This course will be held regardless of COVID-19 events. It will be delivered remotely over several days.

MODULES

One 4.5-hour module

OVERVIEW

This module, which is the first in a series of three comprising B2B Marketing Foundations, covers the 5Cs of a market (Category, Customers, Competitors, Collaborators, and one’s own Company)

RECOMMENDED FOR:

• 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.
  
• For those with limited time or a specific need, each module can be take on its own.
• If you are looking for a comprehensive introduction or refresher on B2B Marketing Foundations, the 3-part series is recommended.

FORMAT:

This live virtual workshop will be held in one 4.5-hour session including breaks. Small group break outs will allow peer interaction and instructor feedback.

OBJECTIVES:

After this workshop you will be able to apply structural concepts and tools to acquire market information about the 5C’s, which will enable you to become more data-driven in your strategy and decision-making

CONTENT:

Understanding the business value that is available to your firm requires a fundamental understanding of your “market.” In this course module, you will develop core competencies to better understand the 5C’s of a market. These include its Category, Customers, Competitors, Collaborators (including the value chain) and one’s own Company. The most important of these is how well customers and their needs are discovered and defined. In addition to the structural concepts and tools to develop your competencies in these five areas, will be the crucial role of acquiring market information about the 5C’s to become more data-driven in your strategy and decision-making. The module includes short readings and a case study to practice your understanding, insights, and implementation of the 5C’s.

INSTRUCTOR:

Dr. Robert J. Thomas is a professor of marketing at Georgetown University and an ISBM Distinguished Research Fellow. At Georgetown, he has served as senior associate dean; director of Executive Programs; associate dean for Graduate Business Programs; interim dean for the School of Continuing Studies; founder and executive director of the Center for Professional Development and Innovation; co-founder and executive director of the Georgetown Institute for Consumer Research; and founder of the MS in Business Analytics. Bob teaches Strategic Market Segmentation, Strategic Marketing Planning, and New Product Development. In addition to advising numerous B2B firms, he has over 50 publications in the areas of new product development, organizational buying behavior, business-to-business marketing, and forecasting.

PRICING:

• Member:  $995.00
• Non-Member:  $1195.00