Detailed Programme

The programme 'Data-Driven Marketing' consists of 3 modules:

Module 1: Creating business value with analytics

  • Understanding the potential business benefits and value of small & big data
  • Customer Relationship Management 2.0
  • Overview of the required organisational capabilities
  • A framework for data-driven marketing: acquire, analyse, action.
  • Creating a roadmap for implementation

Module 2: Strategic & Tactical data-driven marketing

  • Improving customer centricity using data visualisation
  • Creating a 360° view of your customer
  • Creating a better understanding of the market using advanced perceptual mapping
  • From market and customer insights to better strategic decision making
  • Key Marketing metrics to evaluate campaigns and improve agile marketing
  • Enhance your marketing mix using conjoint analysis

Module 3: Operational data-driven marketing

  • Creating data-driven decision support systems for Sales People
  • How to improve your customer acquisition and retention campaigns using analytics
  • From segmentation to the segment of one: hyper personalisation
  • The power of predictive analytics in marketing
  • Creating a standard process for data mining in marketing & sales
  • Optimise resource allocation using prescriptive analytics
  • From small to big data: Web analytics, Text mining, Social network analysis

The Vlerick Difference

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. Learning at Vlerick 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.

Digital − the new normal in business − will also strengthen your learning process. Our online platform ‘Showpad’ and the use of a tablet grant you access to all of the learning materials anywhere, anytime, and enable you to go beyond note-taking: take pictures of the flipchart during a brainstorming exercise, record a video of a role play, participate in a quick poll, create a Wikipage together … and share them on the spot with your group.

Find out more

We facilitate your journey. You make the difference.

Drive real change in your organisation

A learning experience with real impact on your operations? A management programme tailored to the specific needs of your business? Contact us and discover how we can design and deliver customised programmes for your team that add genuine value to your organisation.

Need help?

Contact our Programme Advisor
Programme Advisor
Tel + 32 9 210 98 84
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