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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.

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Master Class at UBA

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
MC practical info

All Master Classes

  1. Agency remuneration & evaluation

    How to correctly evaluate and compensate an agency?

    Online Dutch
    Remuneration_1153252986.jpg
    Show event

  2. Marketing Effectiveness Certification Program

    Become certified in Marketing Effectiveness.

    Online English
    UBA Focus
    Effectiveness certification
    Show event

  3. Mastering customer experience management (advanced)

    How can you further foster an impactful customer experience?

    Offline English
    Customer Experience Kantar (2).jpg
    Show event

  4. Business plan effectiveness: OGSM advanced

    How do you translate the vision of an annual plan into concrete actions?

    Offline English
    Plan-Efficiency_OGSM.jpg
    Show event

  5. Creative thinking

    How do you strengthen your creative thinking muscle?

    Offline Dutch
    Creativity Development.jpg
    Show event

  6. From guesswork to growth: how MMM transforms your strategy

    Move beyond assumptions and uncover the real impact of every channel. Learn how to optimize ad spend, boost ROI and lead with data-backed decisions.

    Offline English
    UBA Focus
    Marketing Mix Modeling.jpeg
    Show event

  7. Employer marketing

    How do you build a stronger brand from within?

    Offline English
    Employer-Marketing.jpg
    Show event

  8. Fundamentals to be effective in media

    Media & communication effectiveness: what really works?

    Offline Dutch English
    Key-Ingredients-for-Effective-Cross-Functional-Working-Meetings-610677264_5760x3840.jpeg
    Show event

  9. Masterful presentations

    How to increase the impact of your (sales) presentation?

    Offline English
    Masterful presentations
    Show event

  10. Elevating brands on LinkedIn

    How can you, as a brand, leverage LinkedIn to your advantage?

    Offline English
    social - Gen Z
    Show event

  11. Increase your sponsorship impact

    How to ensure the effectiveness and impact of your sponsorship programs?

    Offline English
    Sponsorship impact.jpg
    Show event

  12. Building a responsible business reputation that lasts

    The drivers of a responsible business reputation: from scientific insight to strategy.

    Offline English
    Customer Experience Trends and Measurement.jpg
    Show event

  13. 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?

    Offline English
    sales channels.jpg
    Show event

  14. Content marketing strategy

    How do you build a content strategy that delivers value today and tomorrow?

    Offline English
    Content marketing strategy
    Show event

  15. Five golden learnings for ROI in marketing

    How to optimise your marketing investments?

    Offline English
    Marketing Mix Modelling
    Show event

  16. Crisis management and communication

    Do you really have an effective crisis plan?

    Offline French Dutch
    crisis management
    Show event

  17. Influencer marketing

    How can I get influencers to share my messages?

    Offline English
    Influencer marketing
    Show event

  18. Fundamentals of CRM strategy

    How can companies turn customer data into long-term relationships and measurable business value?

    Offline English
    UBA Focus
    CRM strategy
    Show event

  19. From broad acquisition to deep high-value-customer cultivation

    How to find, keep and leverage your High-Value customers?

    Offline English
    in-housing for succes
    Show event

  20. The art of prompting in marketing

    What are the techniques to improve your interactions with AI?

    Online French
    UBA Focus
    marketing digital 1.jpg
    Show event

  21. Driving sustainable business growth

    How to develop an effective strategy for sustainable business growth?

    Offline English
    UBA Focus
    business growth
    Show event

  22. Storytelling in presentations

    How do you convince an audience?

    Offline Dutch
    Storytelling in presentations.jpg
    Show event

  23. Introduction to Generative Engine Optimisation

    How can your brand stay visible in the age of AI search?

    Online English
    UBA Focus
    Search_habits.jpg
    Show event

  24. Selling ideas

    How can I sell my projects more effectively and make a lasting impression?

    Offline French
    SellingIdeas.jpg
    Show event

  25. Introduction to AI for marketing tasks

    What are the main practical use cases of artificial intelligence in marketing?

    Online English
    UBA Focus
    AI in marcom.jpg
    Show event

  26. Implementing AI in teams and organisations

    How to implement AI successfully in your company and harness AI agents to supplement your workforce.

    Online English
    UBA Focus
    AIActivities2024.jpg
    Show event

  27. The secret to a strong company culture

    How to build a culture that connects, inspires and drives collective success?

