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
[email protected]
Find the programme most relevant for you!

Our programme finder allows you to find the management programme that best fits your needs.

Find a Programme

Meet Us

Info Sessions & Open Days
14 Jan
Drop In on our Leuven Campus
Category: General Info Sessions

12 Feb
Drop In on our Ghent Campus
Category: General Info Sessions

28 Feb
Experience Vlerick Evening
Category: General Info Sessions

No. 1 for Executive Education

Related Articles

  1. The “James” Banking Experience - robots taking over from humans for investment advice?

    In view of data-driven and customer-centric user experiences becoming ever more important, BNP Paribas Fortis developed ‘James’, an online and personal investment advice service that is both human and digital. Since the launch in 2009, the James’ customer base expanded from 20,000 to 100,000. This case study analyses the implications of using digital technologies for customer interactions in retail banking.
  2. When Customer Journey Thinking Meets Cost-Risk Analysis

    Name the first thing that comes to mind when you hear ‘marketing’. Is it getting your product or service noticed? Attracting potential buyers? Closing a sale? Designing your packaging? It’s all of that indeed, but the essence of marketing should always be … your customer.
All articles