Strategic Business-to-Business Marketing
Dr. Robert Thomas
Professor of Marketing, The McDonough School of Business, Georgetown University
May 15 - 16, 2012
A complete overview of the entire business-to-business marketing process, tools, and practice.
This is a comprehensive “level setting” course, built on significant B-to-B cases, that provides a complete overview of the entire process, tools, and practice of business-to-business marketing. Following the ISBM “Value Delivery Framework,” this course begins with a foundation on understanding value: in your markets, in your customers, in your firm. Tools and techniques for quantifying the total value of an offering in a market, and pricing to value are introduced and illustrated with B-to-B case examples. It then moves to cover value based segmentation – approaches for selecting and targeting the most valuable customers for your firm. And… how to build offerings that serve their needs, and position your offerings distinctly from those of competitors. Communication and delivering value – approaches to Integrated Market Communications and Brand Management in business-to-business markets are part of the course. Managing business-to-business life cycles are covered: product lifecycles, customer lifecycle, market lifecycles.
Who Should Attend
- Business-to-business marketers with a technical background who discover they’re now addressing significant marketing challenges and opportunities.
- Teams who need to create a “common language” who need to work better together and with their sales team.
This two-day seminar will meet from 8:30 a.m. to 5:00 p.m. each day one and will use a mixture of presentations and discussion, case studies, and exercises. All materials will be provided.
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.
Date and Location
This course will be held on May 15 - 16, 2012 at the Pittsburgh Airport Marriott.
To reserve sleeping room, please contact the Marriott directly for the “ISBM Penn State” group rate of $149++/night. The cut-off date for reservations at the group rate is Monday, April 23, 2012.
Pittsburgh Airport Marriott
777 Aten Road, Coraopolis, PA 15108
Cost and Registration
ISBM Member: $1,500 USD
Non-Member: $2,500 USD
Up to 30 days prior —no fee
Between 29 – 15 days prior —$100 fee
Within 14 days prior —full conference fee due
All substitutions within 14 days prior to the seminar will be subject to a $50.00 administrative fee.
Paula Dorminy or Gary Holler