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Making Sense of It All: Data Driven Marketing

Maastricht School of Management - MSM
3 days
Full time
Diploma / certificate
Scholarships available
Online / Distance
31 March 2021
Application deadline: 24 March 2021

Program description

Making Sense of It All: Data Driven Marketing

Good marketing is dependent on knowing your customer. Knowing your customer is dependent on having good data.

In today's online world, there is no shortage of data about the customer. There is, however, a shortage of firms who have learned how to successfully parse, organize and make sense of the data available. 

Through this online executive program, offered in collaboration with UMIO of Maastricht University School of Business and Economics (SBE), you will learn how to do just that.

Admission requirements

Applicants should have the ability to function academically and professionally at Bachelor level. Because it is an interactive program, candidates should have an adequate level of spoken and written English to be able to follow the program and to actively participate.

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Program content

Session 1 - Sources of Data and Modeling

In this first session you will be refreshed on the basics of marketing and segmentation. We will then explore the sources of data that are available, along with tools for filtering and organizing this data.


Your will revitalize your knowledge of the customer journey, the marketing mix, segmentation and data mining. You  will understand how traditional marketing models have changed in the modern era of data abundance.

Session 2 – Operationalizing Data

Once you have made sense of the vast amounts of data, we will then explore the options available for actually using this data to better understand your customer, craft a message that communicates the value that the customer is seeking, and do it all within the confines of available bandwidth, channels, ethics and laws.


You will understand the primary sources of consumer data and insights. There will also be an understanding of how these data sources change between countries and over time. You will learn how to use analytical and organizational tools to understand the data. In addition, you will understand how to optimize your usage of various channels and platforms (i.e. - platform optimization).

Session 3 – Integration and Application

In the final session, you will learn how to put what you have learned into practice. You will have the option to apply your learning to either your own firm, or another firm of your choice. It is extremely important to practice what has been learned to ensure that the concepts are not just understood, but that the student is actually able to implement the concepts.


You will have your knowledge and understanding of decisions 1 and 2 tested by implementing the concepts in a real-life scenario.

Program delivery

The program will be delivered as an interactive online learning experience. 6 modules of 2 hours (two modules = 1 session, conducted from 15:00 - 19:30 hrs CET) divided over 3 weeks.

Tuition fees

The tuition fee of this course is €990 (certificate included).


Upon successful completion of the program, students will earn a Certificate of Attendance.

Contact school

Want to know more about this program, Making Sense of It All: Data Driven Marketing? Fill out the following form and include any questions you have. This information will be sent directly to the school, and a representative will respond to your enquiry.

About this institute

Maastricht School of Management - MSM  Logo

Welcome to Maastricht School of Management!

Maastricht School of Management (MSM) is one of the oldest and most international business schools in the Netherlands with a large network of students, alumni and partners across the globe. MSM offers internationally accredited MBA programs - full-time MBA, part-time...

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Why study at Maastricht School of Management - MSM

Diverse network

Studying in one of MSM’s management programs means you will share your study experience with fellow participants from many countries, professional backgrounds and areas of interest. Being part of such a diverse community offers you the opportunity to significantly expand your international network and to learn from your fellow participants by exchanging knowledge and experience.

Personal approach

As a boutique-styled and personally oriented business school, MSM provides you with a high service level throughout your study experience. Our dedicated faculty and staff are highly committed to contribute to your academic, professional and personal success.

As a fast-moving and market-focused institute, MSM is continuously adapting its teaching content and program offering to the specific management and leadership needs in the market.

At MSM, we also take your career development seriously and offer you a special optional Career and Personal Development Track as part of our Master and MBA programs.

Contact info

Maastricht School of Management - MSM

Endepolsdomein 150
6229 Maastricht

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Contact school

Want to know more about Making Sense of It All: Data Driven Marketing? Fill out the following form and we'll pass your details on to a representative from the school, who will respond to your enquiry.


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