Pedagogical vision

Koen has developed and lectured specialist courses on digital marketing and marketing analytics across bachelor, master, MBA, and DBA programs since 2006, and has direct experience with blended and online teaching. Throughout his coursework, Koen has been a fond advocate of learning by doing: gaining skills, competences, tactical and ultimately strategic insights through real-life, hands-on cases and consultancy projects.

Courses taught

  • 2017-2022: Applied Marketing Analytics using Rapidminer, Google Analytics and Conjoint.ly (master level)
  • 2010-2026: Developing and lecturing multiple specialist courses on digital marketing
    • Web Analytics covering online marketing performance measurement, social media analytics, and listening using Google Analytics and Google Tag Manager (master level)
    • Search Engine Marketing and Digital Advertising covering (i) search engine optimization (SEO), (ii) search engine advertising (SEA), (iii) display advertising and (iv) social media advertising through Google Ads and Meta Ads (master, MBA & DBA level)
    • Social Media Marketing (master level)
    • Digital Marketing Strategy, covering digital marketing strategy formulation, E-CRM, mobile marketing, and the online marketing communications mix (master level, MBA level)
    • Digital and data-driven marketing research (DBA level)
  • 2010-2012: Marketing Management (bachelor level)
  • 2011-2012: Marketing Strategy and Company Observation (MARKSTRAT business game) (master level)
  • 2006-2010: Analytical Customer Relationship Management: predictive customer analytics with SAS (base, stat and macro) (master level)
  • 2006-2010: Marketing Models & Marketing Engineering, advanced predictive customer analytics with Matlab and R (master level)