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
-
Agency remuneration & evaluation
How to correctly evaluate and compensate an agency?
Show event
-
Marketing Effectiveness Certification Program
Become certified in Marketing Effectiveness.
Show eventUBA Focus
-
Mastering customer experience management (advanced)
How can you further foster an impactful customer experience?
Show event
-
Business plan effectiveness: OGSM advanced
How do you translate the vision of an annual plan into concrete actions?
Show event
-
Creative thinking
How do you strengthen your creative thinking muscle?
Show event
-
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.
Show eventUBA Focus
-
Employer marketing
How do you build a stronger brand from within?
Show event
-
Fundamentals to be effective in media
Media & communication effectiveness: what really works?
Show event
-
Masterful presentations
How to increase the impact of your (sales) presentation?
Show event
-
Elevating brands on LinkedIn
How can you, as a brand, leverage LinkedIn to your advantage?
Show event
-
Increase your sponsorship impact
How to ensure the effectiveness and impact of your sponsorship programs?
Show event
-
Building a responsible business reputation that lasts
The drivers of a responsible business reputation: from scientific insight to strategy.
Show event
-
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 event
-
Content marketing strategy
How do you build a content strategy that delivers value today and tomorrow?
Show event
-
Five golden learnings for ROI in marketing
How to optimise your marketing investments?
Show event
-
Crisis management and communication
Do you really have an effective crisis plan?
Show event
-
Influencer marketing
How can I get influencers to share my messages?
Show event
-
Fundamentals of CRM strategy
How can companies turn customer data into long-term relationships and measurable business value?
Show eventUBA Focus
-
From broad acquisition to deep high-value-customer cultivation
How to find, keep and leverage your High-Value customers?
Show event
-
The art of prompting in marketing
What are the techniques to improve your interactions with AI?
Show eventUBA Focus
-
Driving sustainable business growth
How to develop an effective strategy for sustainable business growth?
Show eventUBA Focus
-
Storytelling in presentations
How do you convince an audience?
Show event
-
Introduction to Generative Engine Optimisation
How can your brand stay visible in the age of AI search?
Show eventUBA Focus
-
Selling ideas
How can I sell my projects more effectively and make a lasting impression?
Show event
-
Introduction to AI for marketing tasks
What are the main practical use cases of artificial intelligence in marketing?
Show eventUBA Focus
-
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
-
The secret to a strong company culture
How to build a culture that connects, inspires and drives collective success?
Show event
-
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 event
-
Legal aspects of AI in content creation and advertising
How to navigate copyright and legal risks when using AI to create communication assets?
Show event
-
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
-
Getting the best from your media agency
Take control of your media investments.
Show event
-
Innovation: Keys to success
How to build an organisation that thrives on innovation?
Show event
-
Introduction to social media strategy
How do you build a social media strategy for both the short and the long term?
Show event
-
Beyond awareness: Turning intention into action
How to encourage sustainable consumption choices with behavioural science?
Show event
-
Rethinking media: How diversity drives stronger brands
How can inclusive media strategies unlock real impact for both society and business?
Show eventUBA Focus
-
Measuring and reporting marketing communication effects
What KPIs should you focus on to build real value for the business?
Show eventUBA Focus
-
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
-
AI for content creation process
How can you leverage AI effectively throughout the content creation workflow?
Show eventUBA Focus
-
Negotiation skills
How do I achieve the best result in a negotiation?
Show event
-
Ideation & brainstorming techniques
How do you and your team go from a blank page to a clearly defined list of ideas?
Show event
-
Mediatraining: Tips & tricks
How do I prepare for an interview and deal with journalists?
Show event
-
Fuel your brand with category management thinking
How can your brand grow faster by thinking in categories?
Show event
-
Boosting brand growth in a changing landscape
How to keep your brand competitive and move faster in a continuously changing playfield.
Show event
-
Fundamentals to be effective in media
Media & communication effectiveness: what works best?
Show eventUBA Focus
-
Introduction to neuromarketing for creative effectiveness
How can you use neuroscience insights to make your creative campaigns more impactful?
Show event
-
Negotiation skills
How do I get the best result from a negotiation?
Show event
-
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
-
Mastering communication and media for brand effectiveness
How do you truly connect with today’s consumer?
Show eventUBA Focus
-
Ideation & brainstorming techniques
How to boost your creative abilities with effective brainstorming techniques?
Show event
-
Marketing research fundamentals
Practical introduction to marketing research: from questions to insights.
Show event
-
Content distribution strategy
How do you build a content distribution strategy that reaches the right audience through the right channels?
Show event
-
Responsible AI for advertisers
How can brands use AI creatively, safely and effectively without risking trust, compliance or reputation?
Show eventUBA Focus
-
Agency brief
How to create an effective briefing?
Show event
-
Data governance in marketing
How to make data governance a key driver of customer trust, smarter campaigns and sustainable growth?
Show eventUBA Focus
Also interesting
Share experiences
We bring brand builders together in peer-to-peer forums where we dive into current topics.
Learn more in our Knowledge Hub
Thanks to our Knowledge Hub, you can easily navigate through the UBA's inspiring offer