controls Inc (pg 412 H&S)

Learning OutcomeThe students will learn: The specific role of advertising in business marketing strategy. The decisions that must be made when forming a business advertising program. The business media option , including the powerful role of Internet marketing communication. Ways to measure business advertising effectiveness. .

6.16 Managing Trade Show Strategy

In this session we deal with managing trade show strategy. The primary focus of the session is on the benefits, advantages, and effectiveness of trade shows.  The session also includes guidelines for effectively planning a trade show.

Essential Reading: Chap: 16 H&S, Pg: 406-409. Business Marketing Communication.

Desired Reading: Visit http://www.tsnn.com, a comprehensive source of information about trade show events, and identify two trade shows that will be conducted in the pharmaceutical industry during the next month.

Learning OutcomeThe student shall understand the role of trade shows in the business communications mix and how to measure trade show effectiveness.

6.17 B2B – Solution sales

sales approach v/s marketing approachrelationship management solution selling and sales process , negotiable variable

This session will introduce the students to concept selling through need analysis and selling a solution rather than the product only to fulfill the need of the customers. The session will highlight the various levels of relationship management and customer penetration to establish the sales proposition and maximize the value for both the company and the customer.

Essential Reading:  Chap: 1, Page 14 - 17, Chap: 3, Page 105 - 106.Jobber & Lancaster; Chap: 11 H&S, Page 267 - 269Learning Outcome

The students will understand to appreciate the complexities of decision making process in large organizations and the need for a solutions approach to the needs of the customer

6.18  Key Account Management: concept of key account management, process of key account management

Key account management is the essentials for managing accounts which are large as well has a complex line and matrix system of decision making. Key account management will teach the students a systematic way of leveraging the company strengths to build organization to organization relationship

Essential Readings: Chap: 9, Page 277-283, Jobber & Lancaster.

Learning OutcomeThe students will learn to build up plans to manage complex accounts and manage multi dimensional relationship for successful solution selling6. 19 Key Account Plan: how to make a key account planKey Account Management ( continued ) . Here the students will be given an exercise to build up the basics of a key account plan

Essential Reading: Chap: 9, Page 284-296, Jobber & Lancaster.

Case Study: Cloverleaf plc, Pages 298-300, Jobber & Lancaster

Learning OutcomeThe students will be equipped with the template with which to build up a key account plan for any industrial customer

6.20 Products and Services in B2B Markets: Segmentation, Positioning, Pricing strategy This session will discuss in detail the market segmentation , product and services positioning and pricing strategy for the industrial and B2B marketEssential Reading:  Chapter:8, Page 211 - 239; Chapter: 16, Page 493-506 Reeder, Brierty, Reeder ,Learning Outcome

The students will learn to build on the basic learning on the 3 P’s of segmentation , product positioning and pricing strategy to have clarity on difference of B2B with the consumer/ B2C sales

6.21 Business promotion in B2B market: Advertising , generic , targeted; Seminars , workshops. Total solution concept. This session will detail out the various methods product promotion both above the line and below the line activity like Print advertisement , conducting seminars , workshops, plant audits and the concept of total solutions management Essential Reading:  Chapter:15,  Page 438 - 469 Reeder, Brierty, ReederLearning OutcomeThis will teach the students how to create focused promotional activities to suit the needs of the individual customers and create differentiation by building on the strengths of the company and creating entry barriers for the competition.

6.22 Class presentations and viva on the project work.

6.23 Class presentations and viva on the project work.

6.24 End Term Assessment.

7. ASSESSMENT PLAN 1. Case Analysis 20% 2. Project 20% 3. End Term Assessment 60%

7.1 Case AnalysisCase analysis is key to the development of the student’s abilities to select,

evaluate and apply concepts, models and theories to BS. In discussing and

presenting a case in the class facts are not to be restated. The business

situations presented in the cases may be complex and frequently involve a

series of interrelated problems. The student is required to develop insight into

the key problem. Case analysis in this module would require the students to

thoroughly read the case and identify the situational problems. The solution of

the case would involve designing a suitable analysis for solving the problems

identified in the case.

The cases will be analysed in pre-decided groups by students, and the analysis

will be presented in class. Feedback on the same will be provided by the

instructor after the presentation of analysis.

7.1.1 Case Assessment Rubrics

Grade ExcellentVery Good Good Average

Unsatisfactory Fail

Learning Objectives

Criteria 5 4 3 2 1 0             Understanding of the basic principles and concepts of the subject

Excellent applied grasp of core principles

Very good applied grasp of core principles

Good applied grasp of core principles

Competent applied grasp of core principles

Reasonable grasp of core principles

Inadequate/Fails grasp of core principles

Analysis and Synthesis

Can analyse situations very well without guidance. Provides concise analysis of all relevant issues/theory

Can analyse a range of information without guidance.

Can analyse with guidance. Detailed coverage of obvious issues/theory.

Some evidence of understanding depicted. Can analyse a limited range of information.

Some evidence of analysis but misses more subtle issues/theory.

