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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.


  • Marketing Strategy & Planning: 2-5 February 2022
  • Building a Customer Experience Culture: 20-23 April 2022
  • Driving Digital Transformation Within Sales: 29 June-2 July 2022
  • Innovation Strategy, Process, and Culture: September 2022

Click on the module links in the drop down below to see further details of the module content.

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.

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.


Marketing Strategy & Planning

This module will give you new techniques for defining marketing strategies that deliver sales and profit growth. You will gain practice in understanding the value customers require, segmenting B2B markets, prioritising high-potential customers, and crafting better value propositions. You will also learn about best practice in business solutions, B2B channel strategies, and key account management.

In the current environment, it is more important than ever to focus the limited available resources for maximum impact. By the end of the module, you will understand key tools for achieving that, by prioritising key segments and identifying your sources of differentiation in each.

Building a Customer Experience Culture

Developing customer experience is a challenge many organisations grapple with. Great service is a must, but customer experience differentiates you from your competition. This module will provide you with the skills to develop and implement a coherent customer experience strategy, whilst providing the techniques for bringing the voice of the customer into the organisation.

The module includes a methodology for unpacking value in the customer journey and responding with agility to customer needs. The emphasis will be on providing you with the confidence and skills to lead your organisation in developing an integrated strategic approach to customer experience management.

Driving Digital Transformation Within Sales

Sales is one of the functions most fundamentally transformed by digital technologies. From lead generation to after-sales service, tasks are being increasingly replaced or enhanced by technologies such as virtual communication, e-commerce channels, analytics, and artificial intelligence.

However, transforming sales digitally is difficult, as digital sales technologies are complex and evolving rapidly. Keeping track of and understanding latest trends in depth is extremely challenging and many organisations introduce digital technologies unsystematically, which is a recipe for failure. This module helps you overcome these difficulties, as you learn about the key trends in the digital transformation of sales.

Innovation Strategy, Process, and Culture

Ultimately, whether defined in economic, social, or environmental terms, new sources of value are created through the process of innovation. Innovation success is becoming increasingly essential as the world becomes more complex and uncertain. The fast the rate of change, the greater the urgency for organisations to be able to constantly adjust and adapt.

This module focuses on the three pillars of successful innovation, strategy, process, and culture, viewing innovation as ultimately a challenge of leadership to put these three pillars in place.

Module details More Less

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