Business To Business Marketing (B2B)

By Prof. J. K. Nayak   |   IIT Roorkee
Learners enrolled: 10797   |  Exam registration: 3577
Business to Business Marketing (B2B) has been one of the most discussed topics in marketing. It involves all kinds of industries be it manufacturing or service oriented ones. It encompasses small, medium and large industries and creates employment for large number of people. Business organizations have been constantly trying to optimize their processes and products in order to provide better products and services to other firms and thus constant innovation in such organizations has been the norm. With growing technology, better transport facilities and advanced research it has grown at a much faster pace in comparison to others.
This course aims at building a strong theoretical base as well as enhances the learner’s knowledge on designing successful business strategies and programs. As a part of this course, case studies from across the globe would be used to bring in an experiential learning among the learners.

PREREQUISITES: 12th, the Course will aim at building Fundamentals of Industrial marketing at a Beginner’s level

INDUSTRY SUPPORT: This course will be extremely helpful for anyone who is working in the industry in various capacities. It will be helpful for employees of large companies, Public and Private sector undertakings and SME’S
Course Status : Completed
Course Type : Elective
Duration : 12 weeks
Category :
  • Management Studies
Credit Points : 3
Level : Undergraduate/Postgraduate
Start Date : 24 Jul 2023
End Date : 13 Oct 2023
Enrollment Ends : 07 Aug 2023
Exam Registration Ends : 18 Aug 2023
Exam Date : 29 Oct 2023 IST

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1: Introduction to B2B Marketing: Business marketing, Classifying goods for the business market, Business market customers, Market structure, Environment and Characteristics of Business Marketing, Strategic role of marketing, Commercial enterprises, Commercial and institutional customers, B2B vs B2C Marketing.
Week 2: Organizational Buying and Buyer Behaviour: Organizational buyers’ decision process - A Stepwise Model and A Process Flow Model, Organizational and business markets - Government as a customer - Commercial enterprises - Commercial and institutional customers, Value analysis, Buygrid framework, Strategic procurement.
Week 3: B2B Marketing Strategy: Strategy making and strategy management process, Industrial product strategy– Managing Products for Business Markets-Managing Services for Business Markets-Managing Business Market channels The Growth-Share Matrix, Multifactor Portfolio Matrix, The Balanced Scorecard.
Week 4: B2B Marketing STP: Market Segmentation, bases for segmenting business markets, basic framework of segmentation, choosing target segments and positioning
Week 5: Business Marketing Communications- B2B Advertising, Digital marketing,- Trade shows, exhibitions, business meets - Managing the sales force - Deployment analysis, Direct marketing
Week 6: Demand forecasting: industrial market, Forecasting- meaning, importance and relevance, issues related to forecasting, forecasting measurement models, sales force forecasting, estimating segment demand, Collaborative approach to estimate demand, qualitative and quantitative forecasting methods.
Week 7: Product management: (existing and new) in industrial market, role of product in the industrial market, new product development, industrial product life cycle, product evaluation matrix, techniques for indentifying new products QFD, perceptual mapping, reverse engineering, fish bone diagram, role of service and maintenance in industrial markets, customer experience life cycle, service quality.
Week 8: Pricing: Pricing strategies; The pricing policy; Price on the Internet; Financial marketing, competitive bidding, commercial terms and conditions, role of leasing.
Week 9: Buyer seller relationship, types of relationships, transactional and collaborative relationships, influencing industrial customers, role of service in industrial markets. CRM.
Week 10: B2B marketing research, challenges in B2B research, developing a marketing information system, role of qualitative research techniques in B2B research.
Week 11: Business marketing channels and participants - Channel design and management decisions -B2B logistics management, types of industrial middlemen And intermediaries, marketing logistics and physical distribution
Week 12: Strategic decision making in industrial markets, strategic planning at corporate levels, allocation of resources, portfolio analysis, developing SBU’S objectives and goals, implementing and controlling marketing plan. Marketing through electronic commerce

Books and references

1. Business Market Management Understanding, Creating and Delivering Value By James C. Anderson, Das Narayandas, James A. Narus and D.V.R. Seshadri Pearson, 2010 3rd edition
2. Business Marketing Management b2b By Hutt and Speh South-Western CENGAGE Learning www.cengagebrain.com 2013
3. B2B Brand Management By Kotler and Pfoertsch Springer www.springer.com 2006
4. Business Marketing: Text and Cases By Krishna K Havaldar, McGrawhill Publications, 2014 4th edition.

Instructor bio

Prof. J. K. Nayak

IIT Roorkee
Prof. Jogendra Kumar Nayak is the Associate Professor in Marketing in the Department of Management Studies, Indian Institute of Technology Roorkee. He is a Ph.D. degree holder from the Indian Institute of Technology Kharagpur. He teaches marketing research in both spring and autumn semesters in IIT Roorkee. Along with it, he also teaches industrial marketing. He also stands credited for authoring a book on Retail Management which has been published by a reputed publishing house like Cengage. He has publications in most of the publishing houses such as Elsevier, Emerald, Sage and Taylor and Francis. His major research areas are Industrial Marketing, Consumer Behavior, and Tourism Management. He regularly conducts a workshop titled “Data Analysis for Research and Publication” which is attended by participants from educational institutes, Govt. organizations and industry as well.

Course certificate

The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
Date and Time of Exams: 29 October 2023 Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
Registration url: Announcements will be made when the registration form is open for registrations.
The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.
Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.


Average assignment score = 25% of average of best 8 assignments out of the total 12 assignments given in the course.
Exam score = 75% of the proctored certification exam score out of 100

Final score = Average assignment score + Exam score

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of NPTEL and IIT Roorkee .It will be e-verifiable at nptel.ac.in/noc.

Only the e-certificate will be made available. Hard copies will not be dispatched.

Once again, thanks for your interest in our online courses and certification. Happy learning.

- NPTEL team

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