B2B Marketing

By Binod Kumar Sinha   |   Sri Balaji University, Pune
Learners enrolled: 8210
Business environment is changing continuously. These changes are reflected in how business customers buy products and make suitable strategies to be sustainable in the VUCA (Volatile, Uncertain, Complex, and Ambiguous) world. The unprecedented COVID-19 pandemic has given many learning lessons in business to business market. The course starts with what is business to business marketing, how the business market is different from the consumer market, basic understanding of business products and business customers then goes to an in-depth analysis of business-to-business buying, business marketing planning, and marketing strategy of business firms and finally ends with measuring the performance of business organizations with help of balanced scorecard and strategy map. This course enables learners to understand business-to-business marketing, explore business market opportunities, design suitable marketing strategies, and measure an organization's performance
Course Status : Ongoing
Course Type : Core
Duration : 12 weeks
Category :
  • Management Studies
Level : Postgraduate
Start Date : 19 Jan 2024
End Date : 30 Apr 2024
Enrollment Ends : 28 Feb 2024
Exam Date :

Page Visits

Course layout

Week 1: Business Market Fundamentals
Week 2: Business-to-Business Buying
Week 3: Customer Relationship Management
Week 4 : Business Market Segmentation
Week 5: Business Marketing Planning- Strategy Perspective 
Week 6: Business Product and Service Differentiation
Week 7: Pricing Strategy
Week 8: Business Marketing Channels and Supply Chain Management
Week 9: Business Marketing Communications
Week 10: Personal Selling
Week 11: Marketing Strategy in Technology Adoption Life Cycle
Week 12: Evaluating Business Marketing Strategy and Performance 

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 for syllabus page

Books and references

1. B2B Marketing: A South-Asian Perspective, 11th Ed by Michael D. Hutt, Dheeraj Sharma, and Thomas W. Speh, Cengage Publication

 2. B2B Marketing: Text and Cases, 5th Ed. by Krishna K. Havildar & Shailendra Dasari, McGraw Hill 

 2.  Business to Business Marketing, 5th Ed.  by Ross Brennan, Louise Canning, and Raymond McDowell, Sage Publication

3. Business to Business Marketing: Relationships, Networks and Strategies, Asian Edition., by Nick Ellis and Soumya Sarkar, Oxford University Press

4. Strategic Brand Management for B2B Markets: A Road Map for Organizational Transformation, Second Ed. by Sharad Sarin

Instructor bio

Binod Kumar Sinha

Sri Balaji University, Pune
Dr. Binod Kumar Sinha is a Professor at the Balaji Institute of Modern Management, Sri Balaji University, Pune where he teaches B2B Marketing, Brand Management, and Strategic Management courses. He has a Ph.D. in Commerce and Management from Berhampur University, Berhampur. He also has an MBA in Marketing from Birla Institute of Technology, Mesra, Ranchi, and a Bachelor in Science from Dr. Rajendra Prasad Central Agriculture University, PUSA. He is the Research Guide of the Research Centre, Sri Balaji University, Pune. He has vast experience of 18 years of teaching MBA students. He received the Best Research Paper award in MIMANSA 2021 He has presented and published several research papers in UGC-CARE Journals, Scopus, and Web of Science. He received the Best Research Paper award in MIMANSA 2021.

Course certificate

Given that this is a non-credit course, it is important to note that there will be no final examination. Consequently, learners will not receive a certificate upon completion of the course. This structure aligns with the academic nature of the program, emphasizing the absence of a formal assessment and certification process for non-credit courses.

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