ABOUT THE COURSE:Starting from a recap of basic marketing concepts this course will guide you across the B2B marketing domain while highlighting the inter-organizational marketing and tech marketing issues and the complexities introduced by volatility and rapid evolutions. The course will adequately cover the distinctive characteristics of business marketing but will also try to address the particular concerns of technical entrepreneurshipINTENDED AUDIENCE:MBA and senior BBA students and B.Tech students doing a minor in Marketing/Management .It will also address the needs of product managersand marketing leads transitioning from B2C to B2B domain and businessmanagers seeking marketing expertise.PREREQUISITES: Attractive for learners who have already done the basic Marketing course I and IIINDUSTRY SUPPORT: Course will be interesting for engineering industry professionals and technical/entrepreneurial organizations.
Overview
Syllabus
Week 1:Fundamentals of Tech Marketing & the B2B ContextWeek 2:Knowing the Buyers in B2BWeek 3:Selecting Markets – Segmentation / TargetingWeek 4:Positioning & Value PropositionWeek 5:Product & Technology Life CyclesWeek 6:Understanding Evolutions & Chasms in High Tech MarketsWeek 7:Industrial / B2B Pricing, Industrial / B2B Sales & DistributionWeek 8:Partnerships & Relations, B2B E-Commerce
Taught by
Prof. Jayanta Chatterjee
