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B2B Project Brief

The B2B Marketing course project requires students to conduct a comprehensive study on selected topics related to B2B marketing, focusing on primary and secondary research. Deliverables include a structured report and a presentation, with key components such as industry analysis, primary research findings, marketing implications, and actionable recommendations. Students must confirm their chosen topic by February 4, 2025, and adhere to submission guidelines to avoid penalties.

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6 views4 pages

B2B Project Brief

The B2B Marketing course project requires students to conduct a comprehensive study on selected topics related to B2B marketing, focusing on primary and secondary research. Deliverables include a structured report and a presentation, with key components such as industry analysis, primary research findings, marketing implications, and actionable recommendations. Students must confirm their chosen topic by February 4, 2025, and adhere to submission guidelines to avoid penalties.

Uploaded by

b23024
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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B2B Marketing Course – Project Brief

(Term-6, 2024-25)
Instructor: Mohit Malhan
Course: B2B Marketing
Submission Deadline: 20/02/2025
Deliverable: A structured report (max. 15 pages) + presentation (10 minutes-5 slides)

Project Overview
This course project is designed to give students hands-on experience in B2B marketing
research, analysing key trends and market dynamics. The projects require a mix of primary
and secondary research, with an emphasis on data-driven insights. Each group will select one
of the topics listed below and conduct a comprehensive study.

The final submission should include:

1. Industry & Market Overview – Contextual background on the topic.


2. Primary Research Findings – Surveys, interviews, or secondary data insights
(please submit the collected data as well).
3. Key Marketing Implications – Strategic takeaways relevant to B2B marketing.
4. Conclusion & Recommendations – Business-oriented recommendations.

Project Topics (Select One)


1. AI-Powered Curriculum Delivery in MBA Programs

• Objective: Explore how AI-driven tools can transform management education,


focusing on learning preferences, expectations, and adoption barriers.
• Scope:
o To examine the intrinsic motivations of MBA students for engaging in
learning.
o To identify expectations from instructors in a two-year full-time MBA
program.
o To explore students’ expectations from the curriculum and course delivery.
o To understand predominant learning styles and preferences, including:
▪ Visual, auditory, reflective, and interactive learning styles.
▪ Online vs. physical classroom learning preferences.
▪ Emerging patterns in blended or hybrid learning.
o To provide actionable insights for designing AI-powered curriculum delivery
tools.
• Deliverable:
o Analysis of AI’s role in education.
o Student perspectives on AI in MBA learning.
o Recommended product features for an AI-driven curriculum delivery
platform.

2. Digitisation of Indian MSMEs in B2B Markets

• Objective: Examine how micro, small, and medium enterprises (MSMEs) in India are
leveraging digital platforms for B2B marketing and transactions.
• Scope: Study digital adoption levels, challenges, and opportunities for MSMEs in
online B2B marketplaces like IndiaMART, TradeIndia, and Amazon Business.
• Deliverable:
o Survey/interviews with MSMEs.
o Barriers to digital transformation.
o Strategies to accelerate B2B digital adoption for MSMEs.

3. Adoption of AI in B2B Sales & Procurement

• Objective: Assess the impact of AI-powered tools (e.g., chatbots, recommendation


engines, predictive analytics) on the B2B sales and procurement process.
• Scope: Conduct interviews with procurement managers, sales executives, and
industry professionals to understand AI adoption levels.
• Deliverable:
o Industry insights on AI’s role in B2B sales.
o Case studies of companies using AI for procurement.
o Recommendations for AI-driven sales/marketing strategies.

4. Industrial IoT (IIoT) and Smart Factories – Are Indian Manufacturers


Ready?

• Objective: Investigating the adoption and challenges of IoT-powered smart


manufacturing in India’s industrial sector.
• Scope: Study how B2B firms in manufacturing sectors are integrating Industrial IoT
(IIoT), automation, and smart factory solutions. Analyse barriers to adoption and the
readiness of Indian manufacturers.
• Deliverable:
o Survey/interviews with factory managers, procurement heads, and industrial
IoT providers.
o Barriers to Industrial IoT adoption in India.
o Strategies for accelerating B2B digital adoption in Indian manufacturing.

5. The Role of AI in B2B Customer Experience Management (CXM)


• Objective: Studying how AI-powered chatbots, CRM tools, and personalization
engines are changing B2B customer experience.
• Scope: Analyse how AI-driven tools are used to improve B2B customer interactions,
customer retention, and service efficiency. Conduct surveys or interviews with B2B
sales teams, CRM providers, or enterprise customers.
• Deliverable:
o Influence of AI on customer experience in B2B.
o Role of automation, chatbots, and predictive analytics in CXM.
o Framework for AI-powered customer experience improvement.

6. Effectiveness of Influencer Marketing in B2B

• Objective: Investigate the rise of professional influencers (LinkedIn thought leaders,


YouTube educators, niche bloggers) in influencing B2B purchase decisions.
• Scope: Analyse LinkedIn content, conduct interviews with decision-makers, and track
sentiment around influencer marketing in B2B.
• Deliverable:
o Influence of social media on B2B marketing.
o Role of professional influencers in decision-making.
o Framework for implementing an influencer strategy in B2B.

7. Gen Z Professionals and Brand Purpose in B2B Decision-Making

• Objective: Explore how Gen Z professionals in B2B roles perceive brand purpose
and how these perceptions shape their approach to supplier selection, vendor
evaluation, and B2B marketing strategies.
• Scope: Investigate how Gen Z professionals define and prioritize brand purpose in a
business context, comparing their decision-making frameworks with previous
generations. Conduct interviews or surveys with young professionals in procurement,
sales, and marketing roles.

• Deliverable:

o Analysis of how Gen Z conceptualizes brand purpose in B2B.


o Impact of these perceptions on supplier/vendor selection criteria.
o Strategic recommendations for B2B marketers targeting Gen Z decision-
makers.
Project Deliverables & Evaluation Criteria
Component Weightage
Industry Analysis & Research Depth 25%
Primary Research & Data Collection 25%
Marketing Implications & Strategic Insights 20%
Presentation & Report Clarity 15%
Actionable Business Recommendations 15%

Guidelines for Submission


• Report Format: PDF or Word document (Max. 15 pages, 12pt font, 1.5 spacing).
• Presentation: 10-minute group presentation.
• Citations: Use APA/Harvard referencing style for secondary sources.

Suggested Research Methodology


• Primary Data: Surveys, interviews, focus groups with industry professionals, MBA
students, or educators.
• Secondary Data: Industry reports, company case studies, whitepapers, trade
publications.
• Analytical Tools: Sentiment analysis, thematic analysis, comparative benchmarking,
market sizing frameworks (e.g., TAM, SAM, SOM), or any other as necessary

Additional Notes

• Groups must confirm their chosen topic by 4th Feb 2025 EOD to the CRs.
• We can only have 5/6 groups working on 1 project. The groups must decide amongst
themselves. CRs would resolve any issues.
• Late submissions will attract penalties unless prior approval is obtained.

For any questions or clarifications, feel free to reach out. Looking forward to your insights
and findings!

Dr Mohit Malhan

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