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Marketing to Organisations
15 Hours (Live)
In today’s increasingly interdependent and highly specialised world, organisational business volumes (B2B, B2G, B2O) far exceed consumer business volumes. Marketing to organisations, however, differs substantially from marketing to individuals or households. This workshop will examine fundamental concepts including the nature of organisational markets (like commercial enterprises, governments, and institutions), the buying process and organisational buying behaviour dynamics. Topics will include segmentation, targeting, service, channel issues, pricing in an organisational context and planning. These concepts will be reinforced through cases outlining real-world problems faced by organisations and approaches to achieving workable solutions.
Topics CoveredFunctions performed and rationale for distribution channels Factors affecting channel decisions Major channel participants and their business models Developing an omnichannel strategy for products and services Designing and implementing an omnichannel distribution network Managing multi and omnichannel distribution systems Managing channel conflicts Managing channel performance using analytics
At the end of the workshop, a participant should be able to answer the following questions"How should one choose between omnichannel, multichannel or single-channel structures? How can customer purchase journeys be mapped for channel insights? How can effective and efficient distribution channels be designed? How can the performance of a distribution channel be measured? How can the right channel partners be chosen? How can channel partners be motivated and managed on an ongoing basis? How can channel conflicts be mitigated, and if they arise, how can they be resolved? How can channel-related data be analysed to gain actionable insights?
Who is this course suitable forGraduates and post graduate students with basic marketing knowledge and second-year MBA students Working executives who have a basic understanding of marketing concepts.
Roles for which this workshop will prepare you forMost positions in marketing and sales in consumer goods companies and enterprises Roles in B2B companies that use channels Roles in service companies that rely on channels Ilustrative designations: Area Sales Manager, Brand Manager, Product Manager, Category Manager, Merchandising Manager, Sales Manager, Channel Manager
What you can expect if you enrol in this workshopAccess to 15 hours of live classes including 1-2 sessions by industry experts Access to one free 30-minute mentoring session with Prof Sreeram Access to selected notes and references to other reading materials Five participants will get an opportunity to work on a live company project Free enrolment in Prof Sreeram’s workshop on Life Planning
Minimum enrolment criteria – if the number of participants for any workshop is less, Prof Sreeram reserves the right to cancel the workshop. Enrolled participants, in such cases, will get a full refund within 7 working days from the final date of enrolment.
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