How to ApplyRequest Info
How to ApplyRequest Info
gears showing how different elements of B2B work together

Graduate Certificate inBusiness-to-Business Marketing

Summary Courses Careers Costs and Aid

Prepare for a rewarding career in B2B marketing in this 9-credit, online business-to-business marketing graduate certificate. You can gain an understanding of essentials including value creation and delivery, B2B marketing strategy, marketing analytics, new product development, and more.

100% Online

Complete your Penn State course work at your own pace and 100% online.

Apply by April 15 to start May 19

9 Credits$1,067 per credit

Elevate Skills in B2B Marketing Strategy, Analytics, and Innovation

  • Gain an understanding of B2B marketing concepts and how to apply them to effectively communicate to the business audience.

  • Acquire knowledge of fundamental B2B theories and tools, such as content marketing, social media, and buyer personas.

  • Develop the marketing analysis and decision-making skills needed to create and implement a strategic marketing plan.

  • Learn the innovative approaches to lead generation and new product development (NPD) you’ll use to design effective marketing strategies, manage the NPD process, and reach the right audiences.

Master B2B marketing strategy with online courses covering key aspects including the use of analytics to develop new products and reach the right audience, innovative B2B digital marketing, and strategic decision-making.

Required Courses (9 credits)

  • 3
    credits

    Provides an overview of how to successfully use data and analytics to evaluate target segments, brand management, product development, and pricing strategies to drive success.

  • 3
    credits

    Explores state-of-the-art insights into innovation strategy, product development processes, and new product introduction and management in B2B.

  • 3
    credits

    Focuses on B2B marketing strategy, offering a framework for value creation and delivery and introducing key concepts, theories, and strategic decision-making in business-to-business markets.

Course Availability

If you're ready to see when your courses will be offered, visit our public LionPATH course search (opens in new window) to start planning ahead.

Two business professionals reviewing work on a tablet in an office setting

Excel in the competitive landscape of B2B marketing with essential skills that can help you advance in various career paths such as marketing and sales management, business development, customer service, inbound marketing, product development and management, and more.

Career Services to Set You Up for Success

Student having a virtual meeting on a laptop with a career counselor

From the day you're accepted as a student, you can access resources and tools provided by Penn State World Campus Career Services to further your career. These resources are beneficial whether you're searching for a job or advancing in an established career.

  • Opportunities to connect with employers
  • Career counselor/coach support
  • Occupation and salary information
  • Internships
  • Graduate school resources 

Ready to Learn More?

Get the resources you need to make informed decisions about your education. Request information on this program and other programs of interest by completing this form.

required
1 of 3

I agree to be contacted via phone, email, and text by Penn State World Campus and affiliates. I understand my information may also be shared with select providers to offer ads that may be of interest to me.Privacy Policy. reCAPTCHA protected. Google Privacy Policy and Terms of Service.

Learn more about this program

Download Program Brochure All my programs

Ready to take the next step toward your Penn State graduate certificate?

Apply by April 15 to start May 19. How to Apply 

Learn about this program's tuition, fees, scholarship opportunities, grants, payment options, and military benefits.

Graduate Tuition

Graduate tuition is calculated based on the number of credits for which you register. Tuition is due shortly after each semester begins and rates are assessed every semester of enrollment.

2024–25 Academic Year Rates

Tuition rates for the fall 2024, spring 2025, and summer 2025 semesters.
How many credits do you plan to take per semester?Cost
11 or fewer$1,067 per credit
12 or more$12,805 per semester

2025–26 Academic Year Rates

Tuition rates for the fall 2025, spring 2026, and summer 2026 semesters.
How many credits do you plan to take per semester?Cost
11 or fewer$1,078 per credit
12 or more$12,933 per semester

Paying for Your Certificate

Students pursuing a certificate are considered "nondegree," a status that is not eligible for federal student aid, including the Federal Direct Stafford Loan program. A private alternative loan may be an option to consider.

Additionally, Penn State offers many ways to pay for your education, including an installment plan and third-party payments. Penn State World Campus also offers an Employer Reimbursement and Tuition Deferment Plan. Learn more about the options for paying for your education.

Students pursuing a degree and meeting all other eligibility requirements may qualify for financial aid.

Military Benefits

Military service members, veterans, and their spouses or dependents should explore these potential military education benefits and financial aid opportunities, as well.

Additional Cost of Attendance Details

To view the detailed list of cost of attendance elements:

Technical Requirements

Review the technical requirements for this program.

This is a photography of the Business Building at Penn State.

Smeal College of Business is committed to being your partner in lifelong learning. Smeal offers programs, support, and resources for every career stage and life circumstance that will prepare you not only for your next great opportunity but also for the one after that.

