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Detailed Curriculum
Masters in Marketing & Digital Transformation

Marketing & Digital Strategy

Marketing Strategy & Digitalisation


Why you need this course:


Consumers and marketing managers are living through a rapidly changing digital age - whether in the role of “digital native” or “digital tourist”. This course aims to help you grasp the full extent of those changes and comprehend the implications (opportunities and threats) for entrepreneurs, marketers, brand managers and consumers.

In order to provide consumers with a value proposition that best matches their needs (current and future), marketers must fully understand the digital context within which consumers’ decisions take place. They must develop a value proposition that serves both consumers (who may use those services for free) and customers (who are willing to pay for a related value proposition). They need to segment, position and brand their offering in a manner that is sometimes fundamentally different from traditional products or services. Accordingly, this course unpicks the key marketing issues within the digital world and will introduce you to useful digital tools and meaningful theoretical and strategic new models.

After completing this course, you’ll be able to:

  • To understand consumer behaviour in the digital context and assess opportunities and challenges for the modern marketing practitioner
  • To identify, and know how to address, the key decisions facing digital marketing managers and marketing decision makers
  • To gain a full appreciation of the key issues within digital strategy development and implementation

Course holder: Prof Dr Laurent Muzellec

Digital Business Models


Why you need this course:


Whereas the success of companies was historically often based upon a superior product or service, it’s nowadays also the development and functioning of a digital platform between customers (who pay), and users (who create content, products or services) that are the key performance drivers of successful companies such as Alibaba, Facebook or Uber.

In this course we’ll take a deep-dive into the functioning of digital business models in a variety of industries. We’ll provide strategic and marketing concepts and tools to help you understand, analyse and create digital business models. In doing so, we’ll take the perspective of both traditional and “digital-native” companies.

After completing this course, you’ll be able to:

  • Define, create and run digital (platform) business models for both start-ups as existing companies
  • Develop a thorough understanding of (digital) business models from a broad array of companies
  • Define and map the internal and external (ecosystem) business scope of a company
  • Define or to re-evaluate the business scope of companies by deep customer connection
  • Define and execute a go-to-market approach for a digital business model

You’ll obtain a hands-on learning experience:

  • Through very interactive workshops and lectures
  • Through “Harvard Style” business case teaching
  • By working on two “real-life” case assignments for companies

Course holder:
Prof Dr Koen Tackx

Branding Strategy & Tactics


Why you need this course:


To stimulate purchase behaviour, companies face the challenge of gaining the attention, interest and positive attitude of potential customers in their target group. Building strong brands around products and companies is a powerful means to accomplish these marketing objectives and require a keen understanding of branding essentials. As the (online and offline) information overload of today is making it more and more difficult for companies to “cut through the clutter”, the importance of a good branding strategy is only increasing.

This course consists of different modules focusing on:

  1. building brands
  2. managing & re-vitalising brands
  3. organising brands
  4. communicating brands (in the digital age)

After completing this course, you’ll be able to:

  • Understand and apply frameworks to formulate a brand positioning or brand value platform
  • Formulate brand management and brand re-vitalisation strategies & tactics
  • Describe the crucial components of a brand marketing campaign plan (e.g. brand communication objectives & KPIs, channel strategy, connection plan, production phase)
  • Detail brand communication budgeting elements (e.g. agency budget, production budget, media budget)

You’ll obtain a hands-on learning experience:

  • By applying in-class frameworks and concepts to a real-life challenge facilitated by a company (e.g. Alken-Maes, one of the leading players in the Belgian beer industry)
  • Through an experience visit to a branding agency (e.g. FamousGrey) that helps companies tackle this challenge, business guest lectures and active coaching by business professionals
  • By training your business presentation skills, your ability to interact with middle and general management, as well as your creative depiction and teamwork skills

Course holder: Prof Dr Frank Goedertier

B2B Marketing in the Digital Age


Why you need this course:


Leading companies in the business-to-business (B2B) environment understand the significance of digital marketing and are becoming increasingly customer-centric to create relevant market offerings. Even though the core principles of marketing apply to both the business-to-consumer (B2C) and B2B sector, there are important differences.

