• Overview
• Objectives
• Profiles
• Learning Experience
• Faculty
• Dates & Fees

B2B marketing for impact

REDESIGNED

AIMS: Advanced Industrial Marketing Strategy has been condensed into five intensive days in order to meet the needs of busy business-to-business marketing executives. By providing participants with the right balance between content and practice, the programme helps them tackle their industrial or B2B marketing challenges.

High risk, large transactions, diverse channels, multiple stakeholders, tough negotiations, strategic alliances, intensive relationship building... the challenges of B2B marketing could not be more complex. And they are changing all the time.

To meet the complex, rapidly changing demands of the industrial or B2B environment, marketing executives need a thorough understanding of how a range of issues – from segmentation to pricing to customer relationships – interconnect and can increase efficiency and improve performance. AIMS is specifically designed to meet the needs of busy B2B marketing executives, each with their own combination of challenges.

This programme provides a forum for intense learning and exchange about B2B marketing – offering practical tools for segmentation, pricing, branding and market positioning that can be implemented as soon as you return to work. Participants apply what they learn through our INDUSTRAT simulation.

Key Benefits

• Gain insight into the management of your product portfolio
• Improve your customer and supplier relationships based on strategic segmentation of marketing actions
• Benchmark and network with others who face similar challenges
• Apply strategic industrial/business-to-business marketing concepts and tool in a no risk environment, using the programme’s specially designed INDUSTRAT simulation

A view from INSEAD on:

• Defying market forces

AIMS: Advanced Industrial Marketing Strategy will explore the following six themes by covering a mixture of some of or all of the following topics, in order to tailor the sessions and discussions to the needs of the participant group:

• Competitive dynamics and the challenge of differentiation
• Communication in business-to-business marketing
• The challenge of inter-company relationships 
• Strategic pricing
• The challenge of creating and sustaining value
• The challenge of implementation
   

AIMS is designed for seasoned executives who already have marketing management
experience and who work for corporations engaged in marketing and sales to other
companies or institutions.

The programme is also designed for senior general managers who need to understand
strategic business-to-business marketing in order to work effectively with their own
marketing specialists. In addition, it is suitable for senior managers from other disciplines
who have recently gained B2B marketing responsibilities.

"Great insights for bringing your business to the next level in marketing and sales."

CEO, Partner Markets
Vodaphone
United Kingdom

“AIMS is a high-level and demanding programme that will help your organisation perform better. INDUSTRAT is a fantastic tool to understand how B2B works.”

Business Development Manager
Crawford Group
Switzerland

“I was able to improve my levels of competence in many areas, gain confidence in my knowledge and abilities, as well as better understand the impact of marketing as it relates to the overall performance of the company.”

Commercial Director
Norsk Hydro
Norway

“The INDUSTRAT simulation is probably the most valuable learning experience along with the very interesting and thought provoking presentations from faculty.”

Global Marketing Manager Coatings
Dow Corning
Singapore

Great minds don’t think alike

INSEAD’s professors represent many cultures, disciplines, and perspectives. Led by acknowledged world experts in their own particular fields, programme faculty remain intimately close to business and most are engaged in cross-disciplinary research.*

David Weinstein Programme Director Emeritus Professor of Marketing David Weinstein earned his PhD in Business Administration at Columbia University in New York City. He is a Graduate of the Hebrew University of Jerusalem in Economics and Mathematical Statistics. His teaching, research and consulting focus is on industrial marketing, the chemical industry, the high technology sector, the automotive market and marketing in the financial sector. Read more...

Miklos Sarvary Professor of Marketing The GlaxoSmithKline Chaired Professor of Corporate Innovation Director, The Learning Innovation Centre Deputy Dean for Executive Development

*programme faculty may change

Dates & Fees

This programme is eligible for the INSEAD Executive Certificate in Global Management.

Please click here for more information about the terms and conditions.

For full details on how to apply, accommodation, and cancellation conditions please visit the Practical Information page

* Fee subject to change. For programmes delivered in France, VAT (19.6%) to be added for companies based in France, or for European companies where no VAT number is supplied. For programmes delivered in Singapore, GST (7%) to be added for Singapore-registered companies.