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Master Program: Marketing Strategy in Business Markets
Learning purpose
In today’s competitive and demanding business-to-business markets, those executives responsible for marketing their company’s industrial goods and services must successfully anticipate potential competitive responses to their actions while defining a marketing strategy that attracts and maintains their most profitable clients. In a global business-to-business marketplace, this is the grueling but crucial task at hand. Marketing Strategy in Business Markets is a challenging three-day international executive program that provides participants with critical tools and techniques to successfully manage their product and service offerings in the non-consumer marketplace across a broad spectrum of industries. Throughout this program participants will develop effective marketing strategies for the long-term and generate competitive marketing tactics on four levels: markets, customers, segments, and technology. This program focuses on providing its participants with winning techniques and skills to build effective business-to-business marketing strategies. Throughout this program participants will develop a sound understanding of how to:
PROGRAM OBJECTIVES
Target audience
This program has been designed for mid- and senior-level executives who have a direct impact on their firms’ marketing and sales results and who come from medium to large companies from a broad spectrum of business-to-business organizations, such as industrial product manufacturers and business service providers. The program is particularly targeted at, but not limited to:
Programme
Global market overview and implications
These sessions will examine the current state of global markets and their evolution. Who will win? Who will suffer?
Strategic innovation in business markets
There are striking differences between business-to-business and business-to-consumer markets. These sessions will explore those differences as well as differentiation strategies in business-to-business markets.
Managing customers
As companies get closer to their customers, the potential for economies of scope become more evident. These sessions will examine current developments in customer management thinking.
Understanding and measuring customer value in industrial markets
Customers in business-to-business markets buy based on value-perception and select amongst multiple value propositions in the marketplace. These sessions will help you understand, identify and measure customer value determinants and provide you with the tools to implement them.
Bringing new technology to market
A look at successful strategies that deliver value to customers through innovative technological implementations.
Moving from products to solutions and added-value selling
As companies move away from selling products to selling solutions, the role of the sales force has also changed. Executives now manage the overall customer relationship which has placed new demands upon the sales channels.
Developing new communication techniques in business-to-business markets
What is the appropriate mix of marketing tools and media? What is the best use of the internet and internet-related services for your company?
The impact of supply chain management
Examines how advances in supply chain management have altered traditional buyer-seller relationships and the impact these changes can have on an organization’s business marketing strategy.
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