Overview

Objectives

The objective of the course is to introduce the participants with the following aspects of business-to-business (B2B) marketing:

The objective of the course is to introduce the participants with the following aspects of business-to-business (B2B) marketing:

1. Business marketing environment and different factors governing the same along with the characteristics of customers, products and services,
2. Organizational buying behavior and decision-making process including insights on buyer-seller relationship management,
3. Segmentation, targeting and positioning in business markets and an overview of key account management,
4. Managing different marketing functions (4 Ps) in business-to-business marketing context that includes:

• New product launch decision with complete marketing plan,
• Pricing decision along with a discussion on different pricing options,
• Channel management including economics of channel decision, and
• Communication in business market with a focus on personal selling

At the end of this program, participants are expected to have a strategic overview of business-to-business marketing.

Content

Articles, case studies and other relevant contents on:

• Organizational Buying Behavior and Relationship Management
• Segmentation in Business Market
• Key Account Management in Business to Business Market
• Managing B2B Marketing Functions (4 Ps of marketing in B2B context)

For Whom

Junior and middle managers of firms dealing with business customers

Methodology

Pedagogy:

Case analysis, exercise and interactions.

Enquiry and Registrations

Management Development Programmes (MDP) Office

Indian Institute of Management Indore
Prabandh Shikhar, Rau-Pithampur Road
Indore 453556, Madhya Pradesh, INDIA

Email : mdp@iimidr.ac.in
Tel. : +91-731-2439750, 2439752, 2439753, 24397544
Fax : +91-731-2439800