1. Innovation and Entrepreneurship
Executive Master Class
Getting your ideas to market
2014-2015

2. 3 Foreword
4 Who is in the Executive
Master Class in INNOVATION
AND ENTREPRENEURSHIP
5 who WILL YOU WORK WITH?
6 THE VLERICK DIFFERENCE
8 TAILORING THE PROGRAMME
9 THE CORE MODULES
10 YOUR LEARNING JOURNEY
12 What you’ll learn
• CORE MODULE I - create value
• CORE MODULE II - capture value
• CORE MODULE III - deliver value
• CORE MODULE IV - realise value
16 CHOOSE YOUR OWN PATH
18 THE VLERICK NETWORK
19 Programme information
contact us
2
CONTENTS

3. There has never been a more important time for innovation. We believe innovation
will spark the growth that’s so badly needed across the Western world. And yet many
organisations struggle to prioritise innovation and bring new ideas to market.
Which is why our Executive Master Class in Innovation and Entrepreneurship
is such a timely and relevant programme. It turns participants into innovation
champions who are capable of successfully taking their ideas to market. And it does
this because it fast-tracks participants through crucial areas of thinking and knowledge.
We give you and your company the skills and insight you need to defend an idea
to potential business sponsors and investors – and to bring your innovation to life.
The programme allows you to follow different tracks, depending on your
background and needs:
Entrepreneurs
This route equips participants with the negotiation skills they need to defend
new business plans to investors and business partners. It also gives you the
marketing insights you’ll need to bring your idea to the market.
Corporate innovators
Ideal for participants working at the level of research and development unit manager,
product manager – or in new business development and corporate innovation.
It helps you understand how to push innovation through your organisation, along
with how to structure and open up your organisation to allow ideas to come to life.
You’ll get a comprehensive overview of the culture that’s needed to foster innovation.
I look forward to meeting you and sharing ideas in October.
Professor Walter Van Dyck
Programme Director
3
Why the Executive Master Class
in INNOVATION AND ENTREPRENEURSHIP

4. Function
Sector
Participant profiles
IT Services & Software
Telecom
Professional Services
Pharmaceuticals 8
Machine construction
Metalworking
Chemicals
Electronics
Textiles
Others
General Manager & Director
Project Manager
R&D Manager
Business Unit Manager
Innovation Manager
Business Development Manager
Product Manager
Sales Manager
Other
Every year we welcome a diverse group of
participants to the Executive Master Class in
Innovation and Entrepreneurship.
An incredible group of people from a wide
range of sectors including pharmaceutical,
technology, retail and government – and their
roles range from owner managers, through
to marketeers, product development specialists,
technology and manufacturing experts.
IS IT TIME FOR YOU
AND YOUR COMPANY
TO JOIN THEM?
We’ve had the pleasure of welcoming both
independent participants and people from
a wide variety of companies, including Alcatel
Lucent, Barco, Bayer CropScience, Bekaert,
bpost, Cartamundi, Deba Components, Devan
Chemicals, DuPont, Friesland Campina, GDF Suez,
GSK, IMEC, Janssen, KBC, Newtec, Septentrio,
Taminco, TE Connectivity, Telenet, TNO, Toyota
Motor Europe, Sony, VIB, Unilever, Verizon,
VITO and many more…
Sector Function
Sector Function
4
Who is in the Executive
Master Class in
INNOVATION AND
ENTREPRENEURSHIP

5. 5
Professor Walter Van Dyck
Professor Sophie Manigart
Professor Marion Debruyne
Professor Walter Van Dyck
Leads the Innovation Management Research Cluster and is an
expert in technology-based business models and corporate
innovation strategies. In the last five years he has coached more
than 100 innovative ideas in global and multinational companies,
in sectors including life sciences, smart systems and clean tech.
Professor Sophie Manigart
Is an expert in entrepreneurial finance. She has researched
financing strategies for more than two decades while advising
numerous startups. When she saw a gap in financing startups,
she became a founder of the first Belgian business angel network.
Professor Marion Debruyne
Is passionate about the strategic side of innovation and
the innovative side of strategy. She helps companies think
about how to respond to changing markets and escape
commoditisation by adapting their product line, marketing
strategy and ultimately, their business model. She believes
in market-driven organisations that innovate together
with their customers.
As well as our core faculty, you’ll also meet guest
lecturers, academics and practitioners from diverse
business backgrounds.
WHOWILL YOU WORK WITH?
You can find
the full list of
faculty, speakers
and coaches at
vlerick.com/emcie
YOUR FACULTY

6. The Vlerick DIFFERENCE
LEARNING ABOUT BUSINESS
AT VLERICK WILL INSPIRE
YOU FOR LIFE.
We have a unique approach to learning, which focuses
on bringing theory to life, giving you the skills and
insight you need to really make a difference.
Spend time on our beautiful campuses, and you
become part of one of the most active business
communities in Europe, learning in a way that will
help you to be a more effective and productive
business leader throughout your career.
As you’ll see on the next page, our programmes
put you at the centre of every learning experience.
And it really is an experience far away from traditional
classroom learning. You’ll work collaboratively with
your faculty and fellow participants to bring your
ideas to life in a robust and practical way.
Our online platform V-talks brings together all
course material you need during the programme.
A tablet pc is foreseen for each participant.
By using the online platform we not only save
trees, we also provide a learning experience that
fits closer to your personal and professional
digital lifestyles.
" After a 22 year international
career in multinationals, it was time
to realise my dream: start a new
company and bring an innovative
product onto the market. I selected
the Vlerick Executive Master Class
in Innovation and Entrepreneurship
(EMCIE) for professional support.
My innovation: A smart parcel box
at people’s houses that assures 24/7
deliveries and returns with automatic signature when not
at home. The Vlerick profs and my fellow participants
helped me sharpen my business model and the start-up
of the company. The choice of electives strengthened
my B2B and B2C marketing skills: in whatever innovation
you create, put the customers first. In March 2014, the
idea won the ‘Harvard Business School European Venture
Competition’ - which attracted some great investors!
The Vlerick EMCIE experience has reinforced my passion
to go for innovation ... in a realistic way. “
Luc Van Bosstraeten
COO International GM Benelux at Parcelhome
" We created IntelliStamp as a
technological innovation. But as
a CTO, I knew that technology
was nothing without a successful
market approach. Thanks to
the Vlerick Innovation and
Entrepreneurship programme,
we were able to create a strategic
business plan that we executed
– and continue to execute – with
success. IntelliStamp is now a critical component within
both government and private enterprise, delivering a
legal electronic communication channel. “
Klaas Bals
CTO at Inventive Designers
6

