B-to-B Marketing: Strategies for Driving Growth and Profit
B-to-B Marketing: Strategies for Driving Growth and Profit is for managers who are either directly involved in, have responsibility for or are
B-to-B Marketing: Strategies for Driving Growth and Profit
A joint venture with Smeal College of Business' Institute for the Study of Business Markets
Cosponsored by the Business Marketing Association
Develop the competencies required to explain, navigate and manage processes involved in profitable business-to-business marketing.
Who Should Attend
This program is for managers who are either directly involved in, have responsibility for or are "clients of" business-to-business marketing processes and operations. It is also an ideal "refresher" course for those who have studied marketing.
The Learning Environment for Maximum Impact and Value
From program design to delivery, we carefully orchestrate all factors to maximize your personal and professional development. Faculty present the most current methodologies and possess world-class experience in management development. Guest speakers provide timely insight at evening events on contemporary issues in business and technology.
This program also includes project work where participants create personal solution frameworks for priority issues or challenges they face within the organization. In both team sessions and reflection time, participants work through learning tools specially created for them that build bridges between content and applicability. Participants will leave the program with a concrete process for turning new vision into organizational direction and results.
Value Created for You and Your Company
- Incorporate "value" in marketing processes, pricing and planning
- Gain insight into pricing strategies that optimize profitability and align with overall business strategy
- Maximize effectiveness of market segmentation, targeting and positioning
- Better manage processes for innovation and new product development
- Effectively use integrated market communications
- Use the "value delivery framework" to develop stronger marketing plans
Processes That Build Results
- Business case studies
- Application workshops
- Group and individual project work
"An outstanding integrated program of very relevant and useful information and business techniques."
H. Esslinger
Business Manager,
Americas Hercules, Inc.- Aqualon Division
Program Focus
Value and Pricing Strategy
- Definition, scope
- Tools for value computation
Segmentation, Targeting, Positioning
- Concepts, tools and techniques
- Approaches to position offerings
New Offering Realization
- Tools, techniques, templates
- Portfolio-based approaches for R&D and market research
Integrated Market Communications
- Definitions and concepts
- Managing for best B2B practices
- Processes and tools for effective communications programs
Strategic Wrap Up/Special Topics
- Summary of strategy and perspectives in implementing marketing plans
- Alliances, value chain analysis
- Additional resources
Faculty Director
Faculty Leaders
George Cressman
Gary Lilien
Robert J. Thomas
Al Vicere
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
