Building Effective B-to-B Marketing Plans
Plan your marketing success! Learn a disciplined and efficient step-by-step process to marketing planning that produces proven results.
Dr. Robert J. Thomas
Professor of Marketing
McDonough School of Business
Georgetown University
Plan your marketing success!
Firms that market to
business organizations seldom give adequate attention to planning their
marketing actions. This seminar provides a disciplined and efficient
step-by-step process to marketing planning that produces proven
results. A marketing thought leader—who has coached many teams in
developing effective marketing plans—shows you the way. Learn the right
tools, techniques, and frameworks for thinking and benchmark examples.
Objectives
After completing this course, you will be able to…
- Bring a step-by-step process for building effective business-to-business marketing plans to your business and organization
- Better identify obstacles to marketing success
- Get more out of market research to support the marketing planning process
- Set practical objectives and measurable goals that lead to implementable actions—and make a difference in the market
- Assess market opportunities and build realistic marketing budgets with appropriate metrics
- More effectively communicate your marketing plan internally
- Better integrate and deploy the leading-edge
concepts and tools of effective business-to-business marketing.
Who Should Attend
Marketing managers, business unit managers, product managers—anyone charged with the development, management, or implementation of a marketing plan (product or service) in a business-to-business setting.
Seasoned marketers will find this
a valuable course for establishing firm frameworks—based on the latest
thinking—for marketing planning. Those new to the practice of
business-to-business marketing will find this an invaluable course for
developing practical, hard-hitting plans.
Content
Analyze the market situation
- Scan trends in the business environment
- Clarify customer insights
- Conduct deep competitive analysis
- Scope the value chain
- Assess company competence
- Surface key marketing issues that threaten success and reveal opportunities
Formulate marketing objectives and strategy
- Derive objectives from situation analysis
- Identify target segments and define positioning
- Complete the marketing strategy grid
Plan marketing decisions and actions
- Meet market needs with optimal product assortment
- Price for value
- Define channel partners
- Integrate marketing communications
- Manage customer relationships
Estimate market response
- Anticipate competitor and customer response
- Build a market-based financial plan
- Plan for contingencies
Launch the plan internally and externally
- Identify internal and external obstacles to implementation
- Market the marketing plan
- Coordinate actions with implementation partners
- "Tips, traps, tricks"
Format
This seminar will begin at 8:30 a.m.
and will end by 5:00 p.m. each day. A combination of presentations, concrete
examples, and workshop sessions will be used, along with a case project where
participants will develop a marketing plan. Pre-reading materials, and a
reading assignment between day one and day two, as well as a case presentation,
will be part of the program.
Instructor
Bob Thomas is a Professor of Marketing in the McDonough School of Business at Georgetown University, where he has also been Senior Associate Dean, Director of Executive Programs, Associate Dean for Graduate Business Programs, Founder and Executive Director for the Center for Professional Development and Innovation, and Interim Dean for the School of Continuing Studies. Bob received his doctorate in marketing from the Wharton School at the University of Pennsylvania. At Georgetown, Bob teaches courses in Marketing Management, New Product Development, and Market Segmentation. He is also a Faculty Fellow of the Institute for the Study of Business Markets (ISBM).
Bob has over forty publications in the areas of new product development, organizational buying behavior, business-to-business marketing, and forecasting. His book, New Product Development: Managing and Forecasting for Strategic Success, was a featured selection of the Fortune Book Club and his book New Product Success Stories: Lessons From Leading Innovators has been published in several languages. He is on the editorial board of several journals and is an active member in numerous academic associations.
Bob has designed and taught executive education seminars in the U.S. and several countries and has consulted with over fifty organizations in a wide variety of industries and cultures, including both consumer and industrial products and services. He has provided expert testimony before several U.S. regulatory agencies.
Contact Us
Paula Dorminy or Gary Holler
Phone: 814-863-2782
Fax: 814-863-0413
E-mail:
isbm@psu.edu
