Module 1

Module 1: Overview of Business to Business marketing (7.5 hours)

1. Introduction to B2B marketing – students to write about their perception
2. B2B Marketing, compare and contrast with B2C
3. Value propositions in B2B Marketing – Relevant illustration by a case.

Module 2

Module 2: Able to define and evaluate situations in Business. (7.5 hours)

1. Segmentation of Business markets, nested segmentation
2. Tools like nested segmentation, sales funnel etc.
3. SaaS business models.

Module 3

Module 3: Analyze and evaluate basic concepts of Business, accounting and management (7.5 hours)

1. Management of Key Account Relationship
2. B2B distribution, distinctive Aspects of B2B channels
3. B2B pricing & B2B buyer centre
4. B2B communication, B2B advertising effort
5. Territory Management

Module 4

Module 4: Able to identify the concepts and templates of B2B Marketing (7.5 hours)

1. Commercial terms, sales documentation, RFPs, BOQs etc
2. Strengthening ties & reseller performance
3. The various aspects of ethics in B2B management
4. Conclusion

Course Description

B2B Marketing is the corporate priority of the 21st century. In spite of the advent of the Internet and Digital Marketing, organizations are looking for managers with B2B perspective. The conceptual understanding will help them to succeed in an era marked by the intense business activity and competition.

Course Outcomes& Learning levels

This course is designed to give the students a broad-based understanding of B2B business. The course focuses on determining the product markets, in which the business should compete; developing product and pricing strategies; establishing relations, designing appropriate distribution channels and achieving sustainable competitive advantages in the market place.

Students are exposed to various situations in many organizations, wherein befitting and apt ethical decisions are arrived at.  At the end of the course, the students will be able to:

1. Identify the process, actors and performance measures in B2B Marketing and Sales, meeting organizational objectives. (Evaluate)
2. Analyze the needs of a given client situation, identify core issues and create a marketing plan. (Analyze, Create)

Identify situations that present ethical dilemmas in B2B management roles (Evaluate).

Evaluation Pattern

* Based on assignments / Tests / Quizzes / Case Studies / Projects / Term paper / Field visit report.

1. Business Marketing Management by Anderson, Narus, Seshadri and Narayadas
2. Industrial Marketing Strategy by F.E. Webster, JR.
3. Business Marketing– Strategy, cases, concepts and applications by V. Kasturi Rangan, Benson P. Shapiro and Rowland T. Moriarty, JR.