Business-to-Business Marketing Strategies

Nov 18 - 21, 2024
Application Deadline:
Nov 8, 2024
Rausing Executive Development Centre, LUMS

Contact Us

Need a personal consultation?
+92 42 3560 8243 +92 42 3560 8119

In the realm of business-to-business (B2B) marketing, organisations engage in targeted strategies aimed at other businesses, governmental bodies, or nonprofit entities, diverging significantly from consumer-oriented approaches. This specialised domain presents unique challenges stemming from distinct customer buying criteria, purchasing processes, and consequential impacts on overall business strategy.

Our Executive Programme on Business-to-Business Marketing Strategies is designed to provide participants with comprehensive insights and strategic frameworks crucial for navigating the intricacies of the B2B landscape. This programme is tailored to delve deeply into the dynamics of B2B marketing, with a focus on segmentation strategies essential for effectively dividing markets into homogeneous customer groups. Moreover, participants will explore the pivotal role of customisation in meeting the diverse needs of B2B customers.

After the programme, the participants will develop a range of competencies and insights that offer invaluable advantages to both their professional growth and organisations' strategic positioning. The participants will develop:

Strategic Competence:

  • Gain an in-depth understanding of B2B marketing dynamics to craft and execute tailored strategies aligned with business market demands.
  • Improve decision-making skills concerning market selection, buyer relationships, and organisational alignment within the B2B context.

Customer-Centric Approach:

  • Decode the unique needs and purchasing behaviors of B2B customers, facilitating targeted approaches to specific customer segments.
  • Develop proficiency in nurturing stronger relationships with business customers, enhancing client retention and loyalty.

Market Relevance:

  • Access the latest industry insights, staying updated on trends, technologies, and best practices in B2B marketing.
  • Learn to leverage digital tools effectively, boosting organisational competitiveness in an evolving business landscape.

Organisational Alignment/Excellence:

  • Acquire strategies for aligning organisational structures and processes with B2B marketing objectives, fostering operational efficiency and market responsiveness.
  • Gain practical insights into implementing B2B marketing strategies, empowering participants to apply their knowledge effectively within their organisations.

This programme is ideal for senior executives including Directors of Marketing, Marketing Managers, Chief Marketing Officers, Business Heads, National Sales Managers, and Country Heads seeking to enhance their expertise in B2B marketing strategies and advance their careers in the field.


Programme Director

Teaching Faculty (SDSB)
PhD Scholar, University of Stirling Scotland
Research Interests:
Sales Force Management; Industrial Marketing & Channel Management

Additional Faculty
Professor Emeritus
PhD, University of Texas at Arlington
Research Interests:
Marketing Management, Business Strategy and The Business of Entertainment

Assistant Professor

PhD, Marketing, Ivey Business School, Western University
Research Interests:
Assessing the impact of Growth; Governance and Geography of franchise systems on their performance; Franchising; Market Development & Marketing-Finance

Programme Fee PKR 200,000
Residential Fee PKR 75,000

* Programme fee includes tuition cost, reading material, tea and lunch served during the programme. 

If you wish to avail accommodation at LUMS, there will be additional fee. It includes accommodation, breakfasts and dinners for the duration of the programme. However, any extra charges such as telephones, extra meals etc should be paid on departure. You may check-in on the evening preceding the start date of the programme and check out the morning after the programme ends. You are, however, requested to inform us of the time of your arrival and departure.

We offer single bed accommodation at the Rausing Executive Centre. Each bedroom with attached bathroom is equipped with mini-fridge, writing desk and direct dial STD/ISD telephone and cable TV. All bedrooms at REC are internet-ready. Please note we do not provide accommodation for drivers accompanying participants.

Applications will be screened with regard to their suitability for each programme. Kindly ensure that your complete online application form reaches the office by the deadline. Incomplete application forms will not be entertained.

*Seat in the programme will be reserved on a first-come, first-served basis.

Payment is due upon receipt of the acceptance letter along with the invoice. Please ensure that the payment reaches the office BEFORE the start of the programme. Space in the programme may only be ensured after we receive the fee. Personal cheques will not be entertained. However, the programme fee can also be paid via bank transfer.

Our preferred mode of payment is by cheque/banker’s draft payable to Lahore University of Management Sciences.

Please send the cheque to:
Marketing Manager
Rausing Executive Development Centre
Lahore University of Management Sciences
Opposite Sector "U", DHA, Lahore - 54792
Tel: +92-42-35608119-8243

*LUMS is a not-for-profit organisation under the Income Tax Ordinance 2001. Accordingly, the income of LUMS is not tax deductible/collectable.

If more than two executives from the same organisation participate (up to a group size of 5 participants) in a programme, each additional participant after the first two gets a 20% discount on the programme fee.

If you are unable to attend a registered course, we will accept a substitute until 2 working days before the programme. Substitute candidates will be subject to the same selection process as the original one. If you wish to cancel your name from a programme, please notify in writing or on call at least 5 working days before the programme. In case of late cancellation, course fee will be refunded after deducting an application processing fee of PKR 20,000.

It is possible to transfer deposited fee to any open enrolment programme within 3 years. Transfers should be notified at least 5 working days before the programme. In case the participant or sponsoring organisation fails to utilise the funds within 3 years, the deposited fee will be forfeited.

Note: REDC may cancel or postpone a programme due to insufficient enrolment or unforeseen circumstances. In this case, university will refund registration fee but will not be responsible for any other related charges/expenses including cancellation/change charges by airline and travel agencies.

In case of postponement, the fee may be transferred to the rescheduled offering of that programme or any other programme as an alternate to refund. The University reserves the right to make changes in its programme policies and fees at any time.