Overview

New technologies are transforming the market fundamentals. Managers need to think beyond the on-line communication revolution and understand the profound consumer behaviour transformation.  Companies need to rapidly adapt to this new market through constant innovation and renovated strategies and tools. 

In this class we will explore how to redefine the new marketing charter, strategies, and organization to succeed in the new digital era. We will explore the many of the current leading innovations with real market cases and dynamic reality focused approaches. 

Program Objectives

• Understanding the new customer behavior in the digital era. 
• The real-time customer relationship and the speed of change in the competitive landscape. What are brands such as    Coca-Cola, Taco Bell, or Phillips doing? What can we learn from tech startups? 
• How to deploy Data automation and AI as key enablers of a real time effective marketing practice. What are the key innovations implemented in this area by leading companies? 
• Authenticity: What are the new consumer’s expectations? Why is authenticity key in a real time fully transparent market?
• Engaging customer energy: how to make customers the source of competitive advantage? What are companies such as 3M, GoPro, HP, or Apple doing in this area? 

Who should attend

This course is designed for marketing professionals, managers, and business leaders seeking to adapt their marketing strategies to the digital era. By the end of the course, participants will have a comprehensive understanding of the evolving consumer landscape, the power of data driven marketing, the importance of authenticity, real-time marketing strategies, innovative consumer journeys, and delivering compelling product experiences that resonate with customers in the AI age 

Faculty

Pau Virgili, professor of Marketing at Esade, is an expert in new technologies, management, and marketing. He has considerable management experience in international companies, as well as an entrepreneur and consultant. Previously, he was the General Manager of Marketing Europe at HP FMCG and Marketing Manager Europe at Plantronics. Pau Virgili has an MBA (University of Chicago) and is a      co-author of the book ”The reconciliation with the customer’. Pau has created technology companies in the areas of mobile-business and online marketing and has carried out consultancy projects in consumer relations management for HP, Nike, Coca Cola, and others. He has lived and worked in Spain, USA, Germany, France, UK, Thailand, Laos and Vietnam

How to finance your training

• Financial support from the State 

Luxembourg School of Business is accredited by the Luxembourg Ministry of Higher Education and Research and recognized as a continuing education organization. As a result, your company can benefit from financial aid from the Luxembourgish state for the training of its employees.

For more information, please follow this link https://bit.ly/3hacjIg

• Tax Deductibility for individual

Any taxpayer with net income from a salaried occupation may deduct the cost of professional development as business expenses (frais d’obtention) from his taxable income from the salaried occupation. Further training expenses which are related to the taxpayer’s current activity fall within the scope of the acquisition costs of article 105 of the ITA and are therefore deductible from taxable income.

For more information, please follow this link https://bit.ly/3vcoLz5

Certificate

Upon completion of the course, you will receive a certificate to add to your CV and LinkedIn profile.

Contact

Philippe Gales

Executive Education Program Manager

M: (+352) 621 770 135

E: philippe.gales@luxsb.lu

Luxembourg School of Business

46 Côte d’Eich,

1450 Luxembourg

www.luxsb.lu