Strategic Marketing Orientation

Overview
Highlights
Unique Features
Participants
Faculty
Schedule
Tuition

Overview

The majority of business opportunities and challenges takes place in the industrial sector and demand for business-to-business (B2B) knowledge and skills has never been greater. Companies use B2B strategies to differentiate from the competition, expand their markets and lower business costs.

This dynamic program is designed to facilitate participant understanding of customer and competitor behavior in business-to-business marketing situations. It is a highly interactive program, incorporating the INDUSTRAT Simulation tool to enable participants to formulate and test their strategies under “real� competitive conditions. 

In one week, participants develop a framework for understanding common B2B issues, the ability to apply new knowledge to their organization’s challenges, and the confidence to implement market-driven, innovative solutions. The SMO course is a compelling alternative to hiring outside strategic planning consultants who are rarely involved with actual implementation.

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Highlights

Lectures, case studies and a simulation exercise combine to provide students with new insights and the tools to pursue effective B2B marketing strategies. The simulation engages students in an intense, competitive experience that demonstrates the realities of industrial marketing situations in which both the buy- and sell-side of the relationship is staffed by professionals.  The course addresses fundamental challenges including how to:

• segment the market
• position the company and products
• allocate resources to new business and customer retention
• optimize channels of distribution
• formulate joint ventures and other strategic alliances
• capitalize on new technologies, and
• sustain competitive advantage.

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Unique Features

This is the only program in the region that develops high-level decision making skills for the complex B2B environment. The program features:

• INDUSTRAT – a sophisticated simulation experience used by countless Fortune 500 companies and leading international business schools
• A focused B2B curriculum created for the experienced marketing professional—the material is in-depth and highly relevant

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Participants

The course is expressly designed for

• experienced marketing executives who want to improve their marketing skills and update their knowledge and
• senior general managers who need an understanding of strategic business-to-business marketing to better manage operations.

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Faculty

David Weinstein, Professor
Marketing, College of Business Administration, Florida International University

Dr. David Weinstein is a Visiting Ryder Emininent Scholar in Marketing in Florida International University's college of Business Administration. Having earned his Bachelor's degree in Economics and Mathematical Statistics at Hebrew University of Jerusalem and his Ph.D. in Business Administration from Columbia University, Dr. Weinstein now focuses his research, teaching, and consulting on industrial marketing, particularly in autmotive and financial sectors.

Professor Weinstein has published numerous marketing case studies and is co-author of INDUSTRAT: The Strategic Industrial Marketing Simulation. His research has been published in the Journal of Business, Journal of Marketing, Management Science, Multivariate Behavioral Statistics, and other professional journals. He is a member of several advisory committees of the Marketing Science Institute as well.

Professor Weinstein served as program director for INSEAD's European Marketing Program for eight years, acted as program director of numerous other seminars, and currently is directing the Strategic Market Simulation program at the Chapman School. He has served as Visiting Scholar at Harvard Business School and Visiting Professor at Stanford Business School. Professor Weinstein also has held the Sweetbaum Chair of Distinguished Visiting Professor at the Wharton School. He continues as Visiting Professor there, teaching in several executive development programs at the Aresty Institute.

Walfried Lassar, Professor
Faculty, College of Business Administration, Florida International University

Dr. Walfried Lassar joined the faculty of Florida International University's College of Business Administration in August, 1998. Previously, he taught and conducted research at the Owen Graduate School of Management at Vanderbilt University, at the Whittemore School of Business and Economics at the University of New Hampshire, and at the University of Miami.

Dr. Lassar earned his Ph.D. and M.B.A. degrees from the University's of Southern California. A native of Germany, Dr. Lassar also earned the equivalent of a Master's degree (Dipl.Ing.) with a double major in mechanical engineering and business administration from the Technische Universitat, Berlin. he currently holds the SunTrust Chair in the College.

Dr. Lassar's research interests include marketing strategy in channels of distribution, brand equity issues, and services marketing. His research projects frequently deal with the international dimensions of marketing and have been published in the Journal of Marketing, Journal of Business Logistics, Journal of Consumer Marketing, Journal of Business Reseach, Journal of Retailing, Journal of Service Marketing, Journal of Retailing and Consumer Services, and the Strategic Management Journal.

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Schedule

Available as a customized program. Please contact the Marketing Department at 305-348-2571 for the next available session.

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Tuition

The program fee of $5000 includes tuition, breakfast and lunch, transportation to and from the hotel, and the closing dinner.and instructional materials. Additional participants from the same organization will benefit from a group discount.

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Registration and Withdrawal Policies

Payment Policy: Program fees are due in full upon acceptance into the program

Withdrawal Policy: Due to costs associated with establishing, holding, and replacing participant slots, the following guidelines will be implemented:

• 1 week prior the program: the participant will be charged 50% of the program fee.
• 2 - 4 weeks prior the program: the participant will be charged 25% of the program fee.
• The remainder of the above mentioned will be transferred to another program upon receipt of written notice.

Note: Florida International University reserves the right to change, without notice, any statement in this bulletin concerning, but not limited to, curricula, courses, faculty, tuition, fees, policies and rules. If course or curriculum changes take place after you begin the program, we will make every effort to implement the changes in your best interest.

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