As we’re currently witnessing fundamental shifts of tactics and actions in ‘the digital race’, we’ll point out what cutting-edge B2B companies do when leading the way. This course orchestrates three blocks, covering topics related to understanding, creating, and delivering customer value in digital and highly competitive business markets.

After completing this course, you’ll be able to:

  • Apply core marketing concepts in B2B settings (market research, STP, NPD, marketing mix)
  • Understand how firms make purchasing decisions and the implications of derived demand
  • Create relevant (digital) customer experiences
  • Develop a digital strategy and innovate in processes, products, and business models

You’ll obtain a hands-on learning experience:

  • By being exposed to important recent developments in the area of business marketing through cases, exercises, and testimonials
  • Through multiple intensive case discussions, some of which are authored by the course holders
  • Through a one-day company visit (e.g. Barco, a high-technology company), in which you’ll work on a real-life, real-time case, and receive a briefing and feedback from multiple key decision makers

Course holder:
Prof Dr Fred Lemke
Dr Willem Standaert

E-commerce & Omnichannel Retail


Why you need this course:


The bulk of all consumer goods are sold to consumers though retail channels. The shift from brick-and-mortar stores to webshops (e-commerce) has dramatic impact, not only on the traditional retailers, but also on the branded goods manufacturers and society at large (vacancies in city centres and a potential loss of jobs).

In this module we’ll discuss the business of e-commerce and the way brick-and-mortar stores are responding with omnichannel strategies. We’ll assess the future role of online and offline sales channels, and how brand manufacturers develop new distribution strategies.

After completing this course, you’ll be able to:

  • Understand the business model and economics of e-commerce
  • Develop sustainable strategies for bricks-and-mortar retailers in the digital era
  • Develop channel strategies for branded goods manufacturers in the digital era
  • Assess the potential impact of new digital and other developments, and how to adapt the above strategies

Course holder:
Prof Gino Van Ossel

Sales & Service Innovation


Why you need this course:


The nature of professional selling and services and the pace of change have shifted dramatically in recent years, and mastering the traditional aspects of service delivery will no longer be enough. To seize the opportunities, companies must learn to tap the potential for sales/service innovation made possible by important evolving trends in the current business landscape.

Specifically, this course will cover sales and service related topics and how they have shifted due to the following issues: growth in customer expectations, the roar of technological innovation (with an emphasis on the role of digital marketing), big data and analytics.

After completing this course, you’ll be able to:

  • Understand the issues around defining ‘technology’, ‘innovation’ and ‘innovation management’ and recognize the diversity of types of innovation, innovators and innovation settings
  • Map the customer experience and identify areas where technology can be infused to enhance the overall experience
  • Discuss the role of the solution-focused salesperson and how to embrace consultative approach in the new digital age
  • Discuss the role of sales analytics in contemporary sales decision-making

You’ll obtain a hands-on learning experience:

  • Through application exercises for each topic covered that correspond to industry examples and best practices in the professional domain including the role of technology to demonstrate the shifting business trends and how both sales and service are evolving

Course holder:
Prof Dr Adam Rapp

Managing Customer Experience & Technology Trends


Why you need this course:


In this digital-driven age, customer expectations have raised exponentially the past years due to innovative customer experience initiatives of small disruptors and big tech giants in Asia (e.g. Baidu, Alibaba, Tencent and Xiaomi aka “BATX”), the US (e.g. Google, Amazon, Facebook et Apple aka “GAFA” or Tesla, Uber, Netflix et Airbnb aka “TUNA”) and Europe (e.g. Coolblue or Bol.com in Benelux) – an evolution that is likely to increase and impact every business sector in time.

Starting from a customer journey management approach, this course aims to explore the secrets of success in terms of customer experience management. Specifically, we’ll discuss how through combined insights in customer psychology and digital technology trends, companies can make the difference or even change the game in their industry. Specific attention will be given to engaging with increasingly tech-savvy, digital-native new generations (e.g. Gen Z).