Little or no analysis. Fails to identify key issues/theory.

Communica Articulate Thoughts Language Language Purpose and Purpose

tion Skills

and persuasive use of language.

and ideas are clearly expressed.

mainly fluent.

mainly fluent but frequent errors of grammar

meaning somewhat clear but language is poor

and meaning unclear. Language/grammar and spelling poor

7.2 Project Report

The work on the project should start on the day one of the course to ensure a timely submission at the end of the Block. Kindly submit original work. Please note that plagiarism shall be severely dealt with and can lead to the dismissal of the project submitted.A student can select any one of the given three choices for doing the project report. It is mandatory to visit the concerned organization before starting the work on the project:

1. Business Selling by a Company manufacturing basic raw materials, e.g., cement, steel,

2. Trade Shows and Participation activity of a business company. Analyse the benefits, advantages, and effectiveness of the trade shows for the specific company.3. Business selling by a company dealing in complete business solution, e.g. complete fabrication of a factory for a manufacturer.

The report should comprise of the following sub-topics: Company backdrop/history Objective of Setting up the company The key Drivers of the Business The Product The Target Audience The Marketing Challenges Present Scenario with Company Reports The Future Scenario Your learning and suggestions

7.2.1 REPORT ASSESSMENT RUBRICS

Grade Excellent Very Good Good AverageUnsatisfact

ory FailLearning

Objectives Criteria 5 4 3 2 1 0

 

Demonstrates an understanding of the basic principles and concept

Excellent applied grasp of core principles of the subject, evidenced through a very wide range of relevant up-to-date references. Marketing suggestions very well substantiated.

Very good applied grasp of core principles of the subject, evidenced through a very wide range of relevant up-to-date references. Marketing suggestions very well substantiated.

Good applied grasp of core principles of the subject, evidenced through a wide range of relevant up-to-date references. Good consistency in report. Main marketing suggestions substantiated.

Competent applied grasp of core principles of the subject, evidenced through a range of relevant up-to-date references. Good consistency in report. Most suggestions substantiated.

Reasonable grasp of core principles of the subject, evidenced through the basic use of some relevant up-to-date references. Some consistency is depicted in report. Some suggestions substantiated.

Inadequate/Fails grasp of core principles of the subject; very limited range of references and/or references of questionable relevance. Little or no consistency in the report

Content and Knowledge about the theory

Demonstrates integration and innovation in selection of theory and detailed knowledge of topic

Appropriate and insightful selection of theory and a reasonable knowledge of topic

Selection of theory included in a straight forward manner and has a conceptual knowledge base

Selection of theory is appropriate and provides evidence of limited knowledge

Some evidence of knowledge of topic and some evidence of appropriate choice of theory

Lacks evidence of knowledge relevant to the topic/inappropriate choice of theory

Written Communication

Articulate and persuasive use of language. Consistently accurate use of grammar/spelling

Thoughts and ideas are clearly expressed. Grammar/spelling accurate and language fluent

Language mainly fluent. Grammar /spelling mainly accurate

Language mainly fluent but frequent errors of grammar or spelling

Purpose and meaning somewhat clear but language is poor

Purpose and meaning unclear. Language/grammar and spelling poor

Structure and presentation

Structure guides reader through argument. Presentation is excellent.

Structure supports argument clearly. Presentation clear and appropriate

Structure coherent. Presentation good.

Structure and presentation satisfactory

Problems with structure and presentation

Structure unclear. Poorly presented.

7.3 End Term examThe end term assessment would be conducted in the 24th sessions and would be of 60 marks. The assessment will be based on a case study for 60 marks.

8 LEARNING CURRICULUM

8.1 CURRICULUM MAP: BUSINESS SELLING

Programme Learning Outcomes

Module L1 L2 L3 L4 L5 L6 L7 L8 L9BS * * * * * * *

L1: An understanding of organizations, their external context and their management.L2: An awareness of current issues in business & management which is informed by research & practice in the field.L3: An understanding of appropriate techniques sufficient to allow investigation into relevant business & management issues.L4: The ability to acquire & analyze data and information.L5: The ability to apply relevant knowledge to practical situation.L6: The ability to work & lead effectively in a team based environment.L7: An improvement in both oral & written communication skills.L8: Be cognizant of the impact of their individual & corporate actions on society and recognize ethical business practices.L9: Be sensitive to the social economic and environmental responsibilities of business.

8.2 TEACHING MAP: Business Selling

TEACHING MAPModule T1 T2 T3 T4 T5 T6BS * * * *

T1: LecturesT2: Seminars/Tutorials

T3: Projects & PresentationT4: Case DiscussionT5: Guest Lectures/Industrial VisitT6: Lab Sessions

8.3 ASSESSMENT MAP: BS

ASSESSMENT MAP

Module A1 A2 A3 A4 A5BS * * * *

A1- Individual assignment/case study

A2- Group assignment/ project/business plan

A3- Open book examinations/ case study

A4- Closed book examinations

A5- Group Presentations