B2B marketing, also known as industrial marketing involves practices businesses use to sell their products and services to other businesses. The product/service in question can be machinery, software or even soft drinks but the way organizations buy them vary significantly from the way individual customers buy them. Though it’s not always obvious, except retailers, almost all businesses are in the B2B markets! This course helps students understands the issue in B2B marketing along with case studies of best practices.
2. Student Learning Outcomes
· Be able to understand the similarities and differences between consumer goods and B2B marketing….. · Be able to understand the managerial issues in business marketing · Be able to understand the strategic issues involved in developing business markets
3. Required Text Books and Reading Material
A reading material will be provided. The students may use the following books for reference:
1. Business Marketing Management, Hutt, Sharma and Speh, Cengage
2. Marketing Management, Kotler, Keller, Koshy and Jha
4. Tentative Session Plan
1. Perspectives on the organizational buyer
2. Organizational buying behavior
3.CRM strategies for business markets
4. Segmenting business market
5. Business market planning
6. International B2B marketing
7. Product management
8. Managing innovation and new industrial product development
9. Services in B2B markets
10-11. Business marketing channels
12. Supply chain management in industrial markets
13. Pricing strategy for business markets
14. Marketing Communication and branding in B2B markets
15-16: Project presentation
17-18: Guest lecture
19-20: Review & Wrap-up
5. Evaluation
Class Participation: 20
Quiz: 20
Project: 20
End term: 40
6. Academic Integrity
Please refer to the Manual of Policies.
Created By: Debasis Mohanty on 02/25/2019 at 02:01 PM Category: BM 19-21 T-IV Doctype: Document