This webpage provides the key elements and the general framework for the Business Marketing Workshop. The programme, however, is custom designed; the duration varies from 1 to 2 days, and the schedule and venue vary in accordance with preferences.

Intended mainly for corporate customers, the minimum class size is 10 participants.

Click here for enquiries/registration.

This workshop is designed to enhance participants’ functional ability to manage customers, segment markets and develop strategic market plans.

The underlying theme will be customer centricity. Focus areas will include understanding customers in relation to their purchasing orientation, and in terms of what they value. Participants will learn how to develop strategic marketing plans that enhance customer value. They will be trained to develop strategies that exploit their business’s resources to achieve success in the marketplace.

Learning Objectives

The desired outcome will be to strengthen customer relationships and improve business performance by channelling the right products to targeted market segments, and by delivering greater value to the customers in each of these segments.

With this goal in mind, this workshop will help you:

  • Understanding customers specifically in terms of what they value.
  • Understand the process and benefits of implementing effective value based customer segmentation.
  • Establish new ways of leveraging customer insight to generate value.
  • Identify opportunities to apply a more customer-centric approach.
  • Understanding strategy, and the interplay between business and market strategy. Understanding fundamental value-based strategies.
  • Learning the process of developing market strategies.
  • Understanding the role of brands, and learning how to craft a customer value proposition.


This workshop is tailored to the needs of professionals in business markets. It is of primary relevance to executives in marketing and general management. It is also useful for executives in procurement, finance, production, R&D and HR.

The workshop provides these associates with a clear understanding of how to create greater value for their customers.

Workshop Outline

The workshop will be conducted in an application-oriented fashion through lectures, class discussions and case study, with the objective of developing critical analysis and problem-solving abilities, with respect to understanding customers, sizing markets and developing market strategies in business markets.

Participants will review the theoretical background; relate the theory to current practises in their company, specifically in the units that they are working in.

The workshop is broken down into sessions on “understanding the customer” and “strategic marketing”. The application of the concepts in each of these sessions is demonstrated by means of case studies.

Understanding the Customer

The purpose of this session is to improve participants understanding of customers, specifically in terms of what they value, and in relation to their purchasing orientation. The module will also impart an understanding of customer segmentation and product differentiation.

Key topics include:

  • “Value” in business markets.
  • Sensing customers:
    • What drives satisfaction.
    • Market segmentation.
    • Product differentiations.
  • Understanding customers purchasing orientation:
    • Buying orientation.
    • Procurement orientation.
    • Supply management orientation.
    • Case study to illustrate the process of constructing market segments, conducting a value assessment, building a value proposition, and devising a selling approach.

Strategic Marketing

This module aims to impart an understanding of the process of developing strategic marketing plans that enhance customer value. Participants will learn to develop strategies that exploit their business’s resources to achieve success in the marketplace.

Key topics include:

  • Business Strategy
    • What is Strategy?
    • Resources, Capabilities and Competencies.
    • Fundamental Value-Based Strategies:
      • Product leadership
      • Customer intimacy
      • Operational excellence
  • Strategic Marketing
    • Review, Decide, Execute.
    • Crafting Market Strategies.
    • Deliberate and Emergent Strategies.
    • Market War Strategies.
    • Role of brands in B2B marketing.
    • Customer Value Proposition.
    • Case study that centres on the development of strategies and brands in the context of business markets.