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