Introduction
The Foundations of Go-to-Market and Commercial Thinking learning path provides a comprehensive introduction to the key principles of bringing products and services to market in B2B environments. It combines market insight, customer value creation, and aligned sales and marketing practices in a modern, data-driven context.

Programme description
The programme is built around four online courses that guide participants step by step from market and competitor analysis to customer value definition, product–market fit, and the planning and execution of marketing and sales activities. Throughout the learning journey, AI and digital tools are used to support analysis, decision-making, and performance measurement.

The programme consists of the following courses:

Essentials of Market Research
Foundations and Methods for Identifying Customer Value
Essentials of Marketing
B2B Sales in the Age of Digitalization and AI

The full programme is worth 2 ECTS credits. To complete the learning path, participants must successfully complete all four courses.

Syllabus

Course Modules

1 – Market Research
2 – Customer Value
3 – Marketing
4 – B2B Sales

Learning Outcomes

After completing, participants are able to

Analyze market opportunities by evaluating market size, trends, competitor positioning, and leveraging AI tools for market intelligence
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
Explain how modern B2B sales processes are structured and supported by sales methodologies, CRM and pipeline management, and AI-driven tools in a digitalized environment
Identify and assess customer value by defining target customers, designing value propositions, and evaluating commercial potential through pricing and product–market fit frameworks

For Whom?

This program is designed for professionals who want to build or strengthen their commercial and go-to-market capabilities in B2B environments. It is relevant for those working in sales, marketing, product management, business development, or leadership roles where understanding markets, customer value, and commercial decision-making is essential. The course also suits professionals involved in launching new products or services, developing offerings, or scaling commercial activities, as well as those planning entrepreneurial or venture-building paths. No advanced prior training in sales or marketing is required.