B2B Marketing

• Analysis of purchasing processes, influencers, and competitive forces.
• Establishing a competitive position: developing profitable and lasting competitive advantages.
• Analysis and study of market segmentation and positioning.
• Definition and application of the successful marketing mix strategies.
• Winning client loyalty and increasing business within corporate accounts.

General managers, managing directors, vice presidents of marketing and other executives of companies that make and/or market industrial products.

Participants acquire knowledge and capabilities for identifying the many variables that exists in B2B marketing. In addition, they gain insight into the characteristics of the different sectors, understanding the purchasing processes of corporate customers, and the forces that generate competition.

Participants learn to adapt product development and marketing to the ever-changing markets, incorporating technology as a competitive tool and a method for instilling customer loyalty.

MODULE 1
• Analysis of the business-to-business market
• The nature of the demand
• The purchasing process
• Strategic implications of the decision to buy or sell
• Participants in the purchasing process
• Analysis of the forces that generate competition
• Definition of competitive advantage
• Determination of a strategy for competing in the market
• Presentation of a case study by the general manager of a chemical company. Discussion of the various strategies followed and their results with different ranges of products

MODULE 2
• Segmentation strategy
• Segmentation in supply and demand markets
• Positioning strategy
• Sales strategy
• Personal sales: the sales force
• Analysis of distribution channels
• Sales policy
• Determination of logistics
• Product strategy
• Analysis and determination of a brand
• Product life-cycle
• Development and launch of new products
• Analysis of the adoption process
• Life-cycle of the manufacturing process
• Presentation of a case study by the marketing director of a company. Analysis of the segmentation changes that followed organisational changes

MODULE 3
• Pricing strategy
• Factors that affect pricing
• Purchasing policy
• Partnership strategy
• Communication strategy
• Definition of a trade-fair-participation programme
• Strategy to gain customer loyalty
• The long-term benefits of customer loyalty
• Loyalty management
• Technology as a competitive advantage
• Selling technology
• Outsourcing, supply chain
• Subcontracting: another way to enter the market
• Presentation of various case studies on how to coordinate strategies for technology and new products:
- Product strategy and pricing policy
- Communication of competitive advantages and customer loyalty

Personalized competency building and advanced methods and exercises to expand marketing executives' knowledge base and transform their management skills to help formulate and implement market penetration and segmentation growth strategies.

Date	Tuition	Location
May 25 and 26, 2011	1.850€	Barcelona

Program Director Barcelona

Antoni Crous Millet

antoni.crous@esade.edu

see CV

Barcelona

Cèlia Ferré Pruñonosa, Product Manager

celia.ferre@esade.edu

Sandra Mena López, Program Manager

sandra.mena@esade.edu