Certificate in Channel Marketing

The Certificate in Channel Marketing will provide you with a strong foundation in the core concepts, frameworks and tools of channel marketing. The course will enable you to help channel partners build co-marketing campaigns with you based on best practices worldwide. This Certificate will also instill confidence in both current and future employers that you have the knowledge they need to build successful co-marketing teams.

This course will give you an in-depth understanding of both the fundamentals and best practices in co-marketing between vendors and channel partners. From business strategy development and market positioning to creating compelling value propositions for channel partners, you’ll learn everything you need to excel at your channel marketing career.

Before booking, check with your Manager or HR department to see if they already have a volume purchase package organized with us. If you work at a reseller company, check if your vendor partners will pay for this course with Co-op funding or other MDF. One of your vendor partners also may have a volume discount plan for partners in place with us already.

Who is this course for?

This course is ideal for both:

  • Channel Marketing professionals at vendor companies, and
  • Marketing professionals (or those responsible for marketing) at reseller firms.

Course Structure

  • Content: Video lectures, white papers, Ebooks, powerpoint presentation.
  • Duration: Approximately 20 hours.
  • Certificate Assessment: Online exam.

Course fee: €1,750 / USD$2,275.

Money back guarantee: We provide a 30-day money back guarantee as long as you have not received your certificate. If you are not satisfied for any reason we will provide a full refund.

Module 1

Foundations & Terminology

Introduction to the key concepts in channel marketing, and a review of the terminology used.

Module 2

Business Strategy

Learn the most common reasons why co-marketing campaigns fail, and the role business strategy plays in building reseller success.

Module 3

Market Positioning

What is market positioning, and why is it so critical for channel resellers? Analysis of positioning methodologies for channel resellers.

Module 4

Segmentation & Targeting

Why are segmentation and targeting so important for reseller co-marketing campaigns? Review of tools and strategies for resellers.

Module 5


How can channel resellers differentiate themselves? Introduction to frameworks to make reseller differentiation and co-marketing campaigns more effective.

Module 6

Value Proposition

What makes a joint value proposition compelling? Using methodologies like the Value Canvas to build a compelling campaign value proposition.

Module 7

Campaign Planning

Introduction to the Channel Institute's P.A.C.K.A.G.E.S methodology for planning co-marketing campaigns.

Module 8

Buyer Personas

A review of frameworks and tools to help channel resellers buiild effective buyer personas for successful marketing campaigns.

Module 9

Benchmarking & ROI

Where can you find data to benchmark marketing campaigns? How to benchmark between partners and tools for predicting and measuring ROI on co-marketing campaigns.

Module 10

Marketing to LoB

For B2B marketers the ability to successfully market to Line of Business buyers is critical. Review best practice approaches and methodologies for marketing to LoB buyers.