Comprehensive course analysis
Who should attend
Participants with a leading position in technology-driven, globally active B2B companies who are responsible for generating profitable business
About the course
Three modules across the major business regions of the world.
An exclusive program for executives in global B2B markets
Global markets are turbulent and their competitive landscapes are continually changing. New customer segments, low-cost competitors, new technologies, and innovative business models demand that suppliers adjust their market approaches to changing conditions.
Similarly, managers responsible for a product and/or region have to know how to tailor services and product offerings to profit from developments. They have to generate competitive market strategies and establish the means for their implementation. This includes gaining support within their corporations and motivating their teams to excel in the global environment.
The English language program “Bringing Technology to Market” (BTM) has been designed to provide managers in technology-driven B2B markets with the knowledge and concepts they need to develop growth plans and mitigate risk. Responding to the demands of the global business world, the three program modules will comprise an international group of participants and be run in the three major business regions of the United States, China, and Europe.
- right understanding, concepts, and tools for improving revenue generation in the global market
- formation of international network of peers
- Tackling low-cost competition on global B2B markets
- Developing innovative business models
- Turning complex services into a profitable business
- Developing market-based controlling systems
- Optimizing decision making in sales and marketing processes
- Negotiating sales success
- Achieving sales excellence through leadership
- Handling different cultural and political frameworks
- Understanding the current drivers of market-oriented management
Olaf Plötner is a professor at ESMT. He joined ESMT as one of the first faculty members and managing director of ESMT Customized Solutions GmbH in 2002. From 2011 to 2017, he was the dean of executive education at ESMT and developed the school to a top-ten institution in this field, based on the ...
Harald Hungenberg studied business administration at Justus Liebig University Gießen and at Massachusetts Institute of Technology, Cambridge, USA, from 1982 to 1988. He then worked as a research associate at the Institute for Corporate Planning (IUP) Gießen/Berlin. Between 1990 and 1993, he was a...
Dr. Mark Young, the founder of Rational Games, is an independent author, trainer and consultant with many years´ practical and academic experience in the area of negotiation, mediation and conflict management skills. His theoretical work is tempered by practical lessons learned as a negotiator in...
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