B2B Marketing

Business-to-business (B2B) marketing strategies are essential for encouraging innovation, increasing sales revenue, assisting in marketing penetration and aiding in market entry for any organisation. B2B marketing strategies provide a framework for analysing an organisation's strategies, identifying synergies with various stakeholders, and building and leveraging a company's core competencies using the relationship marketing approach.

Given the complex nature of B2B transactions, managers need to understand, learn and adapt, to combat the challenges faced by businesses today. In order to do so, managers need to have a comprehensive understanding of various issues such as: understanding organisational needs, segmenting and targeting markets, leveraging marketing channels for competitive advantage, focussing on efficiency and effectiveness, and augmenting sales performance, among other things.

This programme will offer marketing concepts and tools for segmentation, targeting, positioning, market entry, branding, marketing communication and managing alliances in a B2B context. Additionally, the programme will offer insights into contemporary issues like social network management, handling downturns and managing change.

This programme is spread over six intensive days. By using relevant case studies, exercises and simulation games, this programme aims to equip managers to confront B2B marketing challenges in an opposite manner.