After completing this course, you’ll be able to:

  • Understand how digital technology innovations can be smartly used in terms of managing customer experiences.
  • Have an awareness of customer psychology insights that are at the basis of strong customer behaviour management initiatives
  • Apply customer decision journey mapping and management techniques
  • Formulate the latest technology trends that are relevant in customer interaction approaches

You’ll obtain a hands-on learning experience:

  • Through guest lectures and brainstorm sessions with thought leaders and trend watchers who published multiple best seller books
  • Through a business game in which you’ll be challenged to reflect on “Next Generation” customer experience management in a fun way
  • Through a real-life case challenge for a company (e.g. Nestlé, the world's leading nutrition, health and wellness company) in which you’ll apply class insights in a realistic context
  • By practicing your “elevator pitching” skills

Course holder:
Prof Dr Frank Goedertier

Sustainability & Digital Business Ethics


Why you need this course:


As more organisations are digitising their processes, they come to realise that operating reliable digital services and safeguarding sensitive data are essential to establish trust with customers and maintain business continuity. Consumers are also starting to act based on how well they believe their privacy is protected by organisations collecting and processing their personal information. Customer trust is becoming the most important asset of companies doing digital business. This course will give you a solid understanding of what it means to run a trusty, ethical digital business.

We’ll start with a brief introduction to help you understand external elements such as cyber security and the changing data privacy regulatory landscape. Then, we’ll focus internally and learn about cyberethics statements of organisations, potential biases in automated and algorithmic decision-making (eg customer segmentation) and how the challenge of data privacy can be turned into a competitive advantage.

After completing this course, you’ll be able to:

  • Recognise new consumer trends in privacy and data protection
  • Understand the unethical versus illegal distinction, and discuss their implications
  • Identify digital business challenges that may have ethical implications, and
  • Communicate these topics effectively to the leadership team or the board
  • Formulate a cyberethics statement for a company

Course holder:
Prof Dr Öykü Isik
Prof Dr Xavier Baeten

Digital Marketing Skills

Digital Advertising


Why you need this course:


Many companies shift their advertising budget from traditional communication channels to online advertising. In this course you’ll learn to design a digital marketing plan that includes multiple online communication channels such as search engine advertising and display advertising. Next, you’ll implement this plan in a hands-on way using Google Ads in close collaboration with a company or non-profit organisation. Finally, you’ll learn to evaluate and improve existing campaigns using digital marketing tools such as Google Analytics.

In addition, during this course you’ll get the opportunity to obtain multiple certifications:

  • Google Digital Workshop Certification
  • Google Ads Certification
  • Google Analytics Individual Qualification Certification
  • Digital Masters Academy Certification

After completing this course, you’ll be able to:

  • Develop a digital marketing campaign
  • Implement a digital marketing plan in Google Ads
  • Evaluate a digital marketing campaign using Google Analytics
  • Report a digital marketing campaign to management

You’ll obtain a hands-on learning experience:

  • Through collaboration with Google and the Digital Marketing Academy
  • By developing and implementing a real-life digital campaign for a company or non-profit organisation

Course holder:
Prof Dr Philippe Baecke

Content & Social Media Marketing

 
Why you need this course:


In recent years, both online content and social media have become integrally linked and this led to a dramatic change in how marketers define their marketing mix. Social media has changed the way organisations can reach their target audience and also how consumers interact and engage with those organisations. As social media becomes a highly valuable tool in reaching out to consumers, content has become more and more important in defining the most appropriate message those consumers are targeted with, at what timepoint in their journey and in what format.

This course is very hands-on and will focus on the practical audit, design and implementation of both content and social media campaigns.

After completing this course, you’ll be able to:

  • Undertake consumer research including user personas, journeys and scenarios in a social media context
  • Perform a content audit on a website and plan/implement content-specific search engine optimisation and amplification through native advertising
  • Use insights from consumer research and social media audits, formulate and implement a social media marketing strategy

You’ll obtain a hands-on learning experience:

  • By applying in a real-world scenario how a social media strategy is both formulated (the research and analysis piece) and executed (the hands-on setting up and running of the campaign on social media platforms)

Course holder:
Prof Eamonn O’Raghallaigh

Video Marketing

 
Why you need this course:


Video marketing is a crucial ingredient in today´s marketing mix. In the past, video marketing used to be mainly outsourced. Today’s companies however are more and more looking for marketeers who know the ins and outs of video marketing production. In this course, you’ll learn how to create a video marketing concept from scratch, from an idea to a video that has an impact on a marketing audience. Even if you won’t have to handle video production yourself in your future job, you’ll at least be much better prepared to take decisions that involve video.

