B2B Marketing Strategy (Online)

Deploy the right marketing, pricing, sales force, and go-to-market strategies for you and your organization

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Course Dates

STARTS ON

April 18, 2024

Course Duration

DURATION

6 weeks, online
6-8 hours per week

Course Fee
Course Fee

For Your Team

Enroll your team and learn with your peers

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Early Registration Benefit

Apply now to secure your place at US$2,314 by . Connect with a learning advisor for more information.

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 trillion

Projected value of the B2B e-commerce market in 2028, three times the projected value of the B2C e-commerce market

SOURCE: RESEARCH AND MARKETS

80%

Percentage of B2B sales transactions that will occur between buyers and suppliers through digital channels by 2025

SOURCE: GARTNER

Key Takeaways

By participating in the program, you will be able 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

Module 1:

B2B Branding—The Foundation of Business Marketing

Understand how the customer decision-making process impacts marketing mix design and resource allocation in today’s digital environment.

Module 2:

The Customer Decision-Making Process

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.

Module 3:

B2B Go-To-Market Strategies

Learn the essentials of sales force design and management and how to optimize your organization’s infrastructure to reach your customers.

Module 4:

B2B Pricing Strategies

Learn best practices for B2B pricing and explore common pricing challenges.

Module 5:

Product Strategy

Learn how to design and introduce a commercial product using value innovation.

Module 6:

B2B Marketing as a Strategic Resource

Discover how to leverage the B2B marketing process as a long-term strategic resource and learn the fundamental elements of success.

Module 1:

B2B Branding—The Foundation of Business Marketing

Understand how the customer decision-making process impacts marketing mix design and resource allocation in today’s digital environment.

Module 4:

B2B Pricing Strategies

Learn best practices for B2B pricing and explore common pricing challenges.

Module 2:

The Customer Decision-Making Process

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.

Module 5:

Product Strategy

Learn how to design and introduce a commercial product using value innovation.

Module 3:

B2B Go-To-Market Strategies

Learn the essentials of sales force design and management and how to optimize your organization’s infrastructure to reach your customers.

Module 6:

B2B Marketing as a Strategic Resource

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.

Download 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

Adding Value to Your Experience

Case Studies

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

How does this heavy machinery distributor’s monetization strategy impact their choice of market segment for a new predictive technology?

Maersk Line

In the age of digital connectivity, can this global shipping giant capture ROI and foster long-term growth by seeking “likes” on social media?

Symphony

Faced with increased competition, changing usage attitudes, the rise of cloud computing, and a shifting regulatory environment, should this secure messaging platform 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.

Faculty

Faculty Member Miklos Sarvary

Miklos Sarvary

Carson Family Professor of Business, Faculty Lead for the Media and Technology Program, Columbia Business School

Miklos Sarvary is an expert on media and information marketing, with special interests in consulting, the film and entertainment industry, strategy, user-generated content, social network competition, and online and mobile advertising. He has taught or consulted internationally for Intel, Nokia, Alcatel, Samsung, Pearson, McKinsey & Co., Dun & Bradstreet, and PwC. Prior to becoming an academic, he worked for IBM. Sarvary joined the Columbia Business School faculty in 2012.

Certificate

Example image of certificate that will be awarded after successful completion of this program

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

Download Brochure

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 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.

  • What is the program refund and deferral policy?

    For the program refund and deferral policy, please click the link here.

Didn't find what you were looking for? Write to us at learner.success@emeritus.org or Schedule a call with one of our Academic Advisors or call us at +1 315 387 4431 (US) / +44 203 838 0836 (UK) / +65 3138 4449 (SG)

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Flexible payment options available. Learn more.