IIMA - Course Catalogue
Strategic Business to Business Market Management
Prof. Rajesh Pandit (VF),
Prof. Suryanarayana Valluri (VF)
Course Description & Objectives
Business-to-Business (B2B) Marketing encompasses those management activities that enable a supplier firm to understand, create, and deliver value to other businesses, governments, and / or institutional customers. In the context of these business markets, value is „the worth in monetary terms of the economic, technical, service and social benefits a customer firm receives in exchange for the price it pays for a market offering.‟
There are four guiding principles of B2B Marketing:
Make value the cornerstone
Focus on business market processes
Stress doing business across borders
Accentuate working relationships and business networks
This course is designed to provide participants with a good understanding of the concepts of Strategic Business to Business Market Management. It helps them develop critical analysis and problem-solving abilities with respect to business market management.
1. Develop a good understanding of the concepts and frameworks of business-to-business market management (also referred to as B2B Marketing or business marketing).
2. Develop critical analysis and problem-solving abilities with respect to business market management.
3. Gain a first-hand understanding of working relationships within and between firms in business markets.
The Case Method will be the primary pedagogy adopted.
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