ABOUT THE COURSE:Business to Business Marketing (B2B) has been one of the most discussed topics in marketing. It involves all kinds of industries be it manufacturing or service oriented ones. It encompasses small, medium and large industries and creates employment for large number of people. Business organizations have been constantly trying to optimize their processes and products in order to provide better products and services to other firms and thus constant innovation in such organizations has been the norm. With growing technology, better transport facilities and advanced research it has grown at a much faster pace in comparison to others.This course aims at building a strong theoretical base as well as enhances the learner’s knowledge on designing successful business strategies and programs. As a part of this course, case studies from across the globe would be used to bring in an experiential learning among the learners.INTENDED AUDIENCE: NonePREREQUISITES: 12th, the Course will aim at building Fundamentals of Industrial marketing at a Beginner’s levelINDUSTRY SUPPORT: This course will be extremely helpful for anyone who is working in the industry in various capacities. It will be helpful for employees of large companies, Public and Private sector undertakings and SME’S
Overview
Syllabus
Week 1: Introduction to B2B Marketing: Business marketing, Classifying goods for the business market, Business market customers, Market structure, Environment and Characteristics of Business Marketing, Strategic role of marketing, Commercial enterprises, Commercial and institutional customers, B2B vs B2C Marketing.Week 2:Organizational Buying and Buyer Behaviour: Organizational buyers’ decision process - A Stepwise Model and A Process Flow Model, Organizational and business markets - Government as a customer - Commercial enterprises - Commercial and institutional customers, Value analysis, Buygrid framework, Strategic procurement.Week 3:B2B Marketing Strategy: Strategy making and strategy management process, Industrial product strategy– Managing Products for Business Markets-Managing Services for Business Markets-Managing Business Market channels The Growth-Share Matrix, Multifactor Portfolio Matrix, The Balanced Scorecard.Week 4:B2B Marketing STP: Market Segmentation, bases for segmenting business markets, basic framework of segmentation, choosing target segments and positioningWeek 5:Business Marketing Communications- B2B Advertising, Digital marketing,- Trade shows, exhibitions, business meets - Managing the sales force - Deployment analysis, Direct marketingWeek 6:Demand forecasting: industrial market, Forecasting- meaning, importance and relevance, issues related to forecasting, forecasting measurement models, sales force forecasting, estimating segment demand, Collaborative approach to estimate demand, qualitative and quantitative forecasting methods.Week 7:Product management: (existing and new) in industrial market, role of product in the industrial market, new product development, industrial product life cycle, product evaluation matrix, techniques for indentifying new products QFD, perceptual mapping, reverse engineering, fish bone diagram, role of service and maintenance in industrial markets, customer experience life cycle, service quality.Week 8:Pricing: Pricing strategies; The pricing policy; Price on the Internet; Financial marketing, competitive bidding, commercial terms and conditions, role of leasing. Week 9:Buyer seller relationship, types of relationships, transactional and collaborative relationships, influencing industrial customers, role of service in industrial markets. CRM.Week 10:B2B marketing research, challenges in B2B research, developing a marketing information system, role of qualitative research techniques in B2B research.Week 11:Business marketing channels and participants - Channel design and management decisions -B2B logistics management, types of industrial middlemen And intermediaries, marketing logistics and physical distribution Week 12:Strategic decision making in industrial markets, strategic planning at corporate levels, allocation of resources, portfolio analysis, developing SBU’S objectives and goals, implementing and controlling marketing plan. Marketing through electronic commerce
Taught by
Prof. J. K. Nayak