7. 7
We’re on your side, all the way
Continuous learning is a way of life at
Vlerick. Our teams have an open door
policy and they're always keen to
share their vast experience.
Putting ideas into action
We’ll encourage you to capture ideas every day and
develop them into concrete plans for your company.
These techniques will help you to view the whole of
your career as a continuous learning opportunity.
Live it, learn it, do it
Academic tools & frameworks are only valuable if
they can be applied in real life. As well as traditional
learning, you'll go on visits, taking part in discussions,
simulations & group assignments. You'll also be able
to interact with faculty and course participants
via our online platforms.
Company project
Throughout our long, intensive programmes,
you’ll channel your learning into addressing
a challenge in your own business. It’s an
approach that proves real ROI to you
and your company.
Group power
You’ll work alongside experienced people
from diverse backgrounds – and you can
actively choose who you mix with by choosing
different pathways through your learning.
You’ll be sharing, learning and benefitting
from the buzz of group energy.
The big picture
Being at Vlerick gives you a great
opportunity to step back from daily
business and let us help you take
a more strategic view.
A network for life
You’ll meet interesting and inspiring people
you’ll want to keep in touch with for the rest
of your professional life. You’ll find our 17,000
alumni in more than 100 countries worldwide.

8. 8
TAILORING THE
PROGRAMME
OPERATIONS &
SUPPLY CHAIN
PEOPLE
MANAGEMENT
& LEADERSHIP
ACCOUNTING
& FINANCE
STRATEGY
GENERAL
MANAGEMENT &
ENTREPRENEURSHIP
HUMAN
RESOURCES
MANAGEMENT
Successful
strategy
execution
3 Days
Essentials
in strategy
2 Days
Making
acquisitions
work
3 Days
Purchasing
management
3 Days
Project
management
4 Days
Excellence
in supply chain
management
12 Days
Executive
master class in
supply chain
management
21 Days
Operational
excellence
6 Days
Supply
chain
finance
3 Days
Change
fundamentals
3 Days
Business
coaching
4 Days
The
people
manager
4 Days
Leading
global
teams
3 Days
Inspirational
leadership
4 Days
Self-
leadership
2 Days
Senior
leadership
development
programme
8 Days
Negotiating
to create
value
5 Days
Strategic
cost
management
4 Days
Mastering
costs &
budgets
3 Days
Fundamentals
of financial
management
2 Days
Understanding
annual
reports
2 Days
Structuring
& financing
M&A deals
3 Days
International
finance
2 Days
Executive
master class in
controllership
21 Days
Venture
capital &
private
equity
2 Days
Executive
master class
in corporate
finance
21 Days
Corporate
performance
management
4 Days
INNOVATION
Executive
master class in
innovation &
entrepreneurship
21 Days
Growth
through
innovation
4 Days
Entrepreneurial
innovation
12 Days
Compensation
& benefits
management
4 Days
Executive
master class
in HRM
21 Days
Strategic
HRM
4 Days
Global
reward
management
programme
11 Days
Management
acceleration
programme:
young managers
16 Days
Operating
business in
a global
economy
2 Days
Executive
development
programme
21 Days
Advanced
management
programme
16 Days
Expanding
your business
to China
6 Days
Leadership
transition
programme
7 Days
Delivering
service
excellence
3 Days
Executive
master class in
business process
management
21 Days
Excellence in
business process
improvement
12 Days
Aligning
business
& IT
3 Days
Mastering
IT
management
6 Days
Enterprise
architecture
at work
2 Days
Essentials
in process
improvement
3 Days
MARKETING
& SALES
Executive
master class in
B2B marketing
& sales
21 Days
Essentials
in marketing
management
4 Days
Product
management
4 Days
Retail
& trade
marketing
4 Days
Digital
strategy
3 Days
Sales
management
3 Days
Strategic
B2B
marketing
4 Days
Brand
management &
communication
4 Days
Key account
management
3 Days
SME
Excellence
10 Days
Service
management
& service
innovation
16 Days
SME
challenge
8 Days
EXTENDED ECO-SYSTEM
DIAGRAM 1
In search
of new
business
opportunities
4 Days
IT & BUSINESS PROCESS
MANAGEMENT
Project
management
4 Days
A WHOLE WORLD OF NEW THINKING,
EXPERIENCES AND PEOPLE ARE WAITING
FOR YOU AT VLERICK.
Each Executive Master Class begins with four
core modules. All participants attend these
over a period of four days. After that, you can
select the classes that best meet yours and
your company’s needs. With the support of
your faculty, you’ll choose three electives to
study over 7-9 days.
You’ll be immersed in a vibrant atmosphere
of innovative thinking, with opportunities to
make connections, learn different disciplines
and develop your own area of expertise.
Vlerick will open your mind to a new way
of learning.

9. THE CORE MODULES
EACH OF THE 4 CORE MODULES FOCUSES ON
A CRITICAL ASPECT OF SUCCESSFULLY TAKING
YOUR INNOVATION FROM CONCEPT TO MARKET.
You’ll apply the theory of business modelling,
entrepreneurial marketing and finance to your
idea with hands-on group coaching sessions,
where the emphasis is on making it work in real
life. And remember, the door is always open.
You’ll have every opportunity to discuss ideas
with faculty and with other participants.
IN THE SESSIONS, YOU’LL BENEFIT FROM:
• Feedback from small and large group sessions
• Expert coaching and mentoring enhancing the power
of your idea
• Video-based feedback on your idea pitching skills
You’ll also learn to design a powerful business
model for your idea – and when you’ve completed
all the modules in this programme, you’ll present
your business case to a panel of investors, business
experts and Vlerick faculty.
This will allow you to fine-tune your idea pitching
and presentation skills – and give you the experience
and confidence that will give you the edge when you
do it for real.
" Innovation is all about creating, capturing, delivering and realising
added value for our target customers. As a prefab concrete paving
production company, our strategy focuses on customer intimacy.
We are currently investing in new machinery, extra capacity and new
capabilities and offering co-creation opportunities to our customers.
In addition, you need to build a sound business model to decide
which new processes, products and markets need to be developed
further. All this sounds very obvious – and thanks to the Executive
Master Class in Innovation & Entrepreneurship, with the input from
the coaches and the other participants, it is! “
Wim Van Raemdonck
Director Innovation & SHEQ
9

