B2B Marketing

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