Certificates in B2B marketingmrkto.b2bmarketing.net/rs/085-VAB-435/images/Training... ·...

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Certificates in B2B marketing Professional qualifications for career elevation

Transcript of Certificates in B2B marketingmrkto.b2bmarketing.net/rs/085-VAB-435/images/Training... ·...

Page 1: Certificates in B2B marketingmrkto.b2bmarketing.net/rs/085-VAB-435/images/Training... · 2020-05-04 · Our certificates in B2B marketing offer an important career acceleration opportunity

Certificates in B2B marketing

Professional qualifications for career elevation

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Certificates in B2B marketingThe UK’s only certificated learning courses for B2B marketers,

developed by B2B Marketing, accredited and endorsed by the IDM.

Our certificates in B2B marketing offer an important career acceleration opportunity for marketers at any stage of their career.

Both the Introductory and Advanced Certificates include a range of essential topics for B2B marketers with flexible access options, either through online/on-demand access, or face-to-face workshops.

Benefits

• Build specialisms and focus your learning with elective options.

• Access to our content and resource library.

• Prove your professional competencies and capabilities.

• Anytime, anywhere access to state-of-the-art online B2B learning content.

• Expert insight from our experienced trainers.

• Face-to-face and online guidance and insight, with the opportunity to network with peers in the B2B marketing arena.

• Accredited by the Institute of Direct & Digital Marketing (IDM).

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The Introductory Certificate

The launchpad for your career

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Content and modules outlineThe B2B Marketing Introductory Certificate comprises eleven modules,

accessible on-demand. The certificate is designed to provide newcomers to the

profession with essential knowledge and to refresh experienced marketers

on the core elements of B2B marketing across all the key aspects of the

profession. Each module uses a mix of B2B marketing theory and direct

practical action points.

Access to modules

All modules are presented online, via our tailored on-demand platform. Individuals who are not enrolled in the certificate can also access specific modules, on a pay-per-access basis.

Structure of modules

Candidates are required to complete each of the 11 online modules, with approximately 90 minutes of video content. A list of supplementary reading is also provided for candidates to enhance their broader topic knowledge.

Testing and assessment

After completing each module of the Introductory Certificate, candidates will need to complete an online multiple choice exam lasting approximately one hour.

Pricing and booking details for the Introductory Certificate (per person)

• Standard enrolment (non-members): £750

• Discounted enrolment for B2B Marketing Professional members: £637.50

• Multiple enrolments: from £700 per individual

How to book

To book a place on the Introductory Certificate for you or your team, contact a member of our enterprise team on 020 7014 4933 or visit the B2B Marketing website at b2bmarketing.net/training#certificates

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Choose your own pace

Online learning at a time to suit you

Module overviewStudents can take the 11 modules from the Introductory Certificate at a time,

place and pace to suit them, fitting their professional development in around their

personal priorities and timelines.

Module 1. Marketing and business alignment

This module examines the importance of alignment and collaboration of marketing with the rest of the business, ensuring that marketing is responding to and engaged with top-level strategic objectives.

Module 2. Marketing planning and strategy

This module covers all aspects of developing and managing a marketing strategy, aimed at providing the candidate with the rudimentary knowledge required to create one from scratch, as well as better understanding other marketing plans and strategies which they may encounter in their jobs.

Module 3. The role of the brand

This module will help marketers understand what constitutes an organisation’s brand, which factors influence its development and communication, and its importance in marketing strategy, planning and execution. It will also examine the role that the brand plays in the buying process and its importance to different stakeholders, both inside and outside the organisation.

Module 4. Product and service lifecycles

This module will focus on the broad arena of product development and management, and demonstrates the role that marketing plays in the full product lifecycle. It will provide an overview of the role of the product manager, and how this role engages both marketing and product teams.

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Module 5. The customer lifecycle

This module explores the lifecycle of the customer, from acquisition to renewal and beyond. It examines marketing’s role at each stage, how to maximise the value of individual customers to the organisation, and leverage relevant opportunities for revenue generation.

Module 6. Customer insight

This module examines the core disciplines of customer insight, with the aim of introducing the methods and techniques available to marketers to understand their customer audience in order to communicate better with them and cater for them.

Module 7. Measurement and reporting

This module focuses on the use of metrics to track and ensure the ongoing success of marketing activities, and explores how to manage reporting of relevant data through different channels to key stakeholders across the organisation.

