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Consumer 2.0. How to engage consumers in the digital era

1450 €

at 3 KM

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wed. 10 Feb.

09h00-17h00

thu. 11 Feb.

09h00-17h00

For safety reasons, all Executive Education classes are organized in accordance with the guidelines of the WHO and the Luxembourg Ministry of Health. Group size is limited to 25 participants.

Are you investing your marketing dollars in the right place? Do you understand how your customers buy and what do they want from you in the digital age? Do you understand what tools like data driven marketing can bring to your business? And are you growing your business and your brand with your customers? Managers need to think beyond the online communication revolution and understand the profound transformation in consumer behavior that we are experiencing. Being able to redefine The new charter, strategies and marketing organization are the key to success and survival in the new digital age.
Who should be present?
Marketing and sales manager and professionals wishing to retool and rethink their marketing strategies. CEO and Functional Managers who want to understand the new relationships with customers in the digital age. We encourage organizations to send marketing teams to this workshop.
Program objectives
We will provide the necessary tools to define and implement the new strategy in the areas of go-to-market, product management and consumer engagement.
New customer behavior in the digital age. Real-time customer relations and the speed of change in the competitive landscape Profound changes in distribution channels. The new capabilities to track and understand real-time consumer behavior that data-driven marketing offers. Authenticity: what are the expectations of the new consumer? Is authenticity profitable? Real-time marketing: how do we synchronize our organizational clock with the speed of the consumer? What are brands like Coca Cola, Taco Bell or Pepsi doing? What can we learn from tech startups? Innovative consumer journey: are consumers still loyal to the brand? Are we investing in the right points of contact for consumers? How has the buying process changed? What can we do to re-engage customers? Engaging customer energy: do we know how to engage consumer energy? What are companies like HP, 3M or GoPro doing in this area? Focus on the product: how can we deliver an emotional customer experience within the product? How has the new Marketing product changed?
Faculty
Pau Virgili, professor of marketing at Esade, is an expert in new technologies, management and marketing. He has extensive management experience in international companies, as well as as an entrepreneur and consultant. Previously, he was Managing Director of Marketing Europe at HP FMCG and Director of Marketing Europe at Plantronics. Pau Virgili holds an MBA (University of Chicago) and is co-author of the book The reconciliation with The customer '. Pau has created technology companies in the fields of mobile commerce and online marketing and has carried out consumer relationship management consulting projects for HP, Nike, Coca Cola and others. He has lived and worked in Spain, USA, Germany, France, UK, Thailand, Laos and Vietnam.