B2B organisations are increasingly recognising marketing’s role and contribution to achieving their performance targets. This requires specific marketing skills and knowledge that can combine marketing strategy and tactics to successfully develop and deliver differentiated value propositions.

Who should attend?

Individuals who have direct responsibility for, or involvement in, the marketing of products and services to businesses. It will appeal to experienced B2B marketers and those newly appointed to the marketing function. It will help those within other functions to contribute to marketing strategy. Directors and managers of smaller firms will gain an insight into the value of B2B marketing principles for their situation.

Learning outcomes

  • Application of  the concepts and principles of B2B marketing.
  • Segmentation of your customers and positioning your organisation.
  • Understanding your markets and customers.
  • Managing customer relationship management.
  • Building a value proposition.
  • Understanding product, service and channel management.
  • Developing an integrated marketing mix.
  • Identifying current developments in B2B marketing. 
  • Understanding the relationship between marketing and sales.

Course Dates

Start Date End Date Location
20 May 2019 20 May 2019 London
15 Jul 2019 15 Jul 2019 London
23 Aug 2019 23 Aug 2019 London
13 Sep 2019 13 Sep 2019 London
24 Oct 2019 24 Oct 2019 London
29 Nov 2019 29 Nov 2019 London
13 Dec 2019 13 Dec 2019 London

Course Director

Richard Mayer

Richard Mayer has been actively involved in marketing training and education over the last 20 years working for a range of clients both in the UK and internationally. His main interest lies in improving professional marketing standards for individuals, marketing teams and organisations with a particular focus on brand management, marketing planning and execution, marketing organisation and marketing communication.


Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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