Customer-centric Strategy for B2B Markets
Customer-centric Strategy for B2B Markets
Being orientated towards clients is no longer just for marketing and sales. This approach is coming to every level and department, and it can help you to gain – and keep – a strong market position. Clients don’t consider customer-centricity as a ‘nice-to-have’, it’s now the minimum that they expect from you.
The three-day programme Customer-centric Strategy for B2B from RSM Executive Education is for everyone working in a business-to-business environment. It will help you to understand the dynamics of B2B markets so you can enhance value for your customers and your company. You will learn to see things from a client’s perspective, and anticipate the demands such a strategy makes on your function, role and team.
We will challenge the concept that the path to success in a B2B company depends solely on the product or service. Why and how a customer-centric approach is necessary to optimise the results of your organisation will be demonstrated by Dr Marian Dingena, a customer management specialist and experienced business coach. She will show you how it is possible to create impact at every level. After the first module you will develop your own practical improvement plan, which will be assessed by your teachers and peers during the second module.
Upon completion of the programme, you will:
- understand the changing dynamics in B2B markets
- have acquired a deep understanding of creating customer value and value renewal in B2B markets
- have learned how to strengthen your customer knowledge and connections with internal and external customers
- know how to enhance the customer-centric mindset in your organisation
- be ready to execute a plan to contribute to your company’s commercial effectiveness.
You will benefit from the three-day Customer-centric Strategy for B2B Markets programme if you are already working in a business-to-business environment and want to understand, think and work from a client perspective. This programme is suitable for those working at every level and with a variety of skills in finance, marketing, human resources, logistics, R&D or sales.
A team of RSM’s expert faculty teach the Customer-centric Strategy for B2B Markets Programme; they are listed below and you will usually take classes with at least two of them. Occasionally we may substitute other faculty members according to the content of the programme and their availability.
Dr Marian Dingena
Dr Marian Dingena is a visiting faculty member at RSM. She teaches business-to-business marketing and sales in several executive education programmes such as Strategic Account Management, and in RSM’s customised programmes. She has published many articles, and is co-author of Successful Marketing Planning and Transformational Sales. A revised edition of her bestseller Key Account Management was published in 2016. Marian specialises in strategic customer management, business strategy, commercial innovation and change management. As a change management consultant for the last 25 years, she has extensive experience in commercial change processes in B2B markets across a wide range of industries.
Dr Javier Marcos Cuevas
Javier Marcos Cuevas is a management educator, researcher and consultant with 20 years of experience working in academia, consultancy and in multinational corporations. He is the director of Learning for Performance, a training practice for sales effectiveness and strategic customer management. He holds positions as a senior industrial fellow at the University of Cambridge IfM ECS, and visiting fellow at Cranfield School of Management, and teaches at IE Business School, the William Davidson Institute at the University of Michigan, and other business schools.
€ 2,800 (excl. 21% VAT) including course materials, lunches, and snacks. This fee does not include hotel accommodation.
10% discount for alumni from Erasmus University Rotterdam and RSM. More information about the discount.
General terms and conditions
Our general terms and conditions apply when you register for an open programme. Please review them to learn more about our policies for cancellation, deferral and substitution.
The programme takes place in the Bayle building on the Woudestein Campus of Erasmus University Rotterdam.
We recommend Novotel Rotterdam Brainpark Hotel, adjacent to the university and less than five minutes’ walk from campus. Participants benefit from special rates.