Engineering Digital Customer Engagement for Global B2B Markets
Faculty
Taher Behbehani
Chief Digital & Marketing Officer at BroadSoft
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
In this class, students will be exposed to practical methods to segment markets and apply advanced analytics to target and deliver innovative cloud-based services across the B2B2E value chain.
Students will become familiar with competitive positioning and how to differentiate an offer along multiple factors, including user experience, buyer journey, “Jobs to be Done,” pricing / packaging / bundling, and brand strategy. Students will use multivariate analytics and real-world market data to construct a framework and code / algorithms to automate market penetration and digital engagement strategies. Guest speakers bring industry expertise in areas of digital marketing, SaaS services, and buyer journey planning.
Learning highlights
- Demonstrated understanding of the buyer’s journey
- Demonstrated understanding of “Jobs to be Done” strategy
- Demonstrated ability to apply marketing analytics to produce actionable frameworks and algorithms
- Learn to effectively incorporate user experience and buyer’s journey into marketing strategy
- Produce a functioning, automated market penetration and engagement tool
Course outline
3 classes
Market Segmentation
• SAAS markets – cloud evolution, new delivery chain
• Verticals – industries, purchase process, market dynamics
• Personas – attributes, needs / Jobs-to-be-Done
• Devices / user experience – applications, UI/UX
• Geography and distribution – market maturity, economics
Offer Development
• SAAS services – communications, collaboration, and engagement
• Packaging & bundles – consumption preferences, needs analysis
• Pricing & competition – elasticity / willingness to pay, legacy models, value creation
• Equipment & peripherals – devices, support, and partnerships
Market Engagement
• SAAS commercialisation process – product, network, marketing, sales processes
• Buyer journey – awareness, consideration, decision, success phases
• Digital technologies – portals, marketing automation, search
• Value chain – service providers, channel, buyer
• Lab
Final
Present / Framework Review / Run Simulations
Prerequisites
This course is one of three in a wholistic series.
Students that have already taken MSL-111 and those with prior experience with HTML, CSS, and Javascript building simple web pages will be good candidates for this module.
Taher Behbehani is the Chief Digital & Marketing Officer at BroadSoft. He leads all aspects of global marketing and strategy; including, brand, digital, business development, competitive analysis, product marketing, public and analyst relations, and partner and channel marketing. As a member of the Executive Leadership Team, Taher leads the strategic marketing and digital vision of the company.
An entrepreneur by nature, Taher transformed the BroadSoft digital and marketing strategy and led C-Level discussions to refocus emphasis and direction. In 2016, he developed and launched the Powered by BroadSoft channel program with the objective to empower channels to reduce the sales and onboarding cycles, increase end-user adoption and realize quicker time-to-market.
See full profileApply for this course
Engineering Digital Customer Engagement for Global B2B Markets
by Taher Behbehani
Total hours
45 Hours
Dates
Feb 19 - Mar 09, 2018
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.