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Maximise value for you and your customer. Part-time modular programme



Executive Master Class in Business-
to-Business Marketing & Sales
Create, communicate and deliver customer value: in recent     For whom?
years this multiple goal has become extremely important
in B2B marketing thinking. Yet, this task is far from easy.   •	 As a Marketing & Sales professional, you are looking for a
Indeed, few have the knowledge or the skill to assess            comprehensive B2B Marketing course which develops at
customer value correctly and achieve a fair return on the        length the most current topics in B2B Marketing.
produced value.                                               •	 You are a Marketing Manager or Director, (Group)
                                                                 Product or Brand Manager, Sales or (Key) Account
As a marketing and sales professional, how should you            Manager or Director.
formulate your strategies in terms of customer value? In      •	 You are a Manager in a professional service organisation.
practice, how do you implement them to achieve your           •	 You are a General Manager and/or Entrepreneur.
market share and margin targets?                              •	 You have at least 3 years’ relevant work experience
                                                                 and a university diploma (or equivalent through work
The Executive Master Class in Business-to-Business               experience).
Marketing & Sales brings you the solution. Designed as an
international, module-based programme, it will answer all     Added value for you and your company
your questions using proven concepts and insights.
                                                              •	 You will work on an in-company project which tackles an
                                                                 important strategic challenge for you and your company.
                                                              •	 You will acquire up-to-date, broad and thorough
                                                                 knowledge and practice-based insights in B2B Marketing
                                                                 & Sales.
                                                              •	 You will share experiences of best practice in B2B
                                                                 Marketing & Sales with seasoned colleagues from within
                                                                 and outside your sector.




Dare to be different

" The Executive Master Class has taught me to approach the
campaigns of our competitors/colleagues in a different way.
Today’s successful marketing actions will already be obsolete
tomorrow. “Be a target in constant motion,” “Dare to be
different,” “Translate properties into advantages,” and “Be a
market driven organisation” have become our daily mottos at
New Holland! I greatly benefited from the faculty’s knowledge,
the shared experiences and the entrepreneurial spirit of the other
participants. “

Lode Vande Vyvere - Marketing Manager Benelux, New Holland
Programme design                                                                  Meet your faculty

In this programme you will learn what you haven’t been able to learn anywhere     •	 Prof Steve Muylle focuses mainly on
else. Our theoretical component is supported by numerous examples taken from         B2B Marketing, his expert field for
day-to-day practice. You will have the opportunity to work individually on your      many years.
in-company project while receiving coaching from our experienced faculty.         •	 Prof Marion Debruyne is an expert in
                                                                                     Market Strategy and Innovation.
Given the residential nature of this programme, there will be more than ample     •	 Prof Deva Rangarajan is Head of the
opportunity for you to compare notes with the other participants.                    Vlerick Sales Expertise Centre.

Module 1: Blueprint for Customer Value                                            PRACTICAL INFO

•	 How do you create, protect and renew customer value?                           Dates and venues
•	 Which strategic tools can you implement to beat the competition?               15 days
                                                                                  20 - 23 February 2013: Bruges
Module 2: Customer Value Implementation (Part 1) -                                24 - 27 April 2013: Ghent
Customer value, purchasing, distribution, e-business                              19 - 22 June 2013: Leuven
                                                                                  18 - 20 September 2013: International
•	 How do you assess the value of your company offering?                          Module
•	 How do you manage customer value, and how do you deal with purchasing,
   distribution and e-business?                                                   Language
                                                                                  English
Module 3: Customer Value Implementation (Part 2) -
Pricing, sales, services                                                          Fee
                                                                                  € 12,345 + € 1,500 seminar costs 	
•	 How can you reinforce your competitive advantage through effective sales,      (excl. 21% VAT).
   pricing and by building up strong customer relations?                          Flights and hotel costs not included.
•	 Aligning pricing and sales to lead a service organisation.

Module 4: Marketing Creativity and ‘Imagination’


•	 How do you create new market opportunities?
•	 Which skills and competences do you need to establish creative and
   sustainable marketing activities on the market?