After completing this course, you’ll be able to:

  • Draft a video marketing strategy that’s in line with the overall marketing strategy of the company
  • Handle all the phases of video production: pre-production, production and post-production
  • Formulate the KPIs of a video marketing campaign and measure the effects of a video
  • Grasp the future trends in video marketing

You’ll obtain a hands-on learning experience:

  • By creating your own video story using a story board and working with different Adobe programmes during the video production process

Course holder:
Mr Matthieu van den Bogaert

Data, Analytics & Insights

Market Research Fundamentals

 
Why you need this course:


Increasingly, market research is used as a basis to improve marketing efforts and overall business decision-making. Even if you don’t plan to become a market researcher, there definitely will be a moment in your business career that you’ll be confronted with, have to interpret, and/or make decisions based on existing market research data. This can be quantitative as well as qualitative data; you will often see a mix of both. Understanding the basics of market research is, thus, indispensable in any business and in any position.

Market information is only valuable if the applied research design and data collection method are properly used and interpreted in in relation to the research problem. That is exactly what we’ll focus on in this course. We’ll discuss the fundamental principles of different research designs that apply to both offline and online data collection methods together with a critical reflection of each method and all steps required.

After completing this course, you’ll be able to:

  • Develop the different steps of a market research project (problem definition, conceptual development, research design, execution & analysis, communication of results)
  • Choose and execute the right data collection method and statistical analysis according to the research problem
  • Criticize the strengths and weaknesses of different research methods

You’ll obtain a hands-on learning experience:

  • Through several (small group) in-class exercises and dynamic guest lectures
  • Through a "flip-the-classroom" approach in which you’ll study the materials outside class and use the lecture time for discussion, questions and exercises

Course holders: Prof Dr Barbara Briers

Applied Marketing Analytics

 
Why you need this course:


In this digital age, data has become an important asset to develop customer insights that can direct marketing strategies. For this, a good understanding of advanced quantitative analytical techniques is required. Only those marketing managers with a solid understanding of these techniques are able to create a competitive advantage. In this course multiple analytical techniques (e.g. cluster analysis, perceptual mapping, conjoint analysis, etc.) will be discussed, each time in the context of the marketing strategies it can support such as digital marketing strategy, brand management, pricing and innovation.

After completing this course, you’ll be able to:

  • Select the correct analytical technique to support management decisions
  • Set up a research design for several marketing analytics techniques
  • Create customer insights from the output of these analytical technique
  • Communicate these insight and recommendation for management

You’ll obtain a hands-on learning experience:

  • Using many practical examples, this course will teach students in a hands-on way multiple advanced analytical techniques.
  • More specifically, in collaboration with business practitioners, the segmentation strategy of ABInbev (i.e. the world largest beer manufacturer) and the product innovation process of Alpro ( i.e. plant-based FMCG producer) will be discussed.
  • Further, in a real business project, students will collect data, analyse this data and present the insights to management of an organisation.

Course holder:
Prof Dr Philippe Baecke

Customer Intelligence, Marketing Automation and Artificial Intelligence

 
Why you need this course:


Selling to existing customers is much easier and cheaper than selling to new prospects. Hence, stimulating loyalty by maintaining a good relationship with your customer and delivering a good customer experience is an important marketing tactic. This requires a good understanding of the customer in combination with relevant hyper-personalised communication.

In this course we’ll provide a framework to help organisations grow in terms of data-driven maturity. You’ll get an overview of multiple marketing (big) data sources and get acquainted with tools for descriptive, predictive and prescriptive analysis to improve decision-making at the strategic, tactical and operational level.

