Essentials in Marketing

Gain strategic marketing skills to help your organisation succeed

Why this programme Detailed programme Programme design For whom Meet your faculty

Why this programme?

To achieve business objectives, you need a clear marketing strategy. And in today’s dynamic and competitive market, strategic marketing knowledge and skills are a must-have. This programme introduces you to marketing strategy and gives you the tools to understand and evaluate your organisation’s approach and develop a unique, customer-focused value proposition.


Detailed programme

This programme is divided into four modules - each one focussing on a different aspect of strategic marketing:

Module 1: Kick-off & Marketing Analysis

To really understand your market, you need to analyse it. In this module, you’ll use the five Cs of marketing – company, collaborators, customers, competitors and context to gain insight into the strategic parties operating in your market and understand their interests. You’ll then use this analysis to identify where you can create value.

Module 2: Market Segmentation

Knowing the right way to segment your market is essential. This module introduces you to the segmentation, targeting and positioning process – STP – so you can carry out segmentation and assess it critically.

Module 3: Value Proposition

Every business needs a defined offer – or value proposition – to make sure its position in the marketplace gives it a competitive advantage. In this module you’ll learn to look at value from different perspectives and define a customer-focused value proposition.

Module 4: conclusion

This final module focuses on what you’ve learned throughout the programme – and how you plan to use your new knowledge and skills in the future.


This online journey brings together learning formats including videos, interviews, questionnaires, case studies and real-life examples. You’ll also have background reading to do and questions to help you reflect on your own experience.

In addition, you’ll have the opportunity to put theory into practice and use templates to capture strategic information about your organisation. By the end of the programme, you’ll be ready to leap into marketing discussions and projects with confidence.

You can start Essentials in Marketing at any time – and study wherever and whenever suits you. It takes around 10 to 12 hours to complete the programme and you can split this time over a maximum of three months.

For whom?

This programme is perfect for professionals who are new to marketing – or for people who work closely with their organisation’s marketing teams. You’ll gain the knowledge and confidence to get involved in marketing discussions – and develop strong working relationships with colleagues in marketing.

meet your faculty

Fred Lemke
Professor of Marketing and Sustainability
Fred is a Vlerick professor. He leads management workshops on marketing, sustainability, innovation, value creation, customer experience, and reputation and leads the marketing course on our online MBA programme. Fred is also a visiting researcher at Newcastle University Business School and guest professor at Ghent University.

Learn more


It's high impact

    You learn through a variety of formats – including videos, case studies, discussions and real-life business challenges. And you have opportunities to turn your knowledge into action by taking what you’ve learned and immediately applying it in live projects and stimulated exercises.

It's flexible

    Our approach means you can learn in the way that best suits you. You can study anywhere, any time – and learn at your own pace. You have plenty of time to develop knowledge and skills to take back to your workplace.

It’s completely relevant to business

    We understand the fast-paced environment you work in and the challenges you face. And our faculty have close ties to the business world. So we make sure you get the latest insights that will help you to succeed in your role.


Drive real change in your organisation

A learning experience with real impact on your operations? A management programme tailored to the specific needs of your business? Contact us and discover how we can design and deliver customised programmes for your team that add genuine value to your organisation.

Meet Us

Info Sessions & Open Days
17 Aug
Meet our programme advisor online
Category: General Info Sessions

28 Sep
Info Session Executive Education & MBA
Category: General Info Sessions

05 Oct
Meet our programme advisor online
Category: General Info Sessions


& Rankings

Equis Association of MBAs AACSB Financial Times