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B2B Marketing Fundamentals of Market Analysis and Understanding

This course will be delivered remotely.  The course may be taken individually or as part of the B2B Mastery Track™ Series.  Register on this page for the individual course or click here to register for the full B2B Marketing Mastery Track.


One 5-hour module, which includes a 2 hour break.


This module covers the 5Cs of a market (Category, Customers, Competitors, Collaborators, and one’s own Company).


  • Business-to-business marketers with a technical background who discover they’re now addressing significant marketing challenges and opportunities.
  • Teams who need to create a “common language” who need to work better together and with their sales team.
    For those with limited time or a specific need, each module can be take on its own.
  • If you are looking for a comprehensive introduction or refresher on B2B Marketing Foundations, the 3-part series is recommended.


This live virtual workshop will be held in one 5.0-hour session, with a 2 hour break. Small group break outs will allow peer interaction and instructor feedback.


After this workshop you will be able to apply structural concepts and tools to acquire market information about the 5C’s, which will enable you to become more data-driven in your strategy and decision-making


Understanding the business value that is available to your firm requires a fundamental understanding of your “market.” In this course module, you will develop core competencies to better understand the 5C’s of a market. These include its Category, Customers, Competitors, Collaborators (including the value chain) and one’s own Company. The most important of these is how well customers and their needs are discovered and defined. In addition to the structural concepts and tools to develop your competencies in these five areas, will be the crucial role of acquiring market information about the 5C’s to become more data-driven in your strategy and decision-making. The module includes short readings and a case study to practice your understanding, insights, and implementation of the 5C’s.


  • This Course is offered as part of our B2B Mastery Track
  • Individual Course Registration Rate:  $1200.00
  • Individual Course Registration Non-Member Rate:  $1500.00


Robert Thomas

Dr. Robert J. Thomas is a Professor of Marketing at Georgetown University.  He also served as Senior Associate Dean; Director of Executive Programs; Associate Dean for Graduate Business Programs; Interim Dean for the School of Continuing Studies; Founder and Executive Director of the Center for Professional Development and Innovation; and Co-Founder and Executive Director of the Georgetown Institute for Consumer Research.  Bob teaches Strategic Market Segmentation, Strategic Marketing Planning, and New Product Development.  He has also published over 50 publications in the areas of new product development, organizational buying behavior, business-to-business marketing, and forecasting. Bob serves on the editorial boards and is an active member in numerous academic associations.  He has designed and taught executive education seminars in the U.S. and several countries and has consulted with over 50 organizations in a wide variety of industries and cultures, including both consumer and B2B products and services.  He is also an ISBM Distinguished Research Fellow.

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Sorry, Event Expired When you click REGISTER, you will have the options to pay directly by Paypal or Credit Card or choose to be invoiced or use educational credits.

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