Your Course of Study
HBS faculty members have tailored the program curriculum to help executives improve their business-to-business marketing efforts. By examining a range of timely issues, you will gain an in-depth understanding of the key elements that comprise an effective global marketing strategy. Topics include:
Product Innovation
- Innovating products based on current needs versus future needs
- Beating the commodity magnet through successful differentiation
- Assessing pricing strategies
- Incorporating crowdsourcing and experimentation into the product development process
Channel Design and Management
- Developing a channel map to understand the forces that affect channel evolution
- Designing an appropriate customer-driven channels-to-market system
- Building and managing a channel system to gain competitive advantage
- Building flexible and hybrid distribution strategies to minimize channel conflict and serve diverse customer segments
Customer Segmentation
- Selecting the right portfolio of customers and linking customer management efforts to profits
- Developing the optimal mix of relationship management strategies, and nurturing relationships through satisfaction and loyalty programs
- Setting and changing prices to maximize the value extracted over customer and product life cycles
Leveraging Digital Marketing in Business Markets
- Understanding current business-to-business e-commerce models
- Developing effective inbound marketing techniques
- Leveraging digital marketing platforms to attract more customers
- Communicating brand messages across multichannel platforms