Session A · Market orientation 

This session introduces the marketing concept and examines what it means in practice to build an organisation around customer needs. Participants will explore ways to evaluate market orientation within their own organisation and consider how it influences strategic choices, performance and long-term growth.

Session B · Research & insight 

Explore the role of qualitative and quantitative research in informing marketing decisions. Learn how to commission and brief research effectively, critically interpret findings, and recognise both the value and limitations of different approaches. The session also introduces AI-assisted market synthesis and competitive intelligence, with an emphasis on using these tools to support (rather than replace) sound analytical judgement.

Teacher: TBC

Key competencies: Market orientation  ·  research methods  ·  insight commissioning

Segmentation & Targeting

Learn how to segment markets using behavioural, attitudinal and firmographic approaches, while exploring the growing importance of cultural segmentation and the role that identity and belonging can play in shaping customer behaviour. The session examines the choices involved in developing a targeting strategy, from broad to focused approaches, and considers how these decisions influence brand positioning, communications and organisational alignment. Participants will also explore how to translate a targeting strategy into clear priorities that can be understood and supported across the organisation.

Teacher: Kristel Vanderlinden

Key competencies: Segmentation  ·  targeting logic  ·  positioning frameworks

Session A · Setting objectives that hold 

This session explores the links between business, marketing and communications objectives, and how alignment across these levels supports more effective decision-making. Participants will examine strategic planning frameworks, marketing funnels and OKRs, and learn how to develop objectives that are measurable, meaningful to stakeholders across the organisation, and useful for evaluating performance once a campaign has concluded.

Teacher: TBC

Session B · Measurement design & first-party data

This session explores how to design measurement frameworks that align with marketing objectives and provide meaningful evidence of performance. Participants will examine brand and performance metrics, consider the challenges of balancing short- and long-term measurement, and explore the role of first-party data in building robust measurement systems. The session also addresses privacy by design and the Belgian and wider EU regulatory context as essential considerations for sustainable marketing practice.

Teacher: TBC

Key Competencies: Objective-setting  ·  measurement design   ·  privacy

Session A · Product management & innovation

This session introduces the jobs-to-be-done framework as a way of understanding customer needs and informing product decisions. Participants will explore approaches to portfolio management and prioritisation, consider how market evidence can be used to assess innovation opportunities, and examine the relationship between product innovation and broader business model innovation.

Teacher: TBC

Session B · Distribution & availability

This session explores how distribution and pricing decisions contribute to market growth. Participants will examine the concepts of physical and mental availability, compare direct, indirect and omnichannel distribution models, and consider developments in the Belgian market, including the role of bol.com, retail media, direct-to-consumer models and the emerging impact of agentic commerce. The session also introduces pricing and dynamic pricing strategies, with a focus on balancing customer value, commercial objectives and competitive context.

Teacher: TBC

Key Competencies: Product management  ·  innovation  ·  distribution  ·  availability

Session A · Brand equity & long-term brand building 

This session examines how brand equity is created and sustained over time. Participants will explore the role of salience, brand associations and distinctive assets in building long-term commercial value, and consider approaches to tracking brand health that are meaningfully connected to business outcomes. The session also explores how to make the case for sustained investment in brand building, drawing on evidence, appropriate metrics and approaches to communicating value to senior decision-makers.

Teacher: TBC

Session B · Creative strategy,brand management & Positioning

This session explores the principles of brand positioning and how they translate into effective creative strategy. Participants will examine positioning frameworks, perceptual mapping, distinctive brand assets, and the relationship between differentiation and distinctiveness. The session also considers the characteristics of effective creative work, drawing on evidence around consistency, emotion and long-term brand building. Finally, it explores how to maintain coherence across agencies and channels, and how clients can brief, evaluate and develop creative work in ways that support strong brand outcomes.

Teacher: TBC

Key competencies: Brand equity  ·  brand tracking  ·  creative strategy  ·  brand management 

Session A · Media strategy fundamentals

This session explores how media planning has evolved in response to audience fragmentation and the growing importance of attention in a multi-platform environment. Participants will examine the role of paid, owned and earned media, and consider how these channels work together to support marketing objectives. The session also looks at the particular characteristics of the Belgian media landscape, including the implications of operating across two distinct linguistic and media ecosystems for planning, investment and campaign execution.

Session B · Channel selection & media effectiveness

How to evaluate channel mix against marketing objectives rather than habit or budget. Retail media as a growing Belgian-specific channel. How to measure media ROI honestly, including what platform data tells you and what it does not. 

Teacher: TBC

Key competencies: Media strategy  ·  channel selection  ·  Belgian media landscape  ·  media ROI 

Session A · The martech landscape

This session provides an overview of the marketing technology landscape and the role different platforms play in supporting modern marketing. Participants will examine CRM, customer data platforms (CDPs), marketing automation and analytics, exploring where these technologies complement one another and how to define business requirements before selecting solutions. The session also considers the emergence of AI-native tools, their relationship to established platforms, and the strategic choices involved in building, buying or integrating technology within a broader marketing ecosystem.

Session B · First-party data as competitive infrastructure 

This session explores the growing importance of first-party data in a changing digital landscape. Participants will examine the principles of developing a first-party data strategy, consider how marketing, IT and legal teams can work together to build an effective and compliant data architecture, and explore the distinction between data collection and data activation. The session also looks at the characteristics of a mature first-party data strategy, drawing on examples relevant to organisations operating in the Belgian market.

Teacher: Olivier Van Duyse

Key competencies: Martech landscape  ·  stack evaluation  ·  first-party data strategy