MKT612:BUSINESS TO BUSINESS MARKETING L:3 T:1 P:0 Course Objectives: • Students will be able to understand the distinction of B2B marketing from B2C marketing and apply a systematic approach to problem solving and decision making in business marketing organizations. • Students will be able to analyze the applications, challenges and the dynamic environment of B2B marketing, including the unique nature of organizational buying behavior. • Students will be able to design strategies and structures to effectively serve the B2B market. Unit I Business Marketing Perspective : Business Marketing Management, Creating the Customer Value Proposition, Business and Consumer Marketing, Classifying the Goods for the Business Market, Organizational Customers, Government Agencies and Institutions, Classifying Industrial Products, Unique Characteristics of Organizational Procurement, The Industrial Marketing Environment Unit II Organizational Buying Behavior : The organizational Buying Process, Forces Shaping Organizational Buying Behavior, Buying Centers and Multiple Buying Influencers, Bidding and Tendering, Objectives in Organizational Buying, Buying Centre Involvement and Interactions Pattern, Joint Decision Making, Conflict and Resolution in Joint Decision Making, The Buying Committee Unit III Assessing Market Opportunities : Business Market Segmentation Requirements and Benefits, Bases for Segmenting Business Markets, The Segmentation Process, Implementing a Segmentation Strategy, Methods of Segmenting Demand Unit IV Formulating Business Marketing Strategy : Building a Strong B2B Brand, Product Quality and Customer Value, Product Policy and Strategy, The Technology Adoption Life Cycle, Understanding the Full Customer Experience, Challenges in Business Service Marketing, Service Quality, Marketing Mix of Business Service Firms Unit V Managing Business Marketing Channels and Pricing Strategies : The Business Marketing Channel and various Participants, Channel Administration, Concept of Supply Chain Management (SCM), Application and Competitive Advantage of SCM, Strategic Role of Logistics, Value and Pricing Process, Competitive Bidding, Responding to Price Attacks Unit VI Formulating Marketing Communication Planning : The Role and Management of B2B Advertising, Measuring Advertising Effectiveness, Managing Trade Show and Exhibitions, Relationship Marketing Strategy, Managing the Sales Force, Sales Administration, Selecting and Recruiting Industrial Sales People, Developing Professional Salespeople, Effective Use of Sales Compensation Text Books: 1. B2B MARKETING - A SOUTH ASIAN PERSPECTIVE by HUTT MICHAEL D., CANGAGE LEARNING, 11th Edition, (2014) References: 1. INDUSTRIAL MARKETING by R V BADI, N V BADI, VRINDA PUBLICATIONS, 1st Edition, (2010) Credits:4 Page:1/2 Print Date : 8/7/2014 7:29:48 AM

MKT612 Syllabus

Download PDF Report

Upload
neeraj-bhanot
View
5
Download
1

Embed Size (px)

DESCRIPTION

syllabus for b2b marketing

Citation preview

MKT612:BUSINESS TO BUSINESS MARKETING

L:3 T:1 P:0

Course Objectives:

• Students will be able to understand the distinction of B2B marketing from B2C marketing and apply a systematic approach to problem solving and decision making in business marketing organizations.

• Students will be able to analyze the applications, challenges and the dynamic environment of B2B marketing, including the unique nature of organizational buying behavior.

• Students will be able to design strategies and structures to effectively serve the B2B market.

Unit IBusiness Marketing Perspective : Business Marketing Management, Creating the Customer Value Proposition, Business and Consumer Marketing, Classifying the Goods for the Business Market, Organizational Customers, Government Agencies and Institutions, Classifying Industrial Products, Unique Characteristics of Organizational Procurement, The Industrial Marketing Environment

Unit IIOrganizational Buying Behavior : The organizational Buying Process, Forces Shaping Organizational Buying Behavior, Buying Centers and Multiple Buying Influencers, Bidding and Tendering, Objectives in Organizational Buying, Buying Centre Involvement and Interactions Pattern, Joint Decision Making, Conflict and Resolution in Joint Decision Making, The Buying Committee

Unit IIIAssessing Market Opportunities : Business Market Segmentation Requirements and Benefits, Bases for Segmenting Business Markets, The Segmentation Process, Implementing a Segmentation Strategy, Methods of Segmenting Demand

Unit IVFormulating Business Marketing Strategy : Building a Strong B2B Brand, Product Quality and Customer Value, Product Policy and Strategy, The Technology Adoption Life Cycle, Understanding the Full Customer Experience, Challenges in Business Service Marketing, Service Quality, Marketing Mix of Business Service Firms

Unit V

Managing Business Marketing Channels and Pricing Strategies : The Business Marketing Channel and various Participants, Channel Administration, Concept of Supply Chain Management (SCM), Application and Competitive Advantage of SCM, Strategic Role of Logistics, Value and Pricing Process, Competitive Bidding, Responding to Price Attacks

Unit VIFormulating Marketing Communication Planning : The Role and Management of B2B Advertising, Measuring Advertising Effectiveness, Managing Trade Show and Exhibitions, Relationship Marketing Strategy, Managing the Sales Force, Sales Administration, Selecting and Recruiting Industrial Sales People, Developing Professional Salespeople, Effective Use of Sales Compensation

Text Books:

1. B2B MARKETING - A SOUTH ASIAN PERSPECTIVE by HUTT MICHAEL D., CANGAGE LEARNING, 11th Edition, (2014)

References:

1. INDUSTRIAL MARKETING by R V BADI, N V BADI, VRINDA PUBLICATIONS, 1st Edition, (2010)

Credits:4

Page:1/2 Print Date : 8/7/2014 7:29:48 AM