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Executive Master Class in Sales and Marketing

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

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#1

in Open Executive Education in Belgium and #27 worldwide

324

Alumni

4.4/5

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.

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:

Visual Executive Master Class in B2B Marketing & Sales EN desktop

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 elective 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:

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

Marketing and Sales Manager at Vlaams Energiebedrijf (VEB)

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

Chief Aquisition Officer, Volus

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.