Program design and contents
Marketing Intelligence
In six weeks, transform isolated data and reports into marketing intelligence as a strategic capability within your organization.
n this module, you deepen your understanding of what digital transformation truly means for marketing and commerce. You explore the economic logic of digital markets, how data and AI are changing customer behavior and decision-making, and how organizations translate digital strategy into value propositions, business models, and ecosystems.
Over six weeks, you participate in an online kick-off, three intensive on-campus days, and an in-depth study phase, connecting theory, case studies, and your own practical experience.
The learning journey begins with the current threat landscape and its impact on organizations and their supply chains. You then work on frameworks and governance structures that connect security, compliance, and innovation. Finally, you apply these insights to your own organization or client case: how do you organize security as a strategic function that ensures trust and continuity?
Over six weeks, you complete an online kick-off, three intensive on-campus days, and an in-depth study phase. You conclude with a graded assignment based on your practical experience. By combining theory, frameworks, real-life cases, and your own data and customer analyses, you develop the insight and skills to structurally embed marketing intelligence into strategy, innovation, and day-to-day decision-making.
Online kick-off
During the online kick-off, you meet the instructors and fellow participants and receive an overview of the program structure and final assignment. You explore your role, organizational context, and key challenges around customer insight, data, and decision-making, so you can work purposefully during the on-campus days.
Day 1 – Segmentation as a strategic organizing principle
The first day focuses on segmentation as a design principle that goes beyond classical market division. You explore how segmentation not only defines target groups but also structures value propositions, processes, channels, and governance. You examine STP (segmentation, targeting, positioning) in its traditional form and how it has evolved into an organizing principle for the entire organization.
Day 2 – Customer insights as a source of innovation and alignment
On Day 2, customer insight is central as a catalyst for both innovation and alignment. You investigate how a deep understanding of customer motivations, needs, and context informs value propositions, service design, and cross-department collaboration.
Day 3 – Data intelligence as a decision-making force
The third day focuses on data intelligence: how to use data, analytics, and AI to strengthen decision-making under uncertainty—and where the limits lie. You explore how dashboards, models, and predictive analyses support commercial and strategic choices, while also considering the role of bias, explainability, and ethics.
In-depth work after the on-campus days
After the on-campus days, you continue independently with literature, assignments, and reflections on your own organization. You apply insights on segmentation, customer insights, and data intelligence to your context, gradually refining your analyses and recommendations.
Assessment in your own practice
You conclude the master module with a graded assignment directly linked to your work environment and learning goals. You demonstrate how to use marketing intelligence as a strategic capability: analyzing how customer insight, data, and decision-making are currently organized, identifying opportunities for improvement, and formulating concrete proposals to structurally embed marketing intelligence in your organization, processes, and strategy.
