Online Course – Certified Professional Internship in B2B2C Marketing Strategy from Google and Emory University

In this track, you will discover how to create and exploit value in B2B businesses by carefully selecting channel partners, implementing appropriate incentives and pricing agreements, and designing and managing multiple channels.

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קורס אונליין - התמחות מקצועית מוסמכת באסטרטגיית שיווק B2B2C של Google ואוניברסיטת אמורי

Professional Certificate

Intermediate level

No prior knowledge required

Time to complete the course

7-day free trial

No unnecessary risks

Skills you will acquire in the course

  • Strategic collaborations
  • Coordination of marketing channels
  • Value chain
  • Value proposition
  • Channel management

What you will learn in the course

Courses for which the course is suitable

  • Strategic Advisor
  • Industrial Sales Manager
  • Marketing Manager
  • entrepreneur
  • Business key
  • Marketing Channel Manager
  • Business Partnerships Manager
  • Sales Manager
  • Marketing Project Manager
  • Business Development Manager

Internship – a four-part course series

Purpose of the internship

  • Intended for people currently working or aspiring to enter positions in the field of consulting and strategy.
  • Includes areas such as industrial sales and purchasing, marketing management, entrepreneurship and business development.

The critical component for creating value for customers

  • Understanding how customers want to buy.
  • The ability to deliver products and services at the right place and time.
  • Marketing channel strategy.

Main topics in the course

  • To dismantle the “black box” of the organization’s channels.
  • Understanding product distribution and retailers.
  • Learn how to capture and exploit value through careful selection of channel partners.
  • Implementing appropriate incentives and price agreements.
  • Design and management of multiple channels.

Implementing ideas in social business channels

  • Implementing ideas in developing economies and entrepreneurial environments (start-ups).
  • Challenges in selling on third-party platforms/marketplaces.

Applied Learning Project

  • Building, encouraging and designing efficient and effective ways to market products and services.
  • Using intermediaries such as wholesalers, retailers, and channel partners.
  • Evaluation, analysis and recommendation of changes in channel strategies.

New sources of value

  • Identifying new sources of value outside of the traditional range of products and services.
  • Strategies to improve purchasing convenience.
  • Service offers and information at the right place and time.
  • Analysis within multi-channel settings.

Details of the courses that make up the specialization

Marketing channel

Advantages

  • Course 1
    • Duration: 9 hours
    • Rating: 4.5 (48 ratings)
  • Course Details
    • What you will learn:
      • The course is designed for people working or interested in opportunities in consulting and strategy, industrial sales and purchasing, marketing management, entrepreneurship and business development.
      • The course will introduce you to the concept of channel advantages, which focuses on which ways customers want to buy.
      • This is a critical first step and represents the demand side in shaping market paths.
      • You will learn which channel benefits are most sought after by customers.
      • Finally, you can gain frameworks for how to quantify and compare these benefits to create a range of strategic options.

Functions

  • Course 2
    • Duration: 6 hours
    • Rating: 4.8 (17 ratings)
  • Course Details
    • What you will learn:
      • The course is designed for people working or interested in opportunities in consulting and strategy, industrial sales and purchasing, marketing management, entrepreneurship and business development.
      • The course will focus on the concept of channel functions, or the supply side in designing market channels.
      • Channel functions are the required activities that each channel member must provide to create the channel benefits that customers want.
      • You will learn the framework that quantifies channel functions and finally, how to use them as a basis for determining channel member loading and compensation.
      • A final exercise will consider how to realize delivery advantages and align the required channel advantages with the necessary supply-side activities.

Incentives

  • Course 3
    • Duration: 8 hours
  • Course Details
    • What you will learn:
      • This specialization is designed for people working or interested in opportunities in consulting and strategy, industrial sales and purchasing, marketing management, entrepreneurship, and business development.
      • In this course, you will be exposed to the challenges of implementing a pricing strategy in your market and the need to become a “strategic skeptic.”
      • Questions like, “How do we ensure our partners are performing the right activity at the right price?” “How can my company protect itself from channel partners looking to cheat or exploit?” will be answered.
      • You will also be exposed to direct sales channels, their incentive structures, and understand how and when they may represent a profitable route to market.

government

  • Course 4
    • Duration: 9 hours
  • Course Details
    • What you will learn:
      • This course is designed for people working or interested in opportunities in consulting and strategy, industrial sales and purchasing, marketing management, entrepreneurship, and business development.
      • In this course, you will receive a framework for analyzing how much warmth/friendship/friendship is required for various types of business relationships.
      • You will also be exposed to the advantages and disadvantages of distributing on Amazon and other third-party platforms where there are third-party sellers.
      • You will be exposed to new B2B commerce platforms through a guest presentation on a startup called Inxeption.
      • Finally, you will be exposed to how multiple routes to market can create superior value for advanced customers.

Skills you will gain

  • Category: Customer Relationship Management (CRM)
  • Category: Distribution on online platforms

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