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Advances in Business-to-Business Marketing
Posted Date: 12 Apr 2008 Resource Type: News/Announcements Category: Short term courses
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Posted By: Bala Member Level: Diamond
Rating:  Points: 3
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Indian Institute of Management Bangalore
Executive Education Programme
Advances in Business-to-Business Marketing
Programme Director: Prof. D V R Seshadri
Venue: IIMB Campus
Dates: 1 -5 Dec, 2008
Program Overview
Business-to-Business (B2B) Marketing encompasses those management activities that enable a supplier firm to understand, create, and deliver value to other businesses, governments, and / or institutional customers. In the context of these business markets, value is ‘the worth in monetary terms of the economic, technical, service and social benefits a customer firm receives in exchange for the price it pays for a market offering.’ This program is designed to provide participants with a good understanding of the recent advances in B2B marketing. It is targeted to participants involved in any manner with business-to-business markets.
The program will help participants to realize the importance for supplier firms to understand, create and deliver customer value and in turn help the supplier firms to extract a fair share of value delivered. The program is transformational, seeking to change the participants from ‘value spendthrifts’ into ‘value merchants.’
Program Goals
Develop a good understanding of the concepts and frameworks of B2B market management.
Develop critical analysis and problem-solving abilities with respect to business market management.
Gain a first-hand understanding of working relationships within and between firms in business markets.
Program Content
The structure of the program follows three major modules viz. understanding, creating and delivering value. Each in turn is divided into three sub-modules. The program will cover each of these nine sub-modules in reasonable detail.
Understanding Value:
Market sensing, understanding firms as customers, and crafting market strategy.
Creating Value:
Managing market offerings, new offerings realization and business channel management.
Delivering Value:
Gaining customers, sustaining reseller partnerships and strengthening customer relationships.
Pedagogy
CASE METHOD will be used extensively in the program to facilitate learning. A mix of Indian and foreign case studies will be used. The concepts being discussed will be related to the participant’s realities through a series of ‘workshop mode’ sessions.
Participant Profile
The program is meant for middle and senior level managers from different functions such as sales, marketing, new product development, service, customer support, commercial, manufacturing and finance, of organizations that operate in business-to-business markets. Participants with five or more years of experience will stand to gain significantly from the program. These include a large variety of manufacturing firms, organizations providing various types of services to other organizations and software companies, among others.
Programme Details
Programme Dates
1 - 5 Dec, 2008
Non Residential fees
45,000/-
Residential fees
60,000/-
Registration
Duly completed nominations in the enclosed form along with a crossed demand draft drawn in favour of the "Indian Institute of Management Bangalore", may please be sent to:
The Chief Programme Officer
Indian Institute of Management Bangalore
Bannerghatta Road, Bangalore 560 076
Phone : 080 – 26993742/3264/3475
Fax : 080 - 26584004/26584050
E-mail : edp@iimb.ernet.in
Website : http://www.iimb.ernet.in
For more details, visit http://www.iimb.ernet.in
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