Strategic Business to Business Marketing

Success in business to business marketing requires strategic use of the resources and best practices by firms in selling their products and services to other firms. This programme provides an overview of business to business (B2B) marketing with a focus on challenges and opportunities associated with it.

Objectives

The objective of the course is to introduce the participants with the following aspects of business-to-business (B2B) marketing:

1. Business marketing environment and different factors governing the same along with the characteristics of customers, products and services,
2. Organizational buying behavior and decision-making process including insights on buyer-seller relationship management,
3. Segmentation, targeting and positioning in business markets and an overview of key account management,
4. Managing different marketing functions (4 Ps) in business-to-business marketing context that includes:

• New product launch decision with complete marketing plan,
• Pricing decision with a discussion on different pricing options,
• Channel management including economics of channel decision, and
• Communication in business market with a focus on personal selling

Content

Articles, case studies and other relevant contents on:

• Organizational Buying Behavior and Relationship Management
• Segmentation in Business Market
• Key Account Management in Business to Business Market
• Managing B2B Marketing Functions (4 Ps of marketing in B2B context)

Methodology

The methodology will be a mix of presentations, case studies, and group activities.