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The ISB-CBM offers a range of customisable programmes designed for B2B executives and their teams who are committed to finding next-generation ways to grow their businesses and realise their full potential. These programmes will be tailored to C-level executives and Operating-level executives from small, medium or large enterprises.
The offerings can be either case-based or project-based. In case-based courses, select B2B case studies will be used to understand the best practices around the world; in project-based courses, the Centre will work with a member organisation’s specific challenges and issues and convert them into projects, to facilitate 'learning by doing'.
Themes for ISB-CBM’s Programmes:
Data Analytics and Pricing
Branding and Pricing
Value Migration Strategies and Customer Engagement
After attending this module, participants will be able to use data analytics for their firm’s B2B marketing and pricing decisions. They will learn different data analytics techniques and frameworks which would be useful in marketing decision-making. The only lever among the 4Ps of marketing that helps organisations capitalize on investments is Pricing. Therefore, the lessons learned in this module will help participants make better investments and pricing decisions backed by robust data analytics.
Participants attending this module will learn marketing branding lessons. They will understand how to command a premium on brand portfolios by using the right pricing techniques. The opportunities, trends and technologies emerging in the marketing domain will help them in gaining new customers, increasing customer satisfaction and building trust in the marketplace.
After attending this module, participants will be able to use digital frameworks to identify and analyse emerging trends and issues in Digital B2B Marketing. By evaluating digital marketing efforts in the context of the existing marketing function, participants will be able to take the concept of integrated marketing to newer heights.
The factors that determine value creation are changing rapidly. Organisations struggle to identify emerging customer needs and opportunities for value creation and value migration. Participants attending this module will learn new techniques to better understand customer engagement and value migration matrices.
This Salesforce and Channel Strategy module focuses on educating and enabling participants to break from old distribution paradigms and embrace powerful, multi-channel routes-to-market, which drive differentiation and accelerated revenue increases. This module will demonstrate how to make direct, indirect and online channels a vibrant and essential part of business strategy. The salesforce will learn to improve and optimise processes like demand generation, opportunity assessment, pipeline management, as well as managing and closing major deals.
B2B marketing involves many value co-creation opportunities in designing and delivering solutions to clients and customers. This module will help executives learn new strategies and frameworks to systemise the value co-creation processes and solutions in their organisation.