Lots going on as the semester gets underway here. It’s very interesting to mix in insights from connections with our ISBM members into our business-to-business marketing class for the second-year MBAs here on campus. It’s so fun. The MBA class enables us to reflect on things we see in practice — and from our research — with such fresh eyes.
For example: it’s not just necessary to learn the business of value-based pricing, and how to communicate through the sales force. You need to develop the tools, techniques, and approaches together with the sales force. And — once they’re developed — you need to be able to teach it. Not just know it, teach it. That requires a whole new set of tools and practice. Interesting to see the challenge in that reflected through the eyes of our great students.
Dn’t just learn Value -Teach Value
Lots going on as the semester gets underway here. It’s very interesting to mix in insights from connections with our ISBM members into our business-to-business marketing class for the second-year MBAs here on campus. It’s so fun. The MBA class enables us to reflect on things we see in practice — and from our research — with such fresh eyes.
For example: it’s not just necessary to learn the business of value-based pricing, and how to communicate through the sales force. You need to develop the tools, techniques, and approaches together with the sales force. And — once they’re developed — you need to be able to teach it. Not just know it, teach it. That requires a whole new set of tools and practice. Interesting to see the challenge in that reflected through the eyes of our great students.