Marketing Intelligence Master Module
Start date
27 oktober 2026
Duration
6 weeks
Language
Dutch
Costs
€ 4500
Degree
Master of Science (MSc)
Accreditations
- AACSB
- NVAO
Rankings
TIAS is listed in the Financial Times Executive Education Rankings and, according to the Keuzegids Masters 2025, is one of the best-rated educational institutions in the Netherlands.
Fulltime / Parttime
Parttime
Schedule
Online start moment, 3 physical training days, self-study and case study focused on your own practice
Introduction
Marketing teams today have access to more data than ever before, but true customer insight is often lacking. Dashboards, NPS scores, and isolated surveys provide fragmented information, while decisions about propositions, channels, and investments are still too often made based on gut feeling or internal politics.
In the Marketing Intelligence Master Module, you will develop marketing intelligence as a strategic capability. You will learn to combine segmentation, customer research, journey data, and commercial figures to extract sharper insights from complexity. You will work with frameworks to move from isolated analyses to a consistent "insight cycle": from problem, through hypothesis and research, to decision and learning loop.
You will apply this directly to your own organizational context. You will sharpen your target group and customer insights, recalibrate KPIs and decision-making rules, and translate insights into choices in propositions, channels, and customer relationships. This way, you will build a marketing organization that relies less on assumptions and more on substantiated customer and market intelligence.
Participant profile
For professionals who want to strengthen marketing, customer strategy, and decision-making with segmentation, customer insights, and data.
You have noticed that your organization has a wealth of data, reports, and dashboards, but these rarely lead to clear choices regarding propositions, channels, or priorities. Segmentation strategies, customer research, and analytics run parallel, while you're looking for a coherent way to use customer insights to guide strategy, innovation, and daily decisions.
You want more than just "doing something with data": a solid framework for developing marketing intelligence as a strategic capability. You're looking for the language and tools to discuss segmentation, customer insights, data intelligence, bias, and explainability with management, product teams, sales, and data specialists, and to translate those conversations into concrete choices within your organization.
Curious if this is your next step?
Discover the admission requirements for this master's module.
Average demographics
38 years | 60% men & 40% womenAverage work experience
Most participants have 8–15 years of experience in marketing, digital projects, customer and commercial strategy or consulting.
Why this program
What makes this master module unique?
- Impact in 6 weeks: The mix of an online kick-off, three on-campus days, focused self-study, and working on your own case study will provide insights you can immediately apply in your work environment.
- Academic & recognized: 4 ECTS as a microcredential with a digital badge; part of an accredited master's degree and stackable if you wish to continue your studies.
- Top lecturers from both academia and practice: TIAS professors and experienced experts from the field combine analytical depth with realistic cases, so that theory and practice reinforce each other.
- Blended & small-scale: intensive guidance and peer dialogue in a small group; what you explore online, you bring to life on-campus with cases and simulations.
- Rich learning experience with peers: you will learn in a small group of like-minded professionals, share experiences, and enrich your case study with concrete practical insights.
What will the program bring you?
Marketing intelligence as a capability, not a tool: you build a structural core capability within the organization instead of relying on isolated analyses or dashboards.
Combination of data and human insight: you learn to explicitly connect quantitative data, qualitative customer research, and commercial experience.
From insight to decision – you work with a concrete insight cycle: from problem and hypothesis to research, decision, and learning loop in your practice.
Cross-functional view of customer information: you learn to position marketing intelligence in the interplay between marketing, sales, service, data/IT, and management.
About this program
Customer insights and data as drivers of strategy and innovation
In the Marketing Intelligence Master Module, you will delve into customer insights and data as the strategic driving force behind marketing and commercial decisions. You will explore how segmentations, research, journeys, and data profiles combine to create a richer picture of your customer and how you can use that picture to more effectively steer propositions, service, channels, and pricing.
You will approach marketing intelligence explicitly as a strategic capability, not as a reporting or dashboard function. You will use frameworks to move from disparate measurements and research to a cohesive "insight cycle": from problem and hypothesis, through research and analysis, to decision and learning loop. In doing so, you will consciously link hard data to qualitative customer stories and commercial experience.
You will continuously apply the insights to your own organizational context. You will examine where customer information is currently fragmented, which roles (marketing, sales, service, data/IT, management) are involved, and how you can better position marketing intelligence in decision-making. This way, you will develop both the language and concrete tools to structurally embed customer and market insights in strategy, innovation, and daily management.
Your learning journey in brief
In 6 weeks, you will complete a compact learning journey – from online start to final assignment. The precise mix of teaching methods varies per master's module, but you can generally expect the following:
Online start – You will meet your lecturers and fellow participants and receive an explanation of the program structure and the final assignment.
Three consecutive on-campus days – During three intensive days on campus, you will deepen your theory, work on cases and assignments, and share experiences with other professionals in varied, engaging sessions.
Deepening between meetings – Between contact sessions, you will continue working independently with literature and assignments and apply your insights to your own case.
Practical assessment – You will conclude the master's module with a graded assignment that directly aligns with your work environment and learning objectives.
Microcredential & Stackability
Upon completion, you will receive a TIAS certificate with a digital badge (microcredential, 4 ECTS). The earned ECTS are stackable within the NVAO-accredited Executive Master of Marketing and Customer Management (MMCM).
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