B-to-B Marketing: Strategies for Driving Growth and Profit
This week-long educational experience is a great introduction to business-to-business marketing. This page presents the goals, objectives, and content of the program.
B-to-B Marketing: Strategies for Driving Growth and Profit
(This seminar is available as a custom, in-house program for member companies.)
Profit through Customer Value and Growth
Concepts, Tools and Techniques for Achieving Business Success and Growth Through the Creation and Delivery of Product and Service Value to Business and Industrial Customers Seminar: B-to-B Marketing: Strategies for Driving Growth and Profit
The Institute for the Study of Business Markets offers a full-week seminar on business marketing strategy. Since its founding in 1983, the ISBM has become the world's leading center for research and education in business marketing.
Program Objectives
In today's economy, maintaining profitable business-to-business relationships is not enough. You need the marketing tools that will help you grow.
"B-to-B Marketing: Strategies for Driving Growth and Profit" is designed to help participants learn how to better understand, create, deliver, and profitably harvest value; build more precision in selecting markets; and establish effective communication. You will learn the keys for segmentation, targeting and positioning, and will leave with competencies to help drive business-to-business marketing processes for growth.
Who Should Attend
This program is for any executive who is working to drive growth for their firm or business. It is ideal for those who are either directly involved in, have responsibility for, or are "clients of" business-to-business marketing processes and operations. It is also a perfect "refresher" course for those who have studied marketing.
Program Benefits
We carefully orchestrate all factors to maximize your personal and professional development. Faculty present the most current methodologies and research and possess world-class experience in business-to-business marketing. Speakers provide timely insight on contemporary issues in business and technology. Through this unique and rigorous format, you will be able to:
- Incorporate "value" in marketing processes, pricing, and planning
- Maximize effectiveness of market segmentation, targeting, and positioning to drive growth
- Gain insight into pricing strategies that optimize profitability and align with overall business growth strategy
- Better manage processes for innovation and new offering development
- Deploy integrated market communications for greater ROI
- Use the "value delivery framework" to develop global marketing plans to drive growth in today's turbulent markets
Program Content
The intent of "B-to-B Marketing: Strategies for Driving Growth and Profit" is to create unique value for you and your organization with a particular focus on:
Value and Pricing Strategy- Definition, scope
- Tools for value computation
- Concepts, tools, techniques
- Approaches to position offerings
- Tools, techniques, templates
- Portfolio-based approaches for R&D and market research
- Definitions and concepts
- Managing for best B-to-B practices
- Processes and tools for effective communications programs
- Summary of strategy and perspectives in implementing marketing plans
- Business case studies
- Roundtable discussions
- Additional resources
Faculty Leaders
"B-to-B Marketing: Strategies for Driving Growth and Profit" is presented by top faculty members from Penn State and other leading institutions.
For more information contact:
Paula Dorminy or Gary Holler
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park PA 16802-3603
Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu
