Course

Unit 1

Introduction to B2B Marketing – meaning – definition – creation of B2B Marketing strategy – characteristics – business marketing and customers – Environment of business marketing – role of B2B Marketing – commercial enterprises and commercial and institutional customers.

Unit 2

Organisational buying – behaviour of the buyer – stages of organisational buying – Organizational and business markets – Government as a customer – Commercial enterprises – Commercial and institutional customers.

Unit 3

Marketing strategy – strategy management process – managing products and services for business markets – management of business market channels – The Growth-Share Matrix, Multifactor Portfolio Matrix, The Balanced Scorecard.

Unit 4

Market segmentation – bases of segmentation – selection of target segments and positioning – B2B pricing strategies – advertising – Competitive bidding – CRM.

Unit 5

Business marketing communication – importance – marketing channels – trade fairs – exhibitions –

business meets – B2B logistics – benefits – digital marketing – evolution – importance – types.

Course Objective:

To provide students with essential knowledge and skills to succeed in the complex and dynamic world of business-to-business transactions.

Course Outcomes:

The student will be able:

C01: To Analyze the concept and environmental factors influencing B2B marketing to evaluatetheir impact on business strategies and decision-making.

C02: To Evaluate organizational buying processes and behaviors within the B2B context, discerning their implications for marketing strategies and relationship management.

C03: To Apply critical analysis to assess the efficacy of marketing strategies and market channels, incorporating evidence-based reasoning to enhance decision-making processes and achieve desired business outcomes.

C04: To Analyze the concepts of Segmentation, Targeting, and Positioning (STP) in marketing, applying critical thinking to assess their relevance and effectiveness in crafting market strategies to meet specific business objectives.

C05: To Evaluate the principles and practices of business marketing communication and digital marketing, synthesizing theoretical knowledge with practical applications to develop comprehensive strategies for effective communication and engagement with target audiences.”

Textbooks:

1. Marketing Management – N Sontakki, Neeti Gupta, Anuj Gupta – Kalyani Publishers.
2. Nitin Kamat, Chinmay Nitin Kamat- Digital Marketing –Nirali Prakashan

References:

1. Michael D. Hutt, Dheeraj Sharma, Thomas W. Speh – B2B Marketing: A South Asian Perspective – Cengage
2. Sharad Sarin – Business Marketing: Concepts and Cases – McGraw Hill