B2B Marketing Strategy (Online)
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Create Sustainable Competitive Advantage with B2B Marketing
Success in the B2B market is no longer purely transactional. The recent rise in B2B e-commerce means the rule book is changing. Businesses must be customer centric—anticipating end-user requirements, simplifying transactions, and designing offerings that are value oriented.
Led by Miklos Sarvary, Faculty Lead for the Media and Technology Program at Columbia Business School and a seasoned marketing expert, this program imparts a practical understanding of how to achieve and maintain a competitive advantage through the right mix of marketing, pricing, sales force design and management, and social media tools across every stage of your go-to-market strategy.
$25.65 tn
80%
83%
Key Takeaways
The B2B Marketing Strategy (Online) program will enable you to:
Identify the functional, process, and relationship benefits of your B2B brand, giving you the knowledge to discern the value proposition for any B2B brand
Perceive differences in the B2B and individual decision funnels and use this knowledge to capitalize on the decision-making process to grow customer loyalty for your business
Select and employ marketing tools across every stage of the go-to-market process to maintain an edge over the competition
Identify basic pricing strategies and leverage them to control prices
Harness your marketing strategy to gain a sustainable competitive advantage and use this knowledge to demonstrate to your CEO the value of marketing
Who Should Attend?
Managers from a technical or manufacturing background who are now responsible for growth or marketing-driven functions
Product managers and marketing leads transitioning from a consumer domain into a B2B environment
Account managers seeking to make better customer-relationship decisions specific to B2B marketing
Experienced and newly promoted product and business unit managers with technical expertise but limited marketing background
Program Modules
Understand how the customer decision-making process impacts marketing mix design and resource allocation in today’s digital environment.
Explore the tools and resources needed to build and maintain a robust B2B brand in a competitive environment. Then, discover how a brand serves as a platform for all other marketing activities.
Learn the essentials of sales force design and management and how to optimize your organization’s infrastructure to reach your customers.
Learn best practices for B2B pricing and explore common pricing challenges.
Learn how to design and introduce a commercial product using value innovation.
Discover how to leverage the B2B marketing process as a long-term strategic resource and learn the fundamental elements of success.
For full curriculum details, please download the brochure.
Program Experience
World-Renowned Faculty
Learn from accomplished faculty, and industry experts whose diverse backgrounds encompass a broad range of disciplines
Guest Speakers
Accomplished academics and experts offer unique perspectives and the opportunity to put learning into practice
Peer Interaction
Stimulating discussions with like-minded global peers expand your professional network and build a supportive community
Case Studies
Through exploratory sessions, examine practical examples and find innovative solutions to strategic challenges
Engaging Assignments and Activities
Hone business acumen and executive skills with try-it activities that help you redefine your potential
Case Studies
Immerse yourself in the journeys of B2B companies as they strive to increase customer loyalty and maintain an advantage in the age of digital connectivity. Through discussion forums, where you can distill insights and ask questions, and individual workbooks, where you can document your observations and key takeaways, each case study offers an opportunity to bring program concepts to life. The case studies will culminate in a capstone project, giving you the opportunity dive deeper into each scenario to identify the sources of competitive advantage and the role B2B marketing plays in long-term organizational strategy.
Bain & Company
Learn how an established consulting organization secured executive buy-in for a more traditional marketing approach while staying true to their original value proposition that is founded upon customer relationships.
Bloomberg LP
Examine the business model of this financial information organization to determine whether they have what it takes to maintain their market position in a competitive landscape.
Borusan Cat
Discover how this heavy machinery distributor’s monetization strategy influenced its choice of market segment for a new predictive technology.
Maersk Line
Learn how a global shipping giant leveraged social media to capture ROI and foster long-term growth.
Symphony
Consider the impact of increased competition, changing usage attitudes, the rise of cloud computing, and a shifting regulatory environment on this secure messaging platform’s decision to expand beyond the financial services industry.
