BUSINESS TO BUSINESS MARKETING

Paper Code: 
25MBM324
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable students to analyse the distinctive aspects of Business–to–Business (B2B) Marketing and the need for a B2B paradigm.

 

Course Outcomes: 

Course

Learning outcome

(at course level)

Learning and

teaching strategies

Assessment Strategies

Course Code

Course Title

25MBM324

Business to Business Marketing (Theory)

CO421: Assess the foundations of business marketing and the business marketing environment

 CO422: Examine strategic marketing planning through comprehensive business-to-business strategy development.

CO423: Analyse products pricing for business markets by mastering innovation and strategic decisions.

CO424: Develop business marketing communications

CO425: Evaluate business marketing channels and pricing strategies.

CO426: Contribute effectively in course-specific interaction

Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study, Demonstration

Learning activities for the students: Self- learning assignments, presentations, practical exercise

Class test, Semester end examinations, Quiz, Assignments, Presentation, Peer Review

 

12.00
Unit I: 
Introduction to Business Marketing:

Meaning and Scope of Business Marketing, Characteristics of Business Markets, Differences between Business and Consumer Marketing, Environment of Business Marketing.

 

12.00
Unit II: 
Strategic Marketing Planning

Business-to-Business Marketing Strategy Planning Process, Sustaining Customer Relationships, Assessing Market opportunities, Business Market Segmentation and Positioning.

 

12.00
Unit III: 
Managing Products and Pricing for Business Markets

Managing Product innovation, Business–to-Business Product Decisions, Pricing objectives and methods for Business Markets. Industrial market segmentation, bases for segmenting industrial market-macro and micro variables. Targeting the industrial product, positioning the industrial product. Industrial product life cycle, product mix, Service component—The provision of parts, technical assistance, terms of sales.

 

12.00
Unit IV: 
Business Marketing Communications

Advertising and Sales Promotion, The promotional component, advertising functions- establishing recognition, supporting and motivating salesmen and distributors measurement of advertising effectiveness. Personal selling-Personnel profiles selection and training, supervisions compensation sales promotion and public relations-Trade shows and exhibits, promotional novelties, Managing the Personal Selling Function, Trade Fairs and Exhibitions, B2B forms of e-commerce.

 

12.00
Unit V: 
Managing Business Marketing Channels

Channel Strategy, Dealer Evaluation, Formulating Channel Strategy, Physical Distribution and Customer Service, The distribution channel component—Industrial distributors, Formulation of channel strategy-conditions influencing channel structure. Brief introduction to Marketing Logistics. The price component-conditions affecting price competition, cost factor, the nature of demand, pricing policies.

*Case studies related to entire topics are to be taught.

Essential Readings: 
  1. Robert R. Reeder, Edward G. Brierty, Betty H. Reeder: Industrial Marketing Analysis, Planning & Control, 2nd Edition, Prentice Hall, 2013.
  2. Michael D. Hutt & Thomas W. Speh: Business Marketing Management: B2B, Ninth India Edition; Published by Thomson South-Western, 2012.
  3. Richard Owusu, Robert Hinson, Ogechi Adeola, Nnamdi Oguji, Business-to-Business Marketing, 2023 by Productivity Press
  4. Alan Zimmerman, Jim Blythe, Business to Business Marketing Management-A Global Perspective, 2023,ROUTLEDGE Publication

 

References: 

Suggested readings

  1. Daniel Michel, Peter Naude, Robert Salle and Jean-Paul Valla, Business-to-Business Marketing, Palgrave Macmillan, 2003.
  2. Ross Brennan, Louise Canning, Raymond McDowell, Business-to-Business Marketing, Sage Publications, 2011.
  3. Nick Ellis, Business to Business Marketing: Relationships, networks and strategies, Oxford University Press, 2010
  4. Milind T. Phadtare, Industrial Marketing, PHI, 2008.
  5. Robert L. Jolles: Customer Centered Selling, The Free Press.

E resources

  1. Shodhganga
  2. National Digital Library

Journals

  1. Journal of Marketing
  2. Marketing Management

 

Academic Year: 
2025-2026
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