INTRODUCTION

Business-to-Business (B2B) marketing is often more complex compared to consumer marketing. In B2B marketing, not only are companies engaging potential customers, there are often times the need to market to the trade (mainly wholesaler, retailer, or distributor). Understanding the critical importance of successful relationships and good marketing strategies will ensure companies stay in a favorable position within the marketplace. This is only made possible if the organization has a good understanding of business practices, the regulatory framework and internal ethic code.

DURATION

5 Days

WHO SHOULD ATTEND

This training course is intended for; General Managers, Sales & Marketing, Sales Directors/Managers, Trade Marketing Directors/Managers, Trade Operations Managers, Channel Development Managers, Channel Marketing Managers, National Sales Managers, Customer Marketing Managers, Category Development Managers and Key Account Managers.

COURSE LEVEL: Advanced

COURSE OBJECTIVES

The course will assist participants to:

• Have a greater appreciation and understanding of how they can more effectively market their products and services on a B2B perspective.
• Develop better sales/marketing activities to maximize returns on investment.
• Clearly define the difference between consumer needs and customer needs to heighten purchase decisions.
• Develop powerful communication tools to support trade initiatives.
• Achieve higher levels of customer commitment for sales/marketing initiatives.
• Develop simple yet effective processes that align strategies to those on target customers.

TOPICS TO BE COVERED

Module 1: Understanding the Market & Customers

Module 2: Understanding Cultural Differences and Relationship Marketing.

Module 3: Basic Contract.

Module 4: Trade Marketing.

Module 5: Ethical Challenges and Regulations

Course Administration Details:

 REQUIREMENTS

Participants should be reasonably proficient in English. Applicants must live up to Indepth Research Institute (IRES) admission criteria.

METHODOLOGY

The instructor led trainings are delivered using a blended learning approach and comprises of presentations, guided sessions of practical exercise, web based tutorials and group work. Our facilitators are seasoned industry experts with years of experience, working as professional and trainers in these fields.

All facilitation and course materials will be offered in English. The participants should be reasonably proficient in English.

ACCREDITATION

Upon successful completion of this training, participants will be issued with an Indepth Research Institute (IRES) certificate.

TRAINING VENUE

The training is residential and will be held at IRES Training Centre. The course fee covers the course tuition, training materials, two break refreshments, lunch, and study visits.

All participants will additionally cater for their, travel expenses, visa application, insurance, and other personal expenses.

ACCOMMODATION

Accommodation is arranged upon request. For reservations contact the Training Officer.

Email:[email protected] or [email protected]

Mob: +254 715 077 817 or +250 789 621 067

Tel: 020 211 3814

TAILOR- MADE

This training can also be customized for your institution upon request to a minimum of 4 participants. You can have it delivered in our training centre or at a convenient location.

For further inquiries, please contact us on Tel: +254 715 077 817, +254 (020) 211 3814 or +250 789 621 067 mail [email protected] or [email protected]

PAYMENT

Payment should be transferred to IRES account through bank before the course start date

Send proof of payment to [email protected] or [email protected]

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