26-04-2012, 05:08 PM
GALGOTIAS BUSINESS SCHOOL, GREATER NOIDA POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT
B2B Marketing- AR (1).docx (Size: 29.1 KB / Downloads: 53)
Course Description
B2B marketing throws up special challenges and opportunities to those who serve markets other than for personal consumption. Since the students get more exposed to B2C situations, the course is intended to help students develop a greater understanding of the institutional markets, where are they, and how do they operate, strategies to tap these markets and serve them. The course also attempts to explore the finer nuances and its intricacies in service dimensions of B2B marketing.
Course Objective
High risk, large transactions, diverse channels, multiple stakeholders, tough negotiations, strategic alliances, intensive relationship building... the challenges of B2B marketing could not be more complex. And they are changing all the time.
To meet the complex, rapidly changing demands of the industrial or B2B environment, marketing executives need a thorough understanding of how a range of issues – from segmentation to pricing to customer relationships – interconnect and can increase efficiency and improve performance.
Course Pre-requisite
Basic knowledge of B2C and its difference from B2B is required.
Course Outcome
Students will be able to:
• Understand the phenomenal difference between B2C and B2B Marketing.
• Understand and apply the easy and economical ways of conducting B2B research.
• Gain insight into the management of their product portfolio.
• Improve customer and supplier relationships based on strategic segmentation of marketing actions.
• Benchmark and network with others who face similar challenges.
• Apply strategic B2B marketing concepts and tools in always changing environment.
Prescribed Text:
Krishna K Havaldar, Industrial Marketing, Tata McGraw-Hill Publishing Co. Ltd., 2nd Edition ,New Delhi, 2009
Additional References:
1. Robert R Reeder; Edward G Briety & Betty H Reeder , Industrial Marketing,Prentice
Hall India, 4th Edition,New Delhi, 2009
2. P. K. Ghosh, Industrial Marketing,Oxford University Press, 3rd Edition,New Delhi, 2009
3. Robert P Vitale, Joseph J Giglierano, Business to Business Marketing, Thomson SW ,New
Delhi, 2009
6.2 Journals/ Publications
Government Publications
1. Statistical Abstract of India, by Central Statistical Organisation (CSO), New Delhi
2. Annual Survey of Industries, by CSO New Delhi
3. Census Report, by Registrar General of India
4. Planning Commission, New Delhi
5. National Sample Survey (NSS)
6. Reserve Bank of India (RBI) Bulletin
Non-government Publications
1. Thapar’s Indian Industrial Directory of the World; Mumbai
2. Kothari’s Industrial and Economic Guide of India, Chennai
3. Handbook and Directory of Indian Industries, Mumbai