This course will be delivered remotely.  The course may be taken individually or as part of the B2B Marketing Mastery TRACK™ Series. Register on this page for the individual course or click here to register for the full B2B Marketing Mastery TRACK.

FORMAT

Three virtual modules.  Each session is 4 hours each day.

DATES

• June 3 & 4, 2025
• August 12 & 13, 2025
• September 16 & 17, 2025

RECOMMENDED FOR

• Employees who are new to Marketing
• Marketers who are new to B2B
• New Product Development and New Business Development professionals needing skills to understand B2B Markets who would benefit from an acceleration of their knowledge, skills, and abilities
• B2B Marketers who would benefit from a Graduate School level of knowledge to improve their skills and abilities
• The TRACK™ Series is especially valuable to Marketers coming from an engineering or technical background

OVERVIEW

The 1st module (June 3 & 4) covers the 5Cs of B2B Marketing (Category, Customers, Competitors, Collaborators, and one’s own Company).

• After this module you will be able to apply structure concepts and tools to acquire market information about the 5Cs, which will enable you to develop more effective B2B Marketing Strategies.

The 2nd module (August 12 & 13) covers STP (Segmentation, Targeting, and Positioning) and how to use these concepts to articulate defensible competitive advantage.

• After this module you will understand the true meaning and power of market segmentation, when to use it, and how to do it well in articulating a competitive advantage.

The 3rd module (September 17 & 18) covers developing the integrated Marketing Strategy around the 4Ps (Product, Price Place/distribution and Promotion).

• After this module you will understand the power and relationship of the 4Ps and how they might be adjusted to meet customer segment needs. The most controllable marketing resources available to a firm are the classic 4Ps:  Product, Price, Place (distribution), and Promotion (traditional and digital marketing communication). Each of these decisions will be defined and articulated, especially to highlight the way in which target segment customer needs will be met. This will also include a brief introduction to basic marketing metrics to assess customer response to the 4Ps.

PRICING:

• This Course, comprised of 3 Modules, is offered as part of our B2B Marketing Mastery TRACK™ Series and can also be taken on its own.
• Individual Course Registration Member Rate:  $2995.00 (ISBM Members login to the Member Portal for the member rate)
• Individual Course Registration Non-Member Rate:  $3595.00