Early Bird: Save 10% on all courses! Enrol before 19th March.

Save 10% on all courses! Enrol by 19th March.

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Professional Diploma in B2B Marketing

Live Expert-Led Learning

With this Professional Course in B2B Marketing you will develop the skills and insights to deliver winning B2B marketing strategies that balance brand building and activation marketing. Learn fresh B2B marketing thinking that will help you put your market offering in front of the right business buyers using both traditional and digital marketing tactics.

Early Bird 10% off. Enrol before 19th March. Download the brochure now to reveal your discount code.

Choose Your Start Date

Browse our upcoming live online classes. Download your brochure to learn more.

Secure your place with a 10% deposit and pay the rest in instalments. Flexible payment options available.

Why UCD Professional Academy?

  • Valuable, trusted certification
  • Industry expert lecturers
  • Flexible learning options

€52,000 / Annual

Marketing Manager Salary in Ireland

The average Marketing manager salary in Ireland is €52,000 per year. Entry level positions start at approx. €30,000 per year while more experienced workers make up to €70,000 per year.

Salary data source: indeed.com, 11th January 2023


Salary data source: indeed.com, 11th January 2023

B2B Marketing Course Modules

Deepen your marketing knowledge with an understanding of complex business-to-business approaches and tactics. Whether selling commodities, products, or services, B2B marketing is a specialised skill that requires an intelligent and tailored approach. In this diverse role, your focus will be less on quantity and a lot more on quality interactions and smart targeting. You will also learn high-return approaches that are unique to this discipline, such as account-based marketing.

Or browse our wide range of expert-led online courses and grow your career potential today.

1. Introduction to B2B Marketing

Understand that B2B marketing is about meeting the needs of other businesses, whose own needs are ultimately driven by the buying behaviours of their end-consumers.

  • B2B vs. B2C
  • B2B marketing landscape
  • Fundamentals of B2B marketing

2. B2B Marketing Mix

Discover the established lead generation tactics and sales driven focuses and how brand and trust building activities feature in them. Understand that marketing and branding are crucial for long-term growth.

  • The new marketing mix
  • What to choose and what to lose

3. Understanding B2B Consumer Behaviour

Understand the 5Cs of the marketing mix and learn about buyer behaviour by examining the buying stages in detail. Business not as normal post COVID.

  • The new normal
  • How customers choose
  • The customer lifecycle reimagined

4. Building a Strong B2B Brand

Learn why you need a brand and how it differentiates you from your competitors by demonstrating what you stand for. Learn about segmentation, targeting, and crafting a B2B brand position.

  • Identifying targets and segments
  • Persona development
  • Creating a brand position
  • Creating competitive advantage

5. B2B Marketing Strategy

Look at how to establish a framework for B2B marketing, taking into consideration customer journeys and touchpoints. Understand how to meet business objectives and deliver competitive advantage.

  • The marketing audit
  • Capturing B2B marketing insights
  • Setting goals, objectives, and KPIs
  • PDIA Model

6. Creating Value

Discover a framework for creating client and organisational value for B2B marketers. Learn how we market physical goods, services, experiences, events, visitor attractions, places, organisations, information, and ideas.

  • Understanding customers’ perspectives on value
  • The customer-value hierarchy
  • Adding value to your product

7. Delivering & Communicating Value

Discover how to deliver and communicate value for B2B clients and customers. Understand that the ability to communicate value is the key to winning over customers and prospects.

  • Communicating customer value
  • Delivering customer value
  • Integrated marketing communications

8. Marketing Tactics 1

Look at the range of traditional marketing strategies and how they are used in the modern world of B2B. Use buyer personas to help you to understand your audience.

  • PR
  • Sponsorship
  • Sales promotion
  • Direct mail
  • Events and exhibitions

9. Marketing Tactics 2

Learn key tactics for social media success. Learn to focus on your personas and customers rather than the brand (listen first, speak later). Set clear KPIs for social media.

  • Website
  • Social media
  • Email

10. Marketing Tactics 3

Use digital marketing tactics to help customers find you. Look at the importance of search and how to assess your search visibility within the marketplaces. Learn about keyword ranking.

  • Search engine marketing
  • Digital advertising
  • Affiliate marketing

11. Customer Relationship Management Models

Discover a framework for customer acquisition, retention, and development in the B2B context. Look at the customer lifecycle and how a learn-feel-do process is boosted by advertising.

