In this session, we take a closer look at mapping a consumer or customer's decision-making process and how this can lead to digitally relevant communication.

• Introduction to consumer-centric thinking: digital evolution and the change in purchasing behaviour.
• Introduction to the customer journey, from awareness to purchase
• Research methods for the journey
• Translation to impact on a website and content marketing

Teacher: Cédric Cauderlier

Location: BAM - Hendrik Placestraat 43A, 1702 Dilbeek

• This digital marketing training course focuses on advanced search techniques, with an in-depth analysis of SEO, Geo, NCOI and SEA strategies and their implementation in today's constantly evolving landscape. 
• During the session, we will also examine how AI is transforming search patterns, look at the emergence of retail media networks, and finally analyse the influence of social media on search behaviour and discoveries. 
• The training is aimed at marketing and media professionals who want to stay ahead of the curve and remain competitive in an ever-changing search ecosystem.

Teacher: Frederik Vermeire

Location: Virtual Classroom

• What are the basics: how does the algorithm work, organic is dead,...?
• What should be in a social media plan (kpi's) and a social media policy.
• Community management: how to deal with a crisis or troublesome customers.
• A selection of the best tools.
• 10 characteristics of a strong post.
• How to build followers.
• Social payment systems.
• How influencers make money through social media

Teacher: Chris Demeyere

Location: Virtual Classroom

Consumers are increasingly choosing which content to watch and when. Banners are increasingly perceived as disruptive. As a marketer, you need to embrace this (r)evolution. We look for the consumer's information needs. Using that information, supplemented by the customer journey, we write relevant content for the right target group at the right time. In this course, we look beyond traditional blogging and social media and dive into a world of solidly grounded content creation.

Teacher: Amy Van Wingen

Location: Virtual Classroom

• Overview of Google Analytics 4 (GA4) reports: interpretation of different metrics
• Setting up and installing a new GA4 account
• Tracking the right conversions and events with a tagging plan and Google Tag Manager
• Creating segments and sending them to Google Ads
• Attribution and multi-channel analysis
• GA4: what are the benefits and how to get started?

Teacher: Fabian Van de Wiele

Location: Virtual Classroom