Programme Content
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
