Detailed Programme

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

Module 1: Market-driven strategy

  • The dynamics of strategic planning
  • Monitor the environment and competition
  • Assess firm resources and capabilities
  • Formulate strategic priorities and vision
  • Make the right moves

Module 2: The value creation process

  • How to create value for, value of, and value with the customer?
  • How to develop, choose and implement appropriate segmentation, targeting and positioning strategies?
  • How to develop a winning value proposition in order to be different and beat commodisation?
  • The different steps of co-creation with your customer

Module 3: Product Line Management

  • How do you manage your product and service offering within the framework of your B2B marketing mix?
  • How do you position your different products and services in relation to the competition and each other?
  • How do you manage the trade-off between innovation and volume?
  • How do you deal with cannibalisation?

Module 4: Business Model Thinking

  • How to connect all the dots in your B2B marketing strategy?
  • How to engage others and break through cross-functional silos when designing your B2B marketing strategy?
  • How to apply business model thinking for marketing success?
  • How to use business model inspiration across industries to innovate your marketing approach?

Module 5: The Move towards Solution Selling (E)

  • Moving from a product oriented sales approach to a service-oriented sales approach
  • Understanding and managing the dynamics of a service business and the impact of this move towards solutions in the sales approach

The Vlerick Difference

We have a unique approach to learning, which focuses on bringing theory to life, giving you the skills and insight you need to really make a difference. Spend time on our beautiful campuses, and you become part of one of the most active business communities in Europe, learning in a way that will help you to be a more effective and productive business leader throughout your career. Learning at Vlerick really is an experience far away from traditional classroom learning. You’ll work collaboratively with your faculty and fellow participants to bring your ideas to life in a robust and practical way.

Digital − the new normal in business − will also strengthen your learning process. Our online platform ‘Showpad’ and the use of a tablet grant you access to all of the learning materials anywhere, anytime, and enable you to go beyond note-taking: take pictures of the flipchart during a brainstorming exercise, record a video of a role play, participate in a quick poll, create a Wikipage together … and share them on the spot with your group.

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We facilitate your journey. You make the difference.

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
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    The latest collaborative piece of research undertaken by PwC and Vlerick focuses on how companies engaged in ‘B2B2C’ relationships manage the power game with their channel partners. It questions how suppliers can reinvent their relationship with channel partners to spur profitable growth.
  2. How can B2B organisations engage consumers through the use of digital technology?

    B2B organizations are increasingly considering the use of digital technology to engage end-consumers. However, capturing value from such engagements requires a different approach than mere interactions with business customers. The Consumer Engagement Framework includes six types of consumer engagement, and provides a useful basis for any B2B organization to assess its current consumer engagement initiatives as well as to identify how these efforts can be reinforced, supplemented or integrated to enhance the scope and impact of the organization’s digital initiatives.
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