After completing this course, you’ll be able to:

  • Identify appropriate data and analytics solutions to create business value
  • Apply business intelligence, marketing automation and artificial intelligence techniques for marketing
  • Design, develop and present data-driven innovations for business
  • Collaborate better with data scientists in an organisation

You’ll obtain a hands-on learning experience:

  • By discussing many practical examples
  • Through a targeting simulation based on a real-life dataset of a company (e.g. Tesco, the largest grocery retailer in the UK)
  • Through a company visit (e.g. AXA, a leading insurance company in Europe), in which you will co-develop a data-driven innovation

Course holder:
Prof Dr Philippe Baecke

Electives

Students can choose one of the following electives - taking place in Ghent (G) - Leuven (L) - Brussels (B):

Big Data and Artificial Intelligence (G)


Why you need this course:


Recent technologies have enabled organisations to collect, store and process multiple sources of high volume and/or unstructured data. By combining this data with advanced analytical models, new business opportunities can be realised which improve process efficiencies, increase risk management, allow better targeting and personalisation, improve customer experience, etc. Today, a good understanding of these artificial intelligence solutions is important for a manager to detect these opportunities and recognize its limitations. This course will demystify Big Data and Artificial Intelligence. You will receive an overview of big data technology that is required to store and process new high volume and/or unstructured data sources. You will also learn advanced analytical techniques in a hands-on way, such as neural networks, deep learning and natural language processing, which enable the development of artificial intelligence business solutions.

After completing this course, you’ll be able to:

  • Identify artificial intelligence opportunities for a business;
  • Develop a basic artificial intelligence solution;
  • Collaborate better with data scientists in their organisation.

You’ll obtain a hands-on learning experience:

  • By developing a small AI solution using recent technology available on the market.

Course holder:
Prof Dr Philippe Baecke

Business Development & Sales (G)


Why you need this course:


Creating sustainable competitive advantage can only be achieved by having a business development perspective, mapping out the strategic path and sales delivering the results. However, due to globalization, it is not easy to identify how and where to grow business. Customers are also becoming more experience-oriented, looking for more than products or services. This shift is noticeable in B2C and B2B marketplaces, making them increasingly complex and multi-facetted.

This course covers professional selling from a business development perspective in major accounts under hypercompetitive business conditions. You will work on a real-life challenge in a business development and sales setting, and learn several competencies to help you come across as a value creator and problem solver. Speaking to professional buyers is key to your sales-driven business development activities. Thus, systematic planning will be the driving force guiding your new sales venture. You will focus on professional business-to-business settings, but examples will also come from B2C.

After completing this course, you’ll be able to:

  • Combine the growth options with specific seller types;
  • Evaluate customer experience creation in the sales context;
  • Critically appraise communication and sales interaction skills;
  • Create a solution in the sales process.

You’ll obtain a hands-on learning experience:

  • By building on the negotiation skills that you already acquired, which you will harness and apply into the sales situation;
  • Through the combination of lectures, case studies, group and class discussions;
  • Through role-play activities, and teamwork.

Course holder:
Prof Dr Fred Lemke

Digital Innovation & Entrepreneurship (L)


Why you need this course:


The prevalence of information technology and the central position it has taken in our business models is obvious. The most innovative companies of the world today are the ones that have managed to use IT to their competitive advantage. Yet, the number of business professionals who understand the building blocks of these technologies and how they work is not proportionate to the speed IT is still developing.

During this elective, you will learn the what, why and how of the critical technologies that form the building blocks of the most successful business models today, namely Artificial Intelligence (AI), Advanced Analytics, Internet of Things, Mobile Devices and Applications, as well as Cloud Computing. You will also cover cyber security and data privacy issues surrounding the application of such technologies.

After completing this course, you’ll be able to:

  • Recognize and differentiate emerging vs disruptive information technologies;
  • Illustrate how emerging and/or disruptive technologies can provide a competitive advantage;
  • Discuss the benefits and challenges associated with using emerging and/or disruptive technologies as a critical element in your business model;
  • Design the main IT functionalities and basic requirements of a new venture proposal.

You’ll obtain a hands-on learning experience:

  • Through working with entrepreneurs who have created a business model with technologies discussed in class, such as Sensolus (IoT), Data Minded (analytics) or Ontoforce (big data and cloud);
  • Through working with consultants who interact with multiple companies, large and small, and struggle with these technologies, such as the internationally renowned IT research and consulting company Gartner and the cybersecurity advisor NViso;
  • By exposure to critical decisions regarding the use of IT for your new venture ideas, through defending your functional requirements and infrastructural choices that will enable the business idea to come to life.

