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Course Overview:
Program Aim
This course focuses on the unique techniques required to successfully market products and services to an organizational buyer rather than individual consumers or households. Organizational customers can include “for profit” businesses, governmental bodies and “not-for-profit” institutions.
Learning Objectives
At the end of this course, you will learn:
- The behavioral patterns of consumer organization
- How to develop a Product/service distribution system
- How to Value your offering and negotiate a contract
- Increase sales using enhanced communication methods as well as technological aids
- Develop a successful Marketing plan.
Course Contents
- An overview of B2B markets and organizational buying behavior.
- Crafting complex and profitable distribution systems, including e-channels.
- Value pricing and bid strategies.
- High stakes negotiation strategies for long term supply contracts.
- Designing and managing high performance sales organizations.
- Integrated marketing communication strategies.
- Using technology in product and supply chain management.
- Developing successful business marketing plans.
- Brand manager’s perspective in designing powerful channel partners.
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