Hurry! Save 10% on select upcoming courses. Enrol before 11th October!
Hurry! Save 10% on select upcoming courses. Enrol before 11th October!
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Choose Your Start Date
Browse our upcoming live online classes. Download your brochure to learn more.
Starts 17 Jan — Ends 04 Apr 23
- Live online lectures with an industry expert
- 12 weeks: One 3 hour lecture per week
- Tuesdays, 6.30 pm - 9.30 pm
- €1,530
Secure your place with a 5% deposit and pay the rest in instalments. Flexible payment options available.
Why UCD Professional Academy?
- Valuable, trusted qualification
- Industry expert lecturers
- Flexible learning options
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
- SMART
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
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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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Talk to our expertsFrequently 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 qualification 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 qualification to your LinkedIn profile.
What are the benefits of a Professional Diploma?
UCD Professional Academy diplomas and awards 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 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 Awards & Governance please visit https://www.ucd.ie/professionalacademy/governance/
What payment options are available?
A place on any of our programmes can be secured with a 5% deposit.
For full-time (boot camp) programmes, the balance must be paid in full before course commencement.
For part-time programmes students will be required to pay 45% 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/
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Live Classes
- Weekly live online classes
- 36 hours of course material
- Complete in 12 weeks
- Online classes delivered via Zoom