Marketing Domain : B2B Marketing

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Course Name : Marketing Domain: B2B Marketing

Code(Credit) : CUMM2363(2-2-0)

Course Objectives

  • To understand the B2B marketing situations and the characteristics of the B2B markets
  • To develop understanding and skills required to manage B2B relationships
  • To explain how to organize the B2B marketing functions
  • To develop the analytical and decision-making skills required to succeed in the B2B marketing roles
  • To give an idea of B2B Marketing in the age of Social Media and the opportunities and challenges in Industry 4.0

Learning Outcomes

After completion of this course, the students should be able to:

  • Appreciate the unique characteristics of the markets and customers in the B2B context
  • Apply the conceptual and practical insights gained from this course to develop and manage B2B relationships
  • Suggest formulate and implementation of marketing programs for new as well as existing B2B markets for products and services
  • Demonstrate analytical and decision-making skills required for business success in the B2B context
  • Develop an insight into the changing shape of B2B marketing in the era of social media and Industry 4.0

Course Syllabus

Module: I

Fundamentals of B2B Marketing: Types of B2B goods and services, Characteristics of B2B Markets and Marketing, Understanding B2B Buyers and Buying Process, Managing B2B Key Accounts, Customer Relationships and Experiences, Delivering solutions

Module: II

B2B Market Analysis and Strategy: Researching B2B Markets and Environments, Segmenting B2B Markets, Estimating Demand

 

Module: III

Organizing B2B Marketing Functions:Managing Product / Service portfolios – Developing and launching new products, managing B2B brands, Pricing for B2B Markets, Communicating with B2B Markets, Delivering value through channel partners and sales force

Module: IV

Social Media, Industry 4.0 and B2B Marketing: Leveraging the power of Social Media for B2B Marketing, Industry 4.0 technologies and their use in B2B Marketing.

Session Plan

Session 1

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Session 2

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