10. 10
VLERICK IS A PLACE THAT OPENS MINDS AND OPENS
PATHS TO DIFFERENT TYPES OF LEARNING.
CORE MODULES
When you join the Executive Master Class, you’ll take all
four core modules. These have been designed to give you
a superb basis and get you working alongside your fellow
participants and the faculty.
When you’ve completed the core modules, it will be
up to you to decide what you want to learn.
WHERE DO YOU WANT TO GO NEXT?
Entrepreneurs could decide to take the Entrepreneur
Path to strengthen their negotiation and people
management skills.
Corporate innovators could choose the Corporate
Innovation Path to learn how to push innovation throughout
their organisation and manage product development.
And if you want to learn completely new subjects,
you can pick and choose your own path.
COMPANY PROJECT
Towards the end of this journey, you’ll use everything
you’ve learned to carry out a project in your own company.
AND THEN?
You’ll have the support of Vlerick for life. You’ll be a
member of our alumni and you’ll be able to take part in
online activities. Many of our alumni and the companies
they work for come back to us to learn and share more.
Maybe you’ll be one of them…
YOUR LEARNING JOURNEY
TAILORED TO YOU (9 DAYS)
You choose where you want
to develop or broaden your
expertise – or learn completely
new subjects.
CORE MODULES (12 DAYS)
Every participant and the
company they work for has different
aims. But there are common
challenges and knowledge they
want to gain too – and the core
modules are where these are
addressed. They give you a firm
foundation to build your learning
on and an opportunity to learn
with a group that will become an
important part of your network
for the rest of your career.
INTERVIEW
When you apply, we spend
time talking to you and getting
to understand your goals. It helps
us to match you with the right
coaches and groups.
Start
MODULE I
CREATE
VALUE
MODULE II
CAPTURE
VALUE
MODULE III
DELIVER
VALUE
MODULE IV
REALISE
VALUE
GETTING STARTED
Setting off on a learning
journey with Vlerick is the
start of a relationship
that will last throughout
your career.

