Detailed Programme

The programme 'Executive Master Class in B2B Marketing' begins with three core modules. These have been designed to give you a superb basis and get you working alongside your fellow participants and the faculty. When you’ve completed the core modules, it will be up to you to decide what you want to learn by choosing electives that fulfil yours and your company’s needs.

Core Modules

Module 1: Understand and develop your strategic direction

  • Discover the fundamentals of marketing strategy
  • Understand the market-driven strategy process
  • Apply the process of strategic segmentation, targeting and positioning to your company
  • Set up strategic marketing plan for you company, business unit or start up.

Module 2: Implement and manage for success

  • Understand the fundamentals of customer value management in order to beat that price discussion
  • Construct flexible market offerings to maximise customer value
  • Design and manage value-adding marketing and sales channels
  • Discover how to build a brand and design your B2B brand architecture

Module 3: Maximise and capture business value

  • Understand, identify and mitigate reputational risks
  • Manage the dynamics of a market-driven business: moving from product-oriented to customer oriented sales approach (solution selling)
  • Identify strategies for growth for your business
  • Define a competitive business model that has the potential to disrupt your current business model
  • Apply the principles of value based pricing and implement pricing strategies to price against the competition.

An overview of all topics that will be discussed, can be found in the brochure of the programme, which you can download by filling in the form on the right.

In-Company Project

With this Executive Master Class, you’ll have an impact in your organisation! Not only are our classes filled with practical examples, case studies and guest speakers. Through an in-company project, you’ll be able to work on your own challenges, relevant to your business.

The project not only represents great added value for the programme itself, but also has considerable impact on the company and on individual careers. Please read about three inspiring stories of our alumni that offer new insight and tools for giving your marketing and sales approach an unprecedented boost.

In order to meet the Excecutive Master Class certification requirements, you should successfully execute an in-company project, which allows you to translate your knowledge into business practice. Throughout this in-company project, you’ll apply the knowledge and experience acquired during the programme in your own business. This project is carried out under the supervision of a faculty adviser and an internal company adviser. The scope of the project is defined in consultation with the company and the Vlerick adviser. The outcome of the project is a practical and relevant management report that will help you realise the impact of the Executive Master Class in your business.

Recommended paths

When you’ve completed the core modules, it will be up to you to decide what you want to learn. Based on our experience we recommend two possible paths. You choose the one that best fulfils yours and your companies needs. Not sure what to choose? We‘ll be happy to advise you on this!

Path Sales

The Sales Path

  • Sales Management (3 days): The role of a Sales Manager cannot be underestimated. Every company’s sales team is critical because it drives revenues. Making sure your team has the insight and tools to create a more effective sales strategy is hugely important. This programme will help you to motivate and optimise the performance of your sales force.
  • Self-Leadership (2 days): To get the most from your team, you first need to be able to get the most from yourself. This programme has been designed to help you become an even better manager. Whether your goal is to have more impact in your current position or to prepare yourself for a management role, you’ll definitely benefit from your strengthened management skills.

Path Marketing

The Marketing Path

  • Digital Strategy (3 days): This programme shows you how to face these challenges, so that your digital strategy gives your organisation a competitive edge.
  • Data Driven Marketing (3 days): Research shows that organisations that apply data-driven marketing and metrics for measurement have significantly better marketing performance. As a marketer, you are undoubtedly overwhelmed by a vast amount of data that you’d like to manage with limited time and resources. So, how do you do this?

Path Pick & Choose

The Pick & Choose Path
The recommend paths don’t fully address your needs? Then simply build your own path by selecting the 1 or 2 electives most suited to yours & your company's needs. You can choose these electives from all short focused programmes with a minimum of 4 and up to a maximum of 6 days. Our programme finder will give you a good overview of the broad range of possibilities. Or you can just contact us for further advice.


A learning experience like no other

When you come to Vlerick, you step away from your usual routine and gain a wider perspective. You discover how to tackle challenges, turn your knowledge into action and apply your skills in your workplace. You learn from faculty who are experts in their fields – and from a diverse group of peers. All these things help you become a confident, skilled professional, ready to succeed in business – and in life.

Vlerick Learning Experience

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.

Need help?

Contact our Programme Advisor
Programme Advisor
Tel + 32 9 210 98 84
[email protected]
Find the programme most relevant for you!

Download our programme calendar

Meet Us

Info Sessions & Open Days
10 Sep
Drop In on our Ghent Campus
Category: General Info Sessions

05 Oct
Experience Vlerick Day
Category: General Info Sessions

08 Oct
Drop In on our Leuven Campus
Category: General Info Sessions

No. 1 for Executive Education

Related Articles

  1. Seven things that brilliant product managers do (and how to learn them)

    When you were eight years old, what did you want to be when you grew up? Did you have a dream job in mind? It’s rare to meet a product manager who says that it has always been their dream job. Yet when you get to it, being a product manager is one of the most exciting and rewarding professional roles you could ever embrace. It’s a role where you can take ownership, gain the respect of your colleagues and peers – and lay the foundation for a successful career.
  2. How do you innovate with a focus on the market?

    2014 saw the publication of the first edition of Customer Innovation by Professor Marion Debruyne. The second edition, written in collaboration with Professor Koen Tackx, was published last month. “Because things have been busier for me recently and Koen was already making extensive use of Customer Innovation in his lessons, I asked him to come on board,” Marion explains, “and then it became a joint project.” Marion and Koen explain what you can expect from this new publication, which comes highly recommended, even for those who have already read the first edition.
All articles