The need for a dedicated Centre of Excellence in B2B Marketing has been there and has grown over the years. Business-to-Business Marketing is a specialist skill that requires a different marketing mind-set and approach to consumer marketing (B2C). Despite that, the majority of academic institutions do not offer any specific degrees/ modules on this very important subject. Marketing degree courses typically focus the majority of the syllabus on consumer level marketing (B2C).
The B2B industry, both professionals and organisations, has been facing a real gap in marketing skills and competency in the industry. The time, cost and effort it takes to develop a B2B marketing professional has been high. Companies, HR/Marketing functions and marketing professionals, all face the same challenge of capability development in B2B marketing.
Having being associated with the B2B industry for over 25 years, the founders of the Centre of Excellence in B2B Marketing identified the need to address this competency gap for the B2B industry. This prompted the establishment of the Centre of Excellence in B2B Marketing.