by Mr Adithya Arun, Senior Product Specialist, Goodway Techsol Pvt Ltd on May 07, 2022.

An online Guest Lecture was organized for the second year MBA students of ‘The Industrial Marketing’ elective course. Dr K.R.Senthilvelkumar, Professor, KCT Business School welcomed the Guest Speaker. Mr Adithya Arun, Senior Product Specialist, Goodway Techsol Pvt Ltd, was the Guest Speaker for the session. Mr Adithya Arun explained how Business-to-Business Marketing is basically different from Business-to-Consumer Marketing. He described the specific challenges that his organization faces in the business market and welcomed the participants to suggest a suitable strategy to overcome each one of them. Subsequently, he revealed the marketing strategy adopted by them to address these challenges. He highlighted the approaches that his organization uses for segmenting the business market and explained how they targeted each business buyer segment differently. He narrated his own dilemma related to whether to choose his family business or an external career and how he resolved it finally. He had an interaction with the students and answered their queries ranging from career, and industry to personal development. This GL enabled the MBA students to

• Understand how the challenges in Business-to-Business marketing are unique and how to address each of them in real life
• Comprehend how a Business-to-Business market can be segmented and a suitable targeting strategy can be formulated
• Understand the approaches for making the right career choices and for focusing on personal development.