Achieving success in business-to-business marketing necessitates the strategic utilisation of resources and best practices by firms when selling their products and services to other businesses. This programme offers a comprehensive overview of Business-to-Business (B2B) marketing, emphasising the challenges and opportunities that come with it.


  • Business marketing environment and different factors governing the same along with the characteristics of customers, products and services,
  • Organisational buying behaviour and decision-making process, including insights on buyer-seller relationship management,
  • Segmentation, targeting and positioning in business markets and an overview of key account management,
  • Managing different marketing functions (4 Ps) in the business-to-business marketing context

Who can attend

Junior and middle managers of firms dealing with business customers

Key Topics

  • B2B Market Sensing & Value Creation
  • Segmentation, targeting and positioning
  • Key Account Management and CRM
  • SPIN Selling
  • New Product Development
  • Channel Management
  • Negotiating for value
  • B2B Communication in the Digital World

Programme Director

ShabbirHusain R.V.

Associate Professor, Marketing

Chairperson, Post Graduate Executive Management Programme (PGEMP) and
Post Graduate Programme in Marketing and Business Management (PGP-MBM)

ShabbirHusain R.V. is a faculty member in the Marketing area at SPJIMR. He has completed Fellowship Programme in Management (FPM) from Xavier Labor Relations Institute, Jamshedpur, and holds Post Graduate Diploma in Management from IIM Calcutta. His career spans over 20 years, in which he was engaged with leading consulting firms before joining academics. His research interest includes Sustainability Consumer behaviour, and Online Consumer Behaviour, and has presented his intellectual contrib...

Time Schedule

Date No. of Hours Duration Time
January 11 – 12, 2025
January 18 -19, 2025
10 Across
2 weekends
Sat – 6:00 pm – 8:30 pm
Sun – 10:30 am – 1:00 pm

Programme Fees

INR 19,000 per participant plus applicable taxes.
(10% Early Bird, Alumni and Group Discounts available)

Certificate of Participation

A Certificate of successful participation by S. P. Jain Institute of Management and Research (SPJIMR) will be issued to each delegate at the completion of the programme.

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