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B2B Marketing Fundamentals (Stefan Wuyts) (TK1)

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


Three virtual modules.  Each session  is 3.5 hours each day.


  • June 11 & 12, 2024
  • August 22 & 23, 2024
  • September 17 & 19, 2024


  • Employees who are new to Marketing
  • Marketers who are new to B2B
  • New Product Development and New Business Development professionals needing skills to understand B2B Markets who would benefit from an acceleration of their knowledge, skills, and abilities
  • B2B Marketers who would benefit from a Graduate School level of knowledge to improve their skills and abilities
  • The TRACK™ Series is especially valuable to Marketers coming from an engineering or technical background


The 1st module (June 11 & 12) covers the 5Cs of B2B Marketing (Category, Customers, Competitors, Collaborators, and one’s own Company).

  • After this module you will be able to apply structure concepts and tools to acquire market information about the 5Cs, which will enable you to develop more effective B2B Marketing Strategies.

The 2nd module (August 22 & 23) covers STP (Segmentation, Targeting, and Positioning) and how to use these concepts to articulate defensible competitive advantage.

  • After this module you will understand the true meaning and power of market segmentation, when to use it, and how to do it well in articulating a competitive advantage.

The 3rd module (September 17 & 19) covers developing the integrated Marketing Strategy around the 4Ps (Product, Price Place/distribution and Promotion).

  • After this module you will understand the power and relationship of the 4Ps and how they might be adjusted to meet customer segment needs. The most controllable marketing resources available to a firm are the classic 4Ps:  Product, Price, Place (distribution), and Promotion (traditional and digital marketing communication). Each of these decisions will be defined and articulated, especially to highlight the way in which target segment customer needs will be met. This will also include a brief introduction to basic marketing metrics to assess customer response to the 4Ps.


  • This Course, comprised of 3 Modules, is offered as part of our B2B Marketing Mastery TRACK™ Series and can also be taken on its own.
  • Individual Course Registration Member Rate:  $2995.00
  • Individual Course Registration Non-Member Rate:  $3595.00


Stefan Wuyts

Stefan Wuyts is Professor of Marketing and Director of the Institute for the Study of Business Markets at the Smeal College of Business, Penn State. For his doctoral dissertation at Erasmus University Rotterdam (the Netherlands, 2003), he received the KVS-Medal from the Royal Netherlands Economic Association. In 2007, he was named MSI Young Scholar by the Marketing Science Institute. Prior to joining Penn State in 2018, he was a Postdoctoral Research Fellow at Erasmus University Rotterdam (2003-2004), and member of the faculty at Tilburg University (the Netherlands, 2005-2010) and Koç University (Turkey, 2010-2018). At Koç University, he also served as Director of the Graduate School of Business. Stefan’s research interests include B2B marketing, innovation, interorganizational relationships, and networks. He is intrigued by the management and governance of complex organizational forms (platforms, alliance portfolios, multilateral alliances, marketing ecosystems), and the impact of digital technology and sustainability on business markets. He coauthored Social Networks and Marketing (MSI, 2007) and coedited The Connected CustomerThe Changing Nature of Consumer and Business Markets (Routledge, 2010) and the Handbook of Business-to-Business Marketing (Elgar, 2022). His research was published in Journal of Marketing (JM), Journal of Marketing Research, International Journal of Research in Marketing (IJRM), Journal of the Academy of Marketing Science (JAMS), Journal of Operations Management, and Journal of Management, among others. Stefan serves as Associate Editor for JM, JAMS, and IJRM, and received several Outstanding Reviewer and Area Editor Awards. In his research, which is essentially phenomenon-driven, Stefan loves interacting and working with B2B marketing practitioners to identify and address managerially relevant research questions. In his role as ISBM Director, his two top priorities are to (1) stimulate more doctoral students and junior faculty to focus on B2B marketing problems and (2) bridge the worlds of B2B marketing practice and academia.

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