B2B Marketing [PDF]

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B2B Marketing

1.1

Course Number: MT5703

1.2

Contact Hours: 40 Hours, Credits: 08

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Semester-offered: Even Semester (January-June)

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Prerequisite: Basics Knowledge of Marketing

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Syllabus Committee Member: Dr. Saroj Kumar Mishra and Dr. Sanjay Kumar Kar

2.

Objective: ➢ To facilitate the understanding of the nature, structure, and distinguishing characteristics of the industrial/business markets and how they differ from consumer markets. ➢ To understand the principal management issues related to B2B Marketing and to provide a framework for understanding and analyzing organizational buying behavior in all sectors of the business market—commercial enterprises, government, and institutions. ➢ Learn how to assess opportunities in business markets and make marketing decisions that lead a company to generate and deliver value to customers.

3.

Course Content:

Unit-wise distribution of content and number of lectures Unit

Topics

Sub-topic

Lectures

1

Overview of B2B Marketing STP & Relationship Marketing Product & Service Management Branding and Communication Marketing Channels

The Nature of B2B Marketing, Organizational Buying Behavior, The Purchase Function

06

Market Segmentation & Positioning, Estimating Segment Demand, B2B Relationship Marketing Strategies

06

New product Development Managing B2B Services

06

2

3

4 5 6

Project Work

&

Product

Management,

B2B Branding, B2B Marketing Communications

04

Managing Business Marketing Channels, B2B E-commerce Strategies A group of students will be allocated a project relevant to the course, where they can apply their understanding. Project will be a part of course evaluation.

08

Total

40

10

4.

Readings

4.1

Text Books: ➢ Business Marketing Management: Michael D. Hutt and Thomas W. Speh (Cengage Learning).

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Reference Books: ➢ Business Marketing: Connecting Strategy, Relationships, and Learning; F. R. Dwyer and J. F. Tanner (McGraw-Hill). ➢ Business to Business Marketing Management: A Global Perspective; J. Blythe and A. Zimmerman (Thompson Learning). ➢ Business Marketing Management (B2B): Understanding, Creating, and Delivering Value;James C. Anderson, James A. Narus, Das Narayandas and D.V.R. Sheshadri (Pearson). ➢ Business to Business Marketing: Anaysis & Practice; Robert Vitale, Joseph Giglierano & Waldemar Pfoertsch (Pearson).

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Outcome of the Course:

The course will enable the students to understand the approaches, concepts and techniques required for effective decision making in the areas of B2B Marketing. The course shall also help the students to understand specific issues and problems various firms are facing by having organizations as customers; get to know some tools and concepts with which firms analyze and answer to these challenges; and acquire the capability to identify and analyze some underlying mechanisms of the challenges on business markets.