Successful B2B Marketing

How to
achieve competitive advantage and profitable growth in highly-contested B2B businesses gain leadership with strategic and operational Marketing Management for Products and Services
A certified training course with final examination Certified Marketing Manager B2B (MA)
The course provides managers in B2B businesses with the practical tools and theoretical background for successful strategic and operational marketing of Products and Services. Participants will practice and apply the related analytical methods and tools to develop and implement value adding marketing strategies.

Marketing Serviice Serv ce Salles Sa es Callll Centter Ca Cen er Logiisttiic Log s c Managementt Managemen Skiilllls Sk s Consullttiing Consu ng Traiiniing Tra n ng

Main Training Subjects:

The training course consists of two phases and a final examination An exclusive online workshop provides the key elements of successful marketing management for products and services. It is amended by practical and proven frameworks, checklists and methods and is tutored by professional trainers. In four on-site training modules, participants will apply the knowledge they gained in the online workshop to their own business and to case studies from various branches. They will exchange and discuss their findings with peers from other companies. Participants develop a strategic marketing concept & plan for their company, which they present in the final examination.

Dates:
Certified Marketing Manager IV
Phase A: Online Workshop June 8, 2007 (Kick-off) until August 16, 2007 (examination marketing fundamentals B2B; which is also the entrance examination to Phase B) Phase B: Presence Phase / Class room training For 3-day modules starting September 13, 2007 Final examination December 14 15, 2007 MarketingAkademie Hamburg Ren Weber GmbH Hans-Henny-Jahnn-Weg 9 22085 Hamburg Phone: 040/536 99 1-0 Fax: 040/536 99 1-41
hamburg@marketingakademie.de www.marketingakademie.de

Certified Marketing Manager B2B (MA)

Background: In the face of rapid product commoditization and increasingly tough global competition, strategic marketing management for products and services has become the No. 1 success factor in the B2B business. A professional approach to the market with proven tools and methods is the key to future business success: It is no longer sufficient to manufacture products and to sell them. Rather, strategic positioning, systematic product and market development as well as value-based pricing and selling are todays key profit and growth drivers. Course description: The training course is held in English. It consists of two phases and a final exam: Phase A The online-workshop provides participants with the key elements of successful marketing management for products and services via e-learning units. They get access to our virtual MarketingAkademie and take part in the workshop from their workplace, home or even from abroad (e.g. when on a business trip). In addition, the participants work on exercises they receive from the trainers. The results of the exercises are discussed in a web-based forum. Individual feedback by MarketingAkademie is provided within 24 hours. Phase A is completed by the examination Marketing Fundamentals B2B (MA) which is also the Entrance Examination to Phase B. Phase B Following the entrance examination, participants join the on-site training phase. It consists of four three-day classroom trainings, held at MarketingAkademie Hamburg. Here, the participants apply the training content to their own companys situation and they work on case studies to translate management theory into business practice. The training methods include: Individual study, group works, presentations, role plays, videos and plenary discussions.

Final Examination The training course is completed by a Final Examination. After successfully passing, participants are awarded the title Certified Marketing Manager B2B (MA)

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Certified Marketing Manager B2B (MA)

Course objectives: Learn and apply the most effective tools and methods of B2B Marketing for products and services to your companys situation Develop, present and successfully implement a strategic Marketing concept and plan for profitable growth Look beyond your current business through case studies and exchange of experience with participants form other companies and industries Train the soft skills required to manage your colleagues, customers and partners successfully in an international context Get the financial background of strategic B2B Marketing management

Who should attend:

The course is aimed at managers in the B2B business with a technical or economic background who want to enhance their relevant strategic and operational marketing competences. The goal is to develop growths strategies and competitive edge in highly contested international markets. Participants should be motivated to deepen their marketing know-how and to apply it in a national or international context. Target groups: CEOs, heads of business units Market and product developers Marketing Managers, Managers of Products and Services Market and Key Account Managers with a Marketing function or focus

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Certified Marketing Manager B2B (MA)

Training subjects:

Phase A Online Workshop

Essentials of strategic Marketing management for products and services 10 E-learning units o o o o o o o o o o Marketing essentials - an overview Market research and statistics Market analysis Marketing strategy Marketing instruments I - product / services Marketing instruments II - price Marketing instruments III - place Marketing instruments IV - promotion Marketing concept, plan and control Marketing management

Phase B Strategic Marketing Management B2B Four three-day training units. Unit 1: Developing Marketing Strategies for competitive advantage and profitable Growth From corporate strategy to marketing strategy and implementation The Business-to-Business Marketer as an intrapreneur and interface manager Product- vs. Service- and Solution Management Market-driven and market-driving strategies Valued-added services as a source of competitive advantage The purchasing process for industrial goods and services Introduction to strategic marketing planning Quantitative und qualitative market-, competitor- and customer analysis Strategic market/customer selection and segmentation Forecasting demand, establishing financial and non-financial goals

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Certified Marketing Manager B2B (MA)

Unit 2: Implementing Marketing Strategies effectively Competitive strategies and competitive dynamics Unique selling propositions, positioning and differentiation Developing and launching segment- and customer-specific solutions (products and services) Building customer value models Cost-based, competitor-based and value-based pricing Managing value networks and channels (including E-Commerce) Building Business-to-Business brands through integrated marketing communications Customer relationship management Consultative solution selling and key account management Success factors for the effective development and implementation of strategic marketing plans Unit 3: Measuring the Return on Marketing Investment Financial and non-financial metrics Strategic and operative metrics Full cost and direct cost accounting Profit and loss statement Cash flow statement Balance sheet Marketing controlling Managing strategic investments (discounted cash flow analysis) Budgeting and planning Risk management Unit 4: Personal Competencies for successful Product and Market Managers Assessing and developing your personal management style Leading and influencing across the organization without direct lines Managing conflicts and resistance professionally Change management skills for successful strategy implementation Project Management Personal Selling Negotiating with customers and partners Presenting marketing plans and new products successfully Intercultural awareness Managing relationships with customers and partners

Final Exam written test concept paper presentation

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Certified Marketing Manager B2B (MA)

Methods:

Detailed Schedule
Phase A Kick-off: June 8, 2007 Online workshop: June 8 Aug. 16, 2007 Entrance examination: Aug. 17, Aug. 31, 2007 Phase B Unit 1: Unit 2: Unit 3: Unit 4: Final examination: Sept. 13 15, 2007 Oct. 18 20, 2007 Nov. 8 10, 2007 Nov. 29 Dec. 1, 2007 Dec. 14 15, 2007

Online-Workshop and tutoring Lectures and guest speaker Individual work and group work Presentations Videos Exchange of experience Internet research and International B2BCase-Studies Role plays

Your Investment:

Our Offer:

Online workshop (Phase A) Examination: Marketing Fundamentals (also Entrance examination for Phase B)

2,200.00 150.00

Four three-day training modules (Phase B) 4,800.00 Final examination 250.00

Participation in the training course Supporting documentation Refreshments Lunch (only Module B) Certificate Certified Marketing Manager B2B (MA)

Information and Registration:

MarketingAkademie Hamburg Ren Weber GmbH Hans-Henny-Jahnn-Weg 9 22085 Hamburg Phone: Fax: E-mail: +49-(0)40-536 99 1-0 +49-(0)40-536 99 1-41 hamburg@marketingakademie.de www.marketingakademie.de

Contact: Are you interested in more information or would you like to be registered for the training course? Just send us an informal E-mail or call Ulla Schwerdt (Phone: +49-(0)40-536 99 1-39

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