11. 11
MARIE
Is an entrepreneur. She has an idea she
wants to bring to market and she’s going
to learn how to do this. She’s also going
to become an expert at negotiation and
marketing so that she cannot only
defend her new business plan but also
successfully bring her idea to market.
BEHZAD
Is sponsored by the pharmaceutical
company he works at. He wants to get
a firm grasp of how to make innovation
flourish in the workplace. To get this he
needs to know how new ideas can be
structured and brought to life across
various levels in an organisation.
OLIVER
Owns a technology company. He’s going
to take a whole new approach to innovation
by participating in the course with Marie
and Behzad. He’s also decided that he
needs to know more about marketing
and strategy – so he’s chosen specific
subjects to help build his capabilities.
COMPANY PROJECT
Now you channel all your learning
into addressing a challenge in your
own business. It’s an approach that
proves real ROI to your company.
THIS WAY
THIS WAY
THIS WAY
PICK &
CHOOSE
THE FINISH LINE
But this is just the beginning. Vlerick
ignites your passion for learning.
So as you succeed in one goal, you and
your company may decide to create
even more value by pushing your learning
with us further.
ENTREPRENEUR
PATH
CORPORATE
INNOVATION
PATH
PICK & CHOOSE
PATH
If you need to learn
completely new things,
you can create your
own path.
ENTREPRENEUR
CORPORATE
INNOVATION
Choose this route
if you want to
strengthen your
negotiation and people
management skills.
Choose this route
if you want to learn how
to push innovation through
your organisation.
THE ALUMNI NETWORK
You’ve now built a network of contacts
you’ll want to keep in touch with for the rest
of your working life. You’ll stay in contact
with faculty staff too. Because being at
Vlerick isn’t a one-off experience – it’s a
lifelong source of support and inspiration.
OLD FRIENDS, NEW SKILLS
We’ll be looking forward to
welcoming you back to Vlerick
thoughout your career.
LIFELONG
LEARNING
IT &
BUSINESS
PROCESS
MANAGEMENT
Delivering
service
excellence
3 Days
Enterprise
architecture
at work
2 Days
Aligning
business
& IT
3 Days
PEOPLE
MANAGEMENT
& LEADERSHIP
Negotiating
to create
value
5 Days
Negotiation
essentials
3 Days
Individual
coaching
sessions
2 Days
Business
coaching
4 Days
The
people
manager
4 Days
Change
fundamentals
3 Days
Operational
excellence
3 or 6 Days
Purchasing
management
3 Days
Project
management
4 Days
Expanding
your business
to China
6 Days
Operating
business in
a global
economy
2 Days
GENERAL
MANAGEMENT &
ENTREPRENEURSHIP
MARKETING
& SALES
Essentials
in marketing
management
4 Days
Retail
& trade
marketing
4 Days
Digital
strategy
3 Days
Sales
management
3 Days
STRATEGY
Making
acquisitions
work
3 Days
Successful
strategy
execution
3 Days
Essentials
in strategy
2 Days
ACCOUNTING
& FINANCE Strategic
cost
management
4 Days
Mastering
costs &
budgets
3 Days
Fundamentals
of financial
management
2 Days
INNOVATION
Growth
through
innovation
4 Days
Understanding
annual
accounts
2 Days
HUMAN
RESOURCES
MANAGEMENT
Compensation
& benefits
management
4 Days
Strategic
HRM
4 Days
Strategic
B2B
marketing
4 Days
Brand
management &
communication
4 Days
Structuring
& financing
M&A deals
3 Days
International
finance
2 Days
Venture
capital &
private
equity
2 Days
Leading
global
teams
3 Days
Inspirational
leadership
4 Days
Self
leadership
2 Days
Corporate
performance
management
4 Days
In search of
new business
opportunities
4 Days
Key account
management
3 Days
Essentials
in process
improvement
3 Days
Supply
Chain
Finance
3 Days
OPERATIONS
& SUPPLY CHAIN
Project
management
4 Days
IT &
BUSINESS
PROCESS
MANAGEMENT
Delivering
service
excellence
3 Days
Enterprise
architecture
at work
2 Days
Aligning
business
& IT
3 Days
PEOPLE
MANAGEMENT
& LEADERSHIP
Negotiating
to create
value
5 Days
Negotiation
essentials
3 Days
Individual
coaching
sessions
2 Days
Business
coaching
4 Days
The
people
manager
4 Days
Change
fundamentals
3 Days
Operational
excellence
3 or 6 Days
Purchasing
management
3 Days
Project
management
4 Days
Expanding
your business
to China
6 Days
Operating
business in
a global
economy
2 Days
GENERAL
MANAGEMENT &
ENTREPRENEURSHIP
MARKETING
& SALES
Essentials
in marketing
management
4 Days
Product
management
4 Days
Retail
& trade
marketing
4 Days
Digital
strategy
3 Days
Sales
management
3 Days
STRATEGY
Making
acquisitions
work
3 Days
Successful
strategy
execution
3 Days
Essentials
in strategy
2 Days
ACCOUNTING
& FINANCE Strategic
cost
management
4 Days
Mastering
costs &
budgets
3 Days
Fundamentals
of financial
management
2 Days
INNOVATION
Growth
through
innovation
4 Days
Understanding
annual
accounts
2 Days
HUMAN
RESOURCES
MANAGEMENT
Compensation
& benefits
management
4 Days
Strategic
HRM
4 Days
Strategic
B2B
marketing
4 Days
Brand
management &
communication
4 Days
Structuring
& financing
M&A deals
3 Days
International
finance
2 Days
Venture
capital &
private
equity
2 Days
Leading
global
teams
3 Days
Inspirational
leadership
4 Days
Self
leadership
2 Days
Corporate
performance
management
4 Days
In search of
new business
opportunities
4 Days
Key account
management
3 Days
Essentials
in process
improvement
3 Days
Supply
Chain
Finance
3 Days
OPERATIONS
& SUPPLY CHAIN
Project
management
4 Days
IT &
BUSINESS
PROCESS
MANAGEMENT
Delivering
service
excellence
3 Days
Enterprise
architecture
at work
2 Days
Aligning
business
& IT
3 Days
PEOPLE
MANAGEMENT
& LEADERSHIP
Negotiating
to create
value
5 Days
Negotiation
essentials
3 Days
Individual
coaching
sessions
2 Days
Business
coaching
4 Days
The
people
manager
4 Days
Change
fundamentals
3 Days
Operational
excellence
3 or 6 Days
Purchasing
management
3 Days
Project
management
4 Days
Expanding
your business
to China
6 Days
Operating
business in
a global
economy
2 Days
GENERAL
MANAGEMENT &
ENTREPRENEURSHIP
MARKETING
& SALES
Essentials
in marketing
management
4 Days
Product
management
4 Days
Retail
& trade
marketing
4 Days
Digital
strategy
3 Days
Sales
management
3 Days
STRATEGY
Making
acquisitions
work
3 Days
Successful
strategy
execution
3 Days
Essentials
in strategy
2 Days
ACCOUNTING
& FINANCE Strategic
cost
management
4 Days
Mastering
costs &
budgets
3 Days
Fundamentals
of financial
management
2 Days
INNOVATION
Growth
through
innovation
4 Days
Understanding
annual
accounts
2 Days
HUMAN
RESOURCES
MANAGEMENT
Compensation
& benefits
management
4 Days
Strategic
HRM
4 Days
Strategic
B2B
marketing
4 Days
Brand
management &
communication
4 Days
Structuring
& financing
M&A deals
3 Days
International
finance
2 Days
Venture
capital &
private
equity
2 Days
Leading
global
teams
3 Days
Inspirational
leadership
4 Days
Self
leadership
2 Days
Corporate
performance
management
4 Days
In search of
new business
opportunities
4 Days
Key account
management
3 Days
Essentials
in process
improvement
3 Days
Supply
Chain
Finance
3 Days
OPERATIONS
& SUPPLY CHAIN
Project
management
4 Days
Product
management
4 Days

12. " During the programme, it became clear to me that there is a
world of difference between having an innovative idea and
actually bringing a new product into the market successfully.
Cartamundi is full of creative people who are constantly coming
up with great ideas. The Executive Master Class taught us to make
the right choices when selecting ideas, and then covert the ideas
into the right products with the right business plans. “
Steven Nietvelt
CTO, Cartamundi
EINDHOVEN
22-24 OCTOBER 2014
CORE Module I
CREATE VALUE
WHAT IS ENTREPRENEURIAL INNOVATION?
We help you understand what entrepreneurial behaviour
really is, and how it contributes to transforming ideas into
businesses. You’ll also be introduced to the structure of the
coaching sessions you’ll have across all four modules.
TOOLS FOR GENERATING IDEAS
You’ll be discovering tools to help you solve problems and
generate ideas – and you’ll be taking part in exercises and
learning from case studies across a wide spectrum of
markets and industries.
You’ll learn how to identify breaking points in projects
and look for original solutions and possibilities.
MANAGEMENT SKILLS
And because you’ll need people around you to get
your idea to market, you’ll learn how to build, grow
and manage a team.
BUSINESS MODELLING, PART ONE
You’ll begin to develop the business model that spells
out the core logic for creating, capturing and delivering
value from your innovation. You’ll learn about innovation
ecosystems, getting to know your market, committing
to markets and stakeholders.
You’ll also learn the best times and places to
enter markets.
12

