Executive Master Class in Sales and Marketing Develop a digital-first sales & marketing strategy with sustainability at its heart
Vlerick Business School
Marketing & Sales
About Programme
#1
in Open Executive Education in the Benelux
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Alumni
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for Learning Impact
If you have to tackle today’s sales challenges, our Executive Master Class in Sales and Marketing is for you.
Over the course of one year, this 21-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. 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.
Programme Content
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:
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
Tailor your programme to yours and your company’s needs
Start your electives before, during or after the core modules
Programme Audience
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:
Programme Benefits
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.
Testimonials
"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."
An Brouns
Marketing and Sales Manager at Vlaams Energiebedrijf (VEB)
"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."
Thibault Michels
Chief Aquisition Officer, Volus
"With a background in customer success and innovation at BORGinsole, I joined the Executive Master Class in Sales & Marketing to sharpen my strategic perspective. The programme combines strong academic insights with practical cases and inspiring peers. My key takeaway: translating strategy into concrete impact, including a sustainability project that saves more than 150 tons of CO₂ annually."
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Executive Master Class in Sales and Marketing Develop a digital-first sales & marketing strategy with sustainability at its heart | Vlerick Business School