Module 8. Marketing campaign implementation

This module focuses on execution of marketing activities, and is aimed at helping marketers to ensure that campaigns are rolled out in a way that minimises problems and maximises results. It will examine the issues encountered when seeking to turn plans into reality, and the creation of management processes to provide clarity of roles, responsibilities and timings.

Module 9. Sales and marketing integration

This module focuses on the key battleground of B2B sales and marketing, providing a crash course in why the two departments need to work together, where the main areas of conflict lie and how effective collaboration can be achieved (and maintained). It will also examine how digital marketing has impacted on sales and marketing integration, explore the role of new technology and examine new models of interaction.

Module 10. Communication and promotion

This module will look at the different marketing channels available, how they are evolving, and explain how they can and should work in an integrated fashion. It will examine both on and offline marketing, and both outbound and inbound communications techniques. This module will also look at the resource implications in terms of timing and investment required to deliver returns, focusing on the growing role of content in all forms of marketing.

Module 11. Routes to market

This module will compare the different routes to market available to B2B brands, and help marketers understand the factors involved in optimising each one. It should also look at how the benefits of these different routes are evolving in response to digitisation, and the consequent impact on business strategy.

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The Advanced Certificate

Inspiring face-to-face workshops

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Module OverviewThe Advanced Certificate in B2B marketing is an IDM accredited qualification

designed for experienced marketing professionals, who are looking to nurture

specialist skills and enhance their career potential.

The Advanced Certificate is delivered through four one-day modules which take place at B2B Marketing training suite in London (Farrindgdon)

To be awarded the Advanced Certificate in B2B Marketing, candidates must take part in two compulsory modules, two elective modules, and sit an online examination. The cost of enrolment is £1700 (ex-VAT) per candidate.

The Advanced Certificate is accredited by the Institute of Direct and Digital Marketing (IDM).

Advanced Certificate Programme

Compulsory modules

Building a brand in the digital ageThis module examines the role of the brand in the digital age, and the implications of this for marketing and the wider organisation. It includes guidance on how digital techniques can be used to build and enhance brands and drive demand generation, in a measurable way that truly adds value to your organisation.

Marketing operations and managementThis module provides a detailed framework and guidance for developing and executing marketing campaigns effectively, from planning and integration with strategy, through to evaluation and learnings for subsequent activity.

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Improve leads flow with marketing automationSelecting and implementing a platform is only half the battle when it comes to successfully utilising marketing automation. This session examines the steps that marketers need to take to get the most out of a marketing automation platform, specifying required processes, identifying the key areas of conflict and providing practical actionable guidance on improving results and effectiveness.

Marketing to the c-suitePractical guidance on how to understand and market to that most hard-to-reach of B2B audiences, the C-suite. The course covers each stage of the engagement process, from initial research, insight and planning, to campaign and creative development and finally analysis and results.

Building a lead generation programmeThis module provides marketers with practical guidance on how to build an engine that provides the business with the right volume of valuable leads. Whether this is a new team or a dedicated programme (rather than a set of one-off campaigns), the resulting leads are one of the clearest outputs from marketing that sales and the wider business are looking for.

Strategic content marketingLean how to develop and maintain a strategic and value-based approach to content marketing, creating content outputs that generate real traction, rather than relying on a piecemeal or scattergun approach. The course includes content creation, recycling, distribution and syndication, resourcing, and working with content partners.

Drive ROI from email marketingEmail marketing remains the number one B2B marcomms channel. This course explores why, and how its role in relation to technology and social media can enable you to achieve even greater email marketing results. You’ll learn how to develop an effective email strategy throughout the customer journey, how to manage your data, maximise your response rates and measure your success.

Elective modules (choose two)

Social media strategiesThis course focuses on developing an effective social media strategy and set of tactics across different platforms, to meet your branding, demand generation and customer relations objectives. You’ll learn how to create a social plan, including auditing existing social activities, setting objectives, allocating resources, working with internal stakeholders and tracking your success.

For the latest dates check: b2bmarketing.net/training#certificates

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For more information

To find out more about our

Certificate courses, visit our website at

b2bmarketing.net/training

Call us on +44 (0)20 7014 4933

Or email us at [email protected]

B2B Marketing, Clover House,

147–149 Farringdon Road,

London, EC1R 3HN