november, 2017

LET OP: Dit event vindt plaats op meerdere data!

01nov10:0016:30Mastercourse B2B Marketing - 5 days (in English) RotterdamGet all the tools to uplift your marketing plans to a higher level! Sign up! Investering: NIMA Member fee € 995,– Regular fee € 995,– (special promotion!)  The fee includes a 1 year use of the  DSM/Vlerick Self Learning Portal with best practices and tools (in English)


(Woensdag) 10:00 - 16:30


Rotterdam & webinars


NIMA Member fee € 995,–
Regular fee € 995,– (special promotion!) 

The fee includes a 1 year use of the  DSM/Vlerick Self Learning Portal with best practices and tools (in English)


Become a member and save € 200,- on this event! With for example our Silver Membership.

Take a look at all our memberships or contact us through or 020-5039300.
With a NIMA Passe Partout you can participate. The NIMA Fair Acces Policy is in effect for Passe Partout holders.


Sign up!

Event beschrijving


The B2B marketing profession is developing fast. It is vital to stay up to date. This B2B Master course is co-developed by the leading international business school, Vlerick, and the NIMA B2B community and will present a diverse mix of theoretical knowledge and practical insight. To give the latest trends and inspiration in this fast developing discipline.

Vlerick Business school is internationally recognized and has close ties to the corporate world, which results in to the point and pragmatic B2B learnings founded on solid theoretical models and insights. Add to this the real-life examples and cases of well-known companies and members of the B2B community and you get a hands-on Master course which gives you a great tool set to be innovative in your work as a professional marketeer.

What we offer:

  • The latest insights and pragmatic and real life B2B examples and best practices on: market understanding and insights, propositions and value creation & customer engagement and digitization.
  • Modern self-directed learning; Interactive, peer to peer and individual
  • The instruments to ask the right questions and solve them
  • All the tools to uplift your marketing plans to a higher level based upon the latest insights of marketing experts: practical as well theoretical.

The program format:

  • 2 days face to face events on: November 1st, with lectures and cases by professor Fred Lemke and November 17th, with real life cases from RustOleum, Bidfood, ABN AMRO and DSM, by the NIMA B2B Marketing community.
  • 3 Webinars by Vlerick professors
  • 1 year free access to the DSM/ Vlerick self-learning portal with articles, videos, best practices

The program details

November 1st

Customer interaction! Key in optimizing your B2B relations by professor Fred Lemke in Rotterdam from 10.00 – 16.30.

  • Creating a deeper understanding of your customer and how the ecosystem influences your customers
  • Identifying which role and position you want to play and how to differentiate
  • How to combine this market understanding and choices into a congruent strategy

November 6, 10 and 13: Interactive Webinars about:

  • Digital strategy by Prof. Dr. Steve Muylle

You cannot underestimate the impact of digitisation on your organisation. New technologies create new opportunities for business – and new challenges as well. This webinar addresses the most recent opportunities and challenges of various technologies including the Internet of Things (IoT), machine learning, mobile, social media, and big data. Master the key principles of digital strategy and learn how to identify digital initiatives that leverage the transformative power of digitisation and give your organisation a competitive edge in a redefined ecosystem.

On the Vlerick/DSM learning portal participants have access to, you can find a lot of content to be used to prepare for this webinar. You are invited to come up with your personal case during the webinar.

  • Value creation / value capturing by Prof. Koen Tackx

Customer Value creation, and capturing this value is one of the drivers behind shareholder value creation. During this webinar we discuss the sustainability of the businessmodel. Where can you be attacked by new entrants? The learning portal provides you with a lot of valuable content helping you to be prepared for this webinar. Your cases and examples will help to make it an interactive session.

  • Negotiations to create value by Prof. Barney Jordaan

Negotiating to create value enables you to design optimal negotiation deals. If you no longer want to leave the negotiation table feeling somehow disappointed with the outcome, then you are at the right address. During this webinar you can learn from insights which will help you to be able to convince others to follow you, even in difficult settings. Ideally you are ablt to close deals based on cooperation, and to create value in the negotiation process.

