The marketing fundamentals most marketers were never taught
Courses in B2B marketing and in marketing with AI, for channel specialists and digital marketers who learned marketing on the job.
AI hasn’t changed the fundamentals of marketing. It has made them impossible to ignore.
Written courses you read at your own pace · a Certificate of completion for each course · 14-day money-back guarantee
Courses and membership
Short coursesGet the Business to Brief the Strategy
A 30-minute course on how to get the business to answer the strategy questions before you write the campaign or agency brief. You keep the tools and reuse them on every new request.
See what's insideSegmentation and Targeting for Campaign Marketers
A 30-minute course on choosing which part of the market to go after before you set up an audience in an ad platform. You finish with one target segment, chosen with a scorecard, and a target segment line for your next campaign or media brief.
See what's insideFundamentals
Nine modules on how B2B buyers buy, positioning, demand, channels and content, and measurement. You finish with your One-Page Growth Strategy, a plan you can take to your manager and defend.
See what's insideMedia and Measurement
Channel by channel through media, measurement and ABM, ending in the Advanced Brief. For marketers ready to run the whole engine.
See what's insideFoundations
What AI can and can't do in marketing, where it fits in your work, and why your judgement matters more when you use it.
See what's insideWorking with AI
The applied course for consistent, repeatable results from AI. Brief AI like you brief an agency, iterate deliberately, and build a prompt library and working method that are yours for good.
See what's insideProductivity for Marketers
The third course in the Marketing & AI track: putting your working method to work across the marketing tasks you repeat every week, so the hours come back.
See what's insideMembership
Every course in the B2B Marketing and Marketing & AI tracks, including new courses as they're added, for as long as you're a member. Short courses are optional, and on the monthly plan you can buy any short course you want for US$39. Cancel any time.
Join monthlyMembership
Everything in the monthly plan at the annual founding rate, held for as long as you stay a member. All existing and future courses in both tracks, and every short course included.
Join annualHow the courses work
Every module follows the same pattern and fits around a full-time job. You learn the evidence, apply it to your own market, check what you've learned, and finish with something you can use at work.
The courses are written, so you can read at your own pace, search for what you need and come back to any lesson. Each course is made up of several modules of 15 to 30 minutes each. Most courses take between 2.5 and 8 hours in total, and each short course takes about 30 minutes.
Short, sourced lessons
Lessons built on published research, with the source cited for every claim.
Practical exercises
Each module ends with an exercise that turns the thinking onto your own company and market.
Knowledge checks
Quick checks confirm the ideas stuck before you build on them in the next module.
A real deliverable
You finish each course with a working document you can use at work, such as a One-Page Growth Strategy, an Advanced Brief or an AI Working Charter.
A certificate when you finish
Complete every module and knowledge check in a course and your Certificate of completion is issued automatically. Add it to your LinkedIn profile. Short courses don't include a certificate.
Evidence informs. Judgement decides.
Evidence-based thinking for strategic marketers
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Judge it on the work
Back2Marketing is new, and we'd rather say so than show you reviews we can't stand behind. Start Module 1 of a course for free, read the sources behind every claim, and decide whether it explains marketing more clearly than what you've read elsewhere. Every course has a 14-day money-back guarantee.
Questions about the courses
Who are the courses for?
Channel specialists and digital marketers who learned marketing on the job, and marketers who have recently taken on the strategy, the plan or the budget. Every course is built for B2B marketing.
Do I need a marketing degree?
You need marketing training, and a marketing degree is one way to get it. Fewer than half of marketers hold a formal marketing degree or diploma (Marketing Week Career and Salary Survey 2025). A course in marketing fundamentals fills the gaps in segmentation, targeting, positioning, objectives, budget and measurement that many marketers who started in digital channels have.
I already have a digital marketing certificate. Will this repeat what I know?
No. Most digital marketing certificates teach how to run channels and tools. Back2Marketing teaches the decisions that come before the channels: who to target, what to stand for, how much to spend and how to measure it. The courses assume you already know how the channels work.
What format are the courses?
Written lessons, a practical exercise in each module, knowledge checks, a working document at the end of each course, and a Certificate of completion when you finish a course.
How long does each course take?
Each short course takes about 30 minutes. The other courses take between 2.5 and 8 hours, in modules of 15 to 30 minutes. You can take them at your own pace, and there's no deadline to finish.
Do I get a certificate?
Yes, for every course except the short courses. Complete every module and knowledge check in a course and your Certificate of completion is issued automatically. You can add it to your LinkedIn profile.
Is the certificate a recognised qualification?
No. It's a Certificate of completion from Back2Marketing, not a nationally recognised or accredited qualification. It shows you finished the course and passed its knowledge checks. The working document you build in each course is the stronger proof of what you can do.
What's the difference between buying a course and joining the membership?
You can buy a course on its own with a single payment, or get it as part of the membership. The membership gives you every course in both tracks, including new courses, while you're a member. Short courses are optional. The annual plan includes them, and on the monthly plan you can buy any short course you want for US$39.
Can I try a course first?
Yes. Module 1 of B2B Marketing: Fundamentals and Module 1 of Marketing & AI: Foundations are free, and you don't need a credit card to start. Start B2B Marketing: Fundamentals free
What if a course isn't right for me?
Courses and the membership have a 14-day money-back guarantee. Email hello@back2marketing.com.
Can I cancel the membership?
You can cancel the monthly plan at any time. If you joined at the founding rate, you keep that rate for as long as you stay a member.
Can I buy for my team?
Each membership is for one person. To put several people on one invoice, email hello@back2marketing.com.
Experience the courses before you enrol
Module 1 of B2B Marketing: Fundamentals and Module 1 of Marketing & AI: Foundations are both free. Each is the complete first module of the course, and you don't need a credit card to start. The membership gives you every course in both tracks.