Program Overview
International executive programs
Marketing Strategy in Business Markets
Transform your marketing strategy into winning marketing tactics
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 challenging 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.
Program Objectives
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:
• Build a firm foundation in the specifics of business-to-business markets.
• Offer value that exceeds customer expectations.
• Analyze possible new-market entries and evaluate existing ones.
• Generate a global overview of their company’s strategic market potential.
• Exploit the impact of new technologies and processes on business-to-business
markets.
• Develop and manage a winning portfolio of products and services.
• Make the transition from products to solutions and added-value selling.
• Examine marketing channel’s potential based on customer needs.
Program Structure
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 for delivering 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.
General Information
Price: €3,800
Location: Madrid, 2, 3 and 4 of November, 2009 and April 2010
For further information, please contact:
Karen Hobbs
International Executive Program Manager
María de Molina, 27
28006 Madrid, Spain
Tel.: +34 91 568 97 64 / 96 69
Karen.Hobbs@ie.edu
www.execed.ie.edu/internationalprograms
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 buyerseller
relationships and the impact these changes can have on an organization’s business
marketing strategy.
Who the Program is Designed for
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:
• Managing Directors.
• General Managers.
• Marketing Professionals.
• Business Development Professionals.
• Purchasing Professionals.
• Operations Professionals.
• Innovation Professionals.
• Strategy Professionals.
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