B2B Marketing

Programme Highlights:

• Understanding the B2B marketing process: Anticipating needs
• Market research in the B2B context
• Prospecting, targeting, and segmentation in B2B context
• Align marketing efforts with the organisational goals
• Delivering value in the B2B context: Developing an optimal sales proposition
• Understanding organisational buying behaviour
• Branding in the B2B context
• Managing strategic alliances
• Designing and managing marketing channels
• Designing marketing campaign in the B2B context
• How to handle declining sales: Strategic decision-making in a crisis situation
• Marketing communication in the B2B context
• Social network management in the B2B context
• B2B marketing in an online context
• Market selection, market entry, and market exit
• B2B marketing in an international context: Understand and anticipate change

Course Contents:

• Expanded analytical capability to capitalise on business opportunities
• Advanced knowledge and skills to compete effectively in the B2B context.
• Increased skill-set in the domain of strategic planning, decision-making, problem-solving, and general management.
• Increased self-belief to navigate successfully across clients, partners, and colleagues.
• Gain insights into the management of your product portfolio.
• Improved ability to develop and/or strengthen relationship with your customer and supplier.
• Apply industrial-organisational psychology and B2B marketing concepts and tools in a stable as well as a tumultuous environment.