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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.

Find a Master Class
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. Data compliance in marketing

    How can you align your cookie and data policy with regulations, and how can you prepare for a cookieless future?

    Online Dutch
    Data protection.jpg
    Show event

  2. Introduction to data clean rooms

    What is a data clean room and how to exploit the opportunities they offer in today's retail media & data collaboration ecosystem?

    Online English
    Data-Clean-Room-UBA.jpg
    Show event

  3. Google Analytics 4

    How can you make the most of Google Analytics 4 and its features?

    Online French
    Google Analytics.jpg
    Show event

  4. Transmedia storytelling

    How can you develop your storytelling across different media?

    Online English
    Transmedia storytelling.jpg
    Show event

  5. Introduction to AI in marketing

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

    Online English
    UBA Focus
    AI in marcom.jpg
    Show event

  6. Customerproof copy evaluation

    How to evaluate advertising copy with AI as your sparring partner?

    Offline Dutch
    UBA Focus
    Customerproof copy.jpg
    Show event

  7. Persuasion

    How to persuade in a powerful way?

    Offline English
    Persuasion.jpg
    Show event

  8. Instore communication

    How can I ensure that in-store communication has maximum impact on shopper behaviour?

    Online English
    In-store communication.jpg
    Show event

  9. 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

  10. Revenue growth management

    What are the key levers for growing revenue?

    Offline English
    revenue mgmt.jpg
    Show event

  11. 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

  12. Optimising the performance of your webshop

    How to scale up your online shop for optimal customer appeal and conversion?

    Offline English
    Webshop.jpg
    Show event

  13. Introduction to agentic AI

    How can agentic AI transform marketing process and automation into more human-like customer engagement?

    Online English
    UBA Focus
    AgenticAI.jpg
    Show event

  14. LEGO® SERIOUS PLAY®

    How do I extract all the knowledge from a group?

    Offline French Dutch
    LegoSeriousPlay.jpg
    Show event

  15. Generative Engine Optimisation

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

    Online English
    UBA Focus
    Search_habits.jpg
    Show event

  16. Change management

    How do I get my people on board in a change process?

    Offline Dutch
    Change Management
    Show event

  17. Negotiation skills

    How do I achieve the best result in a negotiation?

    Offline Dutch
    Negotiation.jpg
    Show event

  18. Introduction to image generation with AI

    How to create and use visuals ethically and effectively with AI?

    Online English
    UBA Focus
    Image generation.jpg
    Show event

  19. Business plan effectiveness: OGSM basics

    How to develop effective business and marketing plans?

    Offline English
    Plan-Efficiency_OGSM.jpg
    Show event

  20. Media strategy evaluation

    How do I best evaluate an annual media strategy?

    Offline French
    UBA Focus
    Media Strategy Evaluation
    Show event

  21. Visual nudging in marketing and communication

    How does the correct use of colour in communication lead to greater impact?

    Offline English
    Research_Visual-Nudging.jpg
    Show event

  22. 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

  23. 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

  24. Brand activation strategy

    How to activate your brand strategically?

    Offline English
    Brand Activation.jpg
    Show event

  25. Media & creativity

    What are the key ingredients of effective communication?

    Online Dutch
    UBA Focus
    entertainment & media.jpg
    Show event

  26. Introduction to copywriting with AI

    What are the copywriting models and how to use them with AI?

    Online Dutch
    UBA Focus
    Copywriting AI.jpg
    Show event

  27. Email marketing strategy

    How to optimise the usage of email marketing in 2026 and beyond?

    Online English
    Email marketing strategy.jpg
    Show event

  28. Effective first party data strategy

    How does data collection and collaboration boost your marketing performance?

    Offline English
    1st-Party-Data.jpg
    Show event

  29. Powering brands through publishing: strategy, trust & impact

    Learn how to turn the power of publishing into attention, measurable impact and brand trust.

    Offline French Dutch English
    journalism_content-Marketing.jpg
    Show event

  30. Total Video Advertising

    How can you master the video ecosystem to better optimise campaigns?

    Offline French Dutch
    UBA Focus
    Corporate video.jpg
    Show event

  31. The core principles of value based pricing

    How can you establish and optimise a successful pricing strategy?

    Offline English
    Value based pricing.jpg
    Show event

  32. Storytelling in presentations

    How do you convince an audience?

    Offline Dutch
    Storytelling in presentations.jpg
    Show event

  33. Build an effective strategic sales plan

    How do you build and implement a strong strategic sales plan (and a high-performing team)?

    Offline Dutch
    Masterful Sales Presentation
    Show event

  34. Introduction to MarTech platforms

    What are the AdTech & MarTech platforms and how do they work together to communicate with my consumer?

    Online English
    Martech platforms.jpg
    Show event

  35. Negotiation skills

    How do I achieve the best result in a negotiation?

    Offline Dutch
    Negotiation.jpg
    Show event

  36. Agency remuneration & evaluation

    How to correctly evaluate and compensate an agency?

    Online Dutch
    Remuneration_1153252986.jpg
    Show event

  37. Mastering customer experience management (advanced)

    How can you further foster an impactful customer experience?

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

  38. 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

  39. Creative thinking

    How do you strengthen your creative thinking muscle?

    Offline Dutch
    Creativity Development.jpg
    Show event

  40. 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
    Resized_Making-a-photo-in-a-woods-652872300_8684x5792.jpg
    Show event

  41. Employer marketing

    How do you build a stronger brand from within?

    Offline English
    Employer-Marketing.jpg
    Show event

  42. Elevating brands on LinkedIn

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

    Offline English
    social - Gen Z
    Show event

  43. Masterful presentations

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

    Offline English
    Masterful Sales Presentation
    Show event

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