Course11010716860 lectures
Business to Business Marketing (B2B)
Prof. Jogendra Kumar Nayak · IIT Roorkee
About
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.
Prerequisites: 12th, the Course will aim at building Fundamentals of Industrial marketing at a Beginner’s level
Lectures
Week 1
- Introduction to Business to Business Marketing
- Classification of Products and Customers in Business Market
- B2B vs B2C Marketing 1
- B2B vs B2C Marketing 2
- Some Important Concepts and Case Study
Week 2
- Value Chain Analysis, Core Competence and Outsourcing
- Introduction to Organisational Buying Behaviour
- Howard's Seth Model
- Seth's Model
- Webster & Wind Model, Buying Center and Buygrid Framework
Week 3
- Purchasing function Goals & Kralijic's Model
- Purchasing Cycle & Procurement Development Process
- Strategic Sourcing & Case Study
- E-Procurement & Supplier Assesment
- B2B Marketing Strategy Formulation
Week 4
- B2B Marketing Strategy Formulation & Balance Scorecard
- Balance Scorecard, Strategy Maps & Case Study
- Managing Products in B2B Markets: PLC Approach
- Managing Products in B2B Markets: TA Life Cycle Approach
- Managing Services in B2B Markets
Week 5
- Introduction to STP
- Segmentation in B2B Markets
- Bonama & Shapiro's Nested Approach & Targeting in B2B
- Target Market Strategies
- Positioning in B2B Markets
Week 6
- B2B Positioning Strategies
- Business Market Communication: Personal Selling
- Business Market Communication: Sales Force Management
- Business Market Communication: Advertising
- Business Market Communication: Social Media, Trade shows & more
Week 7
- Business Market Communication: Promotional Budgeting
- Demand Forecasting in B2B Markets: Introduction
- Demand Forecasting in B2B Markets: Qualitative Methods
- Demand Forecasting in B2B Markets: Quantitative Methods 1
- Demand Forecasting in B2B Markets: Quantitative Methods 2
Week 8
- B2B Product Management: New Product Development
- B2B Product Management: Identifying New Products
- B2B Product Management: Customer Value, Product Launch & more
- B2B Product Management: Branding
- B2B Pricing: Introduction
Week 9
- B2B Pricing: Price Setting Process 1
- B2B Pricing: Price Setting Process 2
- B2B Pricing: Pricing Methods
- B2B Pricing: Geographical & Value Based Pricing
- B2B Pricing: Competitive Bidding
Week 10
- Introduction to Relationship Management in B2B Markets
- Types of Relationships in B2B Markets & Customer Profitability
- Customer Relationship Management
- Customer Lifetime Value
- B2B Marketing Research: Introduction
Week 11
- B2B Marketing Research: Research Methods
- Business Marketing Channels: Introduction & its Types
- Business Marketing Channels: Types of Participants
- Business Marketing Channels: E-Commerce
- Supply Chain Management & its Drivers
Week 12
Syllabus and materials
At NPTEL, as the course publishes them.
Credits and licence
- Institution
- IIT Roorkee
- Department
- Management
- Teacher
- Prof. Jogendra Kumar Nayak
- Level
- Undergraduate
- 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