More options, greater flexibility, and a commitment to lifelong learning

The desire for knowledge and professional growth spans a lifetime. That is why the Penn State Smeal College of Business offers a portfolio of professional graduate programs for all stages of your career. In partnership with Penn State World Campus, Smeal makes it easy to customize a learning plan to your unique career aspirations and busy schedule. Penn State Smeal offers you a lifetime of learning with more concentrations and one of the most integrated, flexible offerings of online and residential programs in the United States.

Penn State Business building

An entire team dedicated to your success

Personal advising — Our experts will explain the many options that Penn State Smeal offers and will help you refine your career strategy and craft the educational experience best suited to your interests. It all starts with a simple, but critical question: “What are your goals?” 

Career coaching* — Our Alumni Career Services team will support you across all career stages with professional advancement opportunities and coaching to help you stay focused on achieving your goals.

Delivering the best of online and in-person learning for a rich educational experience

We understand that today’s professional learners want meaningful discussion and interaction with faculty and classmates along with the technologies and flexible approaches of contemporary online learning. By aligning the best of both worlds, we bring richness, depth, and diversity to the overall educational experience.

Courses designed to engage and motivate the professional student

Creative Teams consisting of a lead faculty member, a Teaching Support Specialist (TSS), and an Instructional Designer use advanced analytics to develop and deliver contemporary graduate courses that promote application and engagement. We strive to innovate in ways that others don’t. 

A real-world perspective

  • Industry professionals inside the virtual classroom — Many of Penn State Smeal’s courses feature industry professionals who have been in the trenches and work hard to make an impact every day. These individuals, most of whom hold a Smeal graduate degree, partner with our renowned faculty to provide a rich academic context with real-world application.
  • Global immersion* — This unique, optional experience will enhance your ability to communicate cross-culturally, adapt to evolving business environments, and manage the risks and benefits of operating on a global scale. Any student pursing a full degree from Smeal may participate in this optional, faculty-led experience for elective credit. Previous destinations have included Shanghai, China; Johannesburg, South Africa; Prague, Czech Republic; Santiago, Chile; and Zagreb, Croatia.

One of the largest and most influential networks in the country

At Penn State, you are part of a worldwide community of instructors, learners, and more than 775,000 alumni who support one another and make a meaningful impact. Whether studying on campus or online through Penn State World Campus, all Penn State students can experience a sense of community and belonging. You’ll have opportunities to engage with your peers, faculty, and alumni through virtual and in-person, on-campus events such as Impact Smeal Day, WE ARE Weekend, THON™, and the Blue-White game.

More than 94,000 Smeal alumni benefit from connections around the globe as well as networking events, podcasts, webinars, a powerful LinkedIn community, and opportunities for volunteerism.

* Services are available only to students and alumni of Penn State Smeal’s degree programs and online degrees led by Smeal and delivered through the World Campus. Students and alumni of online graduate certificates are not eligible to receive these benefits unless they are also enrolled in a degree program.

A figure walking on a path that includes a certificate part of the way through their progress

Not only can this program help create opportunities in your career, it can also give you a solid head start toward a full master’s degree.

Continue Your B2B Marketing Education Online through Penn State World Campus

Learn to strategically manage high-performance teams and solve complex, real-world business challenges. With more than 25 concentrations available, you can customize this top-ranked online MBA to suit your unique career goals.

Learn more

Learn to strategically manage corporate innovation; develop new products, services, and business models for companies; and launch startups. With multiple concentrations to choose from, you can customize this online degree program to support your goals.

Learn more

Learn to leverage data to generate meaningful insights in the areas of digital marketing communications, customer experience and lifecycle, and brand management. This online master's degree program can help you articulate marketing's return-on-investment to stakeholders across your organization.

Learn more

As a student in the graduate certificate in B2B marketing, you'll have the unique opportunity to work closely with world-class experts, from both B2B marketing academic and B2B marketing practice, associated with the Institute for the Study of Business Markets (ISBM).

ISBM, a nonprofit research center located at the Penn State Smeal College of Business, is dedicated to leading the advancement of theory and practice in B2B marketing. By engaging global academic and executive networks in B2B marketing, it uniquely bridges B2B marketing academia and B2B marketing practice.

Through collaborative efforts and research initiatives, ISBM strives to elevate B2B marketing as a specialized field within the broader marketing discipline by focusing on research priorities such as customer value, customer analytics, buying behavior, market strategy, marketing metrics, digital technology, and sustainability.

Adult student doing course work online while a child plays nearby

Whether you are looking to finish your program as quickly as possible or balance your studies with your busy life, Penn State World Campus can help you achieve your education goals. Many students take one or two courses per semester.

