Detailed Programme

The programme 'Strategic B2B Marketing' consists of 4 modules:

Module 1: Adapt the strategic marketing roadmap in a shifting business landscape

  • Staying relevant in the market, you need to respond to the key shifts in B2B marketing. What are those key shifts and how can you take advantage of them?
  • Structuring your marketing roadmap as the basis for understanding, creating and converting value.

Module 2: Market analysis

  • Assessing the market through the 5Cs Framework (Customer, Company, Competitors, Collaborators, Context), so that you know where your business potential is.

Module 3: Creating value

  • Segmenting the market: from common approaches to the latest techniques in segmenting the market.
  • Illustrating different marketing research methods for targeting the most attractive segment(s):
    • Different types of research (exploratory, descriptive, causal)
    • From capturing the Voice of the Customer (VOC) to understanding the Mind of the Customer (MOC): identifying (hidden) needs for driving customer experience.
  • Shaping value propositions for new and existing target segments:
    • Deep Blue Ocean in a B2B marketing context: background, purpose, process.

Module 4: Converting your value proposition into a tangible offering

  • Preparing to conquer the new market space by fine-tuning your market offering to create fitting solutions.
  • Moving from fitting solutions to lasting experiences.

 

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]
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