13. 13
CORE Module II
CAPTURE VALUE
HOW DO YOU HARNESS THE VALUE OF INNOVATION?
An innovation is only worth as much as the market is
prepared to pay for it. So you need to be able to show
the market that your idea is different and special.
You’ll learn how to differentiate your innovation from
competitors. You’ll also find out how to make best use
of partnerships.
ENTREPRENEURIAL MARKETING
You’ll discover how to get the market to accept your
innovation by giving it reasons to buy. And if there are
barriers to your idea, you’ll learn how to remove them.
BUSINESS MODELLING, PART TWO
Your understanding of product and service business
models will deepen. You’ll learn how to define your
service or product and to articulate it as a marketable
solution. You’ll learn how to do a power analysis of
your business model to convert your innovative idea
into business value.
FINANCIAL PLANS
To lay the foundations for value delivery, this module
ends with an interactive business game that illustrates
the relationship between income statements, cash flows
and balance sheets. It’s a highly useful way of
understanding your idea from a financial perspective.
BRUSSELS
11-13 December 2014
" In my business, continuous innovation helps us establish new
markets and services in which we need to out-perform our
competitors. The Executive Master Class has given me a new angle
and tools that allow me to manage this process more closely and
profoundly in my company. The key is to pursue the opportunities
that stand a chance of being successful, and to abandon those
that don’t at an early stage. “
Jurgen Heyman
Managing Director, Corporate Vice President,
Sales Performance International Europe

14. GHENT
29-31 January 2015
CORE Module III
DELIVER VALUE
GETTING FUNDING FOR YOUR IDEA
For your idea to be funded, you will need to demonstrate a positive
return on investment. So you’ll have to understand entrepreneurial
finance.
We’ll help you to answer questions including how to manage cash – and
how much money you’ll need to finance your idea. We’ll show you which
critical assumptions are most relevant. And we’ll help you to understand
who it’s best to get funding from – business angels, venture capitalists
or corporate investors.
We’ll make you more familiar with financial planning and project
valuation – and you’ll also learn to make maximum use of intellectual
property and licensing.
FINANCIAL PLANNING AND PROJECT VALUATION
This is where you learn to translate your business plan into concrete
numbers. You start to build the financial plan that will eventually let
you check if your business will deliver as expected – and that will
give potential investors, business angels or venture capitalists the
information they need to assess your business idea.
You’ll also start to learn to value your idea using methods including traditional
discounted cash flows, real option valuation and venture capital-based valuations.
STRATEGIC INTELLECTUAL PROPERTY (IP) MANAGEMENT AND LICENSING
Protecting your intellectual property is crucially important in bringing innovations to
market. You’ll learn how to acquire and enforce IP rights, including design copyrights
and trademarks through to patenting.
Starting out in business with a firm understanding of IP will help you to increase
revenues, reduce costs, to extend product lines and to prepare for shifts in technology
and markets. To be able to offer a technical edge, IP preparation is essential.
So you’ll learn about offensive and defensive IP strategies, freedom to operate,
background and foreground IP – and you’ll develop the skills to analyse to what extent
an idea can be, or already is, protected.
BUSINESS MODELLING, PART THREE
By now you’re ready to understand IP-based business models as they are typically
used in science-based and high tech settings where technology is collaboratively
developed. You’ll learn when to use which type of business model, depending on
the technology-derived power of your idea and the business situation you’re facing.
Biotech entrepreneurs and university technology spin-offs will understand the
challenges and critical success factors of their IP-based business models.
14
" Writing the business case for BlueChem, the sustainable chemistry
incubator, was a great challenge. But, the insights during the Vlerick
programme regarding ecosystems, IP and finance – and especially
the case studies and the personal coaching – really helped sharpen
the picture so that I could see all the opportunities. Besides that,
I really appreciated the feedback from the other participants and
that extra step the Vlerick team was willing to take to think along. “
Gabrielle Van Zoeren, Project leader Sustainable Economy
and Eco-Innovation, City of Antwerp

15. Leuven
25-27 February 2015
CORE Module IV
REALISE VALUE
TIME TO POLISH YOUR PITCH
This is where you put all your learning into practice -
and your business idea to the test. You value your business
and have a final coaching session. Then we simulate a
business pitch, where you explain your idea and needs to
a panel in a prepared and compelling way.
We coach you through the whole experience so that when
you come to finally pitch your ideas to real life investors,
you’ll have the edge.
ENTREPRENEURIAL FINANCE
Without a good financial plan even the most game
changing entrepreneur will have difficulty securing
venture capital.
So you’ll learn the essentials of company valuation, the
impact of ratchets, harvesting strategies and other aspects
of shareholder contracts in techno entrepreneurial settings.
VENTURE PITCH SIMULATION
Before you present your own idea for an investor and
expert jury, we take you through a business simulation.
In it, you’ll evaluate a fully-fledged venture business plan
using all the concepts you’ll have learned. You’ll adapt
it, calculate the funding needed and defend its return
on investment before a jury of finance and business
professors, acting as venture capitalists.
Finally, you’ll do this for your own business idea, which
is the masterpiece of your learning journey.
" The Executive Master Class has provided
me with inspiring insights and practical
frameworks for connecting the dots in the
overall business ecosystem. It means we
can effectively spot disruptive innovations
and translate them into sustainable
profitable business. “
Johan Dwachtere
Director Global Pricing,
Alcatel-Lucent
15

