WHO SHOULD ATTEND

Employees new to B2B marketing, marketers transitioning into B2B, NPD/NBD professionals, B2B marketers seeking strategic skills, and technical professionals moving into marketing roles.

WHAT YOU LEARN

1. Master the 5Cs Framework: Analyze markets systematically across Category, Customers, Competitors, Channel, and Company to gather comprehensive market intelligence and enable informed B2B marketing strategies.
2. Execute Segmentation, Targeting & Positioning (STP): Move beyond demographics to behavioral and needs-based segmentation, develop rigorous targeting criteria, and craft defensible positioning that resonates with specific segments.
3. Integrate the Marketing Mix (4Ps): Understand how Product, Price, Place, and Promotion work together as interdependent systems, and align these elements specifically for target segment needs.
4. Apply Marketing Metrics: Measure customer response and program effectiveness using proven methods that connect marketing activities directly to business outcomes and ROI.
5. Build Graduate-Level Strategic Thinking: Develop sophisticated marketing capabilities applicable immediately across B2B contexts, accelerating your effectiveness as a strategic B2B marketer.

WHAT YOU GET

1. Three essential modules: The 5Cs of B2B Marketing, Segmentation, Targeting & Positioning (STP), and The Integrated Marketing Mix (4Ps)
2. Structured frameworks for market analysis and strategy development
3. Practical templates and tools for segmentation, targeting, and positioning
4. Real-world examples demonstrating successful B2B marketing strategy execution
5. Group exercises to practice applying frameworks to your business challenges
6. Marketing metrics and assessment methods for measuring effectiveness

INSTRUCTOR

Dr. Stefan Wuyts is Professor of Marketing and Director of the Institute for the Study of Business at the Smeal College of Business, Pennsylvania State University. His doctoral dissertation (Erasmus University Rotterdam, 2003) was awarded the KVS-Medal from the Royal Netherlands Economic Association. In 2007, he was named Marketing Science Institute (MSI) Young Scholar. Prior to joining Penn State in 2018, Stefan was affiliated with Tilburg University (the Netherlands) and Koç University (Turkey). At the latter, he also served as Director of the Graduate School of Business. In 2024, Stefan was inducted as ISBM Distinguished Research Fellow.

For 25 years, Stefan has taught undergraduate, graduate, PhD, and executive classes on B2B marketing, marketing strategy, innovation, and research methods. He studies complex inter-organizational approaches to improve value creation (platforms, ecosystems, and networks), mechanisms to improve value capture and fight market inefficiencies, and managing the marketing-technology interface. He coauthored Social Networks and Marketing (MSI) and coedited The Connected Customer (Routledge) and the Handbook of Business-to-Business Marketing (Elgar). His academic research was published in top journals in marketing and related fields. Stefan currently serves as Co-Editor of the prestigious International Journal of Research in Market.