Why choose this program?
Marketing intelligence as a strategic capability
This module is designed to strengthen your understanding and skills in building marketing intelligence as a driving force behind strategy, innovation, and daily management. You will work on the following learning objectives:
Insight into the role of marketing intelligence: you understand how customer and market information can guide decisions on value propositions, channels, pricing, and investments, rather than merely informing.
From isolated data to a coherent insight cycle: you learn to work with a cycle from question and hypothesis, through research and analysis, to decision and learning loop.
Combining quantitative and qualitative insights: you connect numbers from dashboards and analyses with customer stories, research, and commercial experience.
Positioning marketing intelligence within the organization: you explore how marketing, sales, service, data/IT, and management can collaborate around customer and market insight, and which roles and governance structures are required.
Frameworks for better KPIs and decision rules: you refine KPI sets and reports so they align with strategic questions and concrete decisions.
Translation to your practice: you apply concepts and frameworks to your own organization or client case and define concrete steps to make marketing intelligence more guiding for strategy, innovation, and day-to-day management.
What will the program bring you?
Marketing intelligence as a capability, not a tool: you build a structural core competency within the organization rather than producing isolated analyses or dashboards.
Combination of data and human insight: you learn to explicitly connect quantitative data, qualitative customer research, and commercial experience.
From insight to decision: you work with a concrete insight cycle—from question and hypothesis to research, decision, and learning loop in your own practice.
Cross-functional perspective on customer information: you learn to position marketing intelligence within the interplay between marketing, sales, service, data/IT, and managemen
What makes this master module unique?
- Impact in 6 weeks: the combination of an online kick-off, three on-campus days, focused self-study, and working on your own case delivers insights you can apply directly in your work environment.
- Academic & accredited: 4 ECTS as a micro-credential with a digital badge; part of an accredited master’s programme and stackable if you wish to continue your studies.
- Top faculty from academia and practice: TIAS professors and experienced industry experts combine analytical depth with realistic cases, ensuring theory and practice reinforce each other.
- Blended & small-scale: intensive guidance and peer dialogue in a compact group; what you explore online is brought to life on campus through cases and simulations.
- Rich learning experience with peers: you learn in a small group of like-minded professionals, exchange experiences, and enrich your case with concrete practical insights.
Why choose TIAS School for Business & Society?
Learn at TIAS
Do you want to create more impact on your organization and on society?
- Tailor your training and learning path to your learning needs and organizational issues
- Learn a lot and quickly through frequent interaction
- Get in when you want and learn at your own pace, both online and on-site
- Get the most out of yourself and your available time through individual attention, personal contact and small group discussions.
We are a business school with an unparalleled level of personal contact, so that every participant benefits from individual attention. From one-on-one mentoring to small group discussions, we prioritize personalized interactions, fostering a unique and enriching learning experience tailored to each participant's needs and current organizational issues.