COVID-19 STATEMENT: While this virus is impacting everyone differently, this online program is continuing as planned.
Please consider joining our global online classroom for an enriching and interactive experience to further your career.
While this virus is impacting everyone differently, this online program is continuing as planned. Please consider joining our global online classroom for an enriching and interactive experience to further your career.
Columbia Business School Executive Education
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STARTS ON

August 27, 2020

DURATION

6 weeks online

4-6 hours per week

PROGRAM FEE *

$2,600

 Flexible payment available
 Special group enrolment pricing

*GST applicable to Singapore residents.

Master the Specialized Skills of B2B Marketing

Although all marketing is essentially person-to-person, marketing your products and services to other businesses requires a different approach than marketing directly to consumers. You not only have different audiences, you have specific modes of connecting with them and a longer buying cycle that requires patience and complex relationship-building. In the B2B Marketing Strategy (Online) program, you will acquire a practical understanding of how to gain a competitive advantage with effective marketing, pricing, sales force, and social media tools for each stage of your go-to-market strategy.

B2B vs. B2C: Different Marketing Approaches

While there is some crossover in strategy between direct-to-consumer and business-to-business marketing, there are key differences. If you are operating in a B2B market or developing a B2B line for a consumer brand, you must understand your value proposition, who is making the buying decision, and how to create value in a business-direct environment.

Who Is This Program For

The B2B Marketing Strategy (Online) program is ideal for mid to senior-level marketing or business-unit managers.

  • Managers from a technical or manufacturing background, 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

Representative roles and titles may include:

  • Industrial Sales Lead
  • Key Account Manager
  • Relationship Manager
  • Product Manager
  • Growth Product Manager
  • Business Manager
  • Development Manager
  • Bid Manager
  • Marketing Manager
  • Commercial Sales Manager
  • Head of Marketing
  • Head of Strategy
  • Head of Business Development
  • General Manager
  • Sales Director
More
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Representative industries may include:

  • Advertising
  • Banking
  • Consulting
  • Financial Services
  • Industrial Goods
  • IT Products and Services
  • Manufacturing
  • Oil and Gas
  • Utilities
More
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Program Experience

  • Bite-Sized Learning

    Bite-Sized Learning

  • Real-World Application

    Real-World Application

  • Case Studies

    Case Studies

  • Cohort-Based

    Cohort-Based

  • On-Demand Video Lectures

    On-Demand Video
    Lectures

  • Live Office Hours with Program Leader

    Live Office Hours with
    Program Leader

The Learning Journey

Our approach is to provide the tools and frameworks that will improve the efficiency of your B2B marketing efforts with the goal of increasing revenue and profitability. Key components of the program include:

The Learning Journey The Learning Journey
  • Module 1: B2B Brands
  • Module 2: B2B Decision-Making Process
  • Module 3: B2B Go-to-Market Strategies
  • Module 4: B2B Sales Force Design and Management
  • Module 5: B2B Pricing
  • Module 6: B2B Marketing Strategy and Competitive Advantage

For full details of the curriculum, please download the brochure.

Download Brochure

Case Studies

It 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.

Application Exercises

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.

Application Exercises Application Exercises

Faculty

Miklos Sarvary

Miklos Sarvary

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

Miklos Sarvary is an expert on media and information marketing, with a special interest in consulting, the film and entertainment industry, strategy, user-generated content, social

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Certificate

Upon completion of the program, participants will receive a certificate of participation from Columbia Business School Executive Education and one day towards a Certificate in Business Excellence.

Learn more

Your 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.

Download Brochure