AKTU B2B Marketing (BMBMK05) Syllabus PDF – MBA 4th Semester
B2B Marketing BMBMK05
All syllabus, notes, question bank & PYQ for this subject
- English
- Semester 4
- 0 downloads
- 0 views
Syllabus — B2B Marketing
Download PDFBMBMK05 · 3 credits · L-T-P 3-0-0
Course Objectives
- Introduce the fundamental concepts and characteristics of business-to-business (B2B) marketing.
- Explain the nature of organizational buying behavior and the decision-making processes involved in B2B markets.
- Provide an understanding of B2B marketing strategies, including market segmentation, targeting, and positioning.
- Familiarize students with various B2B communication tools and distribution channel strategies.
- Equip learners with strategic tools and frameworks to analyze and manage marketing performance in business markets.
UNIT I: Introduction to B2B Marketing (8 Hours)
Concept of Business Marketing and Business Market Customers; Market Structure and Business Environment; Characteristics of Business Marketing; Strategic Role of Marketing in Business Context; Types of Commercial Enterprises; Commercial and Institutional Customers. Case studies.
UNIT II: Organizational Buying and Buyer Behaviour (8 Hours)
Organizational Buyers’ Decision Process: Stepwise Model, Process Flow Model; Characteristics of Business Markets; Government as a Customer; Commercial Enterprises within Business Markets;
Commercial and Institutional Customers’ Roles and Buying Behavior. Case studies.
UNIT III: B2B Marketing Strategy (8 Hours)
Strategy Making and Strategy Management in B2B; Industrial Product Strategy; Managing Products and Services for Business Markets; Managing Business Market Channels; Strategic Tools:
Growth-Share Matrix, Multifactor Portfolio Matrix, The Balanced Scorecard. Case studies.
UNIT IV: Segmentation, Targeting & Positioning (STP) in B2B Markets (8 Hours)
Market Segmentation in B2B Context; Basic Framework of Segmentation; Selecting Target Segments; Positioning Strategies in B2B; Pricing Strategies in Business Markets; B2B Advertising Techniques; Competitive Bidding Process; Relationship Marketing and CRM. Case studies.
UNIT V: Business Marketing Communication and Channels (8 Hours)
B2B Advertising Channels and Communication Strategies; Digital Marketing in B2B; Trade Shows, Exhibitions, and Business Meets; Sales Force Management and Deployment Analysis;
Business Marketing Channels and Participants; Channel Design and Management Decisions; B2B Logistics Management. Case studies.
Course Outcomes
| CO No. | Course Outcome | Knowledge Level (Bloom’s Taxonomy) |
| CO1 | Explain the foundational concepts of B2B marketing and the nature of business markets. | K2 – Understand |
| CO2 | Analyze the behavior of organizational buyers and decision-making frameworks. | K4 – Analyze |
| CO3 | Apply strategic marketing tools to develop B2B product and channel strategies. | K3 – Apply |
| CO4 | Evaluate segmentation, targeting, and positioning strategies for business markets. | K5 – Evaluate |
| CO5 | Design integrated B2B marketing communication plans and distribution channels. | K6 – Create |
Suggested Readings
- Michael D. Hutt, Dheeraj Sharma, Thomas W. Speh, B2B Marketing: A South Asian Perspective, Cengage, 2014.
- Sharad Sarin, Business Marketing: Concepts and Cases, McGraw Hill, 2013.
- James C. Anderson, Das Narayandas, James A. Narus, D.V.R. Seshadri, Business Market Management (B2B), Pearson, 2010.
- Robert Vitale, Waldemar Pfoertsch, Joseph Giglierano, Business to Business Marketing, Pearson, 2011.
- Krishna K. Havaldar, Business Marketing: Text and Cases, McGraw Hill, 2014.
- Armstrong, Gary and Philip Kotler, Principles of Marketing, Prentice Hall, 2006. HUMAN RESOUCE MANAGEMENT (HR) GROUP
Ratings & Reviews
No reviews yet — share your experience with this item.