Research group at imec & Vrije Universiteit Brussel

Course in Media Economics: Commercial communication and advertising in a digital age

This course is part of the Media Economics Programme, a new programme at the Vrije Universiteit Brussel that is organized by SMIT. The programme combines facts and figures of state of the art scientific research with interesting and sometimes conflicting insights from industry experts.

You can participate in the course through:

Commercial communication and advertising in a digital age (course 6)

Course 6 sheds light on the new developments and trends in commercial communication and advertising in the digital era. Participants will get acquainted with new formats, will get insight in the different workflows and will also develop an understanding of user perspectives on advertising in the digital age, business related aspects and privacy issues.

Course 6 is an elective course for participants of the full Postgraduate programme.

Key Objectives

  • Acquire knowledge on current trends in commercial communication and advertising and the advertising process.
  • Understand the different challenges linked to these trends, including privacy aspects.
  • Critical evaluation of new advertising formats and buying and selling tools.

Cases and Topics

  • Advertising
  • Personalized advertising
  • Cross-media audience measurement
  • Programmatic ad buying and selling
  • Big data analytics
  • Workplan for personalized media campaigns


  • Prof. Dr. Wendy Van den Broeck – Senior Researcher, imec-SMIT-VUB
  • Dr. Daniel Knapp – Executive Director TMT, IHS Markit
  • Iris Jennes – Researcher, imec-SMIT-VUB
  • Kimon Zorbas, Senior Vice President Government Relation & Public Policy, Nielsen
  • Jeroen Coeymans – Director Business Intelligence, SBS Belgium
  • Dr. Ionel Naftanaila – Programme Development Director, EDAA
13 Mar 2019 15 Mar 2019

9:30 to 18:30


SMIT, Pleinlaan 9, 1050 Brussels - 1st floor, Mead Room

Open in Google Maps


  • Mar 13 2019, 09:00-09:30
  • Mar 13 2019, 09:30-17:30
    Academic Lectures
  • Mar 14 2019, 09:30-17:30
    Industry Lectures
  • Mar 15 2019, 09:30-17:30

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