 Module 1                        Module 2                        Module 3                      Module 4
 Customer Value                  Value                           Value                         Marketing
 Blueprint                       Implementation I                Implementation II             Imagination



                                             In-Company Project


 Comprehensive                    Exchange of                      Strategic                       Customer value
 B2B knowledge
 & insights
                            +     experiences and
                                  best practices
                                                             +     and tactical
                                                                   marketing plan
                                                                                             =     & marketing
                                                                                                   creativity




                                                                                  Apply now!

                                                                                  Please see Practical Info on the following
                                                                                  page, or visit:
                                                                                               www.vlerick.com/emcb2b
PRACTICAL INFO

Registration                                              Online registration: quick & easy!

Action! Register online.

Questions? Please contact:
Ghita Greef
Group Product Manager
T: + 32 9 210 98 94
F: + 32 9 210 97 28
ghita.greef@vlerick.com
Reep 1
9000 Ghent, Belgium

Your certificate

If you take part in one of our programmes, you are        Register online via:
entitled to a certificate from Vlerick Business School.
                                                          www.vlerick.com/
If you successfully complete an Executive Master Class,   marketingprogrammes
you can join the Vlerick Alumni Network, a worldwide
network of over 16,000 alumni in 100 countries.

Cancellation                                              Financial benefits for you?

Consult our cancellation conditions at:                   •	 10% discount for paying members of Vlerick Alumni
www.vlerick.com/conditions                                •	 SME portfolio: subsidies for Flemish SMEs.
                                                          •	 Vlerick Social Profit Grants for organisations active in
Our team is here for you                                     the social profit sector.

                                                          You’ll find more info at: www.vlerick.com/benefits
              Ghita Greef
              Group Product Manager
              T: + 32 9 210 98 94                         Further improve your retail expertise:
              ghita.greef@vlerick.com
                                                          •	 Vlerick Retail Platform
                                                          	 4 afternoons for and by retailers
              Rian De Bruycker                            	 www.vlerick.be/retailplatform
              Programme Advisor
              T: + 32 9 210 98 84                         •	 Vlerick Conversation Management Platform
              rian.debruycker@vlerick.com                 	 Become a successful Conversation Manager:
                                                          	 4 afternoons filled with interesting conceptual
                                                             frameworks and practice-based examples.
                                                          	 www.vlerick.com/conversationplatform
Application form
Marketing & Sales


    EXECUTIVE EDUCATION AND RESEARCH IN 2012-2013



    MARKETING & SALES
                                                        Yes, I wish to apply for the following programme(s):

                                                            	 Introduction to Marketing Management	                                 	 Product Management
                                                            	 Retail & Trade Marketing	                                             	 Strategic B2B Marketing
                                                            	 Brand Management & Communication	                                     	 Executive Master Class in B2B Marketing & Sales

                                                        	           	 In addition, I wish to receive more information on the management programmes of 	
    ENGLISH
                                                        	       	     Vlerick Business School that I have ticked on the reverse side of this form.




Name                                                                                                       First name                                                                 M          F  

Function  

Company  

Company address                                                                                                                                                 N°                   bus  

Postal code                                                                      City  

Country  

Telephone                                                                                                                   Fax  

E-mail  
	                     	 Yes, I would like to stay up-to-date about the activities of Vlerick Business School via e-mail.
	                     	 No, I do not want to receive information about the activities of Vlerick Business School via e-mail.

Home address                                                                                                                                                    N°                  bus  

Postal code                                                                      City  

Country  

Home telephone  

Invoice to be addressed to:

Name                                                                                                       First name                                                                M         F  

(Only fill the section below if different from company address above)

Address                                                                                                                                                         N°                  bus  

Postal code                                                                      City  

Country  

VAT n°  

	                     	 I am paying member of Vlerick Alumni and enjoy a 10% reduction on this programme

Date                                                -       -                              Signature  



Please return this form BY FAX OR POST to:

Vlerick Business School, attn. Ghita Greef,                                                                          Your contact details will be stored in a database of Vlerick Business School for
Reep 1, 9000 Ghent, Belgium, fax + 32 9 210 97 28                                                                    the purpose of keeping you updated on our activities. Pursuant to the Belgian
ghita.greef@vlerick.com                                                                                              Law on privacy (Wet tot bescherming van de persoonlijke levenssfeer ten
                                                                                                                     opzichte van de verwerking van persoonsgegevens) of 8 December 1992 you
You can also apply online at                                                                                         are entitled to inspection and correction of data related to you as kept by
www.vlerick.com/marketingprogrammes                                                                                  Vlerick Business School.
THE Programmes of
vlerick BUSINESS school

I would like to receive information on the following programmes (please tick). 	
Please return your contacting details to us by fax, e-mail or post.



