The Meaningful Marketing labs

Dates: 18 october, 25 october, 8 november, 15 november 2022

Timing: 09:00 AM - 05:00 PM

Location: IBM - Bourgetlaan 42, 1130 Brussel


BAM Members: € 2000 excl. VAT

BAM Non-Members / Friend of BAM: € 2500 excl. VAT

# 4 days

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 and become a BAM certified Meaningful Marketer.

Learning outcomes

  • How to become and stay customer-centric and innovative in a marketing context that is increasingly technology-driven 
  • How to integrate sustainability in your marketing plan
  • How to develop and implement ethical, diverse and inclusive marketing activities to gain and keep the customer’s trust
  • How to develop marketing activities in a multi-stakeholder networked business environment.


Intro by Alain Mayné, Hoet&Hoet

  • Module 1 - Purpose and Shared Value - 18/10/2022 (09:00 AM - 5:00PM)

    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)

  • Module 2 - Collaboration and Holistic - 25/10/2022 (09:00 AM - 5:00PM)

    Session 1. Shifting towards a service logic

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

    Teacher: Sarah Steenhaut (Callebaut Collective)

    Session 2. Putting the customer in the centre of the innovation

    • Define the type of innovation most needed for your organisation.
    • Understand the basic steps of an innovation process and some dos and don’ts.
    • Build a starter’s kit of tools and techniques from which to start.

    Teachers: Anne-Clotilde Picot & Steven De Smet (IKEA Belgium)

    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)

  • Module 3 - Personalisation - 08/11/2022 (09:00 AM - 5:00PM)

    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. How to turn data into action and drive marketing performance ?

    • Understand what marketing data is available and how to structure/manage the data to make it actionable.
    • Approach a data project and tool selection in a structured way and start with the most valuable use cases.
    • Understand the pitfalls and how to avoid them.

    Teacher: Peter Thiers (Roularta Media Group)

    Session 3. Using MarTech : delight or frustration ?

    • Determine your needs.
    • Identify the MarTech actors who can help you.
    • Understand the pitfalls when implementing MarTech solutions.
    • Establish a successful collaboration with MarTech suppliers.
    • Set priorities for implementation.

    Teacher:  Ken Borremans (CoMark)

    Session 4. “Intelligent marketing”: purpose-driven technology

    • Understand and be able to identify the “technology” as an enabler to seek operational efficiency throughout the organization (inside-out).
    • Understand and be able to identify the “technology” as a driver to seek growth and market-making credentials (outside-in).
    • How to leverage “technology” to integrate and optimize the collaboration with your ecosystem partners.

    Teacher: Linda Perry Lube (IBM)

  • Module 4 - Related to Trust - 15/11/2022 (09:00 AM - 5:00PM)

    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. How to build trustful relationships through transparency and traceability ?

    • The role of marketing in building trustful relationships.
    • The importance of internal and external stakeholders.
    • The importance of collaboration with partners in the end-to end supply chain.
    • How to realise trustworthiness in the market.
    • How to act pro-actively towards external stakeholders.
    • How to realise awareness of sustainability actions.
    • How to realise added value by implementing sustainability actions.

    Teacher: Veerle Poppe (Colruyt)

    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 (Fairtrade Belgium)


All participants who attended the full Meaningful Marketing cycle, consisting of 14 sessions, grouped into 4 modules, will receive a BAM certificate ‘Meaningful Marketer’.


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?

Irene Personne - BAM Education

+32 478 78 13 43 - irene.personne@marketing.be