對象

外企高管或營銷部門管理層

目的

提升外企或私營企業高管營銷管理技能和績效

內容

如何做工業企業市場營銷或英語營銷課程客戶訂制（即課程內容由客戶選定）

Training Courses in English: How to do

sales and marketing operation and management in client’s market based on B2B orB2C (courses can be taught by action learning or based on clients requests)

 The environment of the B2B sectors is

 increasingly complex and dynamic. B2B marketing is specific to its context

 and its clients. This training in B2B marketing can help participants to

 adapt its marketing to specific markets and constraints in B2B

 industry.

  This course will help participants to:

 1. Position marketing actions in the company

 2. Acquire marketing methods and tools specific to B2B industry

  1. Specificities of Industrial marketing

B2B clients: decision system, amount involved, purchasing criteria, and

 industry value chain

The axes of differentiation in industry and B2B services

The marketing approach applied to industry and B2B services

 2. Analysis of B2B and B2C markets  

The five sources of potential competition in B2B market

Major changes in the environment

The marketing monitoring: identifying the best sources of information

  3. marketing strategies

From analysis to strategy: SWOT

Segmentation of industrial market and B2B services

Choice of higher value markets: IAC method

The strategic analysis models focused on B2B

 4. Offers in markets operaitons

The B2B marketing mix

The concept of aggregate supply and related services.

B2B profitability ratios

  5. Innovation of sales & marketing

From the sale of goods in right to use: a new type of consumption

Customer experience: a new field of differentiation

The sources of innovation in the life cycle

  6. From marketing plan to business action plan

Milestones, process and tools

 課時：每周2次，共12周時間

Teaching Hours:

twice a week and total 12 weeks