B2B Marketing Strategy (Online)

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

• 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

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.

• 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

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.

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)