The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events Specialist
February 17, 2022
6 weeks, online
4-6 hours per week
US$2,600 US$2,210 or get US$260 off with a referral
Our students tell us that taking this program together with their colleagues help to share common language and accelerate impact.
We hope you find the same. Special pricing is available for groups.
The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events SpecialistBased on the information you provided, your team is eligible for a special discount, for B2B Marketing Strategy (Online) starting on February 17, 2022 .
We’ve sent you an email with enrollment next steps. If you’re ready to enroll now, click the button below.
Have questions? Email us at group-enrollments@emeritus.org.The B2B Marketing Strategy (Online) program is ideal for mid to senior-level marketing or business-unit managers.
Representative roles and titles may include:
Representative industries may include:
Bite-Sized Learning
Real-World Application
Case Studies
Cohort-Based
On-Demand Video Lectures
Live Office Hours with Program Leader
Identify the B2B vs B2C marketing process, understand perceptual maps for positioning your brand, and learn how size, scale, scope, and cooperation impact competitive advantage.
Identify who your decision makers are and how to target them, capitalize on lead generation, and use the decision-making funnel to build customer loyalty.
Engineer your approach to influence the unique decision-making process in B2B organizations and use micro-segmenting to meet customers needs and the goals of sales and distributors.
Design effective compensation systems for your sales team, including proportioning of fixed and variable salary, and learn how to motivate them.
Analyze basic and advanced pricing strategies, discern and avoid the pitfalls of contracts, explore price pressures, and learn how to measure demand.
Develop the marketing strategy knowledge and skills to enable you to deliver a sustainable competitive advantage for your enterprise and make marketing relevant to your CEO.
Identify the B2B vs B2C marketing process, understand perceptual maps for positioning your brand, and learn how size, scale, scope, and cooperation impact competitive advantage.
Design effective compensation systems for your sales team, including proportioning of fixed and variable salary, and learn how to motivate them.
Identify who your decision makers are and how to target them, capitalize on lead generation, and use the decision-making funnel to build customer loyalty.
Analyze basic and advanced pricing strategies, discern and avoid the pitfalls of contracts, explore price pressures, and learn how to measure demand.
Engineer your approach to influence the unique decision-making process in B2B organizations and use micro-segmenting to meet customers needs and the goals of sales and distributors.
Develop the marketing strategy knowledge and skills to enable you to deliver a sustainable competitive advantage for your enterprise and make marketing relevant to your CEO.
For full details of the curriculum, please download the brochure.
Download BrochureIt is through the use of case studies that you will come to understand how companies confront the particular challenges inherent to B2B marketing. As you seek to meet the challenges of developing your organization’s strategy, look to the wisdom of those who have discovered valuable solutions in their own industries.
Is there really any ROI when a global shipping giant seeks “likes” on social media?
Did price cutting automatically increase market share for this packaging corporation?
When a media company’s go-to-market strategy involves overcoming competitors, what marketing weapons should it deploy?
When a financial tech company challenges an established business, what are its best practices for managing key accounts and designing a sales strategy to support its competitive effort and determine market penetration?
How did executive buy-in overcome the consulting firm’s aversion to self-promotion?
How did this medical device company build its brand to fit its competitive strategy?
Our hands-on assignments prepare you to put theory into practice so you can apply your knowledge right away to the benefit of your organization.
— Rafael De La Cruz, Channel Marketing Manager, Harpoon Branding
— Roy van Wel, Product Manager, LANXESS
Upon completion of the program, participants will receive a certificate of participation from Columbia Business School Executive Education and two days towards a Certificate in Business Excellence.
Download BrochureYour verified digital certificate will be issued in your legal name and emailed to you, at no additional cost, upon completion of the program, as per the stipulated requirements. All certificate images are for illustrative purposes only and may be subject to change at the discretion of the Columbia Business School Executive Education.
Flexible payment options available.
