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]
Find the programme most relevant for you!

Our programme finder allows you to find the management programme that best fits your needs.

Find a Programme

Meet Us

Info Sessions & Open Days
25 Apr
Drop In on our Leuven Campus
Category: General Info Sessions

06 May
Great place to work® inspiration session : how to establish a great employee experience?
Category: General Info Sessions

13 May
Drop In on our Ghent Campus
Category: General Info Sessions

No. 1 for Executive Education

Related Articles

  1. 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.
  2. The “James” Banking Experience - robots taking over from humans for investment advice?

    In view of data-driven and customer-centric user experiences becoming ever more important, BNP Paribas Fortis developed ‘James’, an online and personal investment advice service that is both human and digital. Since the launch in 2009, the James’ customer base expanded from 20,000 to 100,000. This case study analyses the implications of using digital technologies for customer interactions in retail banking.
All articles

Accreditations
& Rankings

Equis Association of MBAs AACSB Financial Times