On the learning portal you can find more content which will help you to be well prepared for this interactive webinar!

All webinars will be held from 14.00 – 15.00. If you are not able to participate during the interactive webinars, please inform us upfront about this. We will then make it possible for you to watch the webinars later. 

November 17th: Interactive peer to peer learning in Rotterdam from 10.00 – 16.30.

How to apply the theoretic models in practice; an active learning day where you will have to solve cases and learn directly from the source with the following participating companies:

  • RustOleum; New business model thinking in existing distributor landscape.
  • DSM; The power and use of B2B branding, using marketing in a technology driven eco-system.
  • ABN AMRO; A changing ecosystem and the effect on your positioning
  • Bidfood; Exploiting the new digital capabilities and the effect on the customer relation

For whom?

This Mastercourse is interesting for marketing managers, product managers and communication manager who are working in the B2B enviroment.
The language of this whole course (face to face events in Rotterdam and the webinars) will be English and in order to be able to follow the whole course it would be good if you have at least NIMA A marketing level.


As participant, you will get a year FREE ACCES to the DSM Vlerick learning portal. This digital learning portal created by Vlerick Business School and DSM contains a wealth of information in the form of articles, videos, reference cards, quizzes and best practices. This Learning Portal gives you the opportunity to enhance your capabilities whenever and wherever you need it. See also a short video about this portal.

Toekomstige events in deze event series

6 november 2017 14:0010 november 2017 14:0013 november 2017 14:0017 november 2017 10:00


15 PE Points

Only valid for: SMP, SCP, RM and NQL



Sprekers voor dit event

  • Prof. Barney Jordaan

    Prof. Barney Jordaan

    Professor of management practice at Vlerick Business School

    Barney Jordaan holds a doctorate in law from Stellenbosch University, where he was professor of law until 1997 teaching employment, contract and intellectual property law. He thereafter taught negotiation at Stellenbosch University Business School and the Graduate School of Business, University of Cape Town. Aside from his academic involvement, he was co-founder and director of a consulting firm in South Africa specialising in negotiation, mediation and conflict resolution. His first serious encounter with negotiation was in the 1980’s in the tough field of collective bargaining. Since then he has been involved in assisting clients in both commercial and workplace negotiation for more than 30 years, working with blue chip South african as well as global organisations in the shipping, tobacco, consumer goods, retail, manufacturing and financial sectors.

    Professor of management practice at Vlerick Business School

  • Prof. Dr. Steve Muylle

    Prof. Dr. Steve Muylle

    Partner and Full Professor of Marketing & Digital Strategy

    Steve is a recognised expert in assessing and enhancing e-business processes. Steve delivers actionable insights into how firms maximise the value of and for customers, offline and online. He has received multiple awards for his research and teaching. He is also academic director of Vlerick’s Online MBA program.

    Partner and Full Professor of Marketing & Digital Strategy

  • Prof. Fred Lemke

    Prof. Fred Lemke

    Full Professor of Marketing & Sustainability at Vlerick Business School

    Fred Lemke, Ph.D., MBA leads management workshops on the interface of marketing, sustainability, innovation, value creation, customer experience, and reputation. He also holds positions at Newcastle University Business School (Visiting Researcher) and Ghent University.

    Full Professor of Marketing & Sustainability at Vlerick Business School

  • Prof. Koen Tackx

    Prof. Koen Tackx

    Professor of Management Practice at Vlerick Business School

    Koen Tackx is a Professor of Management Practice at Vlerick Business School in strategy and marketing. His industry focus includes energy, financial services and telecommunicationsIn the marketing domain his main research interest is how to balance between value creation and value capturing and how different strategies can influence this balance. He presented papers at major conferences like the Strategic Management Society Annual Conference and the British Academy of Management. Koen is passionate about how companies can create value for customers and capture value for their shareholders.

    Professor of Management Practice at Vlerick Business School

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