James Madison University and Geiger Consulting Group present an 8-week professional certificate that prepares postgraduate and early career marketers to build, launch, or elevate careers in the U.S. Public Sector ecosystem.
Participants learn how to market and sell to government agencies by navigating procurement processes and building compliant, mission-driven B2G strategies. Through hands-on learning, they gain the tools to succeed in the evolving public sector marketplace.
Graduates earn the B2G-MP™ credential, demonstrating expertise in public sector marketing, procurement and compliance, and high-impact strategy development—setting them apart in one of marketing’s fastest-growing specialties.
Online Course
Course Investment: $2,500
May 13 - July 1, 2026
Wednesdays
6:30 p.m. - 8:30 p.m., ET
Program Overview
The B2G-MP™ curriculum is tailored toward everything you need to know to be successful in public sector marketing. Each module blends foundational theory with real-world application through lectures, case studies, expert speakers, and project-based assignments — mirroring the fast-paced reality of public sector marketing roles. The curriculum is structured across three phases:
1. Understanding the Government Marketplace
Students start by exploring how federal, state, local, and education (SLED) buyers operate, including how mandate-driven environments differ from commercial (B2B) and how policy, appropriations, and fiscal cycles shape business-to-government (B2G) marketing decisions.
2. Building Core Marketing Competencies
- Procurement & Go-to-Market: How contract vehicles (SEWP, GSA Schedule, IDIQs, OTAs, CSOs, cooperative contracts) inform marketing priorities
- Messaging: Crafting mission-outcome-focused content tailored to government audiences
- Channel Strategy: Designing compliant multi-channel campaigns
- Partner Marketing: Working with OEMs, resellers, system integrators, and distributors using joint marketing funds and partner-aligned campaigns
3. Measurement, Execution & Capstone
- Public sector KPIs, intent data, and ROI models built for public sector sales cycles
- Executive communication through dashboards and strategic storytelling
- Capstone project: A complete public sector marketing plan covering audience analysis, procurement mapping, messaging frameworks, and a six-month go-to-market strategy — presented to a panel of peers and industry leaders
Meet Your Instructor
Stephanie Geiger is a Fractional CMO, founder of Geiger Consulting Group, and one of the most recognized voices in Business-to-Government marketing. With 20 years of hands-on experience across the public sector ecosystem, she's helped tech companies, VARs, OEMs, and professional services firms build the strategies, messaging, and BD alignment that turn government market ambitions into real results.
A community builder by nature, Stephanie co-founded Government Marketing University in 2015 — the nation's first dedicated learning platform for B2G marketers — and later guided the organization through a successful acquisition by GovExec. She's a published author, sought-after speaker, and a committed advocate for rising female leaders in the industry.
She teaches this program because great B2G marketing deserves great training, and because she's lived everything she teaches.
Testimonials
“I came into the GovCon world from a completely different industry and have been piecing together a lot of it on my own. This course helped me think more strategically about marketing in the bigger B2G picture. Stephanie Geiger knows this space deeply and knows how to actually teach it. You walk away with real frameworks and tools, not just theory.”
– Alex Spiroff, Marketing and Communications Manager
Antenna Research
"This was a very informative, in-depth, 8-week course that helped me learn so much more about the details behind Marketing to Government agencies. Thank you to Stephanie Geiger for instructing such a phenomenal course and for bringing us all the details we needed to know and learn about B2G Marketing so we can be successful in this Industry."
- Christina Brown, Sr. Marketing Manager
Federal, NetApp
Registration Information
Admission Requirements: No formal admission requirements. This program is open to all students interested in Business-to-Government Marketing.
Program Completion: Participants may miss no more than one session during the 8-week program and must complete all module assignments and the final capstone presentation.
Course Timeline & Structure: See our FAQ page, or reach out to cpdtraining@jmu.edu with your question.
Online: Credit card payments are accepted through online registration.
By Mail: Complete the registration form and mail payment to the address provided no later than 3 weeks before the start date.
*Returned checks are subject to a $50 fee.
Registration Deadline: Registration closes 1 week before the class start date.
For additional information including cancellation and refund policy, see Policies and Notices.
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