UBA logo

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. Revenue growth management

    What are the key levers for growing revenue?

    Offline English
    revenue mgmt.jpg
    Show event

  2. 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

  3. 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

  4. 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

  5. LEGO® SERIOUS PLAY®

    How do I extract all the knowledge from a group?

    Offline French Dutch
    LegoSeriousPlay.jpg
    Show event

  6. Generative Engine Optimisation

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

    Online English
    UBA Focus
    Search_habits.jpg
    Show event

  7. Change management

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

    Offline Dutch
    Change Management
    Show event

  8. Negotiation skills

    How do I achieve the best result in a negotiation?

    Offline Dutch
    Negotiation.jpg
    Show event

  9. 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

  10. Business plan effectiveness: OGSM basics

    How to develop effective business and marketing plans?

    Offline English
    Plan-Efficiency_OGSM.jpg
    Show event

  11. Media strategy evaluation

    How do I best evaluate an annual media strategy?

    Offline French
    UBA Focus
    Media Strategy Evaluation
    Show event

  12. 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

  13. 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

  14. 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

  15. Brand activation strategy

    How to activate your brand strategically?

    Offline English
    Brand Activation.jpg
    Show event

  16. Media & creativity

    What are the key ingredients of effective communication?

    Online Dutch
    UBA Focus
    entertainment & media.jpg
    Show event

  17. 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

  18. Email marketing strategy

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

    Online English
    Email marketing strategy.jpg
    Show event

  19. Effective first party data strategy

    How does data collection and collaboration boost your marketing performance?

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

  20. 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

  21. Total Video Advertising

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

    Offline French Dutch
    UBA Focus
    Corporate video.jpg
    Show event

  22. 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

  23. Storytelling in presentations

    How do you convince an audience?

    Offline Dutch
    Storytelling in presentations.jpg
    Show event

  24. Total Audio Advertising

    How do you use audio to build a strong link between brand and consumer?

    Offline French Dutch
    UBA Focus
    Total Audio
    Show event

  25. 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

  26. 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

  27. Negotiation skills

    How do I achieve the best result in a negotiation?

    Offline Dutch
    Negotiation.jpg
    Show event

  28. Agency remuneration & evaluation

    How to correctly evaluate and compensate an agency?

    Online Dutch
    Remuneration_1153252986.jpg
    Show event

  29. Mastering customer experience management (advanced)

    How can you further foster an impactful customer experience?

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

  30. 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

  31. Creative thinking

    How do you strengthen your creative thinking muscle?

    Offline Dutch
    Creativity Development.jpg
    Show event

  32. 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

  33. Employer marketing

    How do you build a stronger brand from within?

    Offline English
    Employer-Marketing.jpg
    Show event

  34. Elevating brands on LinkedIn

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

    Offline English
    social - Gen Z
    Show event

  35. Masterful presentations

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

    Offline English
    Masterful Sales Presentation
    Show event

Log in to register for a training

Log in here All about membership

Also interesting

Share experiences

We bring brand builders together in peer-to-peer forums where we dive into current topics.

Discover the UBA Exchange Communities

Learn more in our Knowledge Hub

Thanks to our Knowledge Hub, you can easily navigate through the UBA's inspiring offer

Discover our guidelines and insights
UBA logo

Cookies on this website

This website makes use of cookies to function properly. If you would like to change which cookies we can use, change the cookie settings. Read more about our use of cookies in our privacy policy.

Cookie settings

Strictly necessary cookies 22 cookies

These cookies are necessary in order to enable our website to function properly and are therefore installed without your consent. We use them e.g. to protect our website. These cookies permit you to navigate between the different parts of the website, to complete forms. If you block these cookies, it is possible that certain parts of the website will not function optimally. We do not collect any personal data with these cookies, and we never pass the collected information on to third parties. Along with the following cookies, cookies are also installed by our partner Vimeo when you make use of our Training 24/7 offer.
Name Vendor Description Expiry
JSESSIONID* Vimeo

JSESSIONID is a cookie generated by Servlet containers and used for session management in J2EE web applications for HTTP protocol. If a Web server is using a cookie for session management, it creates and sends JSESSIONID cookie to the client and then the client sends it back to the server in subsequent HTTP requests. JSESSIONID is a platform session cookie and is used by sites with JavaServer Pages (JSP). The cookie is used to maintain an anonymous user session by the server.

 current session
OptanonConsent Vimeo

This cookie is set by the cookie compliance solution from OneTrust. It stores information about the categories of cookies the site uses and whether visitors have given or withdrawn consent for the use of each category. This enables site owners to prevent cookies in each category from being set in the user’s browser, when consent is not given. The cookie has a normal lifespan of one year, so that returning visitors to the site will have their preferences remembered. It contains no information that can identify the site visitor.

 1 week
PBSESSION UBA

Saves the visitor's preferences for the current session

 2 hours
ProBaseUserLanguage UBA

Saves the visitor's language preference

 1 year
__cf_bm Cloudflare

Cloudflare places the __cf_bm cookie on End User devices that access Customer sites that are protected by Bot Management or Bot Fight Mode. The __cf_bm cookie is necessary for the proper functioning of these bot solutions.

