Overview
Guided by senior members of LBS’s marketing faculty — experts in business-to-business marketing — you’ll gain exposure to their leading-edge thinking on successful business practices and explore in depth the fundamentals and best practices of B2B marketing strategy. Highly interactive and focused on practical application, this program teaches you how to build customer value models that clearly articulate the value of your offerings to your target customers and market segments and focus on better meeting their requirements and preferences. In a collaborative environment with a group of peers from around the world, you’ll analyze your marketing strategies, share experiences and broaden your perspective.
Learning Objectives and Benefits
At the end of the programme, you will be able to:
- Determine how your firm creates value
- Identify the most attractive targets for your firm’s offerings
- Gain deep insight into customers’ goals and decision-making
- Develop a compelling brand positioning
- Employ social networks, social media and traditional media to attract and engage customers
- Set price to capture value created
- Design and manage distribution channels to optimize value delivered to customers
Who should attend
This programme will benefit:
- Value proposition managers
- Segment managers
- Product managers and middle- to upper-level marketing managers responsible for consumer products and services
- Individuals who have recently assumed marketing responsibilities
- Others wishing to develop a marketing mentality for working more effectively with marketing professionals
Structure and Curriculum
- Developing a Consumer Marketing Strategy
- Designing a Marketing Strategy – Segmentation, Targeting and Positioning
- Employing the experience-based segmentation strategy
- Build and sustain brand equity through compelling positioning strategy
- Consumer based value propositions
- Connecting with new customers
- Marketing communication and digital strategy
- Establish a pricing strategy that captures the value created
- Choose the optimal combination of channels for going to market
- Manage conflict with channel partners
Admission process
1. Click on the Apply Now tab
2. Select the number of participants to enroll on the programme
3. Fill in your details to complete your application
4. Request for an invoice or make an instant payment via our secured payment gateway
5. Upon confirmation of payment, a programme manager will get in touch with you at least three days before the programme commences.
Faculty
Professor Tayo Otubanjo
Dr Ogechi Adeola
