B2B
Marketing I & II Sequence
- MARK-70200 B2B
Marketing I: Designing and Financially Assessing
B2B Market Solutions (Fall)
see details
- MARK-70220 B2B
Marketing II: Accessing B2B Customers & Building Solution
Visions (Fall)
see details
Who Will Benefit
from These Courses
You will benefit from these courses
if you think your career would be enhanced by bringing
more aggressive and more profitable top line growth to
your company.
More specifically, this is a relevant course sequence for you if you feel
you will benefit from:
- Knowing how to build superior value
into market offers (products / services) for which
you are responsible;
- Knowing how to prove the superior
value of your market offers to your target customers;
- Knowing
how to translate proven superior value into premium,
more profitable pricing strategies;
- Knowing, with confidence,
how to implement proven marketing planning processes
that will help your Marketing team to consistently
capture important new customers and to bring your
company significant new top line growth on a regular
basis.
The two courses are independent of
one another and a student may opt for either or both
courses. Students taking the first course have no advantage
over those opting only for the second course.
MARK-70200 B2B Marketing
I (Fall):
Designing and Financially Assessing B2B Market
Solutions
Integrating
Finance and Marketing – In B2B Marketing I (Mark 70200), students study how
to build, assess and refine attractive marketing offers
centering around high valued, innovative B2B market
solutions. In teams, students select B2B market solutions
of professional interest, identify key generic and
brand advantages and then systematically sort out and
assess related financial benefits of these advantages
for target customers. Using templates and tutorials
provided, the emphasis of this course is on learning
to build convincing, financially focused ‘Business
Cases’ for relevant market solutions.
Course Focus – The material covered focuses on helping students in three ways:
(1) to learn to develop ‘business cases’ centering about providing
substantive proofs of incremental financial value provided for target customers;
(2) to learn how to translate proven superior financial value directly into premium,
more profitable pricing strategies and (3) to learn to transparently and convincingly
communicate to target customers the business case (‘financial vision’)
for higher valued as well as higher priced B2B market offers.
In B2B Marketing
I, among other topics, MBA students will study:
- How to identify generic and brand advantages of
high value, complex B2B market solutions;
- How to translate
generic and brand advantages into realistic and convincing
estimates of financial benefits for the target customer;
- How
to derive, justify and communicate the financial value
of B2B market solutions to target customers – with
a focus on constructing financially focused, convincing
business cases for specific B2B solutions;
- How to enrich
a market solution with highly valued, sustainable brand
advantages, thereby setting the stage for setting and
holding a premium, more profitable price position in
the marketplace;
- How to leverage identified generic and
brand advantages into premium, more profitable prices;
- How
to delay commodity drift – maintaining premium
pricing strategies, even when industry-wide price margins
are collapsing.
back
to top MARK-70220 B2B Marketing
II (Fall):
Accessing B2B Customers & Building Solution
Visions
Bringing Top
Line, Profitable Growth to Your Company – This second B2B Marketing course
is independent of the first B2B Marketing course and
students taking the first course have no advantage over
those opting only for this second course.
Who Will Benefit from this Course – The
processes emphasized and learned in this course will
be especially beneficial for anyone who envisions being
responsible for top line revenue growth – especially
those aspiring to positions where career success will
be heavily dependent upon one’s proven abilities
to bring in profitable new business on a regular basis.
Thus, this course will be especially valuable for aspiring
high level division, sector, regional or national Marketing
executives, aspiring Chief Marketing Officers, aspiring
partners in consulting, financial, accounting or legal
firms, and aspiring entrepreneurs. Success in all of
these careers will be largely dependent upon one’s
proven ability to bring in substantial, profitable new
business on a regular basis. Students in this course
will learn proven, sound theoretical, yet practical processes
for doing just that.
In B2B Marketing II, among other topics, MBA students
will study:
- How to develop an overall Account Marketing
Plan for specifically targeted customers;
- How to
identify key initial players and to access and influence
key decision makers (C-Level players) in the target customer
company;
- How to prove market offer efficacy, through effectively
building solution operating, transition and financial
visions;
- How to close big new accounts expeditiously, while
simultaneously negotiating premium, more profitable
prices;
- How to implement solutions effectively, while closely
monitoring implementation success;
- How to leverage successful
implementations into additional business; and
- How to manage
the overall B2B Marketing planning process.
back
to top |
