B2B Marketing Foundations Series; Part 3: Marketing Strategy (4Ps)

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 third in a series of three which comprise B2B Marketing Foundations, covers marketing strategy around the 4Ps; Product, Price, Place (distribution) and Promotion.

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 understand the power and relationship of the 4Ps and how they might be adjusted to meet customer segment needs.

CONTENT:

Marketing strategy is about how a firm allocates its marketing resources to achieve its objectives and goals in a chosen target market segment. The most controllable marketing resources available to a firm have been defined as the classic 4P’s: Product, Price, Place (distribution), and Promotion (traditional and digital marketing communication). Taken together they represent a set of decisions that are central to marketing and business plans. In this course module, each of these decisions will be defined and articulated, especially to highlight the way in which target segment customer needs will be met. This will also include a brief introduction to basic marketing metrics to assess customer response to the 4P’s. The module includes short readings and a case study to practice your understanding, insights, and implementation of the 4P’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

Event Location:

TBD

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