EMLYON Business School

Business to Business Marketing [me19]

Available dates

Jan 28—30, 2020
3 days
Lyon, France
EUR 1900 ≈USD 2102
EUR 633 per day

Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with EMLYON Business School.

Full disclaimer.

About the course

GOALS

  • To understand BtoB marketing as a valuable co-creation activity by the company and its customer
  • To measure the importance of the client representation through actors influencing the purchase decision
  • To understand the interest of the risk-concept in organisations' buying behaviour
  • To measure the wealth of the segmentation concept for BtoB businesses

HIGHLIGHTS

  • Methodologies fully adapted to an inter-organisational context
  • The benefit of research conducted as part of the international research group "Industrial Marketing & Purchasing", of which emlyon business school is a co-founder

PROGRAMME

REPRESENTING A CLIENT ORGANISATION THROUGH ITS PURCHASE CENTRE

  • Identification of actors who play a role in the purchasing decision process
  • Purchase centre analysis

UNDERSTANDING THE PURCHASING BEHAVIOUR OF A BTOB CUSTOMER

  • Analysis Methodology of an organisation client's puchasing behaviour
  • Identification of risks perceived by actors in a puchase center when dealing with suppliers

TO SEGMENT AND DRAW CONSEQUENCES FOR THE BTOB OFFER

  • Segmentation as "contract construction"
  • Understanding the market and implement actions based on the chosen segmentation
  • Evolution towards service offers, introduction to the concept of "system" offer

TO MANAGE A PORTFOLIO OF LCIENTS IN BTOB

  • Prioritisation of customers
  • Proposal of a Client Portfolio Management (CPM) method

Who should attend

Sales representatives, contract engineers, project managers but also those involved in the marketing function in the inter-organisational environment.

Trust the experts

Catherine Pardo

General information on her teaching and research work is available here. Her activities focus mainly on B2B marketing and, more generally, how organisations manage their exchanges of products and services, in particular when their customers are "key accounts". EDUCATION 2006 : Accreditation to...

More...

Course reviews

Downloadable files