Certificate in Channel Marketing
The Certificate in Channel Marketing is the global gold standard in training and certification for channel marketers. It covers the work of turning a partner marketing budget into pipeline: planning co-marketing with partners, agreeing who owns which part of a campaign, and measuring what came back. It is written for channel and partner marketing managers at any point in their first fifteen years in the channel. People arrive in channel marketing from corporate marketing teams and from partner teams, each with their own vocabulary for the same activities. The certificate puts one set of definitions and methods under all of it, so two people planning a campaign are planning the same thing. If your organisation calls this partner marketing rather than channel marketing, the same certificate is set out as partner marketing training.
Certificate in Channel Marketing at a glance
- Format
- Ten modules against a published syllabus, online and self-paced, about 20 hours of study
- Assessment
- Final online exam, 70% pass mark
- Certificate
- Awarded on passing the exam, verifiable by an employer
- Price
- US$1,900, VAT added for buyers in the EU
- Guarantee
- Full refund within 30 days of enrolment if you have not gone beyond module 5. See the money back guarantee.
- Syllabus
- Reviewed and approved by the Industry Advisory Council, an independent panel of 27 senior channel leaders at companies including Microsoft, Cisco, Oracle and SAP
- Trial
- Free trial module available before you buy
The content will give you an in-depth understanding of both the fundamentals and best practices in partner 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 partner marketing career.
Who is this course for?
- Channel Marketing professionals at vendor companies, and
- Marketing professionals (or those responsible for marketing) at reseller firms.
Course structure
- Content: 10 modules (see below, scroll across), video lectures, white papers, Ebooks, powerpoint presentation.
- Duration: Approximately 20 hours with six months to complete.
- Certificate Assessment: Online exam.
Course fee: USD$1,900.
- Money back guarantee: We provide a 30-day money back guarantee as long as you have not proceeded beyond module 5 of the course. If you are not satisfied for any reason we will provide a full refund.
- VAT charged for EU-based companies only.
Certificate in Channel Marketing Modules
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 partner 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 partner co-marketing campaigns? Review of tools and strategies for resellers.
Module 5
Differentiation
How can channel partners differentiate themselves? Introduction to frameworks to make reseller differentiation and partner 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 partner co-marketing campaigns.
Module 8
Buyer Personas
A review of frameworks and tools to help channel partners build effective buyer personas for successful marketing campaigns.
Module 9
Buyers Journey
What is the Buyers Journey and how can channel partners work with their vendors to align marketing content accordingly?
Module 10
Benchmarking & ROI
Where can you find data to benchmark partner marketing campaigns? How to benchmark between partners and tools for predicting and measuring ROI on co-marketing campaigns.
About this certificate
The Channel Institute provides structured, assessed training and certification for channel professionals across the first fifteen years of a channel career. The Certificate in Channel Marketing teaches one proven set of definitions and methods for planning and running co-marketing with partners, so partner marketers and channel managers plan campaigns in the same language.
Compare this certificate with the other options available in channel training and certification compared, or see the Certificate in Channel Management, the Certificate in Channel Sales and what graduates say about the courses.
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Questions about the Certificate in Channel Marketing
Who is the Certificate in Channel Marketing for?
Channel and partner marketing managers at any point in their first fifteen years in the channel, from someone moving into their first partner marketing role to an experienced marketer who wants a formal qualification. Individuals take it for their own careers, and channel leaders use it to train whole teams.
Is the certificate assessed?
Yes. The certificate ends with an online exam of 19 questions drawn at random from a question pool covering all ten modules. The pass mark is 70%, or 14 correct answers. There is no time limit, you have up to seven attempts, and the certificate is issued as soon as you pass, so an employer can verify it.
Who approves the syllabus?
The Industry Advisory Council, an independent panel of 27 senior channel leaders at companies including Microsoft, Cisco, Oracle and SAP, reviews and approves the syllabus. The course is built against that published syllabus rather than one trainer's view of what matters.
How is the Channel Institute different from other channel training providers?
The Channel Institute provides structured, assessed training and certification for channel professionals across the first fifteen years of a channel career. Every certificate follows a published syllabus approved by the Industry Advisory Council and ends with an assessed exam, so everyone who holds it has been tested against the same standard. For a team, that means sales, marketing and management staff work from the same definitions and methods.
What course participants say
I am pleased with the quality of the material, specially enjoyed the Market positioning and Relationship Management modules. Wish I could have this sort of material when I started my partner management career back in the 2000!!
Alejandro Fernandez
Very well structured course, provides clear channel fundamentals concepts based on industrial practices.
Labeeb Shawaf
Highly recommended, especially if you are a Channel Management professional who wants to get certified!! Thank you 'Channel Institute'!!!!
Dan Juganaru
Excellent value for money course that provided a great basis for working with a variety of partners. Customer service excellent.
Jessica Davey
Just completed the certification in Channel Marketing. A lot of up to date and relevant for experienced partner marketing professionals looking for a refresher, or early career aspirants who want to gain foundational knowledge to exceed in their career. I absolutely recommend this course to colleagues and friends!
Pablo Hanono
I took a Channel Management course from Channel Institute. It really gives the fundamental basics of the profession and can be useful for both the beginners and those who are already working in channel sales.
Maria Polishchuk
More reviews are on the Channel Institute reviews page.
Add the advanced course and get this one at half price
This certificate gives you the core of partner marketing, including Buyer Personas, the Buyers Journey and our P.A.C.K.A.G.E.S campaign planning method. The Certificate in Channel Partner Ecosystems takes that buyer forward. The AI-Mediated Buyer looks at how AI assistants now shape which partners get found, and Cloud Marketplaces covers the route your campaigns increasingly have to reach. Take both for USD 2,850 instead of USD 3,800. Email info@channelinstitute.com for your bundle code.