Artesis Plantijn Hogeschool Antwerpen
Management en Communicatie
campus Meistraat
Meistraat 5 - 2000 Antwerpen
T +32 3 220 55 20 - F +32 3 220 55 59
ICBM: Data-driven Marketing31123/1672/1920/1/37
Study guide

ICBM: Data-driven Marketing

Academic year 2019-20
Is found in:
  • International programmes Management and Communication, programme stage 2
This is a single course unit.
Study load: 3 credits
It is not possible to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Teaching staff: Heirman Wannes
Languages: English
Scheduled for: Semester 2
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.10.2019 ()
Re-sit exam: is possible.
Compensated fail: This course unit is eligible for compensation according to the compensated fail criteria as determined by the degree programme you are enrolled in.


There are no prerequisites for this course.

Learning outcomes (list)

The student understands the different direct marketing mix tools
The student is familiar with the pro's and con's of e-mail and social media marketing
The student has insight in the structure of commercial datasets.
The student is able to integrate several data silos into one data warehouse
The student can predict on the basis of variables within the data set which clients/prospects will accept a commercial offer via a direct marketing channel
The student knows how to use insights gained from a commercial data set in the planning of a marketing campaign
The student is able to make marketing related decisions on the basis of an A/B-test and of an experimental design in a commercial dataset
The student is able to segment a commercial data set in order to enable personalised nano-marketing
The student differentiates clients in terms of importance on the basis of a R(ecency)F(requency)M(onetary value) and/or other formula.
The student is aware of the international and supra-national legal aspects governing the commercial processing of client data

Course content

The relevance of data for developing a good marketing strategy and marketing message is increasing. A growing number of data can be used to develop more sophisticated analyses, to send more personalized messages and to develop deeper customer expertise. How do you deal as a future marketeer with these data? Which technologies are available to store data, to manage data and to efficiently use them? How can a marketeer, using data of customers, prioritize marketing efforts? These are some of the topics that this OLOD aims to answer.

Study material (text): Mandatory

The study material for this course includes:

-Powerpoint slides

-Notes taken during the lesson

Recommended Literature:

Jeffery, M. (2010). Data-driven Marketing. Oxford: John Wiley & Sons

Graydon. (2016). Data-driven Marketing: Handbook: Graydon. 

Evaluation (list)

Evaluation(s) for first exam chance
Semester 2Knowledge test100,00Written Exam
Evaluation(s) for re-sit exam
Semester 2Knowledge test100,00Written exam

Evaluation (text)

100% written exam that consists out of 4 main questions (with sub questions).