The Industrial Business Marketing and Innovation Program is intensive and inspiring. Concepts, visions, models and discussion are offered in two modules of four days each, including sessions in the evening.
Cases and individual assignments will be used to gain a deeper understanding of industrial marketing issues.
For more information please contact us.
Module 1: 8, 9, 10 and 11 November 2010
- value creation in industrial markets;
- the commodity trap;
- industrial market research;
- the marketing planning process;
- customer and competitor analysis;
- industrial buying behaviour;
- analysis of decision making unit;
- sustainable competitive advantages;
- capabilities to compete;
- industrial innovation;
- new product development;
- segmentation;
- strategic choices with the MABA model.
Module 2: 6, 7 8 and 9 December 2010
- industrial pricing policy;
- marketing communication and positioning;
- customer management;
- partnerships as tools for new business;
- international marketing and cultural differences;
- commercial skills;
- implementation of a marketing culture in your organisation;
- management game strategic decisions;
- marketing organisation;
- developing a personal action plan.