Digital Marketing and AI Shaping customer journeys for strategic growth

Vlerick Business School

Digital Transformation and AI / Marketing & Sales

About Programme

#1

in Open Executive Education in the Benelux

40

former participants

4.6/5

for Learning Impact

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.

Programme Content

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

Programme Audience

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

Programme Benefits

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

Testimonials

"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."

Charles Eeckhout

Freelance Marketer

"As a B2B marketer at TotalEnergies, I found the programmes 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."

Isabelle Puskas

Marketeer at TotalEnergies

Testimonial Source

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Contact us for the further details

Speak with an Advisor

Pedagogy (case method, experiential learning, coaching, simulations)
Programme Objective
Brochure

Prashansa Uttam

Programme Advisor

+91 9403890085[email protected]Mon – Fri, 9am – 5pm IST

Vlerick Business School

Executive Education Office

Karen Ruiz

+32 9 210 92 19

[email protected]

https://www.vlerick.com

Brussels, Belgium

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