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

A learning experience like no other

When you come to Vlerick, you step away from your usual routine and gain a wider perspective. You discover how to tackle challenges, turn your knowledge into action and apply your skills in your workplace. You learn from faculty who are experts in their fields – and from a diverse group of peers. All these things help you become a confident, skilled professional, ready to succeed in business – and in life.

Vlerick Learning Experience

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
[email protected]
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