Business-to-business Marketing Strategy

Columbia Business School

Columbia Business School

Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Marketing

Marketing courses will plunge you into the vast field of marketing. In these courses, you will learn a variety of topics that cover each stage of runn...

Read more about Negotiations

Negotiating is a skill that everyone needs because throughout our lives we face situations that require us to communicate correctly, whether it's buyi...

Read more about Transportation and Logistics

At the moment, the logistics industry is thriving, providing millions of workplaces all over the world. It is safe to say that almost all the companie...

Who should attend

Business-to-Business Marketing Strategy applies to you if you:

  • Have been promoted to a marketing position in a B2B company and want to get a comprehensive and efficient coverage of the state of the art in B2B marketing
  • Have been in a marketing position in a B2B company but want to get new ideas to reinvigorate marketing operations – especially related to social media
  • Are running a sales force and would like to improve the marketing-sales interface in your B2B firm.

About the course

Business-to-Business Marketing Strategy teaches you how to use the marketing function as a pivotal tool in building better customer relationships when the customer is an organization, not an individual or household.

Targeted to marketing, sales and product managers involved in the design of marketing strategy, the program is also valuable to general managers who seek to build an efficient marketing and sales function.

The program covers both strategic marketing issues (e.g. how to build a B2B brand for sustainable competitive advantage) as well as key aspects of implementation (e.g. how to align the sales force to customers’ decision processes).

In addition, the program includes many industry contexts, from commodities to differentiated products and services and highlights how some of the modern tools of marketing, like social media, can be used in a B2B environment. Case studies cover companies in industries like shipping, media and medical technology, among others.

Participants will enjoy a variety of teaching methods, as well: discussions, lectures, case studies, group work – where you become the decision maker.

Sample topics include the following:

  • How to build powerful B2B brands
  • How to differentiate from competitors
  • How to develop B2B Pricing contracts and methods
  • How to design, compensate and motivate the sales force
  • How to use social media for B2B marketing

The goal of Business-to-Business Marketing Strategy is to teach you how to become even more customer oriented in a business-to-business setting.

Impact

While the program focuses on helping you design a consistent marketing strategy, it will also make you familiar with a number of tools that help you analyze the environment and implement your plan:

  • "Perceptual mapping" for differentiation and brand design
  • "Funnel analysis" for choosing the right communication channels and allocating optimal budgets to them
  • A methodology to determine the best sales force size
  • A framework to design an effective compensation system for the sales force
  • "Conjoint analysis" for optimal product/service design, pricing and sales forecasting

When you return to your organization after taking Business-to-Business Marketing Strategy, you will be more efficient at leading a productive sales and marketing team and will be able to integrate the marketing function into your company’s strategy-building process.

Program Structure

All three days of Business-to-Business Marketing Strategy use robust case studies to help participants dive deep into the topics.

Day One focuses on B2B branding strategy, key issues and techniques.

Participants will discuss the Becton Dickinson case, which provides rich material on the role of a B2B brand in creating competitive advantage. The day also includes a study of Bloomberg: how it took over Reuters and how and whether it might be challenged today with new social media technologies.

Day Two covers B2B pricing and communications, including social media marketing.

The case used will show how careful pricing can help avoid head-on competition. In addition, participants will focus on pricing contracts and how they distort or modify negotiation incentives. Finally, participants will learn how to analyze customers¹ decision-making process in the B2B sector and how to deploy communications strategies to address this process.

Day Three culminates in sales force management.

The day¹s case will cover soft incentives in sales, showing important design principles, and participants will learn the key concepts, tools and principles of sales force management – all building from cases studied earlier in the program.

Experts

Miklos Sarvary

Biography Miklos Sarvary is the Carson Family Professor of Business and the faculty lead for the Media and Technology Program at Columbia Business School. Miklos' broad research agenda focuses on media and information marketing. His most recent papers are studying agenda setting, user-generated c...

Business-to-business Marketing Strategy at Columbia Business School

This course has no confirmed dates in the future. Subscribe to be notified when it is offered.


Something went wrong. We're trying to fix this error.

Thank you

Someone from the Coursalytics team will be in touch with you soon.

Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

Read more about Negotiations

During Negotiations courses, you will learn the following components of negotiations: planning negotiations and useful tools, starting your conversation, working out objections and competent argumentation, imposing your own price and conversation dev...

Read more about Transportation and Logistics

Transportation and logistics courses mainly focus on global supply chain management and its key features, including air and ocean cargo administration, international documentation, end-to-end supply chain infrastructure, etc. Also, courses show how t...

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.