Strategic Business to Business Marketing

Indian Institute of Management Indore

Indian Institute of Management Indore

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Who should attend

Junior and middle managers.

About the course

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.

Experts

Bipul Kumar

Bipul Kumar is a Fellow (PhD) of Indian Institute of Management Ahmedabad. He did Executive Post Graduate Diploma in Management from Indian Institute of management Indore and B.Sc. (Engineering) in Civil Engineering from BIT Sindri. He has worked in Oil & Gas sector in different functions suc...

Strategic Business to Business Marketing at Indian Institute of Management Indore

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

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Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

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