Program Objectives

In today's economy, maintaining profitable business-to-business customer relationships is not enough. You need the marketing tools that will help you grow.

B-to-B Marketing: Strategies for Driving Growth and Profit provides a comprehensive overview of the entire practice of marketing to business. This action-learning course starts with the concept of value and builds on value as the key driving principle for pricing strategy, segmentation, targeting, and positioning. The latest tools and techniques for high-value new offering development are covered. It then covers a step-by-step approach for the effective and profitable communication, delivery, and harvest of value.

Who Should Attend?

This program is ideal for a variety of managers who are either directly involved in, have responsibility for, or are "clients of" business-to-business marketing processes and operations. Many attendees have moved to positions of significant marketing responsibility from technical, scientific, or engineering functions.

Program Benefits

We carefully orchestrate all factors to maximize your personal and professional development. You will learn from world thought leaders, each with extensive experience in business marketing. Participants learn from experiences with faculty leaders, one another, lecture, casework, teamwork, and other action-learning exercises. Through this unique and rigorous format, you will be able to:

• Incorporate "value" in the management of marketing processes, pricing, and planning
• Implement segmentation techniques that afford greater marketing efficiency and effectiveness
• Develop pricing strategies that optimize profitability and align with overall business strategy
• Manage processes for innovation and new offering development for both products and services
• Use tools for assessing risk and reward to identify most profitable and appropriate target markets
• Deploy integrated marketing communications to effectively communicate value
• Understand brands and how they work in business 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

• Concepts, tools, taxonomy
• Pricing approaches by varied offerings

Segmentation, Targeting, Positioning

• Techniques for value-based segmentation
• Software tools for implementation
• Effective use of data
• Approaches to positioning offerings in targeted segments
• "Marketing Engineering" toolkit
  

New Offering Realization

• Tools, techniques
• Ten-step framework for new product development and commercialization
  

Integrated Market Communications

• Definitions and concepts
• Best tools for B-to-B communications situations
• Eight-step process for communicating value

Strategic Wrap Up/Special Topics

• Summary of strategy and perspectives in implementing marketing plans
• Business case studies
• Roundtable discussions
  
• Additional resources

"Practical, to-the-point, and organized as a process that made sense. The program provided a tremendous amount of material, tools, and concepts that I can put to immediate use. Outside the program content, the overall facilities and services were outstanding."

Dan Partrich
Marketing Manager,
Pactiv, Building Products Division

Value Created for You and Your Company

A special feature of this program includes two "open discussion forums" where you will have the chance to bring a business problem, case, or challenge to class for open discussion. You will apply the tools you learn from real business market cases for solutions that can be put to work "on Monday morning."

Faculty Leaders

B-to-B Marketing: Strategies for Driving Growth and Profit will be presented by top faculty members from Penn State and other leading institutions. Planned faculty include:

Faculty Director

Ralph A. Oliva

Faculty Leaders

Fariborz Ghadar
Irwin Gross
Gary Lilien
Robert J. Thomas

This program is cosponsored by the Business Marketing Association.

Business Marketing Association
400 North Michigan Ave.
15th Floor
Chicago, IL 60611

For more information contact:

Penn State Executive Programs
Smeal College of Business
The Pennsylvania State University
382 Business Building
University Park, PA 16802-3603

Phone: 814-865-3435
Fax: 814-865-3372
On the Web: http://www.smeal.psu.edu/psep/index.html
Email: psep@psu.edu