Marketing Strategy Master Class
Start date
13 april 2026
Duration
3 days
Language
Dutch
Costs
€ 3900
Rankings
TIAS Executive Education is ranked #1 in the Netherlands for participant satisfaction by the Financial Times, with a score of 8.7 out of 10.
Introduction
How do you ensure that customers keep choosing your organization? In a world that never stands still, this question is more relevant than ever. Digitization and globalization unlock unprecedented opportunities, but they also bring new competitors, sometimes from unexpected corners. One bold innovator can redefine an entire industry overnight.
It's not just competition that evolves; the entire business ecosystem is shifting. Organizations are expected to make deliberate choices, choices that go beyond profit to create meaningful impact. The most successful companies put all their stakeholders first: customers, employees, and society at large, ensuring long-term success in a rapidly changing world.
In this master class, you will explore how to build an organization that people don’t just choose but genuinely admire. One that stands out, adapts, and remains relevant, creating lasting value for everyone it touches.
Participant profile
If you play a direct or indirect role in shaping your organization's (marketing) strategy and aspire to elevate it to the next level, this master class is for you. Whether you're seeking insights and resources to define your strategy clearly or make high-impact decisions that drive toward an ambitious goal (Big Hairy Audacious Goal – BHAG), this program will equip you with the right tools.
Average demographics
42 years | 50% men & 50% womenAverage work experience
17 years
Why this program
In the Marketing Strategy Master Class, you'll critically assess your organization's business model from both a theoretical and practical perspective. You'll gain the frameworks and skills to make strategic choices that propel your organization forward while developing a sustainable, future-oriented marketing strategy with lasting impact.
What will the program bring you?
Learn how to build an organization that inspires and grows: Discover how to create a distinctive, inspiring and future-proof organization, an organization that customers, employees and other stakeholders want to be a part of.
Master the essence of strategic marketing: Explore the most important marketing and strategic paradigms and learn how to use them effectively to create sustainable value that goes beyond profit alone.
Turn customer insights into a powerful value proposition: Understand the crucial role of customer insights, market research and co-creation and learn how to apply them to develop a value proposition that supports your organization's highest ambitions.
Speak the language of the CFO and increase your strategic impact: Learn how to translate the impact of marketing strategies into key financial concepts such as Customer Lifetime Value, enabling you to collaborate more effectively with other departments and have a greater influence on company strategy.
About this program
How do you build a future-proof marketing strategy that really makes an impact? In this master class, you will work from scientific insights and practical case studies on a strategic approach that sets your organization apart. From value creation and market positioning to digital transformation and financial substantiation, each day brings you one step closer to a stronger, customer-oriented organization.
Day 1: Marketing Strategy
You will explore how organizations create value and position themselves in a dynamic market. Using models like Stairway to Greatness and the Arena, you will analyze customers, competitors, and strategic choices.
Day 2: Value Proposition and Organization
You will develop a sharp value proposition using the KANO model and the Differentiation Canvas, and determine how your organization can truly differentiate itself. You will also work on a strategic roadmap and explore how to shape a customer-centric, future-oriented organization.
Day 3: Marketing in the Boardroom
You will link marketing to business economics, with insights into topics such as Customer Lifetime Value and speaking the language of finance. You will also explore the role of digitalization and how to strategically embed marketing within the organization.
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