Master Classes
Each year, there are more than 60 specialized half-day trainings to refresh your knowledge, available online or on-site at UBA. The Master Classes are designed for both juniors and more experienced profiles.
Dive deeper into a topic
During the Master Classes, you will dive deep into a topic for half a day. One or more speakers will guide you through a workshop or inspiration session, so you will leave with a wealth of fresh ideas and tons of new knowledge on the topics that are making a difference today.
Practical info
- Free for all UBA members
- All Master Classes
- Agency
- Artificial Intelligence
- Brand Strategy
- Content
- Data & Technology
- Diversity & Inclusion
- E-commerce & Sales
- Employer Branding
- Marketing Effectiveness
- Media
- Privacy
- Research & Insights
- Skills
- Sustainability
- Sponsoring & events
- Trusted Brands
All Master Classes
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Customer experience: from measure to action
How to successfully measure customer satisfaction and act upon it?
Show eventUBA Focus Master Class
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Increase your sponsorship impact
How to ensure the effectiveness and impact of your sponsorship programs?
Show eventUBA Focus Master Class
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Building a responsible business reputation that lasts
The drivers of a responsible business reputation: from scientific insight to strategy.
Show eventUBA Focus Master Class
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Navigating retail sales channels through a customer journey lens
How can you make the best use of different sales channels by understanding the customer journey?
Show eventUBA Focus Master Class
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Content marketing strategy
How do you build a content strategy that delivers value today and tomorrow?
Show eventUBA Focus Master Class
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Five golden learnings for ROI in marketing
How to optimise your marketing investments?
Show eventUBA Focus Master Class
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Crisis management and communication
Do you really have an effective crisis plan?
Show eventUBA Focus Master Class
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Influencer marketing
How can I get influencers to share my messages?
Show eventUBA Focus Master Class
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Fundamentals of CRM strategy
How can companies turn customer data into long-term relationships and measurable business value?
Show eventUBA Focus Master Class
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From broad acquisition to deep high-value-customer cultivation
How to find, keep and leverage your High-Value customers?
Show eventUBA Focus Master Class
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The art of prompting in marketing
What are the techniques to improve your interactions with AI?
Show eventUBA Focus Master Class
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Driving sustainable business growth
How to develop an effective strategy for sustainable business growth?
Show eventUBA Focus Master Class
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Storytelling in presentations
How do you convince an audience?
Show eventUBA Focus Master Class
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Introduction to Generative Engine Optimisation
How can your brand stay visible in the age of AI search?
Show eventUBA Focus Master Class
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Selling ideas
How can I sell my projects more effectively and make a lasting impression?
Show eventUBA Focus Master Class
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Introduction to AI for marketing tasks
What are the main practical use cases of artificial intelligence in marketing?
Show eventUBA Focus Master Class
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Implementing AI in teams and organisations
How to implement AI successfully in your company and harness AI agents to supplement your workforce.
Show eventUBA Focus Master Class
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The secret to a strong company culture
How to build a culture that connects, inspires and drives collective success?
Show eventUBA Focus Master Class
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From influence to impact: How to build an effective public affairs strategy
How to develop a public affairs strategy that is both relevant and impactful?
Show eventUBA Focus Master Class
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Legal aspects of AI in content creation and advertising
How to navigate copyright and legal risks when using AI to create communication assets?
Show eventUBA Focus Master Class
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Introduction to image generation with AI
What are the current opportunities in AI image generation, and how can marketers manage the right tools, workflows and guardrails?
Show eventUBA Focus Master Class
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Getting the best from your media agency
Take control of your media investments.
Show eventUBA Focus Master Class
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Innovation: Keys to success
How to build an organisation that thrives on innovation?
Show eventUBA Focus Master Class
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Introduction to social media strategy
How do you build a social media strategy for both the short and the long term?
Show eventUBA Focus Master Class
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Beyond awareness: Turning intention into action
How to encourage sustainable consumption choices with behavioural science?
Show eventUBA Focus Master Class
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Rethinking media: How diversity drives stronger brands
How can inclusive media strategies unlock real impact for both society and business?
Show eventUBA Focus Master Class
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Measuring and reporting marketing communication effects
What KPIs should you focus on to build real value for the business?
Show eventUBA Focus Master Class
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Introduction to automated and agentic AI
How can automated and agentic AI transform marketing processes into more human-like, engaging customer experiences?
Show eventUBA Focus Master Class
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AI for content creation process
How can you leverage AI effectively throughout the content creation workflow?
Show eventUBA Focus Master Class
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Negotiation skills
How do I achieve the best result in a negotiation?
Show eventUBA Focus Master Class
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Ideation & brainstorming techniques
How do you and your team go from a blank page to a clearly defined list of ideas?
Show eventUBA Focus Master Class
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Mediatraining: Tips & tricks
How do I prepare for an interview and deal with journalists?
Show eventUBA Focus Master Class
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Fuel your brand with category management thinking
How can your brand grow faster by thinking in categories?
Show eventUBA Focus Master Class
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Boosting brand growth in a changing landscape
How to keep your brand competitive and move faster in a continuously changing playfield.
Show eventUBA Focus Master Class
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Fundamentals to be effective in media
Media & communication effectiveness: what works best?
Show eventUBA Focus Master Class
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Introduction to neuromarketing for creative effectiveness
How can you use neuroscience insights to make your creative campaigns more impactful?
Show eventUBA Focus Master Class
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Negotiation skills
How do I get the best result from a negotiation?
Show eventUBA Focus Master Class
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From prompt to action: Agentic AI for media strategy
How can marketers use agentic AI to automate their media decisions and radically accelerate collaboration with partners?
Show eventUBA Focus Master Class
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True leaders deliver
What do you need to be a successful leader?
Show eventUBA Focus Master Class
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Mastering communication and media for brand effectiveness
How do you truly connect with today’s consumer?
Show eventUBA Focus Master Class
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Ideation & brainstorming techniques
How to boost your creative abilities with effective brainstorming techniques?
Show eventUBA Focus Master Class
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Marketing research fundamentals
Practical introduction to marketing research: from questions to insights.
Show eventUBA Focus Master Class
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Content distribution strategy
How do you build a content distribution strategy that reaches the right audience through the right channels?
Show eventUBA Focus Master Class
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Responsible AI for advertisers
How can brands use AI creatively, safely and effectively without risking trust, compliance or reputation?
Show eventUBA Focus Master Class
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A winning pricing strategy
What are the key levers for a successful pricing strategy?
Show eventUBA Focus Master Class
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Agency brief
How to create an effective briefing?
Show eventUBA Focus Master Class
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Data governance in marketing
How to make data governance a key driver of customer trust, smarter campaigns and sustainable growth?
Show eventUBA Focus Master Class
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