Course holder:
Prof Dr Öykü Işık

Digital Strategy (B)


Why you need this course:


Digitalization has a significant impact on how organizations work, their interactions with external stakeholders, their products and services, and their business models. In response, firms need to develop a digital strategy so that digital technologies are used to enhance performance, in support of a firm’s strategic priorities.

In this course, you will be equipped with decision-making frameworks that put digital strategy in perspective. In addition, you will apply these frameworks on real-life, real-time assignments of specific firms in different industries and you will be asked to identify and develop digital initiatives that will spur this firm’s growth. You will also help make it manageable, while being extensively briefed by representatives of the firm and coached by Accenture senior managers.

After completing this course, you’ll be able to:

  • Understand how different factors impact a firm’s digital strategy;
  • Create valuable digital customer experiences;
  • Apply a framework for digitizing products and services;
  • Develop data-driven business models.

You’ll obtain a hands-on learning experience:

  • Through the course being set up as a Digital Design Sprint every day;
  • Through representatives from a firm and from Accenture introducing you daily to a real-life, real-time assignment related to digital strategy (previous assignments have come from companies in financial services (BNP Paribas Fortis, AXA), retail (Veepee) and utilities (ORES));
  • By working on the assignment in teams while being offered support by Vlerick faculty, Accenture senior managers, and company representatives;

Course holder:
Prof Dr Arne Buchwald

Technology Disruption and Strategy (L)


Why you need this course:


The elective explores the unique strategic aspects of fast-moving technology-intensive industries. Many industries are approaching, or find themselves in the midst of, dramatic structural changes. While corporate strategy teams and innovation departments work hard to find responses to technological shifts, focus is oftentimes laid on developing responses, while falling short in understanding the underlying dynamics of technological change. At the same time, technology-driven change in industries follows well-established patterns, which can offer a more productive source for strategic insight and guidance.

In order to be more agile in managing organizations through times of dramatic change, this elective aims to equip future leaders with strategies, frameworks and tools for understanding, anticipating and managing through technological shifts, specifically through developing technology strategy. In so doing, this course lays particular emphasis on two core and timely concepts of technological change: disruption and convergence.

After completing this course, you’ll be able to:

  • Understand the nature of technology-driven change, analyze and categorize technological trends;
  • Detect drivers and assess implications of disruption;
  • Evaluate cases of success and failure in technology-intensive businesses;
  • Design technology strategies in a corporate environment.

You’ll obtain a hands-on learning experience:

  • By discussing real-life examples and preparing a selection of case studies;
  • Through interacting with distinguished guest speakers;
  • By developing and defending your own technology strategy assignment.

Course holder:
Prof Dr Fredrik Hacklin

Management Skills & Personal Development

Negotiating to Create Value

 
Why you need this course:


We negotiate all the time, both in a professional and a personal capacity. Negotiation lies at the heart of doing business, selling, leading teams, managing and influencing people and resolving differences. Yet few people are able to negotiate effectively. In this course we situate negotiation as essentially a decision-making process in which we engage other people to meet our key interests through give and take. We further explore its three core dimensions, i.e., people, content and process as well as different negotiation strategies for different situations. Overall, the focus is on two key competencies in negotiation, i.e., to create and claim value.

After completing this course, you’ll be able to:

  • Distinguish between the taking of positions and the exploration of interests in negotiation
  • Apply creativity to find integrative solutions to difficult negotiation situations
  • Communicate more effectively in negotiation
  • Prepare better for future negotiations
  • Manage the three dimensions of negotiation more consciously

You’ll obtain a hands-on learning experience:

  • Through a series of simulations, exercises and cases that increase in complexity over the course

Course holder: Prof Dr Barney Jordaan

Leadership Development Seminar

 
Why you need this course:


For this course we’ll take you off campus for 3 days and focus on leadership development and the people skills needed in the digital age. Central to the approach is the concept of ‘learning by doing’. You’ll get an in-depth opportunity to assess your own skills profile in an active environment, rather than just thinking and talking about your skills. You’ll receive some inspiring frameworks to guide and develop your competencies. You’ll also learn how to optimize your teamwork.

