Essentials in Marketing
Gain strategic marketing skills to help your organisation succeed
#1
in Open Executive Education in Belgium and #27 worldwide
226
former participants
4.4/5
for Learning Impact
In today’s dynamic, fast-moving and competitive business world, strategic marketing knowledge and skills are a must-have.
On this 100% online, self-paced programme, you’ll live and learn marketing strategy, get the tools you need to understand your organisation’s approach – and discover how the right marketing can help your organisation stand out. By the end of the programme, you’ll be ready to leap into marketing decisions and projects with confidence.
Detailed programme
This programme comprises four modules – each diving into a different aspect of strategic marketing:
Module 1: Kick-off and marketing analysis
- Explore the five Cs of marketing – company, collaborators, customers, competitors and context
- Gain insight into the strategic parties in your market and understand their interests
- Identify where you can create value
Module 2: Market segmentation
- Discover the segmentation, targeting and positioning process (STP)
- Learn to carry out market segmentation and assess it critically
Module 3: Value proposition
- Explore how a value proposition can give a business a competitive advantage
- Learn to look at value from different perspectives
- Define a customer-focused value proposition
Module 4: Conclusion
- Evaluate what you’ve learned during the programme
- Create a plan for using your new knowledge and skills
Programme design
This online journey brings together learning formats including videos, interviews, questionnaires, case studies and real-life examples - alongside background reading and questions to help you reflect on your experience.
You’ll have the opportunity to put what you learn into practice and use templates to capture strategic information about your organisation.
You can start Essentials in Marketing at any time – and study wherever and whenever suits you. It takes around 10 to 12 hours to complete the programme and you can split this time over a maximum of three months.
Why this programme
If you’re ready to get involved in your organisation’s strategic marketing approach, this programme is just what you’re looking for. You’ll get to know the competitive market landscape and evaluate your current position. And you’ll develop a unique, customer-focused value proposition. You’ll also gain the knowledge and confidence to build strong relationships with colleagues in marketing – and take an active role in marketing discussions.
Who should attend
- Professionals who are new to marketing
- Professionals who work closely with their organisation’s marketing teams
- Are you striving not only to grow personally, but to develop the same mindset and language with the entire team? Contact onlineacademy@vlerick.com to register a group.
In previous editions, we had the pleasure of welcoming participants from companies like:
Faculty
Fred Lemke
Professor of Marketing and Sustainability
Fred Lemke explores the impact of marketing on business and society.
Get in touch!
Bénédicte Vermeyen
Group Product Manager