Hands-On Activities
Frameworks — Apply frameworks for branding, pricing, and sales force design and management
B2B Marketing Strategy — Practice building the components of a B2B marketing strategy to grow market share and accelerate your career
Interactive Hands-On Activities — Conduct a market segment analysis, craft a positioning statement, create a perceptual map, and calculate value-based pricing for a product or service
Capstone Project
Drawing on the program’s five foundational case studies, you will identify the sources of competitive advantage for each organization and analyze the role of marketing in building and reinforcing these advantages.
Participant Testimonials
Faculty
Carson Family Professor of Business, Faculty Lead for the Media and Technology Program, Columbia Business School
Certificate
Upon completion of the B2B Marketing Strategy (Online) program, you will receive a certificate of participation from Columbia Business School Executive Education. This certificate also awards two credits towards the Certificate in Business Excellence, which grants select alumni and tuition benefits. Learn More
Your digitally verified certificate will be issued in your legal name and emailed to you, at no additional cost, upon completion of the program, including all modules of the program (online, in person, or live online, inter-module). All certificate images are for illustrative purposes only and may be subject to change at the discretion of Columbia Business School Executive Education.
FAQs
How do I know if this program is right for me?
After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.
Are there any prerequisites for this program?
Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at the ID mentioned above.
Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.
What is the typical class profile?
More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.
What other dates will this program be offered in the future?
Check back to this program web page or email us to inquire if future program dates or the timeline for future offerings have been confirmed yet.
How much time is required each week?
Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.
How will my time be spent?
We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:
Engaging with recorded video lectures from faculty
Attending webinars and office hours, as per the specific program schedule
Reading or engaging with examples of core topics
Completing knowledge checks/quizzes and required activities
Engaging in moderated discussion groups with your peers
Completing your final project, if required
The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please email us if you need further clarification on program activities.
What is it like to learn online with the learning collaborator, Emeritus?
More than 300,000 learners across 200 countries have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.
All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner the cost of which is already included in the overall course fee of the course.
A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.
How do I interact with other program participants?
Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.
What are the requirements to earn the certificate?
Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.
This program is scored as a pass or no-pass; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please email us if you need further clarification on any specific program requirements.
What type of certificate will I receive?
Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate will be sent approximately two weeks after the program, once grading is complete.
Can I get the hard copy of the certificate?
No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.
Do I receive alumni status after completing this program?
No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.
How long will I have access to the learning materials?
You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.
What equipment or technical requirements are there for this program?
Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.
Do I need to be online to access the program content?
Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.
Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.
Can I still register if the registration deadline has passed?
Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.
What is the program fee, and what forms of payment do you accept?
The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.
Flexible payment options are available (see details below as well as at the top of this program web page next to PROGRAM FEE.
Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.
What if I don’t have a credit card? Is there another method of payment accepted?
Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us for details.
I was not able to use the discount code provided. Can you help?
Yes! Please email us with the details of the program you are interested in, and we will assist you.
How can I obtain an invoice for payment?
Please email us your invoicing requirements and the specific program you’re interested in enrolling in.
Is there an option to make flexible payments for this program?
Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.
How can I obtain a W9 form?
Please connect with us via email for assistance.
Who will be collecting the payment for the program?
Emeritus collects all program payments, provides learner enrollment and program support, and manages learning platform services.
Are there any restrictions on the types of funding that can be used to pay for the program?
Program fees for Emeritus programs with Columbia Business School Executive Education may not be paid for with Title IV financial aid funds. Participants may be able to pay the program fee with funds from the GI Bill, the Post-9/11 Educational Assistance Act of 2008, or similar types of military education funding benefits. Participants must contact the Columbia University’s Office of Military and Veterans Affairs to determine benefit eligibility.
What is the program refund and deferral policy?
For the program refund and deferral policy, please click the link here.
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Didn't find what you were looking for? Write to us at learner.success@emeritus.org or Schedule a call with one of our Program Advisors or call us at +1 315 387 4431 (US) / +44 203 838 0836 (UK) / +65 3138 4449 (SG)
Flexible payment options available.
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