Our online courses typically follow a 12- to 15-week semester cycle, and there are three semesters per year (spring, summer, and fall). Depending on the course offering schedule for the program, certificates may be completed in 8–16 months.

Convenient Online Format

This program's convenient online format gives you the flexibility you need to study around your busy schedule. You can skip the lengthy commute without sacrificing the quality of your education and prepare yourself for more rewarding career opportunities without leaving your home.

A Trusted Leader in Online Education

Penn State students wearing caps and gowns at their commencement ceremony

Penn State has a history of more than 100 years of distance education, and World Campus has been a leader in online learning for more than two decades. Our online learning environment offers the same quality education that our students experience on campus.

Information for Military and Veterans

Four sergeants major in the Army pose for a photo with Army uniforms and military honor cords

Are you a member of the military, a veteran, or a military spouse? Please visit our military website for additional information regarding financial aid, transfer credits, and application instructions.

A new student holding a sign that reads, We Are Penn State and #PennStateBound

Apply by April 15 to start May 19

Application Instructions

Deadlines and Important Dates

Complete your application and submit all required materials by the appropriate deadline. Your deadline will depend on the semester you plan to start your courses.

  • Summer Deadline

    Apply by April 15 to start May 19

  • Fall Deadline

    Apply by July 20 to start August 25

  • Spring Deadline

    Apply by November 15, 2025, to start January 12, 2026

Steps to Apply

  1. For admission to the J. Jeffrey and Ann Marie Fox Graduate School, an applicant must hold either (1) a baccalaureate degree from a regionally accredited U.S. institution or (2) a tertiary (postsecondary) degree that is deemed comparable to a four-year bachelor's degree from a regionally accredited U.S. institution. This degree must be from an officially recognized degree-granting institution in the country in which it operates.

  2. Applications are submitted electronically and include a nonrefundable application fee. You will need to upload the following items as part of your application:

    Official transcripts from each institution attended, regardless of the number of credits or semesters completed. Transcripts not in English must be accompanied by a certified translation. If you are a Penn State alumni, you do not need to request transcripts for credits earned at Penn State but must list Penn State as part of your academic history.

    GMAT/GRE test scores are not required.

    English Proficiency — The language of instruction at Penn State is English. With some exceptions, international applicants must take and submit scores for the Test of English as a Foreign Language (TOEFL) or International English Language Testing System (IELTS). Minimum test scores and exceptions are found in the English Proficiency section on the Fox Graduate School's "Requirements for Graduate Admission" page. Visit the TOEFL website for testing information. Penn State's institutional code is 2660.

    Program-Specific Questions/Materials

    Vita or Résumé — Provide a one- to two-page listing of professional experience.

    Statement of Purpose — Submit a statement describing how your professional experience and goals align with the certificate.

  3. To begin the online application, you will need a Penn State account.

    Create a New Penn State Account

    If you have any problems during this process, contact an admissions counselor at [email protected].

    Please note: Former Penn State students may not need to complete the admissions application or create a new Penn State account. Please visit our Returning Students page for instructions.

  4. You can begin your online application at any time. Your progress within the online application system will be saved as you go, allowing you to return at any point as you gather additional information and required materials.

    • Choose Enrollment Type: "Certificate Admission"
    • Choose "WORLD CAMPUS" as the campus

    Checking Your Status 
    You can check the status of your application by using the same login information established for the online application form. 

  5. 5. Complete the application.

    Penn State Fox Graduate School Application

Admissions Help

If you have questions about the admissions process, contact an admissions counselor at [email protected].

Customer service representative wearing a headset

Have questions or want more information? We're happy to talk.

To learn more about the Graduate Certificate in Business-to-Business Marketing, please contact:

Penn State Smeal College of Business
Professional Graduate Programs Office
Phone: 814-865-5290
[email protected]

For general questions about the application process, please contact:

World Campus Admissions Counselors
Phone: 814-863-5386
[email protected]

This program is offered in partnership with the Penn State Smeal College of Business. You will connect with expert faculty who are passionate about serving nontraditional students and specially trained to teach in an online environment.

Faculty

Dr. Stefan Wuyts

  • Ph.D., Marketing, Erasmus University Rotterdam
  • M.A., Marketing, Ghent University
  • B.A., Marketing, Katholieke Universiteit Leuven

Dr. Stefan Wuyts is a professor of marketing within the Smeal College of Business and the director of the Institute for the Study of Business Markets (ISBM).

The Smeal Business Building
A person points at graphic gears.

Ready to take the next step toward your Penn State graduate certificate?

Apply by April 15 to start May 19. How to Apply 

Explore Other Academic Programs

Marketing Analytics and InsightsMaster’s Degree
Corporate Innovation and EntrepreneurshipMaster's Degree
Business Administration - MBAMaster's Degree