Prof Sreeram
In today’s increasingly interdependent and highly specialised world, business volumes to organisations (B2B, B2G, B2O) far exceeds that of business volumes to consumers. Marketing to organisations, however, is quite different from marketing to individuals or households. In this course we will examine fundamental concepts including the nature of organisational markets (like commercial enterprises, governments, institutions), the buying process and the dynamics of organizational buying behaviour. Topics will include segmentation, targeting, service, channel issues, pricing in an organisational context, and planning. Application of these concepts will be reinforced through cases outlining real-world problems faced by organisations and approaches to achieve workable solutions.
In today’s increasingly interdependent and highly specialised world, business volumes to organisations (B2B, B2G, B2O) far exceeds that of business volumes to consumers. Marketing to organisations, however, is quite different from marketing to individuals or households. In this course we will examine fundamental concepts including the nature of organisational markets (like commercial enterprises, governments, institutions), the buying process and the dynamics of organizational buying behaviour. Topics will include segmentation, targeting, service, channel issues, pricing in an organisational context, and planning. Application of these concepts will be reinforced through cases outlining real-world problems faced by organisations and approaches to achieve workable solutions.
- Introduction and basic concepts of organisational or B2B Marketing
- Markets and products in the B2B world
- Organisational purchasing and buying behaviour
- Segmentation and targeting in an organisational context
- Product development and management
- Pricing strategy for organisations
- Relationship marketing strategy
- Digital marketing strategies in the B2B world
- How to make sense of the B2B environment?
- How to identify possible customers?
- How to develop customer segmentation strategies in B2B markets?
- How to develop an understanding of the decision-making units within B2B companies?
- How to design and develop new products and services for B2B customers?
- How to arrive at optimal prices for B2B products and services?
- How to make effective marketing strategies for B2B markets?
- How to develop a good relationship marketing strategy?
- Access to 15 hours of live classes including 1-2 sessions by experts from industry.
- Access to one free mentoring session of 30 mins with Sreeram
- Slide decks of the session along with notes and references to other reading material.
- Five participants will get an opportunity to do a live project with an organization.
- Free enrolment for Sreeram’s workshop on Life Planning.