OPEN ELECTIVES-UG (Arts , Humanities and Commerce)
| Course Name | B2B Marketing |
| Course Code | 24OEL251 |
| Program | BBA (Bachelor of Business Administration) |
| Credits | 3 |
| Campus | Mysuru |
OPEN ELECTIVES-UG (Arts , Humanities and Commerce)
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.
Organisational buying – behaviour of the buyer – stages of organisational buying – Organizational and business markets – Government as a customer – Commercial enterprises – Commercial and institutional customers.
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.
Market segmentation – bases of segmentation – selection of target segments and positioning – B2B pricing strategies – advertising – Competitive bidding – CRM.
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.”
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Textbooks:
References:
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