As the focus of the Indian economy shifts towards the manufacturing/services sectors, the scope of Business-to-Business (B2B) marketing is also expanding. Businesses selling to other businesses constitute the majority of the transactions in real life, since apart from the final transaction (which is the only B2C dealing), the rest are all B2B transactions. In any value chain, most upstream companies are engaged in B2B relationships. Right from totally industrial product/services companies on one end to even the simple consumer goods companies on the other, B2B’s contribution to their top line is significant. Most of the marketing subjects taught in B-schools are designed from a consumer marketing perspective. Hence, students’ assumptions about B2B marketing often stem from their familiarity with consumer marketing. To understand all the dimensions of marketing, this course is very important for any student.
This course will help students prepare for job roles such as Key Account Executive/Manager, BDM, Sales Executive (Institutional Sales), Relationship Manager (Corporate Banking), Marketing Executive (Industrial Sales/IT Product Sales/Software Sales), etc.
- Faculty: Qazi Asif Zameer