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B-to-B Marketing: Strategies for Driving Growth and Profit

Maintaining profitable business-to-business relationships is not enough: you need the marketing tools that will help you grow.

Presented by top faculty members from Penn State and other leading institutions

Profit through Customer Value and Growth: Concepts, Tools and Techniques for Achieving Business Success and Growth Through the Creation and Delivery of Product and Service Value to Business and Industrial Customers

The Institute for the Study of Business Markets offers a full-week seminar on business marketing strategy. Since its founding in 1983, the ISBM has become the world's leading center for research and education in business marketing.

Objectives

In today's economy, maintaining profitable business-to-business relationships is not enough. You need the marketing tools that will help you grow.

"B-to-B Marketing: Strategies for Driving Growth and Profit" is designed to help participants learn how to better understand, create, deliver, and profitably harvest value; build more precision in selecting markets; and establish effective communication. You will learn the keys for segmentation, targeting and positioning, and will leave with competencies to help drive business-to-business marketing processes for growth.

Who Should Attend

This program is for any executive who is working to drive growth for their firm or business. It is ideal for those who are either directly involved in, have responsibility for, or are "clients of" business-to-business marketing processes and operations. It is also a perfect "refresher" course for those who have studied marketing.

Benefits

We carefully orchestrate all factors to maximize your personal and professional development. Faculty present the most current methodologies and research and possess world-class experience in business-to-business marketing. Speakers provide timely insight on contemporary issues in business and technology. Through this unique and rigorous format, you will be able to:

  • Incorporate "value" in marketing processes, pricing, and planning
  • Maximize effectiveness of market segmentation, targeting, and positioning to drive growth
  • Gain insight into pricing strategies that optimize profitability and align with overall business growth strategy
  • Better manage processes for innovation and new offering development
  • Deploy integrated market communications for greater ROI
  • Use the "value delivery framework" to develop global marketing plans to drive growth in today's turbulent markets

Content

The intent of "B-to-B Marketing: Strategies for Driving Growth and Profit" is to create unique value for you and your organization with a particular focus on:

Value and Pricing Strategy

  • Definition, scope
  • Tools for value computation

Segmentation, Targeting, Positioning

  • Concepts, tools, techniques
  • Approaches to position offerings

New Offering Realization

  • Tools, techniques, templates
  • Portfolio-based approaches for R&D and market research

Integrated Marketing Communications

  • Definitions and concepts
  • Managing for best B-to-B practices
  • Processes and tools for effective communications programs

Strategic Wrap Up/Special Topics

  • Summary of strategy and perspectives in implementing marketing plans
  • Business case studies
  • Roundtable discussions
  • Additional resources

Contact Us

Paula Dorminy or Gary Holler
Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu