UNIVERSITY PARK, Pa. — The Penn State Smeal College of Business has launched a new online graduate certificate in business-to-business (B2B) marketing, designed for early to mid-career professionals seeking to enhance their skills in B2B marketing.
With business-to-business transactions forming the backbone of global commerce across industries, this certificate offers a comprehensive curriculum tailored to enhance skills in marketing products and services to organizational customers, including businesses, governments and nonprofit firms. Focusing on real-world experience and expert insights from leading B2B marketers, this certificate is a unique opportunity for professionals from diverse backgrounds, including those with STEM-related careers, to gain specialized knowledge in B2B marketing.
“This certificate is designed to equip professionals with the tools necessary to succeed in B2B marketing roles, whether they are looking to obtain a new job or upskill in their current role,” said Stefan Wuyts, Penn State professor of marketing and director of the Institute for the Study of Business Markets (ISBM).
The ISBM at the Smeal College of Business is a nonprofit research institute focused on research in business-to-business marketing with the mission to play a leadership role in advancing the theory and practice of B2B marketing. Penn State has hosted the Institute for the Study of Business Markets for the past 40 years, giving Smeal unique access to the top experts in B2B marketing academia and practice — a solid basis to certify the future B2B marketing leaders.
“Partnering with the ISBM, the global hub for B2B marketing research, students will gain specialized knowledge, practical insights and skills that can be applied directly to their work,” said Andrew Petersen, associate professor of marketing.
The nine-credit (three-course) graduate certificate can be completed in one calendar year and can also be taken as a concentration within the Corporate Innovation and Entrepreneurship and Online MBA master’s degree programs at Penn State. The curriculum covers fundamental concepts, theories and tools specific to B2B marketing, including strategic marketing planning, innovation, new product development and data analytics for B2B marketing decisions.
Courses include MKTG 816: Business-to-Business Marketing Analytics, MKTG 817: New Product Development and Management, and MKTG 818: Business-to-Business Marketing Strategy.
Offered online through Penn State World Campus, this certificate allows professionals to balance their studies with their professional commitments. The first cohort will begin in fall 2024, and enrollment is now open. Apply by July 20 to start Aug. 26.
For more information about the online graduate certificate in business-to-business marketing, visit the Penn State World Campus Graduate Certificate Business-to-Business Marketing website.