B2B Marketing

Overview

Business environment is changing continuously. These changes are reflected in how business customers buy products and make suitable strategies to be sustainable in the VUCA (Volatile, Uncertain, Complex, and Ambiguous) world. The unprecedented COVID-19 pandemic has given many learning lessons in business to business market. The course starts with what is business to business marketing, how the business market is different from the consumer market, basic understanding of business products and business customers then goes to an in-depth analysis of business-to-business buying, business marketing planning, and marketing strategy of business firms and finally ends with measuring the performance of business organizations with help of balanced scorecard and strategy map. This course enables learners to understand business-to-business marketing, explore business market opportunities, design suitable marketing strategies, and measure an organization's performance

Syllabus

Week 1:Business Market Fundamentals
Week 2:Business-to-Business Buying
Week 3:Customer Relationship Management
Week 4 : Business Market Segmentation
Week 5: Business Marketing Planning- Strategy Perspective
Week 6: Business Product and Service Differentiation
Week 7: Pricing Strategy
Week 8: Business Marketing Channels and Supply Chain Management
Week 9: Business Marketing Communications
Week 10: Personal Selling
Week 11: Marketing Strategy in Technology Adoption Life Cycle
Week 12: Evaluating Business Marketing Strategy and Performance

Click herefor syllabus page

Exam schedule