Your Course of Study
HBS faculty has tailored the program curriculum to address crucial areas that hold serious implications for marketing executives seeking to improve their business-to-business marketing efforts. By examining a range of contemporary issues, you will gain an in-depth understanding of the key elements that comprise an effective marketing strategy. Topics include:
Market Selection, Entry, and Exit
- Evaluating the fit among firm skills, market demand, and product/technology capabilities
- Estimating market size and demand potential
- Developing the appropriate criteria to assess market attractiveness
Customer and Segment Management
- 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
- Building flexible and hybrid distribution strategies to minimize channel conflict and serve diverse customer segments
Channel Design and Management
- Developing a channel map to understand the nature of forces that affect the evolution of a channel
- Designing an appropriate customer driven channels-to-market system
- Building and managing a channel system to gain competitive advantage
Leveraging Web 2.0 in Business Markets
- Understanding current business-to-business e-commerce models
- Developing effective inbound marketing techniques
- Developing digital marketing techniques to attract more customers
- Communicating brand messages across multichannel platforms
Strategy and Implementation
- Formulating a marketing strategy that is able to anticipate and adapt to change
- Applying new approaches to assess the performance of marketing investments
- Organizing and energizing the marketing team and cultivating an entrepreneurial spirit
"The Business-to-Business Marketing Strategy program was a confidence builder. By interacting with others at similar levels of responsibility and discovering that we all think along the same lines, I realized that I have been making the right business decisions all along, making this a validating experience."
Diane Yu [VP of Marketing & Sales], U.S. HealthWorks, U.S.