16. choose YOUR OWN PATH
ONCE YOU’VE COMPLETED THE
CORE MODULES, YOU THEN CHOOSE
HOW YOU’D LIKE YOUR LEARNING
EXPERIENCE TO CONTINUE.
You can choose one of three paths. If you’re an entrepreneur,
you may want to choose the Entrepreneur Path, where you’ll learn
to strengthen your negotiation and people management skills.
If you work for a company, you could choose the Corporate Innovation
Path, to learn how to push innovation throughout your organisation.
Alternatively, you can select any of the other areas of study
we offer and build your own Pick and Choose path.
Essentials in Marketing Management
Discover the full spectrum of marketing management
An innovation is only worth as much as the market is prepared
to pay for it. How can you get your idea accepted in the
market? This programme outlines the marketing fundamentals
crucial for successful market entry.
4 days: 26 & 27 May 2015, 11 & 12 June 2015
NEGOTIATING TO CREATE VALUE
Make the impossible possible
A successful negotiator makes everyone feel a winner.
So we take you well beyond traditional processes and tactics.
You’ll develop the skills you need to deal with multiple parties
and close deals in the best possible way.
4 days: 25-27 November 2015, 14 & 15 December 2015
Entrepreneur path
16
ENTREPRENEUR
PATH
UR
Choose this route
if you want to
strengthen your
negotiation and people
management skills.
IT &
Enterprise
architecture
IT &
BUSINESS
PROCESS
MANAGEMENT
Delivering
service
excellence
3 Days
Enterprise
architecture
at work
2 Days
Aligning
business
& IT
3 Days
PEOPLE
MANAGEMENT
& LEADERSHIP
Negotiating
to create
value
5 Days
Negotiation
essentials
3 Days
Individual
coaching
sessions
2 Days
Business
coaching
4 Days
The
people
manager
4 Days
Change
fundamentals
3 Days
Operational
excellence
3 or 6 Days
Purchasing
management
3 Days
Project
management
4 Days
Expanding
your business
to China
6 Days
Operating
business in
a global
economy
2 Days
GENERAL
MANAGEMENT &
ENTREPRENEURSHIP
MARKETING
& SALES
Essentials
in marketing
management
4 Days
Product
management
4 Days
Retail
& trade
marketing
4 Days
Digital
strategy
3 Days
Sales
management
3 Days
STRATEGY
Making
acquisitions
work
3 Days
Successful
strategy
execution
3 Days
Essentials
in strategy
2 Days
ACCOUNTING
& FINANCE Strategic
cost
management
4 Days
Mastering
costs &
budgets
3 Days
Fundamentals
of financial
management
2 Days
INNOVATION
Growth
through
innovation
4 Days
Understanding
annual
accounts
2 Days
HUMAN
RESOURCES
MANAGEMENT
Compensation
& benefits
management
4 Days
Strategic
HRM
4 Days
Strategic
B2B
marketing
4 Days
Brand
management &
communication
4 Days
Structuring
& financing
M&A deals
3 Days
International
finance
2 Days
Venture
capital &
private
equity
2 Days
Leading
global
teams
3 Days
Inspirational
leadership
4 Days
Self
leadership
2 Days
Corporate
performance
management
4 Days
In search of
new business
opportunities
4 Days
Key account
management
3 Days
Essentials
in process
improvement
3 Days
Supply
Chain
Finance
3 Days
OPERATIONS
& SUPPLY CHAIN
Project
management
4 Days

