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 Marketing31123/2165/2122/1/61
Study guide

ICBM: Data-driven Marketing

Academic year 2021-22
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: 15.10.2021 ()
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.
Total study time: 74,00 hours


This information is subject to possible future changes in the Corona-measures.

Short description

For marketers, data about their current and future customers is increasingly important. The best way to keep an existing customer in your company or to attract a new customer to your company is to collect data and let this data inspire your marketing approach to the respective customer. In this course you will learn how to make better decisions as a marketer by working in an evidence-based way and by using your customer data in every marketing activity you undertake. By taking this course you will also learn everything you need to know to survive in a data-driven marketing landscape.


There are no prerequisites for this course.

Learning outcomes (list)

OLR MAR 1.0 - The bachelor BM/MAR has insights in (digital) marketing strategies and tactics, market analysis, marketing communication and sales, in general corporate organisational processes as well as in their interconnection, and can consequently apply these insights in a broad, globalised and changing (inter)national context.
You have an understanding of the structure of commercial datasets.
You will select insights from commercial datasets to plan future marketing campaigns.
You will compare different tools and channels for data-driven marketing applications: direct marketing, telemarketing, email marketing, and social media marketing.
You will establish a roadmap for a data-driven marketing related tool.
You will describe the importance of consistency between website, email marketing, direct marketing and social media marketing.
You will calculate key analytics in data-driven marketing: RFM, Share of Wallet, LTV and Churn analysis, A/B testing.
You will report key analytics in data-driven marketing: RFM, Share of Wallet, LTV and Churn analysis, A/B testing.
You will make informed recommendations on digital marketing based on available metrics.
OLR MAR 7.2 - The bachelor BM/MAR can communicate fluently and spontaneously, both in spoken and written English, using professionally appropriate vocabulary in a professional context.
You express yourself correctly in most formal situations and use appropriate business terminology.
You understand job-specific longer texts.

Course content

The chapters offered in this course are:

  • Basic insights to become a data-driven marketer;
  • Skills needed to become a data-driven marketer;
  • Predict consumer reactions;
  • Conduct data-driven experiments;
  • Use data to improve traditional marketing and sales;
  • Use data as a guideline for direct marketing;
  • Use of data in telemarketing;
  • Use data to optimize email marketing;
  • Use data to optimize social media marketing;
  • The hardware and software needed for data-driven marketing.

Study material (list)


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. 

Educational organisation (list)

Learning Activities
Lectures and / or tutorials24,00 hours
Work time outside of contact hours50,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
Semester 2Knowledge test60,00Open and/or closed questions
Closed book
Semester 2Skills assessment hands off40,00Case study
Closed book
Evaluation(s) for re-sit exam
2nd examination periodKnowledge test60,00Open and/or closed questions
Closed book
2nd examination periodSkills assessment hands off40,00Case study
Closed book