Online courseProvisional
B2B Brand Management Fundamentals
An online introduction to managing B2B brands as strategic assets, built on the framework of Philip Kotler and Waldemar Pfoertsch.
- 6 weeks
- Foundation
- 4 modules
- 12 lessons
- Online
About the course
This course follows the B2B Brand Management framework and uses case narratives from the series’ country editions to show how industrial companies turn trust, clarity and consistency into measurable performance.
What you will learn
- Explain why B2B brands need dedicated management
- Assess the trust drivers in your market
- Frame brand management as an executive responsibility
Curriculum
- B2B brand fundamentals
Why the brand is a strategic asset in industrial and business markets.
3 lessons - Trust and relationships
Building structural trust across buying centres and long-term relationships.
3 lessons - Branding in the C-suite
Connecting leadership, operations and communication.
3 lessons - Global frameworks, local context
Applying international principles to a specific market.
3 lessons
Instructors
Instructors will be announced.
Course access
Online access for 12 months after enrolment.