High risk, large transactions diverse channels, multiple stakeholders, tough negotiations, many ways to create value, alliances to manage, intensive relationships…the challenges of business-to-business marketing could not be more complex. How can you be certain that the plans and strategies you are using today will be as effective tomorrow?
To meet the complex demands of the business-to-business environment, marketing executives need a thorough understanding of how a range of topics, from segmentation to pricing to customer relationships, interconnect and can be enhanced to increase efficiency and improve performance.
Advanced Industrial Marketing Strategy (AIMS) is the only programme specifically designed to meet the needs of business-to-business marketing executives.
A significant part of the learning in the programme takes place through the INDUSTRAT simulation. Developed at INSEAD to meet the needs of AIMS, INDUSTRAT is updated every year and provides participants with hands-on experience implementing the above marketing concepts.
Because the value of knowledge comes from being able to apply it, this programme focuses on equipping you with practical tools for segmentation, pricing, branding, and market positioning that can be implemented as soon as you return to work.
Key benefits
Have better insight into the management of your portfolio of products and services
Improve your customer and supplier relationships based on strategic segmentation of marketing actions
Better manage your interfaces with Research and Development
Develop your alliance-building skills as a competitive tool
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