Digital Marketing
Learn to create future-proof, technology-enabled digital marketing strategies
in Open Executive Education in Belgium and #24 worldwide
If your digital marketing efforts are focused on channels, it may be time to reboot your strategy. This programme sets out a holistic, powerful and integrated approach to digital marketing, that can transform your results.
You’ll learn how to develop a robust strategy, allocate budgets, improve your customer experience, keep up with latest trends and grow your business. All of this is underpinned with a clear understanding of AI, big data and other technologies.
In a careful blend of two online and three on-campus modules, you’ll develop the knowledge and skills to make informed decisions and create strategies that are resilient and adaptable in a constantly changing digital environment.
Module 1: Introduction to digital marketing (online)
- Be inspired by new trends and technologies – and understand their impact on customer behaviour
- Discover how to create a digital marketing strategy which tells a consistent story across all channels
Module 2: Acquiring customers via digital channels
- Explore the benefits of outbound digital marketing and the value of digital ad platforms
- Understand the power of content marketing – and the role that generative AI can play
- Discover how to improve website user experience through A/B testing
Module 3: Customer conversion and retention
- Dive into CRMs and customer data platforms – and how they can power segmentation and personalisation
- Discover how to automate personalised communications
- Use big data and AI to boost customer loyalty
- Explore how to enhance brand advocacy through word of mouth and influencer marketing
Module 4: Online simulation (online)
- Gain hands-on experience of handling common digital marketing challenges
- Develop your decision-making skills
Module 5: Reviewing your digital marketing strategy
- Discover how to measure effectiveness
- Develop a clear view of the competitive advantage of omnichannel marketing
- Embrace marketing technologies and discover how they can power lead generation, increase conversion, and enhance loyalty and advocacy
- Develop an integrated, competitive, differentiating digital marketing strategy that’s aligned to your context
- Leverage AI and generative AI to drive efficiency
- Learn how to develop greater customer insight and articulate a single customer view to improve personalisation of marketing communications
- Discover how to balance marketing budget across multiple channels
- Apply everything you’ve learned in a hands-on, risk-free learning experience
- Marketers from B2B and B2C organisations who want to develop a strategic understanding of digital marketing – and support their teams to implement it
- Advertising managers, brand managers, CRM specialists, channel marketers and e-commerce specialists who need to create a digital marketing strategy
- Agency owners, content marketers, marcomms specialists
- Owners of start-ups and scale-ups who want to increase their customer reach through digital channels
Philippe Baecke
Professor of Marketing
Philippe Baecke is harnessing the power of big data and analytics in all areas of marketing.
Andreas Munzel
Professor of Marketing
Andreas Munzel is an expert in digital marketing and online social interactions
Koen Tackx
Professor of Marketing
Koen Tackx creates sustainable value for customers, shareholders and society with effective pricing, innovation and product management.
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