Essentials of Marketing

This course covers the fundamentals of B2B marketing strategy and execution, including channel selection, content aligned with the buyer journey, performance measurement, and the use of AI and CRM to align marketing with sales.

Syllabus

Learning Outcomes

After completing, participants are able to:

Describe key B2B marketing channels and their strategic purposes

Understand how content strategy aligns with the buyer journey

Identify key marketing performance metrics and explain how CRM and AI support marketing-sales alignment

Describe how AI and automation can enhance marketing execution and decision-making

Content and Schedule

The course consists of four modules. Learning is based on video lectures with slides, a glossary of key concepts, and optional further reading. Your skills are tested through knowledge checks and applied case studies.

The modules are

B2B marketing fundamentals
Marketing channels & content strategy
Campaigns and lead generation
Marketing performance & optimization

For Whom?

The course is designed for professionals who need to plan, execute, or evaluate marketing activities in a commercial context.

Upon completion, participants will be able to describe the key elements of B2B marketing strategy, including channel selection, content alignment with the buyer journey, performance measurement, and the role of AI in marketing execution.