Business To Business Marketing (B2B)

Business to Business Marketing (B2B) Course Overview by Dr. JK Nayak

Course Context & Market Insight

• The B2B market is significantly larger than the B2C market, approximately 1.5 to 1.7 times its size.
• [B2B marketing](https://www.amazon.com/dp/B06XSV2N3Y?tag=dtdgstoreid08-20) offers substantial job and research opportunities due to its scale and complexity.

Target Audience

This course is designed for:

• Students specializing in marketing, commerce, or engineering.
• Aspiring entrepreneurs and startup founders.
• Industry professionals, including B2B managers and practitioners.
• Anyone interested in understanding [B2B marketing](https://www.amazon.com/dp/B06XSV2N3Y?tag=dtdgstoreid08-20).

Course Structure & Delivery

• Duration: 12 weeks, comprising 60 lectures.
• Lecture Length: Each lecture lasts 25 to 30 minutes.
• Content: Includes practical problems, Indian and global case studies, examples, and interactive activities.
• Designed for engagement with slides and interactive elements.
• Weekly assignments to assess understanding.
• Final examination for certification (optional).

Pedagogical Approach

• Emphasis on practical application through case studies and real-world examples.
• Interactive learning to enhance student engagement and retention.
• No prerequisites required, making it accessible to a broad audience.

Business-Relevant Takeaways

• Understanding the scale and importance of the B2B market.
• Exposure to global and Indian [B2B marketing](https://www.amazon.com/dp/B06XSV2N3Y?tag=dtdgstoreid08-20) practices.
• Frameworks and tactics likely covered include:
  • Market segmentation
  • Buyer behavior in B2B
  • Relationship management
  • Sales strategies (These are implied through case studies and practical problems.)

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Presenter: Dr. JK Nayak, Department of Management Studies, IIT Roorkee

Note: The video primarily introduces the course and its structure rather than specific business frameworks or KPIs.