Business Marketing - Technology Focus

By Prof. Jayanta Chatterjee | IIT Kanpur

Learners enrolled: 4417 | Exam registration: 863

ABOUT THE COURSE:
Starting from a recap of basic marketing concepts this course will guide you across the B2B marketing domain while highlighting the inter-organizational marketing and tech marketing issues and the complexities introduced by volatility and rapid evolutions. The course will adequately cover the distinctive characteristics of business marketing but will also try to address the particular concerns of technical entrepreneurship

INTENDED AUDIENCE: MBA and senior BBA students and B.Tech students doing a minor in Marketing/Management .It will also address the needs of product managers and marketing leads transitioning from B2C to B2B domain and business managers seeking marketing expertise.

PREREQUISITES: Attractive for learners who have already done the basic Marketing course I and II

INDUSTRY SUPPORT: Course will be interesting for engineering industry professionals and technical/entrepreneurial organizations.

Summary

Course Status :	Completed
Course Type :	Elective
Language for course content :	English
Duration :	8 weeks
Category :	Management Studies Marketing
Credit Points :	2
Level :	Postgraduate
Start Date :	19 Aug 2024
End Date :	11 Oct 2024
Enrollment Ends :	19 Aug 2024
Exam Registration Ends :	30 Aug 2024
Exam Date :	27 Oct 2024 IST

Note: This exam date is subject 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, Tech Marketing

Week 2: Technology life cycle, Networks and Platforms, Organization Markets and Competition, Organization Buying Decisions

Week 3: Researching Business Markets, Design and Tech Market, Customer Driven Innovation, New Product Management

Week 4: Market Segments - Technology Focus, PLC and TALC, Crossing the Chasm

Week 5: B2B Brands, B2B Pricing Basics, Critical Underpinning Concepts, Pricing

Week 6: B2B Sales, Supply Chain, Marketing Communication, Digital Marketing, Digital Relationship Management, E-Marketing Tools, E-Market Place, B2B E-Commerce, Electronic Auction, E- Procurement

Week 7: Marketing as Strategy - I, Marketing as Strategy - II

Week 8: LIVE Session (JCB, TATA Steel, THERMAX), Marketing Orientation, Marketing - R&D Interaction, Marketing Metrics, Sample Question & Answers

Books and references

Business Marketing by K.K. Havaldar, Tata McGraw Hill Publication

Business to Business Marketing by R. Vitale, Pearson India

Business Market Managment by Anderson & Narus, Pearson India

Marketing of high technology & Innovation by Mohr & Sengupta,Pearson India

Instructor bio

Prof. Jayanta Chatterjee

IIT Kanpur

Prof. Jayanta Chatterjeeis is an Adjunct Senior Professor of Marketing, Sales and Strategy in the Department of Industrial and Management Engineering at IIT Kanpur. An Electrical Engineering graduate from Jadavpur University, M.Tech and PhD from IIT Delhi. Prof. Chatterjee has eighteen years of Management teaching experience in India and abroad and 30 years of hands on management experience in different countries. He has risen through Sales, Marketing, Project Management, Technology and Business development functions in top multinationals like Siemens, Allen Bradley, and Rockwell International to CEO and Executive Director positions. He has founded two successful start-ups and mentored many. His earlier courses on Marketing Management I and II, Strategic marketing and Managing Services on NPTEL are well subscribed. The book on Services marketing co-authored by Prof Chatterjee and published by Pearson India is also well known.

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: 27 October 2024 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.

CRITERIA TO GET A CERTIFICATE

Average assignment score = 25% of average of best 6 assignments out of the total 8 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 Kanpur .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

SWAYAM Helpline / Support