17. 17
PICK & CHOOSE PATH
You simply select the 2-3 subjects
most suited to you across 7-9 days.
Or just contact us for further advice.
CORPORATE INNOVATION PATH
Growth through Innovation
Lead your organisation to innovative results
To get even more from your innovation,
you need to use its intellectual property
strategically. This programme helps you
to align your strategic business objectives
with the way you manage innovation.
We’ll also help you to develop innovation
and corporate venturing processes.
4 DAYS: 27-30 April 2015
PRODUCT MANAGEMENT
Launch new products & services
Become a true product champion.
Learn how to successfully position your
product in the marketplace, convince
internal and external customers.
4 DAYS: 28 & 29 May 2015, 4 & 5 June 2015
Now you channel all your learning
into addressing a challenge in you
own business. It’s an approach tha
proves real ROI to your company.
w
gh
IT &
BUSINESS
PROCESS
MANAGEMENT
Delivering
service
excellence
3 Days
Enterprise
architecture
at work
2 Days
Aligning
business
& IT
3 Days
PEOPLE
MANAGEMENT
& LEADERSHIP
Negotiating
to create
value
5 Days
Negotiation
essentials
3 Days
Individual
coaching
sessions
2 Days
Business
coaching
4 Days
The
people
manager
4 Days
Change
fundamentals
3 Days
Operational
excellence
3 or 6 Days
Purchasing
management
3 Days
Project
management
4 Days
Expanding
your business
to China
6 Days
Operating
business in
a global
economy
2 Days
GENERAL
MANAGEMENT &
ENTREPRENEURSHIP
MARKETING
& SALES
Essentials
in marketing
management
4 Days
Retail
& trade
marketing
4 Days
Digital
strategy
3 Days
Sales
management
3 Days
STRATEGY
Making
acquisitions
work
3 Days
Successful
strategy
execution
3 Days
Essentials
in strategy
2 Days
ACCOUNTING
& FINANCE Strategic
cost
management
4 Days
Mastering
costs &
budgets
3 Days
Fundamentals
of financial
management
2 Days
INNOVATION
Growth
through
innovation
4 Days
Understanding
annual
accounts
2 Days
HUMAN
RESOURCES
MANAGEMENT
Compensation
& benefits
management
4 Days
Strategic
HRM
4 Days
Strategic
B2B
marketing
4 Days
Brand
management &
communication
4 Days
Structuring
& financing
M&A deals
3 Days
International
finance
2 Days
Venture
capital &
private
equity
2 Days
Leading
global
teams
3 Days
Inspirational
leadership
4 Days
Self
leadership
2 Days
Corporate
performance
management
4 Days
In search of
new business
opportunities
4 Days
Key account
management
3 Days
Essentials
in process
improvement
3 Days
Supply
Chain
Finance
3 Days
OPERATIONS
& SUPPLY CHAIN
Project
management
4 Days
IT &
BUSINESS
PROCESS
MANAGEMENT
Delivering
service
excellence
3 Days
Enterprise
architecture
at work
2 Days
Aligning
business
& IT
3 Days
PEOPLE
MANAGEMENT
& LEADERSHIP
Negotiating
to create
value
5 Days
Negotiation
essentials
3 Days
Individual
coaching
sessions
2 Days
Business
coaching
4 Days
The
people
manager
4 Days
Change
fundamentals
3 Days
Operational
excellence
3 or 6 Days
Purchasing
management
3 Days
Project
management
4 Days
Expanding
your business
to China
6 Days
Operating
business in
a global
economy
2 Days
GENERAL
MANAGEMENT &
ENTREPRENEURSHIP
MARKETING
& SALES
Essentials
in marketing
management
4 Days
Product
management
4 Days
Retail
& trade
marketing
4 Days
Digital
strategy
3 Days
Sales
management
3 Days
STRATEGY
Making
acquisitions
work
3 Days
Successful
strategy
execution
3 Days
Essentials
in strategy
2 Days
ACCOUNTING
& FINANCE Strategic
cost
management
4 Days
Mastering
costs &
budgets
3 Days
Fundamentals
of financial
management
2 Days
INNOVATION
Growth
through
innovation
4 Days
Understanding
annual
accounts
2 Days
HUMAN
Compensation
& benefits
management
4 Days
Strategic
HRM
4 Days
Strategic
B2B
marketing
4 Days
Brand
management &
communication
4 Days
Structuring
& financing
M&A deals
3 Days
International
finance
2 Days
Venture
capital &
private
equity
2 Days
Leading
global
teams
3 Days
Inspirational
leadership
4 Days
Self
leadership
2 Days
Corporate
performance
management
4 Days
In search of
new business
opportunities
4 Days
Key account
management
3 Days
Essentials
in process
improvement
3 Days
Supply
Chain
Finance
3 Days
OPERATIONS
& SUPPLY CHAIN
Project
management
4 Days
Product
management
4 Days
own busin
proves rea
CORPORATE
INNOVATION
PATH
PICK & CHOOSE
PATH
f you need to learn
ompletely new things,
you can create your
own path.
Choose this route
you want to learn how
push innovation through
your organisation.
IT &
BUSINESS
PROCESS
MANAGEMENT
Delivering
service
excellence
3 Days
Enterprise
architecture
at work
2 Days
Aligning
business
& IT
3 Days
PEOPLE
MANAGEMENT
& LEADERSHIP
Negotiating
to create
value
5 Days
Negotiation
essentials
3 Days
Individual
coaching
sessions
2 Days
Business
coaching
4 Days
The
people
manager
4 Days
Change
fundamentals
3 Days
Operational
excellence
3 or 6 Days
Purchasing
management
3 Days
Project
management
4 Days
Expanding
your business
to China
6 Days
Operating
business in
a global
economy
2 Days
GENERAL
MANAGEMENT &
ENTREPRENEURSHIP
MARKETING
& SALES
Essentials
in marketing
management
4 Days
Retail
& trade
marketing
4 Days
Digital
strategy
3 Days
Sales
management
3 Days
STRATEGY
Making
acquisitions
work
3 Days
Successful
strategy
execution
3 Days
Essentials
in strategy
2 Days
ACCOUNTING
& FINANCE Strategic
cost
management
4 Days
Mastering
costs &
budgets
3 Days
Fundamentals
of financial
management
2 Days
INNOVATION
Growth
through
innovation
4 Days
Understanding
annual
accounts
2 Days
HUMAN
RESOURCES
MANAGEMENT
Compensation
& benefits
management
4 Days
Strategic
HRM
4 Days
Strategic
B2B
marketing
4 Days
Brand
management &
communication
4 Days
Structuring
& financing
M&A deals
3 Days
International
finance
2 Days
Venture
capital &
private
equity
2 Days
Leading
global
teams
3 Days
Inspirational
leadership
4 Days
Self
leadership
2 Days
Corporate
performance
management
4 Days
In search of
new business
opportunities
4 Days
Key account
management
3 Days
Essentials
in process
improvement
3 Days
Supply
Chain
Finance
3 Days
OPERATIONS
& SUPPLY CHAIN
Project
management
4 Days
IT &
BUSINESS
PROCESS
MANAGEMENT
Delivering
service
excellence
3 Days
Enterprise
architecture
at work
2 Days
Aligning
business
& IT
3 Days
PEOPLE
MANAGEMENT
& LEADERSHIP
Negotiating
to create
value
5 Days
Negotiation
essentials
3 Days
Individual
coaching
sessions
2 Days
Business
coaching
4 Days
The
people
manager
4 Days
Change
fundamentals
3 Days
Operational
excellence
3 or 6 Days
Purchasing
management
3 Days
Project
management
4 Days
Expanding
your business
to China
6 Days
Operating
business in
a global
economy
2 Days
GENERAL
MANAGEMENT &
ENTREPRENEURSHIP
MARKETING
& SALES
Essentials
in marketing
management
4 Days
Product
management
4 Days
Retail
& trade
marketing
4 Days
Digital
strategy
3 Days
Sales
management
3 Days
STRATEGY
Making
acquisitions
work
3 Days
Successful
strategy
execution
3 Days
Essentials
in strategy
2 Days
ACCOUNTING
& FINANCE Strategic
cost
management
4 Days
Mastering
costs &
budgets
3 Days
Fundamentals
of financial
management
2 Days
INNOVATION
Growth
through
innovation
4 Days
Understanding
annual
accounts
2 Days
HUMAN
RESOURCES
MANAGEMENT
Compensation
& benefits
management
4 Days
Strategic
HRM
4 Days
Strategic
B2B
marketing
4 Days
Brand
management &
communication
4 Days
Structuring
& financing
M&A deals
3 Days
International
finance
2 Days
Venture
capital &
private
equity
2 Days
Leading
global
teams
3 Days
Inspirational
leadership
4 Days
Self
leadership
2 Days
Corporate
performance
management
4 Days
In search of
new business
opportunities
4 Days
Key account
management
3 Days
Essentials
in process
improvement
3 Days
Supply
Chain
Finance
3 Days
OPERATIONS
& SUPPLY CHAIN
Project
management
4 Days
Product
management
4 Days

18. From the first day you step onto
our beautiful campuses, you’ll meet
inspiring people you’ll want to stay
in touch with for the rest of your
professional life.
We have a very active network of
Vlerick alumni – more than 17.000
people in 100 countries worldwide.
So even when your programme
has finished, you’ll still be part of
one of the most vibrant business
communities in the world.
The Vlerick Network
The Vlerick
network
organises
regular events,
and has online
forums that
you’ll be
encouraged to
take part in.
18

