Content Strategy and Customer Experience

Postgraduate (English)

Location: Mechelen - Campus De Ham
  • You want to take the development of content strategies to the next level.
  • You have an analytical mindset and want your content decisions to be research-led and evidence-based.
  • You believe customer experience is a key factor in deciding and evaluating your content strategy. As such, you look for a customer-oriented and experience-focused approach.
  • The programme uses the principle of design-based education and is organised around the three stages of content development – strategy, ideation, and validation.
  • This postgraduate welcomes both graduates (BA or MA) and professionals in the field of communication, media, marketing or business management. Applicants from a different background can enrol after an assessment of their motivation letter.
  • This postgraduate prepares you for positions such as content innovator, marketing or content strategist, and brand publisher or manager.
  • This 5-month programme of 27 ECTS starts at the beginning of September 2021 and ends in January 2022. 

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Koen Panis
Programme Manager
For all your questions about Admission and Applications.

Why choose Content Strategy and Customer Experience

Fast track

In only five months you gain extra expertise and skills during a series of daytime classes (with a maximum of 18 contact hours a week).

Real-life challenges

Using the principle of design-based education, you work on real-life projects for real clients, developing relevant, personalised solutions, with coaching from both by highly-skilled lecturers and experts from the professional field.

Future-proof profile

More and more organizations understand the power of analytics and the importance of customer experience. This programme prepares you for the future workplace by turning you into a research-led and experience-focused content strategist.  

Content & approach

  • Target group
  • Your schedule
  • Enrolment conditions
  • Tuition fee
  • Target group

    The programme welcomes

    • BA’s or MA’s (undergraduate or graduate) in communication, media, marketing or business management.
    • Students with a background in a different field can enrol after an assessment of their motivational letter.
    • Professionals who want to discover how to achieve the strategic goals of their organisation by using a meaningful content strategy and how to evaluate customer experience after implementation.
  • Your schedule

    • Daytime classes, with a maximum of 18 contact hours a week.
    • 19 teaching weeks from the beginning of February until the end of June.  
    • Organised around the three phases of content development: strategy (9 weeks), ideation (4 weeks), and validation (6 weeks).
    • Academic  year 20-21: start from the beginning of February until the end of June.
      Academic year 21-22: start from the beginning of September until the end of January.
  • Enrolment conditions

    • To ensure high-level, hands-on coaching, the programme is limited to 20 motivated students.
    • Minimum language requirements: English CEFR B2.
  • Tuition fee

    • EEA-students: € 2.750
    • non-EEA-students: € 3.800



  • Strategy (12 ECTS – 9 weeks)

    You will learn to make strategic content decisions based on theoretical insights and relevant research methods and analyses. After defining your client’s company goals and challenges, you will focus on its customers and use both quantitative and qualitative research methods to gain essential insights. You will present your findings in a strategic brief, which is key to the development of new content and experiences (ideation). 

    Ideation (6 ECTS – 4 weeks)

    You will learn to develop a creative strategy based on design-thinking methods and storytelling insights. You will get familiar with several ideation techniques to generate innovative ideas for meaningful content. You will strategically decide on the key values, target group, different platforms or technologies, and suitable storytelling for new customer experiences. You will deliver two comprehensive concepts that can be reviewed by an expert and evaluated by your client.

    Validation (9 ECTS – 6 weeks)

    You will learn to evaluate media content and experiences based on different user metrics and tests and to formulate data-driven strategic advice. You will distinguish between different user metrics and usability tests. On the one hand, you will be able to analyse available online data and distil insights into user flows (e.g., via Google Analytics). On the other hand, you will perform your own usability test(s) and collect new data and insights on customer experiences. You will use visualization techniques to demonstrate your findings to your client.   

After Graduation

  • Get to work
  • Get to work

    After competing this programme, you can be qualified in positions such as

    • Content strategist
    • Content innovator
    • Marketing strategist
    • Brand publisher
    • Brand manager