Course11010450734 lectures
Business Marketing - Technology Focus
Prof. Jayanta Chatterjee · IIT Kanpur
About
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 entrepreneurship
Intended audience: MBA and senior BBA students and B.Tech students doing a minor in Marketing/Management .It will also address the needs of product managers and marketing leads transitioning from B2C to B2B domain and business managers seeking marketing expertise.
Prerequisites: Attractive for learners who have already done the basic Marketing course I and II
Lectures
Week 1
Week 2
- Lecture 03: Technology life cycle, networks and platforms
- Lecture 04: Organization Markets and Competition
- Lecture 05: Organization Buying decisions
Week 3
- Lecture 06: Researching Business Markets
- Lecture 07: Design and Tech Market
- Lecture 08: Customer Driven Innovation, New Product Management
Week 4
- Lecture 09: Market Segments - Technology Focus
- Lecture 10: PLC and TALC
- Lecture 11: Crossing the Chasm
Week 5
- Lecture 12: B2B Brands - 1
- Lecture 13: B2B Brands - 2
- Lecture 14: B2B Pricing Basics
- Lecture 15: Critical Underpinning Concepts
- Lecture 16: Pricing Continued
Week 6
- Lecture 17: Pricing Summary
- Lecture 18: B2B Sales
- Lecture 19: Supply Chain
- Lecture 20: Marketing Communicaion
- Lecture 21: Digital Marketing
- Lecture 22: Digital Relationship Management
Week 7
- Lecture 23: E-Marketing Tools
- Lecture 24: E-Market Place
- Lecture 25: B2B E-Commerce
- Lecture 26: Electronic Auction
- Lecture 27: E- Procurement
- Lecture 28: Marketing as Strategy - I
- Lecture 29: Marketing as Strategy - II
Week 8
Syllabus and materials
At NPTEL, as the course publishes them.
Credits and licence
- Institution
- IIT Kanpur
- Department
- Management
- Teacher
- Prof. Jayanta Chatterjee
- Level
- Graduate
- Language
- English
- Subjects
- Business and management
- Source
- NPTEL
- Licence
- CC BY-NC-SA, as NPTEL states it. Non-commercial use only. NPTEL's terms
- Attribution
- NPTEL states: "Distributed under Creative Commons Attribution-ShareAlike / CC BY - NC - SA", beside a BY-NC-SA badge.
- Who can watch
- NPTEL gives no rating. Invisible Network shows it to Tweens profiles and older, judged from what the source says about it. How courses are placed