General Management                                                  Operations & Supply Chain Management
 	 Advanced Management Programme   E                                 	 Project Management   D 	
 	 International Management Programme   E                            	 Purchasing Management   E
 	 Middle Management Programme   D                                   	 Operational Excellence   E
 	 Young Management Programme   D & E                                	 Executive Master Class in Supply Chain Management   E

Accounting & Financial Management                                   Entrepreneurship
 	 Understanding Annual Reports   D & E                              	 KMO Challenge   D
 	 Mastering Costs and Budgets   D & E                               	 KMO Excellence   D
 	 Fundamentals of Financial Management   D & E                      	 Entrepreneurship for Managers   D
 	 Strategic Cost Management   E 	
 	 Valuation of Companies   E 	                                     People Management & Leadership
 	 Executive Master Class in Controllership   E                      	 The People Manager   D
 	 Executive Master Class in Corporate Finance   E                   	 Executive Decision Making   D 	
 	 Executive Master Class in Financial Analysis 	                    	 How to Improve Your Emotional Intelligence   D
	 and Asset Management   E                                           	 Inspiring for Change   D
                                                                     	 Negotiating to Create Value   D & E
Human Resource Management                                            	 Self-mastery   D
 	 HRM with Impact   D                                               	 Bestsellers read for you   D
 	 Compensation & Benefits   D
 	 Executive Master Class in Human Resource Management   D          Strategy
                                                                     	 Strategy in Action   E
ICT & Business Process Management
 	 ICT-Management   D                                               Executive Master Classes
 	 Business Process Management Workshop   D & E                      	 Executive Master Class in B-to-B Marketing and Sales   E
 	 Excellence in Business Process Improvement   E                    	 Executive Master Class in Business Process Management   E
 	 Executive Master Class in Business Process Management   E         	 Executive Master Class in Controllership   E
 	 Business Intelligence Workshop   E                                	 Executive Master Class in Corporate Finance   E
                                                                     	 Executive Master Class in Financial Analysis 	
Innovation Management                                               	 and Asset Management   E
  	 Strategising for Innovation   E                                  	 Executive Master Class in Human Resource Management   D
  	 Entrepreneurial Innovation   E                                   	 Executive Master Class in Innovation & Entrepreneurship   E
  	 Corporate Innovation Management   E                              	 Executive Master Class in Supply Chain Management   E
  	 Executive Master Class in Innovation & Entrepreneurship   E
                                                                    MBAs
Marketing & Sales                                                    	 Full-time MBA   E
 	 Introduction to Marketing Management   D                          	 Executive MBA   E
 	 Retail & Trade Marketing   D                                      	 Executive MBA in Financial Services & Insurance   E
 	 Brand Management & Communication   D
 	 Product Management   D                                           Masters
 	 Strategic Business-to-Business Marketing   D                      	 Masters in Financial Management   E
 	 Executive Master Class in B2B Marketing and Sales   E             	 Masters in General Management   E
                                                                     	 Masters in Marketing Management   E


D   	 Programme in Dutch             E   	 Programme in English




More information on www.vlerick.com

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Brochure Executive Master Class in b to-b marketing & sales

