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. Creating Brand Purpose and Brand Value in an accelerating world

• Define a brand purpose.
• Know how to involve the necessary stakeholders (and avoid pitfalls).
• Know how to roll it out in your entire marketing plan.
• Create an actionable marketing roadmap to deliver to your purpose.

Teacher: Kristel Vanderlinden (FutureKind)

Session 1. Shifting towards a service logic

• Understand what a service logic could contribute to your business
• Identify levers to succeed in your service logic shift
• Know the potential routes towards service logic

Teacher: Sarah Steenhaut (Callebaut Collective)

Session 2. Collaborating with purpose

We will look how purpose and meaning can be the engine of collaboration and co-creation of a more positive future.

• Embrace collaboration as a new leadership style
• Discover the new branding principles to lead with people (from our book Utopia Brands)
• Be part of ecosystems of change to serve your purpose

Teacher: Arnaud Tasiaux & Aurelia Petrov (Innate Motion)

Session 3. How to (really) change people’s behaviour for sustainable outcomes ?

• The psychology of sustainable behaviour.
• Why it takes more than ‘communications’ to change behaviour.
• Which broader, more holistic approach should be used.

Teacher: Fred Dorsimont (Behaven)

Session 1. Data are the new Gold – How to maximize your Marketing ROI using data ?

• Demonstrate how data can contribute to the realization of your marketing & company objectives.
• Understand the different types of data, their sources, evolution and importance in the future.
• Understand the different technologies available to store, aggregate and action marketing data.
• Draft a high level data strategy in function of your data and marketing maturity.

Teacher: Kathleen Peeters (Deloitte Belgium)

Session 2. : Let’s discover how open data can be used in marketing to gain insights into consumer

• Let’s discover how open data can be used in marketing to gain insights into consumer (and company)  profile, market trends, and competition.
• This information can be used to inform and optimize marketing strategies, such as targeting specific demographics, personalizing advertising messages, and measuring the effectiveness of campaigns.
• 5 use cases of this data that will surprise and inspire you

Teacher: Albert Derasse

Session 3. Navigating the expanding marketing technology landscape:

• Overview of the different types of tools
• Best of breed vs full stack
• Which are the emerging trends within marketing technology
• How to tackle the most common challenges & pitfalls
• How to get the most out of your MarTech stack

Teacher:  Ken Borremans (CoMark)

Session 4. Finding & implementing the right MarTech tool(s) for your company

• How do I identify my business needs?
• How can I translate those needs into technical requirements/features?
• Finding the right vendor/partner in the extensive Martech landscape
• Tip & tricks for a successful implementation
• The importance of a good adoption of your MarTech tool(s)

Teacher: Ken Borremans (CoMark)

Session 1. Building trustful relationships with customers through ethical marketing

• Recognize unethical marketing practices when you see or consider them.
• Integrate ethical components into your marketing strategy and practice to gain customer trust and respect.
• Build strong meaningful and authentic brands and solid customer relations.

Teacher: Prof. Patrick De Pelsmacker (University of Antwerp)

Session 2. Privacy by Design: between challenge and opportunity

• Understand the evolution of Privacy Management.
• Understand the 7 principles of “Privacy by design”.
• Test your compliance with a checklist.

Teacher: Florent Diverchy (Produpress)

Session 3. Trust, the new marketing currency in a collaboration world!

• How collaborations are crucial for business survival.
• What are “metasystems” and what is their importance.
• The “trust equation”, a simple formula valid in all human relationships
• How to drive consumer trust.
• The SAY-DO principle
• Success factors for trust and transparency through examples
  o Trust and transparency in the end-to-end supply chain
  o Trust in the innovation development process
  o Trust in communicating with consumers

Teacher: Kris Michiels 

Session 4. Can labels contribute to your sustainability strategy ?

• Understand the fundamental role of labels and certification.
• Distinguish between the various types of labels/certifications.
• Understand the strengths and limitations of using labels.
• Get more information about the most common labels available in Belgium, including key figures about awareness etc.
• Understand better how consumers perceive labels, how they use them etc.
• Know how to integrate them in your company / brand story.

Teacher: Nicolas Lambert