 30 minutes
_abexps Vimeo

This Vimeo cookie helps Vimeo remember the settings you have made. This could be a preset language, region or user name, for example. In general, the cookie stores information about how you use Vimeo.

 1 year
_cfuvid Cloudflare

The _cfuvid cookie is used to allow the Cloudflare WAF to distinguish individual users who share the same IP address.

 current session
_gid Vimeo

ID used to identify users for 24 hours after last activity

 24 hours
accept-cookies UBA

Saves the visitor's cookie preference

 1 year
cachekey UBA

Prevents logged in users from seeing a cached site

 1 month
has_logged_in Vimeo - 10 weeks
is_logged_in Vimeo - 10 weeks
pb-sa-* UBA

Supports performance improvements of the website

 current session
pbSurvey* UBA

Keeps track of whether or not a non-logged-in visitor has completed a survey

 1 year
pbTrackId* UBA

Identification of logged in users

 1 month
player Vimeo

Stores preferences for player controls (i.e. volume, stream quality, captions).

 1 year
ppms_privacy_* Piwik PRO

Stores the visitor’s consent to data collection and usage.

 7 days
probase_notice UBA

Shows functional notifications to the visitor

 1 day
procurios-consent UBA

Saves the visitor's cookie consent

 6 months
rememberDevice2FA* UBA

Identification of the device on which the user used two-factor authentication

 30 days
survey-trainingIds UBA

Saves the ID's of the survey filled in by the visitor.

 current session
vuid Vimeo

Vimeo-generated ID used for generating analytics information for the video owner.

 2 years

Preference cookies 1 cookies

These cookies simplify the functioning of our websites, make them more enjoyable for the visitor and ensure that you receive a more personalised surfing experience. These are, for example, cookies that remember whether you were already asked to participate in a survey, so that we do not propose the same survey to you over and over, or a cookie that offers you a personalised layout as a result of a previous visit.
Name Vendor Description Expiry
visitedcampaignBanner-* UBA

Stores the user preference regarding the display of a banner.

 1 week

Analytical cookies 7 cookies

We use analytical cookies in order to collect information about how visitors use our website, for the purpose of improving its content, better adapting it to the wishes of visitors and increasing its user-friendliness.
Name Vendor Description Expiry
_pk_id* Piwik PRO

Used to store a few details about the user such as the unique visitor ID

 13 months
_pk_ses* Piwik PRO

Short lived cookies used to temporarily store data for the visit

 30 minutes
stg_externalReferrer Piwik PRO

Stores an URL of a website that referred a visitor to your website.

 current session
stg_last_interaction Piwik PRO

Determines whether the last visitor's session is still in progress or a new session has started.

 1 year
stg_returning_visitor Piwik PRO

Determines if the visitor has already been to your website — they are returning visitors.

 1 year
stg_traffic_source_priority Piwik PRO

Stores the type of traffic source that explains how the visitor reached your website.

 30 minutes
stg_utm_campaign Piwik PRO

Stores the name of the campaign that directed the visitor to your site.

 session

Marketing cookies 6 cookies

These cookies are installed for marketing purposes and are used in order to follow your surfing behaviour after you visited our website and/or to show you personalised ads. They can be installed on our website by us or by third parties. You decide for yourself whether or not to consent to the installation of such marketing cookies.
Name Vendor Description Expiry
bcookie LinkedIn

Used by LinkedIn to track the use of embedded services.

 180 days
li_fat_id LinkedIn

Member indirect identifier for Members for conversion tracking, retargeting, analytics

 1 month
li_gc LinkedIn

Used to store guest consent to the use of cookies for non-essential purposes

 6 months
li_sugr LinkedIn

Used to make a probabilistic match of a user's identity.

 90 days
lidc LinkedIn

To facilitate data center selection.

 1 day
pbVisitorID UBA

Identification of returning visitors

 1 year

External cookies 8 cookies

Some cookies are installed, with UBA´s consent, by third parties for the purpose of drawing your attention to certain products and services or to give you direct access to social media. For the cookies that are installed by these external parties, the information they collect with them and the purpose for which this information is used, we refer to the privacy statements of these parties on their own websites. These statements can be modified regularly, something over which UBA has absolutely no control.
Name Vendor Description Expiry
ARRAffinitySameSite Microsoft

When using Microsoft Azure as a hosting platform and enabling load balancing, this cookie ensures that requests from one visitor's browsing session are always handled by the same server in the cluster.

 1 year
VstsSession Microsoft

Unknown, Microsoft didn't provide any information on this cookie.

 5 months
WFESessionId Microsoft

This cookie is necessary to enable a Power BI session, a Microsoft tool that helps visualize data.

 -
ai_session Microsoft

This is a unique anonymous session identifier cookie.

 current session
ai_user Microsoft

This is a unique user identifier cookie enabling counting of the number of users accessing the application over time.

 1 year
sp_landing Spotify

Required to ensure the functionality of the integrated Spotify plugin.

 1 day
sp_m Spotify

Required to ensure the functionality of the integrated Spotify plugin.

 180 days
sp_t Spotify

Required to ensure the functionality of the integrated Spotify plugin.

 180 days