  • 1. Maximise value for you and your customer. Part-time modular programme Executive Master Class in Business- to-Business Marketing & Sales Create, communicate and deliver customer value: in recent For whom? years this multiple goal has become extremely important in B2B marketing thinking. Yet, this task is far from easy. • As a Marketing & Sales professional, you are looking for a Indeed, few have the knowledge or the skill to assess comprehensive B2B Marketing course which develops at customer value correctly and achieve a fair return on the length the most current topics in B2B Marketing. produced value. • You are a Marketing Manager or Director, (Group) Product or Brand Manager, Sales or (Key) Account As a marketing and sales professional, how should you Manager or Director. formulate your strategies in terms of customer value? In • You are a Manager in a professional service organisation. practice, how do you implement them to achieve your • You are a General Manager and/or Entrepreneur. market share and margin targets? • You have at least 3 years’ relevant work experience and a university diploma (or equivalent through work The Executive Master Class in Business-to-Business experience). Marketing & Sales brings you the solution. Designed as an international, module-based programme, it will answer all Added value for you and your company your questions using proven concepts and insights. • You will work on an in-company project which tackles an important strategic challenge for you and your company. • You will acquire up-to-date, broad and thorough knowledge and practice-based insights in B2B Marketing & Sales. • You will share experiences of best practice in B2B Marketing & Sales with seasoned colleagues from within and outside your sector. Dare to be different " The Executive Master Class has taught me to approach the campaigns of our competitors/colleagues in a different way. Today’s successful marketing actions will already be obsolete tomorrow. “Be a target in constant motion,” “Dare to be different,” “Translate properties into advantages,” and “Be a market driven organisation” have become our daily mottos at New Holland! I greatly benefited from the faculty’s knowledge, the shared experiences and the entrepreneurial spirit of the other participants. “ Lode Vande Vyvere - Marketing Manager Benelux, New Holland
  • 2. Programme design Meet your faculty In this programme you will learn what you haven’t been able to learn anywhere • Prof Steve Muylle focuses mainly on else. Our theoretical component is supported by numerous examples taken from B2B Marketing, his expert field for day-to-day practice. You will have the opportunity to work individually on your many years. in-company project while receiving coaching from our experienced faculty. • Prof Marion Debruyne is an expert in Market Strategy and Innovation. Given the residential nature of this programme, there will be more than ample • Prof Deva Rangarajan is Head of the opportunity for you to compare notes with the other participants. Vlerick Sales Expertise Centre. Module 1: Blueprint for Customer Value PRACTICAL INFO • How do you create, protect and renew customer value? Dates and venues • Which strategic tools can you implement to beat the competition? 15 days 20 - 23 February 2013: Bruges Module 2: Customer Value Implementation (Part 1) - 24 - 27 April 2013: Ghent Customer value, purchasing, distribution, e-business 19 - 22 June 2013: Leuven 18 - 20 September 2013: International • How do you assess the value of your company offering? Module • How do you manage customer value, and how do you deal with purchasing, distribution and e-business? Language English Module 3: Customer Value Implementation (Part 2) - Pricing, sales, services Fee € 12,345 + € 1,500 seminar costs • How can you reinforce your competitive advantage through effective sales, (excl. 21% VAT). pricing and by building up strong customer relations? Flights and hotel costs not included. • Aligning pricing and sales to lead a service organisation. Module 4: Marketing Creativity and ‘Imagination’ • How do you create new market opportunities? • Which skills and competences do you need to establish creative and sustainable marketing activities on the market? Module 1 Module 2 Module 3 Module 4 Customer Value Value Value Marketing Blueprint Implementation I Implementation II Imagination In-Company Project Comprehensive Exchange of Strategic Customer value B2B knowledge & insights + experiences and best practices + and tactical marketing plan = & marketing creativity Apply now! Please see Practical Info on the following page, or visit: www.vlerick.com/emcb2b
