Rice University Business B2B Marketing Strategy Course

Rice University Business B2B Marketing Strategy Course


AMA Houston is a Supporting Partner with Rice in offering this course to the local marketing community. In exchange, Rice will donate 10% of all registration fees from this AMA site to AMA Houston's Penny Todd Scholarship fund. This donation applies to both AMA member and nonmember registrants. AMA members will receive an additional 10% discount.



How to Simultaneously Boost Customer Satisfaction and Shareholder Value 


Certificate Program presented by Rice Business – Executive Education


October 29 - November 1, 2019

McNair Hall, Rice University Jones Graduate School of Business

1900 Rice Blvd, Loop Road, Houston TX 77005

Course Overview:

Smart companies cultivate customer satisfaction in order to build shareholder value through increased sales, margins and EBITDA. But you can’t keep the customer satisfied unless you know what they want. This 4-day course provides a practical framework and toolkit for you to drive customer-based value and linking it to your organization's financial success.

This applied course will use a mix of custom cases, practice exercises and reviews of actual implementation initiatives by companies. Group exercises will be used to deliver insights.

Industries covered: Manufacturing and industrial services, energy, oil and gas, general services, consumer packaged goods, education, healthcare, non-profit sector, professional services and others.

Companies analyzed: General Electric, Mohawk Paper, Boeing, Premont School District, Gallery Furniture, Star Furniture, Ashley Furniture, Microsoft and others.

Agenda in brief:

Customer Analysis (Day 1)
Execution Analysis (Day 2 and 3)
Financial Analysis (Day 3)
Planning and Executing Customer-Based Value (Day 4)


The course is best suited to middle and upper-level management within B2B companies including energy, petrochemicals, transport and logistics, distribution, manufacturing, healthcare and financial and commercial services.

Register Today



Dr. Vikas Mittal

J. Hugh Liedtke Professor of Management – Marketing

Dr. Vikas Mittal is the J. Hugh Liedtke Professor of Marketing at the Jones Graduate School of Business. Prior to joining Jones, he was the Thomas Marshall Professor of Marketing at the Katz Graduate School of Management. Dr. Mittal holds a Bachelor's in Business Administration from the University of Michigan and a Ph.D. in Management from Temple University. Before joining Katz, he was on the faculty at Kellogg Graduate School at Northwestern University.

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From October 29, 12:00 AM until November 01, 7:45 PM


Posted by AMA Houston

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