19. Dates and locations
Core Module I October 22-24, 2014, Eindhoven
Core Module II December 11-13, 2014, Brussels
Core Module III January 29-31, 2015, Ghent
Core Module IV February 25-27, 2015, Leuven
The dates and locations of the electives depend
on the path you have chosen (also see pp. 16-17).
Language English
Your certificate
When you successfully complete your company
project and attend at least 80% of the lectures,
you will be awarded the Executive Master Class
in Innovation and Entrepreneurship Certificate.
Tuition fee
The programme fee is €12,345. This includes
instruction and project coaching, teaching and
supporting materials. Additional seminar costs are
€1,745. These include, learning materials, coffee
breaks, lunches, dinners and evening activities.
Hotel costs for eight nights will cost approximately
€1000. Travel expenses are not included.
All fees exclude VAT @ 21%.
Tuition fees are billed after registration and must
be settled before you start the programme.
Cancellations
Please check our terms and conditions at
www.vlerick.com/conditions
Join one of our Info Sessions
We organise Info Sessions at regular intervals. These
sessions give you the opportunity to visit our campus
and talk to current students and programme staff.
More info and dates: www.vlerick.com/infosessions
PROGRAMME Information CONTACT US
Ghita Greef
Product Manager
T: + 32 9 210 98 94
E: ghita.greef@vlerick.com
Stephanie Louwagie
Programme Assistant
T: + 32 9 210 92 34
E: stephanie.louwagie
@vlerick.com
Find more info and
the application form:
www.vlerick.com/
emcie
APPLY NOW
As sharing knowledge and experience
among professionals is an essential part of
our learning concept, the average age of
participants typically ranges from 30-45.
Participants must have at minimum 3 years
of working experience.
We give careful attention to group
formation, as having the right background
and work experience enhances the learning
climate. To guarantee that your profile fits
with the Executive Master Class’s target
group, we kindly ask you to fill in the
application form (www.vlerick.com/emcie).
Once we have received your application
form and CV, we will contact you to
schedule an intake interview. The number of
participants is limited, so early application is
strongly recommended.
Financial benefits for you?
• 10% special reduction for paying members
of Vlerick Alumni
• KMO Portefeuille or other governmental
subsidies.
• Vlerick Social Profit Grants for organisations
in the social/non-profit sector
Find more info at:
www.vlerick.com/benefits
19

20. Application form
Executive Master Class
in Innovation and Entrepreneurship
Your contact details will be stored in a database of Vlerick Business
School for the purpose of keeping you updated on our activities.
Pursuant to the Belgian Law on privacy (Wet tot bescherming van de
persoonlijke levenssfeer ten opzichte van de verwerking van
persoonsgegevens) of 8 December 1992 you are entitled to inspection
and correction of data related to you as kept by Vlerick Business School.
Please return this form to:
Vlerick Business School, attn. Ghita Greef
Reep 1, 9000 Ghent, Belgium
Fax: + 32 9 210 99 10
ghita.greef@vlerick.com
You can also apply online at www.vlerick.com/emcie
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.
Name First name M F
Function
Company
Company address N° Box
Postal code City
Country
Telephone
E-mail
Home address N° Box
Postal code City
Country
Home telephone
Invoice to be addressed to:
Name First name M F
(Only complete the section below if different from company address above)
Address N° Box
Postal code City
Country
VAT n°
I’m a gold or platinum member of Vlerick Alumni and enjoy a 10% reduction on this programme
Date - - Signature
In addition, I wish to receive more information on the management programmes of Vlerick Business School
that I have ticked on the reverse side of this form.
Yes, I wish to apply for the Executive Master Class in Innovation and Entrepreneurship 2014.
I have completed the required information below and am adding my CV.
INNOVATION AND ENTREPRENEURSHIP
EXECUTIVE MASTER CLASS
Getting your ideas to market
2014-2015
✓
I prefer:
the Entrepreneur Path
the Corporate Innovation Path
the Pick & Choose Path
to wait and to make my choice in the course of the programme.

21. 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.
Accounting & Finance
Corporate Performance Management
Executive Master Class in Controllership
Executive Master Class in Corporate Finance
Fundamentals of Financial Management
International Finance
Mastering Costs & Budgets
Strategic Cost Management
Structuring & Financing M&A Deals
Understanding Annual Reports
Venture Capital & Private Equity
General Management & Entrepreneurship
Advanced Management Programme
Executive MBA
Expanding your Business to China
In Search of New Business Opportunities
Management for the Hospital Professional
Management Acceleration Programme: Young Managers
Mastering Interim Management
MBA in Financial Services & Insurance
Operating Business in a Global Economy
Executive Development Programme: International Managers
Executive Development Programme: Middle managers
Service Management & Service Innovation
SME Challenge
SME Excellence
Human Resource Management
Compensation & Benefits Management
Executive Master Class in HRM
Global Reward Management Programme
Strategic HRM
ICT & Business Process Management
Aligning Business and IT
Business Intelligence Workshop
Delivering Service Excellence
Enterprise Architecture @ Work
Excellence in Business Process Improvement
Executive Master Class Business Process Management
Mastering IT Management
IT Outsourcing
Innovation
Corporate Innovation Management
Entrepreneurial Innovation
Executive Master Class in Innovation & Entrepreneurship
Leading Innovative Organisations
Marketing & Sales
Brand Management and Communication
Digital Strategy
Essentials in Marketing Management
Executive Master Class in B2B Marketing & Sales
Key Account Management
Product Management
Retail & Trade Marketing
Sales Management
Strategic Business-to-Business Marketing
Operations & Supply Chain
Excellence in Supply Chain Management
Executive Master Class Supply Chain Management
Operational Excellence
Project Management
Purchasing Management
Supply Chain Finance
People Management & Leadership
Business Coaching Essentials
Change Fundamentals
Inspirational Leadership
Leading Global Teams
Leadership Transition Programme
Negotiation Essentials
Negotiating to Create Value
Self-leadership
Senior Leadership Development Programme
The People Manager
Strategy
Essentials in Strategy
Making Acquisitions work
Successful Strategy Execution
More information on www.vlerick.com
THE Programmes of
vlerick BUSINESS school

22. BRUSSELS - GHENT - LEUVEN - ST. PETERSBURG
VLERICK BUSINESS SCHOOL - THE BUSINESS SCHOOL OF GHENT UNIVERSITY AND KU LEUVEN
STICHTING VAN OPENBAAR NUT - PUBLIC UTILITY FOUNDATION - VAT BE 0424 244 049
HQ: REEP 1 - 9000 GHENT - BELGIUM - T + 32 9 210 97 11
INFO@VLERICK.COM - WWW.VLERICK.COM