  • 3. PRACTICAL INFO Registration Online registration: quick & easy! Action! Register online. Questions? Please contact: Ghita Greef Group Product Manager T: + 32 9 210 98 94 F: + 32 9 210 97 28 ghita.greef@vlerick.com Reep 1 9000 Ghent, Belgium Your certificate If you take part in one of our programmes, you are Register online via: entitled to a certificate from Vlerick Business School. www.vlerick.com/ If you successfully complete an Executive Master Class, marketingprogrammes you can join the Vlerick Alumni Network, a worldwide network of over 16,000 alumni in 100 countries. Cancellation Financial benefits for you? Consult our cancellation conditions at: • 10% discount for paying members of Vlerick Alumni www.vlerick.com/conditions • SME portfolio: subsidies for Flemish SMEs. • Vlerick Social Profit Grants for organisations active in Our team is here for you the social profit sector. You’ll find more info at: www.vlerick.com/benefits Ghita Greef Group Product Manager T: + 32 9 210 98 94 Further improve your retail expertise: ghita.greef@vlerick.com • Vlerick Retail Platform 4 afternoons for and by retailers Rian De Bruycker www.vlerick.be/retailplatform Programme Advisor T: + 32 9 210 98 84 • Vlerick Conversation Management Platform rian.debruycker@vlerick.com Become a successful Conversation Manager: 4 afternoons filled with interesting conceptual frameworks and practice-based examples. www.vlerick.com/conversationplatform
  • 4. Application form Marketing & Sales EXECUTIVE EDUCATION AND RESEARCH IN 2012-2013 MARKETING & SALES Yes, I wish to apply for the following programme(s): Introduction to Marketing Management Product Management Retail & Trade Marketing Strategic B2B Marketing Brand Management & Communication Executive Master Class in B2B Marketing & Sales In addition, I wish to receive more information on the management programmes of ENGLISH Vlerick Business School that I have ticked on the reverse side of this form. Name First name M F Function Company Company address N° bus Postal code City Country Telephone Fax E-mail Yes, I would like to stay up-to-date about the activities of Vlerick Business School via e-mail. No, I do not want to receive information about the activities of Vlerick Business School via e-mail. Home address N° bus Postal code City Country Home telephone Invoice to be addressed to: Name First name M F (Only fill the section below if different from company address above) Address N° bus Postal code City Country VAT n° I am paying member of Vlerick Alumni and enjoy a 10% reduction on this programme Date - - Signature Please return this form BY FAX OR POST to: Vlerick Business School, attn. Ghita Greef, Your contact details will be stored in a database of Vlerick Business School for Reep 1, 9000 Ghent, Belgium, fax + 32 9 210 97 28 the purpose of keeping you updated on our activities. Pursuant to the Belgian ghita.greef@vlerick.com Law on privacy (Wet tot bescherming van de persoonlijke levenssfeer ten opzichte van de verwerking van persoonsgegevens) of 8 December 1992 you You can also apply online at are entitled to inspection and correction of data related to you as kept by www.vlerick.com/marketingprogrammes Vlerick Business School.
  • 5. THE Programmes of vlerick BUSINESS school I would like to receive information on the following programmes (please tick). Please return your contacting details to us by fax, e-mail or post. General Management Operations & Supply Chain Management Advanced Management Programme E Project Management D International Management Programme E Purchasing Management E Middle Management Programme D Operational Excellence E Young Management Programme D & E Executive Master Class in Supply Chain Management E Accounting & Financial Management Entrepreneurship Understanding Annual Reports D & E KMO Challenge D Mastering Costs and Budgets D & E KMO Excellence D Fundamentals of Financial Management D & E Entrepreneurship for Managers D Strategic Cost Management E Valuation of Companies E People Management & Leadership Executive Master Class in Controllership E The People Manager D Executive Master Class in Corporate Finance E Executive Decision Making D Executive Master Class in Financial Analysis How to Improve Your Emotional Intelligence D and Asset Management E Inspiring for Change D Negotiating to Create Value D & E Human Resource Management Self-mastery D HRM with Impact D Bestsellers read for you D Compensation & Benefits D Executive Master Class in Human Resource Management D Strategy Strategy in Action E ICT & Business Process Management ICT-Management D Executive Master Classes Business Process Management Workshop D & E Executive Master Class in B-to-B Marketing and Sales E Excellence in Business Process Improvement E Executive Master Class in Business Process Management E Executive Master Class in Business Process Management E Executive Master Class in Controllership E Business Intelligence Workshop E Executive Master Class in Corporate Finance E Executive Master Class in Financial Analysis Innovation Management and Asset Management E Strategising for Innovation E Executive Master Class in Human Resource Management D Entrepreneurial Innovation E Executive Master Class in Innovation & Entrepreneurship E Corporate Innovation Management E Executive Master Class in Supply Chain Management E Executive Master Class in Innovation & Entrepreneurship E MBAs Marketing & Sales Full-time MBA E Introduction to Marketing Management D Executive MBA E Retail & Trade Marketing D Executive MBA in Financial Services & Insurance E Brand Management & Communication D Product Management D Masters Strategic Business-to-Business Marketing D Masters in Financial Management E Executive Master Class in B2B Marketing and Sales E Masters in General Management E Masters in Marketing Management E D Programme in Dutch E Programme in English More information on www.vlerick.com