Certified Business Professional in Marketing CBP™
A practical marketing program that builds a structured understanding of markets, consumers, marketing planning, product evaluation, pricing, distribution, and communication. The program supports professionals who need to make clearer, more informed marketing-related decisions in real work contexts.
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Overview
A practical marketing program that builds a structured understanding of markets, consumers, marketing planning, product evaluation, pricing, distribution, and communication. The program supports professionals who need to make clearer, more informed marketing-related decisions in real work contexts.
The CBP™ Marketing program is designed for professionals and employees who want to develop a structured foundation in marketing and its practical applications. It introduces the core areas needed to understand customers, markets, products, pricing, distribution channels, communication tools, and marketing strategy.
The program takes participants through the marketing process from market analysis and consumer behavior to marketing planning, targeting, brand positioning, strategy development, product presentation, and evaluation. The focus is on building practical understanding that can support better marketing decisions within professional and institutional settings.
Course Outline
Module 1: Introduction to Professional Marketing:
Core marketing concepts, marketing elements, marketing information, marketing frameworks, market analysis, and consumer research.
Module 2: Consumer Behavior:
Consumer purchasing decisions, types of consumer behavior, and the cultural, social, personal, and psychological factors that influence buying behavior.
Module 3: Developing a Marketing Plan:
Marketing planning, product decisions, product life cycle, pricing, distribution, promotion, and related marketing mix considerations.
Module 4: Product and Market Evaluation:
Product analysis, market analysis, packaging, pricing, new product evaluation, market trends, demographic analysis, and consumer trends.
Module 5: Target Marketing:
Market segmentation, segmentation factors, customer groups, targeting implementation, and communication objectives.
Module 6: Brand Positioning:
Brand positioning fundamentals, developing a positioning approach, positioning through matching, mapping, and emotional association.
Module 7: Marketing Strategy:
Marketing and sales strategies, market share strategies, competitive approaches, pricing strategies, promotional strategies, advertising strategies, and market strategy development.
Module 8: Communication and Business Communication:
Marketing communication planning, communication objectives, message types, budgets, tools, public relations, advertising, websites, events, exhibitions, direct marketing, and sponsorship.
Module 9: Product Presentation Planning:
Product planning, design, customer preferences, cost, alignment, product naming, naming techniques, and product presentation preparation.
Module 10: Pricing:
Pricing factors, cost and pricing considerations, pricing strategies, and pricing across the product life cycle.
Module 11: Distribution:
Distribution planning, direct and indirect channels, physical distribution, transportation, warehousing, inventory management, order processing, and the importance of distribution.
Module 12: Technology in Marketing:
The role of the internet in marketing, website planning and marketing, pay-per-click, affiliate marketing, social media marketing, mobile marketing, and related digital channels.
Module 13: Evaluating Marketing Strategy:
Marketing plan evaluation, evaluation types, goal-based evaluation, process-based evaluation, results-based evaluation, and evaluation checklists.
What You Will Gain
- A structured understanding of core marketing concepts and how they relate to business decisions.
- A clearer ability to interpret consumer behavior and the factors that influence purchasing decisions.
- Practical knowledge of how to build and organize a marketing plan.
- Better understanding of product evaluation, market analysis, pricing, distribution, and promotion.
- Familiarity with target marketing and brand positioning concepts.
- Awareness of how to review and evaluate marketing strategies using defined criteria.
Who Should Attend
- Professionals who want to build a structured foundation in marketing.
- Employees whose roles require better understanding of markets and customers.
- Department heads and business analysts involved in market, product, or customer-related decisions.
- Marketing specialists and executives seeking to strengthen their practical marketing knowledge.
- Individuals planning to move into marketing or develop their skills in the field.
Frequently Asked Questions
Yes. The program can support participants who want to build a structured foundation in marketing, as it starts with core marketing concepts and progresses into more applied topics.
The program covers essential concepts while connecting them to practical marketing decisions, including market analysis, consumer behavior, planning, pricing, distribution, and communication.
Yes. The program includes a module on technology in marketing, covering topics such as internet marketing, websites, pay-per-click, affiliate marketing, social media marketing, and mobile marketing.
Yes. It may be suitable for professional teams that need a shared marketing language and a clearer framework for understanding customers, markets, products, and communication.
The provided course material does not include enough detail about certification, accreditation body, or completion requirements. These details should be confirmed with WFI before final publication.
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