Syllabus
|
Course Code: IMS-805 Course Name: Marketing - Business Marketing |
||
| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
|---|---|---|
| 1 | Business Marketing: Concept, Nature, Importance, Business Marketing vs. Consumer Marketing; Business Markets: Types, Nature of Demand, Organizational Buyer Behaviour | |
| 2 | Marketing Planning & Strategy: Opportunity Assessment & Analysis, Market Segmentation, Strategy Development, Organizational Learning; Purchase Function: Importance, Trends in Purchasing, Purchasing in Government Sector, Ethics in Purchasing, | |
| 3 | Business Product Management: Product Life Cycle, Product Portfolios, New Product development, Innovation, Harvesting a Product, Marketing Communication in Business Marketing | |
| 4 | Sales Management: Organizing, Directing and Evaluating the Sales Force in business markets, Channel Management: Definition, Types, Channel Design; Business Market Pricing Decisions and Pricing Policies. | |
| 5 | Evaluating & Controlling Business Marketing Effort; Direct Marketing- Concept, Role & importance; Use of Internet in B2B Marketing ;Customer Retention and Maximization in Business Markets; Global Business Marketing | |
