marketing strategy in business markets

I N T E R N A T I O N A L E X E C U T I V E P R O G R A M

Marketing Strategy in Business MarketsMadrid, 14, 15 and 16 April 2009

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“Our programs allow executives to renew theircompetitive edge, commitment, entrepreneurialspirit, global vision and their motivation – and lateron, our business forums and Centers of Excellenceoffer platforms for a continuous learning.”Santiago Iñiguez. Dean of IE Business School

Fully recognized by the three principalinternational accrediting bodies in the

field of business education


CREATING GLOBAL LEADERS

worldwideIE Business School's Executive Education Division isrenowned for executive development programs that providestrategic insight and deliver global perspectives. Our OpenEnrolment Programs have been ranked no. 5 worldwideaccording to the Financial Times ranking, May 2008.

Who is this program designed for:This program has been designed for mid- and senior-level executives having direct implicationsin their firms' marketing and sales responsibilities.

The target market for this program are medium and large companies from a broad spectrum ofbusiness-to-business organizations such as industrial product manufacturers and businessservice providers.

The program is particularly targeted at, but not limited to:

Managing DirectorsMarketing DirectorsStrategy DirectorsBusiness Development ManagersSales DirectorsKey Account ManagersClient Relationship ManagersMarketing ManagersProduct ManagersHuman Resource Department Heads

Participants' Profile


Program Dates:14, 15 and 16April 2009

Program Location:Madrid, Spain

Program Fee:

€ 3,800

Marketing Strategy in Business Markets TRANSFORMING YOUR MARKETING STRATEGY INTO WINNING MARKETING TACTICS

Program Overview. In today's competitive and demanding business-to-business markets,those executives responsible for marketing their company's industrial goods and servicesmust successfully anticipate potential competitive responses to their actions while defininga marketing strategy that attracts and maintains their most profitable clients. In a globalbusiness-to-business marketplace, this is the challenging but crucial task at hand.

Marketing Strategy in Business Markets is a challenging three-day international executiveprogram that provides participants with critical tools and techniques to successfully managetheir product and service offerings in the non-consumer marketplace, across a broadspectrum of industries. Throughout this program participants will develop effective marketingstrategies for the long-term and generate competitive marketing tactics on four levels:markets, customers, segments, and technology.

Program Objectives. This program focuses on providing its participants with winningtechniques and skills to build effective business-to-business marketing strategies.

Throughout this program participants will develop a sound understanding of how to: • Build a firm foundation in the specifics of business-to-business markets.• Offer value that exceeds customer expectations.• Analyze possible new-market entries and evaluate existing ones.• Generate a global overview of their company's strategic market potential.• Exploit the impact of new technologies and processes on business-to-business markets.• Develop and manage a winning portfolio of products and services.• Make the transition from products to solutions and added-value selling.• Examine marketing channel potential based on customer needs.


Program Structure.

Global market overview and implicationsThese sessions will examine the current state of global markets and their evolution. Who willwin? Who will suffer?

Strategic innovation in business marketsThere are striking differences between business-to-business and business-to-consumermarkets. These sessions will explore those differences as well as differentiation strategies inbusiness-to-business markets.

Managing customersAs companies get closer to their customers, the potential for economies of scope become moreevident. These sessions will examine current developments in customer management thinking.

Understanding and measuring customer value in industrial marketsCustomers in business-to-business markets buy based on value-perception and selectamongst multiple value propositions in the marketplace. These sessions will help youunderstand, identify and measure customer value determinants and provide you with thetools to implement them.

Bringing new technology to marketA look at successful strategies for delivering value to customers through innovativetechnological implementations.

Moving from products to solutions and added-value sellingAs companies move away from selling products to selling solutions, the role of the salesforce has also changed. Executives now manage the overall customer relationship which hasplaced new demands upon the sales channels.

Developing new communication techniques in business-to-business marketsWhat is the appropriate mix of marketing tools and media? What is the best use of theinternet and internet-related services for your company?

The impact of supply chain managementExamines how advances in supply chain management have altered traditional buyer-sellerrelationships and the impact these changes can have on an organization's businessmarketing strategy.

Faculty.

WILLIAM CARNEY. International Marketing Professor.PhD. George Washington University, USA.MBA, I.M.I., Geneva University, Switzerland.

DANIEL CORSTEN. Supply Chain Management Professor.PhD. University Of St. Gallen, Germany.MSc. University Of Cologne, Germany.

WILLIAM CARNEY DANIEL CORSTEN


CREATING GLOBAL LEADERS

worldwide"The faculty teaching at IE Business School, throughtheir innovative and creative communication skills,made the Executive Program a full learning andinteractive experience."Diego Pila, Promotions Coordinator at Petrobras, Río de Janeiro, Brasil.

"The International Executive Programs are a livelyexperience between professors and participants; theyprovide the knowledge and stimulate your thoughtsto make you move a step forward in the competitivebusiness world."Jurriaan Leijder, Managing Consultant at Capgemini, Utrecht, TheNetherlands

"Teachers at IE Business School transmitted morethan their expertise and knowledge in the subject,creating a dynamic and fulfilling learningatmosphere in the class."Silvia Gutiérrez, International Business Development Manager at Johnson& Johnson Medical, Madrid, Spain


AdmissionAPPLICATION PROCESSCandidates can apply online at www.execed.ie.edu or send the application formthat accompanies this information by fax to +34 91 745 4762.

PROGRAM DATE AND FEEMarketing Strategy in Business Markets. Madrid, 14, 15 and 16 of April 2009Fee: € 3,800

The program fee covers tuition, course materials, all coffee breaks and lunches andan extracurricular networking activity.

Fee does not include accommodation. If you wish, we would be happy to make areservation for you at one of the hotels within walking distance of our premises andwith which we have a special agreement.

Payment is due within 30 days of the invoice date or upon receipt of the invoice ifadmission is within 30 days prior to the start of the program. Cancellation policiesare outlined in the information provided to applicants upon admission.

FOR FURTHER INFORMATION, please contact:Karen Hobbs / Melissa Rodriguez StamProgram Managers - International Executive ProgramsCalle Castellón de la Plana 8. Madrid [email protected] / [email protected].: +34 91 782 17 15/19Fax: +34 91 745 47 62www.execed.ie.edu/internationalprograms


Castellón de la Plana, 828006 Madrid. España. EUTel.: (34) 902 30 21 30 Tel.: (34) 91 745 47 60Fax: (34) 91 745 47 62www.execed.ie.edu


marketing strategy in business markets

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