Strategic Business-to-Business Marketing

You can read more about this Dutch Programme on the Dutch webpages.

Winning in B2B markets

[Description] [Modules] [Faculty] [Testimonials]

Market conditions are more competitive than ever. Product and service innovations are imitated so quickly that differentiation is a continuous battle. Price pressure keeps mounting due to the growing strategic importance of the purchasing function. Customers are shelled with commercial messages from media everywhere, and sales people find it tough to get their foot in the door.

How do we as marketers respond to these new market conditions? Do the well-worn strategic approaches and segmentation pies and matrixes still hold? What’s the best way to fill our product or service portfolios? How do we communicate all this in an integrated way for maximum impact? How do we manage our sales forces and how do we leverage the Internet to support our communications, distribution, and sales efforts?

Value-added for you and your company

• You will have an understanding of the critical success factors in strategic B2B marketing.
• You will have a frame of reference and a toolkit for B2B marketing, readily applicable to your current objectives at work.

Is this programme for you?

This programme has been specially designed for professionals involved with marketing B2B products and services:

• Business unit managers, managing directors
• Business development managers
• Marketing managers
• Product managers
• Sales & account managers
• Project managers

The Vlerick Approach

On the one hand, the sessions are concept-based, enabling you to develop clear frames of reference in dialogue with your fellow participants. On the other hand we work with clear-cut examples that enable you to test the concepts against your marketing realities. The programme balances academic rigour and business relevance in the integrated way that Vlerick has become known for.