BritCham SH: B2B Marketing [Training School]

This one-day course on B2B marketing is to provide an overview of B2B marketing principals, framework of analysis and good practices on marketing mix in different B2B industries.  

Who should attend:

Management Executives, Strategic Sales, Marketing professionals or Strategic Planners in B2B companies.

Individuals who have direct responsibility for, or involvement in, the marketing of products and services to businesses. It will appeal to experienced B2B marketers and those newly appointed to the marketing function. It will help those within other functions to contribute to marketing strategy.

B2B organisations are increasingly recognising marketing’s role and contribution to achieving their performance targets. This requires specific marketing skills and knowledge that can combine marketing strategy and tactics to successfully develop and deliver differentiated value propositions.

Nowadays, more and more B2B marketing is working as an independent function in the company to generate long term success.  The marketing professionals are providing more systematic business analytics and planning, focus on listening to the customers, create value to the company and build the brand equity.   

On this one day course, attendees will learn more about the following topics:

  • B2B marketing development and key principals
  • Business environment analysis framework and customer insights
  • Segmentation, targeting and proposition
  • Product Innovation and promotion
  • Value creating through B2B marketing

Schedule

  • 9:00 - 9:30 Registration
  • 9.30 - 10:00 Ice breaking and introduction
  • 10:00 - 10:15 B2B Marketing - Importance, Evolution and Challenges
  • 10:15 - 10:45 Information Collection and Research methods
  • 10:45 - 11:00 Break
  • 11:00 - 12:30 Environment and Competition Analysis
  • 12:30 - 13:30 Lunch
  • 13:30 - 15:00 Marketing Strategies development - Market Innovation and Product Innovation
  • 15:00 - 15:15 Break
  • 15:15 - 16:30 Marketing Strategies development - Branding and promotion 
  • 16:30 - 17:00 Wrap up and Q&A

RSVP: Joanna.Zhang@britishchambershanghai.org 

Speaker Introduction

Vivian Zhang 张寓萝

上海励盟咨询管理中心 首席咨询培训师 Principal Consulting Trainer, Coopevation Consulting Center

张寓萝老师拥有超过20年的跨国公司营销管理经验，曾先后在世界五百强包括美国强生，德国拜耳，辉瑞制药, 尼尔森等公司担任产品经理，市场经理，营销总监，咨询总监等职务，有着丰富的营销咨询和培训经验。

目前她在上海励盟咨询管理中心担任首席咨询培训师，为世界500强企业担任营销培训讲师，主要的课程包括消费者洞察，创意思维，数字营销，整合营销传播，工业品营销，战略思维全方位等等。

Vivian Zhang has more than 20 years MNC marketing management experience.  She used to work in J&J, Bayer, Pfizer, Nielsen as marketing professionals with rich marketing consulting and training experience. 

Now she is working as Principal Consulting Trainer in Shanghai Coopevation Consulting Center, work as marketing trainer for most Fortune 500 companies.  Her main topics covering consumer insights, creative thinking, digital marketing, IMC, B2B marketing, Strategic Thinking, and etc.

Event contact

Joanna Zhang
+86 21 6218 5022
joanna.zhang@britishchambershanghai.org

Event contact

Joanna Zhang
+86 21 6218 5022
joanna.zhang@britishchambershanghai.org