B2B MARKETING

(DMM-02)
Credits: 03 Hours: 30

Introduction:
Business-to-business (B2B) markets are often characterized by the fact that a limited number of
counterparts make up for a large portion of a company's business. This implies that the companies´
marketing tends to follow a different logic than the one traditionally applied in consumer markets. We will
start from four themes on market practice (customers and sales, purchasing and logistics, product
development and innovation, and business and society) and discuss appropriate theoretical tools to deal
with the challenges that firms face.

Course objective:
After completing the course, the student will be able to make conscious choices of models of analysis and
other theoretical tools designed for the challenges that companies in B2B markets face. They will be able to
use theory to critically analyze firm specific issues in B2B markets.Choose a relevant question,
problematize it in writing and, in a comprehensive manner, argue for the relevance of the problem and
make presentations in front of an audience.

Course Contents / Syllabus:

UNIT - I Market Driven B2B
B2B Marketing: An Introduction, B2B versus B2C and hybrids marketing; The B2B market environment,
category, growth, trends, competition; Customer Insights in B2B markets, Branding and the Customer
Experience.

UNIT-II: The B2B Marketing Plan

Crafting Marketing Objectives and Strategy; Product / Service portfolio management; Pricing in the B2B
marketplace; Distribution: In person, through others and digitally.

UNIT-III: Marketing Communications: Customer Experience

Content Marketing in the B2B world; The Power of Going Digital. B2B Marketing 2.0, The Joy of
Analytics; Using "big data" to competitive advantage; Blue Collar Marketing; Advertising, Events and
Traditional Methods; Effective External Communications, It's not about the masses; Internal
Communications, Keeping everyone on the same page, Role of ethics in Indian Business, Govt. tendering
process.

Unit - IV Integrating the Plan, Customer Loyalty & the Future

The power of “trust” in the B2B marketplace; Customer satisfaction; Creating loyalty and long business
relationships; 2020 Trends and the Future of B2B Marketing.

Text Book:
1. Business Marketing Management b2b, Hutt and Speh, South-Western CENGAGE Learning

Reference Books:
1. B2B Brand Management, Kotler and Pfoertsch, Springer
2. Business Market Management Understanding, Creating and Delivering Value, Anderson,
Narus and Narayandas, Pearson, Prentice Hall

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