Executive Master Class in Sales and Marketing

Develop a digital-first sales & marketing strategy with sustainability at its heart


FT ranked logo colour

in Open Executive Education in Belgium and #27 worldwide




for Learning Impact

If you have to tackle today’s sales challenges, our Executive Master Class in Sales and Marketing is for you.

This 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. You’ll also have the opportunity to work on a company project that you define – so that you get an immediate return on your investment in the programme.

Detailed programme

Build your knowledge and understanding in two broad phases. In the first, you dive deep into the core areas of sales and marketing. You'll learn to strategise in a way that prioritises digital - and that places sustainability at the core of your activities. 

You'll have a valuable opportunity to apply all of your learning to a strategic project in your own organisation.

And then in the second phase, you deepen your knowledge by choosing electives that best align with the needs of your company and your role. Choose, for example, the Sales Path, to enhance your understanding of Sales Management and Self-Leadership. Or follow the Marketing Path and dive deep into Digital Marketing. If you’d rather build your own path, we’d be happy to help you select your electives. (FYI: If you prefer not to take the electives and the strategic project, take a look at Excellence in Sales and Marketing).

The Executive Master Class in Sales & Marketing covers the following modules:  

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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

In-company project 

  • Tackle a strategic sales or marketing challenge in your company – particularly with a sustainability and digital focus
  • Use your fellow participants and expert faculty as a sounding board
  • Create value and ROI for your organisation

Electives: Tailor your learning journey 

  • Specialise with 4–6 days from our range of short-term programmes  
  • Tailor your programme to yours and your company’s needs 
  • Start your electives before, during or after the core modules  

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
  • Take elective programmes – perhaps to support your in-company project – to help deepen your knowledge in related subject areas 

After graduating from this programme, you are entitled to join our alumni network. Visit the Vlerick Alumni website for more information.

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 

In previous editions, we had the pleasure of welcoming participants from companies like:

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Medtronic logo
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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

An Brouns

I now have a context in which to further develop our marketing strategy. And I have learned that the key thing for us to do is to keep on working on our long-term plan. This advice has proved hugely valuable to me.

Thibault Michels

The programme offered an unparalleled blend of theory and practical insights. It was an excellent guide for creating my strategic in-company project on gaining market share, leveraging the diverse experiences of entrepreneurial fellow participants and the different businesses represented.


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.

Deva Rangarajan

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

Fred Lemke

Professor of Marketing and Sustainability

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

Get in touch!