#1
in Open Executive Education in Belgium and #24 worldwide
304
Alumni
4.4/5
for Learning impact
If you have to tackle today’s sales challenges, our Excellence in Sales and Marketing programme is for you.
This 12-day advanced management programme is a practical, module-based learning experience. Based on strong academic foundations, it gives you opportunities to share experience and best practice.
Detailed programme
The 12-day Excellence in Sales and Marketing programme 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 four three-day modules – each designed to give you the in-depth knowledge and skills you need to take a firm grasp of 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. (FYI: Interested in deepening your knowledge even further? Then consider our Executive Master Class in Sales and Marketing).
Module 1: Understand and develop your strategic direction
- Learn the fundamentals of marketing strategy
- Learn to segment, target and position
- Discover the 5Cs – company, customers, collaborators, competition and context
- Understand value creation and shaping value propositions
- Discover scenario thinking to future-proof your strategy
Module 2: Customer Value Management
- Learn to negotiate with purchasers
- Master the fundamentals of customer value management
- Discover an eight-step roadmap for articulating customer value
- Know how to create winning customer value propositions – and sell them
- Understand which channels to use to reach your customers – and how to position your offer within them
Module 3: Building brands
- Discover how to build a differentiated brand
- Learn to design your B2B brand architecture
- Understand the importance of brand equity
- Know how to use your brand to communicate sustainability achievements
- Dive into pricing and value
- Understand B2B customer journeys
Module 4: Sustainable strategies for growth
- Develop profitable growth initiatives
- Balance customer and shareholder value creation
- Discover the seven growth avenues
- Dive into sustainable business model innovation
- Understand how digital transformation affects sales and customer success
- Learn digital marketing and analytics approaches for B2B
Why this programme
- Gain the knowledge, insight, experience and confidence to become a sales and marketing expert
- Have tried and approved models and approaches at your fingertips
- Learn from leading expert faculty
- Network with peers who are facing similar challenges and opportunities
Who should attend
- Sales and marketing professionals at mid or senior level, who are looking for a comprehensive B2B marketing programme
- Sales and marketing professionals who currently rely on their gut feeling – and are looking for a more structured approach
- Professionals who have moved from a technical to a more commercial role
- Younger, high potentials who want to be well prepared for the next step in their commercial careers
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.
Success stories
Gabriela Quevedo Silvetti
Global Marketing & Sustainability Manager at TotalEnergies
Enrolling in the Excellence in Sales and Marketing Programme was transformative. As an engineer transitioning to business, the programme provided indispensable tools and insights for an efficient, value-oriented approach. The networking opportunities were exceptional, fostering connections with people across industries with similar challenges to mine. I highly recommend it for anyone seeking a holistic skill set in Sales and Marketing.
Faculty
Steve Muylle
Professor of Digital Strategy and Marketing
Steve Muylle creates business impact with actionable insight about digital technology.
Koen Tackx
Professor of Marketing
Koen Tackx creates sustainable value for customers, shareholders and society with effective pricing, innovation and product management.
Deva Rangarajan
Visiting Professor of Sales Management
Deva Rangarajan brings a passion for sales and years of experience to his teaching at Vlerick.
Fred Lemke
Professor of Marketing and Sustainability
Fred Lemke explores the impact of marketing on business and society.