After completing this course, you’ll be able to:

  • Enhance your personal and professional growth by developing a number of important competencies, both on the individual level (eg knowledge of your own cognitive and interaction style) and the professional level (eg presentation skills, brainstorming skills, communication skills, giving and receiving feedback, intercultural awareness)
  • Use some basic theoretical frameworks, practical information and hands-on experiences to reflect on and manage group dynamics and interaction between people

You’ll obtain a hands-on learning experience:

  • By experiencing the theory through working on a real business case and pitching your solution as consultants to the client company
  • By reflecting on the team processes while working on the problem, with the help of coaches and the theoretical frames provided

Course holder: Prof Dr Karlien Vanderheyden

Career Skills

 
Why you need this course:


During your Masters at Vlerick you’ll be confronted with a wide range of career opportunities. To help you make the right career choices, we’ll work on a set of competencies that are critical for career success in today’s work environment. Specifically, we’ll start from 3 crucial questions:

  • What is my ambition? What are my basic values and energy drivers?
  • What are my abilities? What am I good at?
  • How do I land a job in line with my personal aspirations and needs?

In this course you’ll gain a better understanding of the labour market, experience the importance of networking, and get inspired by career experiences of alumni. We’ll discuss and help you prepare for the different phases in the job search process. You’ll learn how to make your application stand out, practise online ability assessments, and get personal feedback based on assessment centre simulations and mock interviews with professional recruiters.

After completing this course, you’ll be able to:

  • Pitch your strengths and talents, clarify your career values and energy drivers, and match them with specific jobs and company cultures
  • Effectively prepare for the different stages of the job search process in order to successfully land a job that will give you career satisfaction

You’ll obtain a hands-on learning experience:

  • Through a mixture of in-class sessions, coaching in small groups, and many practical exercises
  • Through exchanges with practitioners and a diverse group of young and senior Vlerick alumni
  • By using the Career Focus Tool, a practical tool that will facilitate your job search

Course holder: Ms Veroniek De Schamphelaere

My Vlerick Development Portfolio (MyVDP)

 
Why you need this course:


Knowing who you are and how this can impact others - one of the key competencies to succeed as a professional today is to be self-aware of your strengths, your points of improvement, and your proficiency in a set of generic competencies that are crucial in today’s business world. Other indispensable generic business skills are to have an open attitude, and the ability to embrace feedback as well as give feedback in a constructive way. In My Vlerick Development Portfolio (MyVDP) we’ll combine both.

Throughout your MyVDP learning journey you’ll not only gain insight into your own strengths and weaknesses, we’ll also challenge you to reflect and act on improvement actions. We’ll do this by means of a 360° assessment, peer feedback, and individual as well as group coaching.

After completing this course, you’ll be able to:

  • Compile a portfolio that will enable you to reflect and be critical of yourself, and help you understand your strengths and weaknesses, not only as you define them but also through the eyes of others
  • Give constructive feedback to peers and receive feedback from peers
  • Take the necessary actions to develop and optimise your potential during your Masters at Vlerick and get support from your peers
  • Describe your learning process, demonstrate the progress you made, and make it visible by taking charge of your own learning

Course holder: Ms Veroniek De Schamphelaere

Presentation Skills & Business Case Development

 
Why you need this course:


Giving presentations and speeches with impact is a crucial skill that (marketing) managers need to have. In a business context presentations are very frequently used to inform or steer employee teams on management actions or persuade senior management about strategic (marketing) plans. Specific presentation, pitching and speech techniques will be illustrated and exercised in workshop sessions where peer-to-peer and supervisor coaching are main components.

The second part of this course will zoom in on a generic methodology to set up or tackle a business case. Gaining insights in such a methodology is of importance, as a solid business case is very often required before budgets are allocated to (marketing) management initiatives. Apart from methodological insights, a best-practice example will be discussed.

In this course you’ll gain a better understanding of the labour market, experience the importance of networking, and get inspired by career experiences of alumni. We’ll discuss and help you prepare for the different phases in the job search process. You’ll learn how to make your application stand out, practise online ability assessments, and get personal feedback based on assessment centre simulations and mock interviews with professional recruiters.

