UNIQUE SERIES AKTU Syllabus
BMBMK05

B 2 B Marketing

L-T-P3-0-0 Session2025-26 TypeTheory
Appears in 1 semester

MBA General · Sem 4 (Specialization: Marketing (MK))

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Syllabus

5 units · 40 lecture hours
Unit1

Unit 1: Introduction to B2B Marketing

8 hrs

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.

Unit2

Unit 2: Organizational Buying and Buyer Behaviour

8 hrs

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.

Unit3

Unit 3: B2B Marketing Strategy

8 hrs

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.

Unit4

Unit 4: Segmentation, Targeting & Positioning (STP) in B2B Markets

8 hrs

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.

Unit5

Unit 5: Business Marketing Communication and Channels

8 hrs

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 Objectives5 points
  • 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.
Course Outcomes (COs)5 outcomes

After completion of the course student will be able to:

  1. CO1Explain the foundational concepts of B2B marketing and the nature of business markets. – UnderstandK2
  2. CO2Analyze the behavior of organizational buyers and decision-making frameworks. – AnalyzeK4
  3. CO3Apply strategic marketing tools to develop B2B product and channel strategies. – ApplyK3
  4. CO4Evaluate segmentation, targeting, and positioning strategies for business markets. – EvaluateK5
  5. CO5Design integrated B2B marketing communication plans and distribution channels. – CreateK6

Suggested Readings

  1. Michael D. Hutt, Dheeraj Sharma, Thomas W. Speh, B2B Marketing: A South Asian Perspective, Cengage, 2014.
  2. Sharad Sarin, Business Marketing: Concepts and Cases, McGraw Hill, 2013.
  3. James C. Anderson, Das Narayandas, James A. Narus, D.V.R. Seshadri, Business Market Management (B2B), Pearson, 2010.
  4. Robert Vitale, Waldemar Pfoertsch, Joseph Giglierano, Business to Business Marketing, Pearson, 2011.
  5. Krishna K. Havaldar, Business Marketing: Text and Cases, McGraw Hill, 2014.
  6. Armstrong, Gary and Philip Kotler, Principles of Marketing, Prentice Hall, 2006. HUMAN RESOUCE MANAGEMENT (HR) GROUP

Official AKTU syllabus

This subject is on page 61, 62, 63 of the original AKTU PDF.

Official AKTU syllabus PDF ↗