Explore and Develop Your Sales & Marketing Strategies to Help You Stand Out in the Business-to-Government Landscape
Launching in Spring 2026, James Madison University and Geiger Consulting Group present a 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 explore the unique dynamics of selling and marketing to government agencies, learn to navigate the procurement environment, and develop the skills needed to design mission-aligned, compliant and high-impact marketing strategies. Through targeted instruction and hands-on application, students gain the specialized toolkit required to stand out in a rapidly evolving B2G landscape.
By the end of the program, students leave with the confidence, knowledge and tools to navigate government markets with clarity and precision. They gain a B2G-MP™ credential that signals mastery of public sector marketing fundamentals, an understanding of procurement and compliance and the ability to design strategies that drive both mission impact and business outcomes. This credential distinguishes them in one of the fastest-growing, most specialized segments of the marketing profession.
Online Course
Course Investment: $2,500
February 11 - April 1, 2026
Wednesdays
6:30 p.m. - 8:30 p.m., ET
Program Overview
The B2G-MP™ curriculum emphasizes four core competency areas:
Focus Area 1: Public Sector Landscape & Policy Awareness
Focus Area 2: Mission-Aligned Marketing Strategy & Content
Focus Area 3: Ecosystem, Channels & Partner Marketing
Focus Area 4: Data, Measurement & ROI in GovCon
Each module blends foundational theory with real-world application, integrating lectures, case studies, expert guest speakers and project-based assignments. This structure ensures a comprehensive and practical learning experience that mirrors the fast-paced reality of public sector marketing roles.The program begins with a deep dive into the U.S. government marketplace, covering how federal, state, local and education (SLED) buyers operate and how their mandate-driven environment differs from commercial B2B. Students examine how policy, appropriations and fiscal cycles shape marketing decisions and influence campaign timing across agencies.
Next, the curriculum introduces the procurement frameworks and contract vehicles that define go-to-market strategy in the public sector. Students learn how programs like SEWP, GSA Schedule, IDIQs, OTAs and cooperative contracts affect marketing priorities, compliance considerations and partner engagement. This foundation enables students to translate procurement realities into smarter, more effective marketing campaigns.
The program then shifts into the marketing craft itself, teaching students how to create messaging that reflects mission outcomes rather than product features; how to segment audiences by agency need; and how to build ethical, compliant campaigns tailored to government communication norms. Students design content strategies, social media plans, webinars, case studies and multi-channel campaigns that resonate with public sector decision-makers.
Building on this, the coursework explores channel and partner marketing across the government ecosystem. Students study the roles of OEMs, resellers, distribution partners and system integrators while learning how to leverage joint marketing funds and develop partner-aligned campaigns that accelerate visibility and pipeline.
In the final stretch, students learn to measure what matters in B2G. They work with public sector-specific KPIs, intent data, engagement metrics and ROI models that reflect the realities of long sales cycles and mission-driven outcomes. Students learn to communicate impact to executives through dashboards, storytelling and analysis tied directly to pipeline influence and business development alignment.
The capstone project synthesizes all modules into a complete public sector marketing plan. Students select a company (real or hypothetical), perform audience and procurement analysis, develop messaging and content frameworks, build a six-month go-to-market strategy and present their plan to a panel of peers and industry leaders.
Meet Your Instructor
Stephanie Geiger brings nearly two decades of hands-on experience helping organizations succeed in the public sector, making her one of the most trusted and recognizable voices in Business-to-Government (B2G) marketing today. As the CEO and Founder of Geiger Consulting Group, she has guided technology providers, VARs, OEMs, AEC firms and high-growth GovCon companies through the complexities of selling to federal, state and local agencies. Her work spans strategic positioning, content and campaign development, partner enablement, agency-specific messaging and full go-to-market execution.
A respected industry educator, Stephanie co-founded Government Marketing University (GMarkU) in 2015, helping build the nation’s first dedicated learning platform for business-to-government marketers. She later helped lead the organization through a successful acquisition by GovExec, cementing her reputation as both a market builder and a community builder. She is also a published author, frequent keynote speaker and a committed advocate for elevating rising female leaders in the public sector ecosystem.
In the Business-to-Government Marketing Professional Certification Program (B2G-MP™), Stephanie draws from real-world insights gained from supporting both enterprise brands and emerging businesses. She excels at translating complex market signals into clear, actionable frameworks that students can immediately apply in their roles. Her instruction blends strategic clarity with practical tools, equipping the next generation of B2G professionals to navigate policy shifts, budget cycles, procurement pathways and agency missions with confidence.
Whether you’re launching your career or leveling up your expertise, Stephanie’s teaching helps you understand how government really buys, what effective marketing looks like in the public sector and how to build meaningful, mission-aligned programs that drive measurable impact.
About Geiger Consulting Group
Geiger Consulting Group is a full-service marketing consulting firm focused on helping government contractors win in the U.S. Public Sector marketplace. Their deep understanding of how-to bring products and services to market with the right strategy, messaging and tactics has made them a go-to resource for companies looking to make their mark in Public Sector.
Registration Information
Admission Requirements: There are no admission requirements for this program. All students who have an interested focus on Business-to-Government Marketing are welcome!
Program Completion Requirements: To complete this program, students must miss no more than one session within 8 weeks. Participants are expected to complete all module assignments as well as a final capstone presentation.
Course timeline & Structure: See our FAQ page, or reach out to cpdtraining@jmu.edu with your question.
Online: Credit card payments (Visa, MasterCard, Discover, and American Express) can only be accepted through online registration.
By Mail: To pay by check*, please complete the registration form and mail with payment to the address shown on the form no later than 3 weeks prior to the start date to allow for mail time.
*A $50 fee will be assessed for any check returned by the bank.
Registration Deadline: Registration closes 1 week prior to class start date.
For additional information including cancellation and refund policy, see Policies and Notices.
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