Artesis Plantijn Hogeschool Antwerpen
Business en Recht
Data-Driven Marketing35305/3519/2526/1/41
Study guide

Data-Driven Marketing

35305/3519/2526/1/41
Academic year 2025-26
Is found in:
  • Bachelor of Business Management, programme stage 2
    Specialisation:
    • Marketing
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 (eng)
Languages: English
Scheduled for: Semester 2
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 01.12.2025 (Academic year)
Re-sit exam: is possible.
Possibility of deliberation/tolerance: This course unit is eligible for deliberation/tolerance according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 78,00 hours

Prerequisites

previously registered for Communication in English AND previously registered for Marketing fundamentals_MAR.

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.

Learning outcomes (list)

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.
You express yourself correctly in most formal situations and use appropriate business terminology.
You can make a distinction in terms of quality and pricing between the different data platforms (Microsoft Dynamics, Salesforce, Hubspot and Procurios)

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)

Mandatory€ 44,50
  • Author: Heirman, Wannes; Walrave, Michel
Personal notesMandatory
Powerpoints on digitapMandatory

Educational organisation (list)

Learning Activities
Lectures and / or tutorials20,00 hours
Practicum4,00 hours
Work time outside of contact hours54,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
1st examination periodKnowledge and comprehension test during the examination series60,00Open en/of gesloten vragen
Gesloten boek
1st examination periodSkills assessment during the examination series40,00Casus
Gesloten boek
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodKnowledge and comprehension test during the examination series60,00Open en/of gesloten vragen
Gesloten boek
2nd examination periodSkills assessment during the examination series40,00Casus
Gesloten boek