Meaningful Marketing Labs - Module 1: Purpose and Shared Value

Dates: 5 March 2024

Timing: 09:00 AM - 05:00 PM

Location: Media Arena, Zone1 Research Park 30 - 1731 Assse


BAM Members: € 600 excl. VAT

BAM Non-Members / Friend of BAM: € 750 excl. VAT

# 1 Module 

BAM is on a mission: turning marketing into a meaningful practice that leads to customer-centric and sustainable innovation and transformation of companies and organizations.

With the Meaningful Marketing Laboratory BAM, supported by more than 10 Marketing Professionals, offers a training program for marketers who want to make a difference.

Business models are changing, brand and value propositions need to be innovated, data and marketing technology are opening new opportunities, investments in sustainability needs to be valued by customers, etc…. The world is changing at the speed of light and so is Marketing.

Don’t stay at the side line. Turn your Marketing capabilities into meaningful capabilities by subscribing to this unique training program.

We now also offer the modules as day programs separately. If you want to view or follow the full program (4 modules), you can find the information here.


Intro by Alain Mayné, Hoet&Hoet

  • Session 1. Integrating Sustainability in your Marketing Plan
    • Understand WHAT Sustainability means for marketers.
    • Understand WHY Sustainability is a strategic stake for marketers.
    • Integrate a sustainable approach in your marketing plan.
    • Translate into KPIs in the marketing plan.

    Teacher: Nathalie Erdmanis (AG Insurance & Ageas)



  • Session 2. Inclusive Marketing Leadership
    • Be aware of bias, identify the pitfalls & the impact on your team.
    • Learn why D&I is a crucial part of your marketing process.
    • How to avoid brand back lash or inclusivity- washing.
    • How to become an inclusive leader in I&D and how to inspire your organisation and marketing to become I&D leaders too.
    • Using assessment tools to test your ideas, create a healthy work environment and tackle differences in your team.

    Teacher: Soraya Hayani (FutureKind)

  • Session 3. Brands today: a leadership tool for better futures
    • Leverage empathy for value creation, and competitive advantage;
    • Move from building brands through myths to building brands based on utopia;
    • Move from sustainability and mainstream purpose to a regenerative mindset;
    • Understand how transparency, abundance and community are the new key building blocks for future-fit branding;
    • See the full potential of a brand as a leadership tool and value driver.

    Teacher: Arnaud Tasiaux (Innate Motion)


If you are not already a member of BAM, this registration allows you to obtain a free membership as a Friend of BAM. Here you will find more information about the benefits of membership.



Do you want detailed information about the trainings and which of them best suit your profile?

Nathalie Prieto

Contact Nathalie Prieto, Event manager. 

+32 472 10 20 85 - nathalie.prieto@marketing.be