Executive Master Class in Business-to-Business Marketing and Sales
[Detailed
programme] [Faculty]
[Testimonials]
Become a top expert in business-to-business marketing and sales!
The Executive Master Class in Business-to-Business (B2B) Marketing and
Sales is a modular in-depth programme for B2B marketing professionals who want
to put proven concepts to work in their everyday marketing practice.
Participants gain current state-of-the-art knowledge and best practices with
regard to understanding, creating, and delivering value to targeted business
markets and customers.
Who should attend?
This Executive Master Class is designed for marketing and sales
professionals (as well as their suppliers) of both goods and services
industries, who are looking for a comprehensive marketing education on
business market management. We are especially targeting:
- marketing managers
- (group) product or brand managers
- sales and (key) account managers
- managers in professional service organisations
- general managers and/or entrepreneurs
Participants should have at least 3 years of relevant work
experience and should hold a university degree (or equivalent through
work experience).
Why this Executive Master Class in B2B Marketing and Sales?
Over the past few years, much attention has been given to the concept of
value and how it is provided to customers. However, few firms have the knowledge
and the capability to actually assess value in practice and gain an equitable
return for the value they deliver to customers. As a result, a large number of
marketing professionals realise that their conceptual background is not
adequate to cope with today’s marketing challenges. The Executive Master Class
in B2B Marketing and Sales has been developed to fulfil the need for an
international, in-depth, modular marketing course. The overall objectives of the
programme are threefold:
1. To acquire the full body of knowledge of, and insights into, the
state-of-the-art practices and processes of business-to-business marketing.
2. To share experience and best practices in B2B marketing and sales with peers
within and across industries.
3. To revisit your strategic and tactical marketing plan for maximum impact.
The programme approach:
The Executive Master Class in B2B Marketing and Sales offers a unique and
very practical learning experience over the course of four seminars. The
Executive Master Class is an in-depth programme that provides you with the key
concepts and models to cover almost every aspect of your strategic and tactical
marketing plan. The international nature of the programme is an ideal setting
for fostering networking opportunities. We put a lot of emphasis on class
discussions and workshops, allowing you to exchange experiences with peers and
experts.
This is achieved in several ways:
- A faculty of highly regarded academics, all leaders in their own fields and
with ample experience in interactive marketing education, ensures
state-of-the-art insight into B2B marketing and sales.
- The intensive use of case studies and the involvement of experienced guest
speakers bring the concepts and insights to life, striking a balance between
theory and practice.
- The residential seminar environment creates a more intense learning setting,
in which participants get to know each other, facilitating rapport and group
interaction.
- Finally, the application of the concepts and techniques that you have
mastered during the programme are put to work in an in-company project: namely,
the revision/crafting of a strategic and tactical marketing plan for your
organisation or business unit. Successful completion of this project is
required to obtain the certificate at the end of the Executive Master Class.
Certificate
Participants who attend at least 80% of all classes, actively participate in
the class discussions, prepare the case studies and the required readings, and
complete their in-company project, receive a certificate for their participation
in the Executive Master Class in B2B Marketing and Sales.
Participants will also have the opportunity to join the
Vlerick Leuven Gent Alumni Association − to benefit
from enormous international business networking opportunities.
Programme topics
The programme consists of 4 modules:
- ‘Value Blueprint’ seminar
- ‘Value Implementation I’ seminar
- ‘Value Implementation II’ seminar
- 'Marketing Imagination’ seminar at SDA Bocconi
Detailed programme
