Digital Marketing and AI
Shaping customer journeys for strategic growth
in Open Executive Education in Belgium and #25 worldwide
AI-powered marketing gives you the ability to deliver even more impactfully across customer journeys. So this programme is designed to give you the skills, tools and knowledge to build strategic, data-driven experiences that put your customers first. Using Vlerick’s 7A Customer Journey Framework, you’ll rethink your entire digital marketing strategy. And you’ll explore how AI and MarTech can help you build smarter campaigns, deepen relationships – and get measurable results.
Over three days on campus, this immersive programme guides you through the full customer journey using the 7A Customer Journey Framework.
Module 1: From aware to act – Acquiring and activating customers
- Discover key frameworks for building customer-centric digital strategies
- Explore how digital advertising and SEO can drive awareness and interest
- Develop GenAI-powered content strategies that attract and inform
- Use conversational technology and smart targeting to guide customer decision-making
- Optimise digital experiences through experimentation and conversion techniques
Module 2: From act to advocate – creating engagement, retention and advocacy
- Deploy CRM and CDP tools to improve recognition and segmentation – and consolidate customer data
- Use predictive analytics and AI to create strategically tailored messaging and next-best-action strategies
- Deliver personalisation at scale across websites, emails and apps
- Enhance customer trust and advocacy through review strategies and influencer engagement
Module 3: From insight to action – driving performance and strategic impact
- Measure digital performance with attribution models and journey-based KPIs
- Optimise budgets through ROI and ROAS tracking across digital channels
- Use real feedback and team-based mapping to redesign your customer journey
- Turn insights into actionable strategies for your organisation
- Connect strategy, content and performance by aligning your digital marketing activity with the 7A Customer Journey Framework
- Use data to make your customer journey more relevant, personal and impactful
- Strategically embed AI and GenAI in all your marketing activities – focusing on decision-making and measurable business value
- Become confident at measuring performance, justifying budgets and optimising ROI
- Apply everything you learn to real-world cases and your own business context
Your questions, answered!
Discover everything you need to know on digital marketing with leading Vlerick professor Andreas Munzel. He shares quick answers to the most searched questions on digital marketing.
- B2B and B2C marketers who lead digital marketing strategy and implementation
- Brand, advertising, CRM, e-commerce and channel marketing professionals who want to create integrated, customer-centric digital strategies
- Agency leaders, content marketers and marcomms specialists who need to stay ahead in an AI-powered marketing environment
- Start-up and scale-up founders who want to reach and engage more customers through digital channels
Success stories
Charles Eeckhout
Freelance Marketer
This programme transformed how I approach the customer journey. As an FMCG Marketing Lead, I see how fast marketing is being reshaped in this data-driven era. This programme has strengthened my ability to craft customer-centric digital strategies that drive impact. I am grateful to professors Munzel, Baecke, and Tackx for blending theory with real-world cases, which is essential for marketers ready to lead in a data-driven world.
Isabelle Puskas
Marketeer at TotalEnergies
As a B2B marketer at TotalEnergies, I found the programme’s combination of theory and practice to be especially valuable. The programme provides an opportunity to step back and view our daily work within a clear framework. The tools and strategies provided are helping us optimize the impact of our marketing campaigns.
Philippe Baecke
Professor of Business Analytics and Artificial Intelligence
Philippe Baecke is harnessing the power of big data and analytics in all areas of marketing.
Andreas Munzel
Professor of Marketing
Andreas Munzel is an expert in digital marketing and online social interactions
Koen Tackx
Professor of Marketing
Koen Tackx creates sustainable value for customers, shareholders and society with effective pricing, innovation and product management.
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