PROGRAM INTRODUCTION

Business-to-Business Marketing is the process of understanding, creating, and delivering customer value, thereby building and sustaining profitable relationships with targeted business markets and customers. Business markets are significantly larger than consumer markets, and they offer a variety of career opportunities, especially to marketing professionals. Further, a close understanding of business markets/customers is essential for strategic planning and hence is a requirement for top management executives/aspirants in a business marketing firm. Business customers and traditional consumers do not buy the same way; they are driven by different impulses and respond to different approaches. Business buyers behave differently, and it's time we marketed to them differently. B2B and B2C marketing satisfy their respective customers' needs and wants in different ways. B2B product development is driven by technological progress, B2C driven by fashion and trends. B2B purchases are often a considered, group decision while B2C purchases are personal and more impulsive. This program aims to develop a distinctive understanding of Business-to-Business Marketing among students in the field of Marketing Management. This program will aim to ensure the students appreciate the differences in the expectations of business customers vis-a-vis end consumers.

The program will enable the participants to evaluate customer value propositions in business markets and will also enable the participants to apply the same concepts while evaluating and analyzing the business customer segments and strategies for marketing communications.