    Offline English
    Data-ecosystem-culture.jpg
    Show event

  28. 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?

    Offline English
    Public affairs.jpg
    Show event

  29. Legal aspects of AI in content creation and advertising

    How to navigate copyright and legal risks when using AI to create communication assets?

    Online English
    AI-ethic-legal-content.jpg
    Show event

  30. 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?

    Online English
    UBA Focus
    Image generation.jpg
    Show event

  31. Getting the best from your media agency

    Take control of your media investments.

    Offline French Dutch
    media agency
    Show event

  32. Innovation: Keys to success

    How to build an organisation that thrives on innovation?

    Offline English
    topic research.jpg
    Show event

  33. Introduction to social media strategy

    How do you build a social media strategy for both the short and the long term?

    Online English
    Social Media.jpg
    Show event

  34. Beyond awareness: Turning intention into action

    How to encourage sustainable consumption choices with behavioural science? 

    Offline English
    Sustainable consumption.jpg
    Show event

  35. Rethinking media: How diversity drives stronger brands

    How can inclusive media strategies unlock real impact for both society and business?

    Offline English
    UBA Focus
    D&I_4_Diversity Pitch-1268719270.jpg
    Show event

  36. Measuring and reporting marketing communication effects

    What KPIs should you focus on to build real value for the business?

    Offline English
    UBA Focus
    Media-Measurement.jpg
    Show event

  37. Introduction to automated and agentic AI

    How can automated and agentic AI transform marketing processes into more human-like, engaging customer experiences? 

    Online English
    UBA Focus
    AgenticAI.jpg
    Show event

  38. AI for content creation process

    How can you leverage AI effectively throughout the content creation workflow?

    Online English
    UBA Focus
    AI content creation.jpg
    Show event

  39. Negotiation skills

    How do I achieve the best result in a negotiation?

    Offline Dutch
    Negotiation.jpg
    Show event

  40. Ideation & brainstorming techniques

    How do you and your team go from a blank page to a clearly defined list of ideas?

    Offline Dutch
    Brainstorming Techniques.jpg
    Show event

  41. Mediatraining: Tips & tricks

    How do I prepare for an interview and deal with journalists?

    Offline Dutch
    Media Training
    Show event

  42. Fuel your brand with category management thinking

    How can your brand grow faster by thinking in categories?

    Offline English
    e-commerce offline category strategy.jpg
    Show event

  43. Boosting brand growth in a changing landscape

    How to keep your brand competitive and move faster in a continuously changing playfield.

    Offline English
    business growth
    Show event

  44. Fundamentals to be effective in media

    Media & communication effectiveness: what works best?

    Offline Dutch English
    UBA Focus
    fundamentals media effectiveness
    Show event

  45. Introduction to neuromarketing for creative effectiveness

    How can you use neuroscience insights to make your creative campaigns more impactful?

    Offline English
    Neuroscience.jpg
    Show event

  46. Negotiation skills

    How do I get the best result from a negotiation?

    Offline French
    Negotiation.jpg
    Show event

  47. 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?

    Offline English
    UBA Focus
    media planning.jpg
    Show event

  48. Mastering communication and media for brand effectiveness

    How do you truly connect with today’s consumer?

    Offline English
    UBA Focus
    Communication management college.jpg
    Show event

  49. Ideation & brainstorming techniques

    How to boost your creative abilities with effective brainstorming techniques?

    Offline French
    Brainstorming Techniques.jpg
    Show event

  50. Marketing research fundamentals

    Practical introduction to marketing research: from questions to insights.

    Offline English
    Marketing research fundamentals
    Show event

  51. Content distribution strategy

    How do you build a content distribution strategy that reaches the right audience through the right channels?

    Offline English
    Content distribution strategy
    Show event

  52. Responsible AI for advertisers

    How can brands use AI creatively, safely and effectively without risking trust, compliance or reputation?

    Offline English
    UBA Focus
    Responsible AI.jpg
    Show event

  53. Agency brief

    How to create an effective briefing?

    Offline English
    agency line.jpg
    Show event

  54. Data governance in marketing

    How to make data governance a key driver of customer trust, smarter campaigns and sustainable growth?

    Offline English
    UBA Focus
    Data governance
    Show event

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