Excellence in B2B Marketing & Sales

Become an expert in B2B marketing & sales


FT ranked logo colour

in Executive Education according to the Financial Times

If you need to develop – or redefine – a successful B2B marketing strategy, this programme is for you. Gain a solid understanding of all the latest thinking and techniques in B2B marketing.

Detailed programme

The 12-day Excellence in B2B Marketing & Sales is a module-based programme based on proven concepts and insights that will turn you in a marketing expert with a strong academic background, capable of taking the right marketing & sales decisions for your company. 

There are three four-day modules – each designed to give you the in-depth knowledge and skills you need to take a firm grasp of B2B marketing & sales.  

You’ll take hands-on lecture sessions, explore life-case studies, and share ideas and experiences with the faculty and your fellow participants.   

Module 1: Understand and develop your strategic direction 

  • Discover the fundamentals of B2B marketing 
  • Learn to segment, target and position 
  • Create your organisation’s strategic marketing plan 

Module 2: Implement and manage for success 

  • Learn to manage customer value 
  • Discover how to create flexible market offers 
  • Explore brand building, brand architecture and value-adding marketing & sales channels 

Module 3: Maximise and capture business value 

  • Understand customer-centricity and reputation management 
  • Identify strategies for growth 
  • Define a competitive, disruptive business model – and implement pricing strategies 

Why this programme

  • Gain the latest knowledge and insight into B2B marketing and sales 
  • Learn from the experiences of your peers in different organisations 
  • Analyse the value of your company’s offers 
  • Gain strategic tools for competitive advantage 

Who should attend

  • Marketing and sales professionals, at mid or senior management level, who are looking for a comprehensive programme, covering the most relevant topics in marketing and sales 
  • Professionals who currently rely on ‘gut feeling’ and are looking for a more structured approach 
  • Technical specialists, including engineers, pharmacists and lawyers, who have moved into more commercial roles 

Practical info

To apply for this programme, you need to complete four steps:

1. Check your eligibility: Check if you meet the admissions criteria for the programme you want to apply for.

2. Submit your application: Fill out the application form and upload it together with your cv or LinkedIn profile.

3. Take part in an interview: When we receive your application, we’ll get in touch to set up an interview. This will take about an hour and will cover:

  • Your professional experience and current challenges
  • Your career ambitions
  • Why you want to take the programme
  • Which electives are right for you (if the programme includes electives)

4. Confirm your registration: If you pass the interview, we’ll send you a registration form. You’ll have two weeks to complete and submit the form to confirm your programme place.


Steve Muylle

Steve Muylle

Professor of Digital Strategy and Marketing

Steve Muylle creates business impact with actionable insight about digital technology.

Koen Tackx

Koen Tackx

Professor of Marketing

Koen Tackx creates sustainable value for customers, shareholders and society with effective pricing, innovation and product management.

Fred Lemke

Fred Lemke

Professor of Marketing and Sustainability

Fred Lemke explores the impact of marketing on business and society.