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The Warwick Executive Diploma
in B2B Marketing

An innovative executive-level programme

The programme is delivered in four modules, each over four days at WBS London, so executives don’t need to divert from their usual responsibilities at work. Upon successful completion confers the qualification of Postgraduate Diploma in B2B Marketing from the University of Warwick.

The four B2B Marketing modules build and develop new leadership thinking and transform strategic understanding over one year, with new learning immediately utilised in your own organisation between modules as well as through your final individual project.

Modules

  • Strategic Value Creation: 2-5 February 2022
  • Building a Customer-Centric Culture: 20-23 April 2022
  • Selling Value: 29 June-2 July 2022
  • Innovating to Create Value: September 2022

For further details of the module content, please download a brochure.

Individual project
The final component of your Executive Diploma is the individual project. The project is completed and submitted after the four core modules, though you will begin developing ideas for your project from the outset, as it is intended to be an integrating focus for your learning across the whole Diploma.

The scope of the project allows you to apply and develop your thinking from each Diploma module to a strategic challenge of your choosing. The Course Director and faculty will support you in developing the project outline and you will deliver the 6,000 word project report as the final assessment of your Diploma after completion of the modules and their assignments.

Assessment
You will be required to complete written assessments, plus a further project. All assignments are designed to be directly related to your own organisational context and challenges. In order to gain the qualification of Postgraduate Diploma awarded by the University of Warwick, you will need to attend all four taught modules, and pass the assessment in each module and your project.

How will we teach you?

  • Peer networks and debate: Questioning, discussion and debate with a support network of peers as well as truly interactive relationships with teaching faculty
  • Bespoke distance learning platform: Inter-modular support from the my.wbs platform, which is used to deliver our Distance learning MBA
  • Guest speakers and practitioners: relevant and relate-able speakers from industry and practice will feature within each individual module
  • Personal development and action learning: Utilising reflective practice, psychometric tools and analysis as well as learning through doing.

Learning in London, the financial capital of the world 
Opened in June 2015 on the 17th floor of The Shard, WBS London houses a 100-seat lecture theatre and a smaller one at 80 seats, plus seminar rooms and space to network. In October 2017 we announced that WBS is expanding our London base to include the 13th floor, increasing our footprint at The Shard by 50%.

The Shard is situated next to the London Bridge transport hub so getting to us from anywhere in London, the UK, and international locations, could not be easier.

Modules

Strategic Value Creation

This module is the introductory foundation of the B2B Marketing Diploma. It introduces
students to a range of theories and concepts that will enable them to understand how
businesses create value for their customers. The principal aims of the module are:

  • To understand the concept of value-in-use
  • To understand how businesses create value-in-use
  • To understand core strategic concepts such as segmentation, targeting, and positioning
  • To understand how to apply the concepts learned in this module to participants’ own businesses
Building a Customer-Centric Culture

This is the second module of the B2B Marketing Diploma and builds on the first module (Strategic Value Creation). The module introduces students to a range of theories and concepts that will enable them to build a customer-centric culture. The principal aims of the module are:

  • To understand the concepts of customer centricity and organisational culture
  • To understand what characterizes a customer-centric organisational culture
  • To understand how to manage change and overcome resistance towards a customer-centric culture
  • To create a change management roadmap for students’ own organisations
Selling Value

This is the third module of the B2B Marketing Diploma and builds on the first two modules (Strategic Value Creation, Building a Customer-Centric Culture). The module introduces students to a range of theories and concepts that will enable them to understand how to manage sales forces and ensure a selling process that creates value for customers. The
principal aims of the module are:

  • To understand how to develop go-to-market strategies
  • To understand key decision areas of sales force management
  • To understand how to create value in personal selling and servicing
Innovating to Create Value

This is the fourth and final module of the B2B Marketing Diploma and builds on the first three modules (Strategic Value Creation, Building a Customer-Centric Culture and Selling Value). The module introduces students to a range of theories and concepts that will enable them to understand how to innovate in a way that creates value for their customers. The principal aims of the module are:

  • To understand approaches to innovation
  • To understand selected levers for innovation, such as new technologies
  • To learn from the practices of innovative companies
  • To be able to evaluate and apply approaches to innovation to actual use cases

Module details More Less

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