After completing this course, you’ll be able to:

  • Apply specific presentation, pitching and speech skills
  • Use storyboard techniques to craft the basis of a great presentation
  • Apply verbal and non-verbal “Managing the audience” techniques
  • Use PowerPoint tips & tricks to increase the impact of slide-decks
  • Set up or craft a business case

You’ll obtain a hands-on learning experience:

  • Through active workshops and in-class training sessions including crowd voting, video analysis and individual customised feedback and coaching

Action Learning

Deep Dive Challenge

 
Why you need this course:


You will be introduced to several major strategic questions senior managers have to deal with. The challenge highlights the holistic nature of managerial thinking by requiring you to think about different functional domains of management in an integrated way. The Deep Dive Challenge offers you a starting point to link management theory to practice by working on managerial questions that will be covered in the different management courses throughout the year. Specifically, you will work on an action plan outlining the prioritized initiatives that you, as a management team, will undertake to improve the growth prospects and the performance of the company. In addition, you will outline implications of your action plan for the different functional domains (finance, human resources, operations and supply chain, innovation and marketing), including the possible risks when implementing it.

After completing this course, you’ll be able to:

  • Recognize the holistic nature of managerial thinking;
  • Prioritize strategic actions;
  • Present action plans in a convincing way

You’ll obtain a hands-on learning experience:

  • Through the exploration of strategic questions which the management of Neuhaus is dealing with;
  • By presenting recommendations and their implications to the Board of Directors on how to tackle the different managerial questions in the form of an action plan;

Course holder:
Prof Dr Philippe Baecke
Prof Dr Veroniek Collewaert
Prof Dr Kerstin Fehre
Prof Dr Mathieu Luypaert

Digital Marketing Campaign

 
Why you need this course:


Setting up a marketing campaign includes many different aspects which will all be discussed in detail during the programme. However, it is integrating all these aspects into a coherent campaign what makes it challenging and it is this ability that sets a real marketing expert apart from others.

The digital marketing campaign is a very hands-on action learning approach that will give you a real-life experience in developing a marketing campaign from start to end. Coached by marketing faculty, you will collaborate with a real company to design, plan, implement, evaluate and report on a digital marketing campaign. You’ll work on content marketing, video marketing and digital advertising on search engines and social media, supported by the analytical and strategic marketing knowledge obtained during the programme.

After completing this course, you’ll be able to:

  • Integrate marketing analytics, strategy and implementation
  • Develop and evaluate a digital marketing campaign
  • Design creative content that fits the marketing strategy of an organisation
  • Select the appropriate digital channels to communicate the content
  • Professionally report on a digital marketing campaign

You’ll obtain a hands-on learning experience:

  • By working intensively with a real company over a period of 2 months
  • By managing a significant marketing budget to design and implement the campaign under supervision of marketing faculty
  • By applying digital marketing tools such as Google AdWords, Google Analytics, social media platforms, etc.
Digital Marketing Trip Dublin

 
Leave your comfort zone behind and get ready for an intense experience during our International Trip to Dublin. This one-week trip involves a combination of lectures, company visits, sightseeing and networking sessions. Visit leading marketing companies like Google, LinkedIn and Microsoft and seize the chance to develop a concrete understanding of how marketing works in an international context.

Boot camp

 
Our boot camps are designed to immerse you in the specifics of a well-defined domain. For three weeks, you'll attend advanced classes, take part in in-depth exercises and apply your knowledge to real-life challenges. Our boot camp offer is renewed every year based on student and employer demand.

You'll be able to choose 1 of the following bootcamps:

Consultancy Project

 
In the final months, you’ll apply everything you’ve learned during a real consultancy project (In-Company Project or "ICP") or a global social project for a NGO. Working in teams of two or three, you’ll analyse a specific business issue for a company of your choice which can be as diverse as a multinational corporation, an SME or a non-profit organisation. You’ll work within the company for 3 months to develop a full-fledged plan. At the end, our team presents its proposal to a jury consisting of both an academic expert and company executives. Read more >



Contact us

Contact our Programme Advisor
Sara Teuwen
Tel +32 9 210 92 35
[email protected]
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Check out the Masters Blog and stay up-to-date on the challenges of our current Masters students in Belgium and abroad!

Visit our Masters Blog

Meet Us

Info Sessions & Open Days
29 Oct
Masters Open Day
Category: Masters Info Sessions

10 Nov
Meet our programme advisor online
Category: General Info Sessions

  1. 03 Nov

Accreditations
& Rankings

Equis Association of MBAs AACSB Financial Times