  • Customer acquisition
  • Customer retention
  • Customer development

12. Managing The Customer Journey

Look at managing customer journeys and account-based marketing. Learn how customer experience is the totality of a customer’s individual interactions with a brand over time.

  • Customer experience
  • User experience
  • Account-based marketing

What our Alumni Say B2B Marketing

I recommend this course to anyone who is looking to improve their understanding of B2B Marketing. I could apply the theory to my role immediately. Having the experience of the course and the new templates and strategies in mind will have a very positive impact on my career in the future. I found the course very helpful, well run and coordinated.

Aoife Kinella

Business Development and Marketing Manager, Hardware Association Ireland

Studying for a Professional Academy Diploma in B2B Marketing was a new experience for me, I’ve never studied an online course before and it was incredible. The course was relevant to my day-to-day work, The topics were up to date and relevant to what was happening in the world at the time. I would highly recommend this course.


Access to thousands of journals, articles and papers. Free of charge.

Students taking part in this course will now have access to the EBSCO Online Library, free of charge, for the full duration of the course. Here you can browse thousands of relevant journals, articles and other reliable academic and commercial texts like the Harvard Business Review, Bloomberg Businessweek and Forbes Magazine, to supplement your learning and assignments.

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Frequently Asked Questions

Is this course right for me?

You do not need to have any prior experience or qualifications in B2B marketing to apply for this course. You may be looking to kickstart your marketing career or you may be a seasoned marketer looking to up-skill in relevant and practical B2B strategies.

You may be:

  • a business owner or entrepreneur

  • a marketing or digital marketing professional

  • a recent graduate

  • someone who is looking for a career change

How will this course help with my career?

If your job responsibilities include applying marketing strategies in a business-to-business context, you need the right toolkit to do this effectively. This certification will demonstrate your ability to reach the right audience and influence their buying decisions. B2B Marketers work in all kinds of sectors and industries, in companies of every size and type.

What is the student experience like?

Student care is a high priority at UCD Professional Academy, which is why our Student Services team is on hand to support you throughout your time with us. They will respond to any queries you have, help you with any technical issues, and facilitate your learning experience at every point. All students are given access to our Student Portal, where you can see your timetable, access all your study materials, and manage your account.

What is the online learning experience like?

Our online experience is designed to be just as interactive, supportive, and inspiring as the UCD Professional Academy campus experience.

Online courses can be accessed from any computer or laptop with an internet connection.

Live lectures are delivered using Zoom. During these lectures, your teachers will use technology interactively to ensure an engaging learning experience. When appropriate, students will be encouraged to activate their microphones so that they can ask questions and communicate with other students.

How is this course assessed?

If you are studying an online course, your assessment will also be submitted online.

This course is assessed through a written project: an actionable marketing plan for an organisation. You will have two weeks following the end of the course to complete and submit the final assignment. The written project is generally around 3,000 words (that’s about 5 pages of a standard Word document). You will also keep a Learning Log as you go through the course.

How do I get my Professional Academy Diploma?

Your UCD Professional Academy Diploma will be issued electronically on a secure platform, with a link that you can share with employers and others wishing to verify your credentials. You can also add this certificate to your LinkedIn profile.

What are the benefits of a Professional Academy Diploma?

UCD Professional Academy Diplomas and Certificates are designed to give your career an advantage. Developed in conjunction with industry thought leaders our courses teach practical, applied skills to support you to achieve your career and business goals. Professional Academy Diplomas are suitable for career minded learners wishing to advance their professional skills and prospects rather than their academic credentials.

The Professional Academy is an independent wholly owned part of UCD designed to address the need for skills development in the workforce. Courses tend to be short, designed and delivered by industry practitioners, and are not part of nor do they lead to a traditional University award such as a degree or a masters. They are widely accepted by employers and many students are sponsored to study by their organisation.

For full details of UCD Professional Academy’s Certifications & Governance please visit https://www.ucd.ie/professionalacademy/governance/

What payment options are available?

A place on any of our courses can be secured with a 10% deposit.

For full-time (boot camp) courses, the balance must be paid in full before course commencement.

For part-time courses, learners will be required to pay 40% of the fees before the start of the course, with the remaining balance due within 30 days of the course commencing.

Please note that standard terms and conditions apply, which you can review here: https://www.ucd.ie/professionalacademy/terms-and-conditions/

Still have more questions? Download the brochure

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Live Classes

  • Weekly live online classes
  • 36 hours of course material
  • Complete in 12 weeks
  • Online classes delivered via Zoom
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