IIMA - Course Catalogue
Business to Business Marketing
Prof. Soumya Sarkar
Course Description & Objectives
The Business-to-Business (B2B) Marketing course deals with business concepts, marketing activities, management systems, and supporting technologies that can lead to successful development and effective management of B2B relationships. The course should be of special importance to individuals interested in business-to-business marketing, and is also appropriate for those seeking careers in consulting, manufacturing, and in other functional areas of B2B firms. The course emphasizes the tactical aspects of business marketing as well as the conceptual and strategic elements. It focuses on a wide range of issues in B2B marketing, such as nature of organizational buying behaviour, buyer-seller relationships, customer relationship management, customer satisfaction measurement, business decisionmaking process, market orientation, business networks, marketing strategy, marketing channels, and marketing communications in business markets. Guest faculty from firms will attend class during the course to address topics of immediate concern to practicing managers.
The objective of this course is to get a much-enhanced understanding of business-tobusiness marketing. It aims to provide a broader perspective of business marketing, away from the rather limited view of industrial marketing. The students should be able to appreciate the importance, nuances and characteristics of B2B marketing by the end of this course. At the same time, the course will delve much deeper into the individual elements of business-to-business marketing and provide food for thought to the students for their future endeavours.
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