Engaging Customers in the Digital Era

15 October - 16 October

| €1450

Overview

Today’s business environment is changing at an unprecedented pace. Rapid advances in technology, particularly in artificial intelligence (AI), increased use of data, and constant consumer connectivity are reshaping markets, customer behaviour, and expectations. As a result, many established marketing models are no longer sufficient.

Is your organisation truly equipped to understand these shifts and stay ahead of them? Are current go-to-market approaches aligned with the speed and complexity of today’s consumer decision-making?

This course examines how marketing must evolve in response to these changes. Moving beyond the tactical use of digital channels, it focuses on deeper shifts in consumer behaviour and on how organisations design, organise, and deliver their marketing activities. Participants will explore how data-driven insights, social platforms, and real-time engagement tools can support more responsive and forward-looking approaches.

The programme combines solid academic foundations with practical perspectives drawn from senior leadership and consulting experience with globally recognised organisations, including HP, Nike, Coca-Cola, and Apple.

Program Objectives

  • Understand the new consumer-client behaviour in the digital world.
  • Review the established marketing models and strategies such as Brand Value, Positioning, Messaging, Technology adoption, and Consumer journeys, among others. Understand what is changing and what is still valid.
  • Understand and be familiarised with what are the key new marketing strategies and innovations that top companies are implementing today.
  • Build a solid understanding of the fundamental frameworks, strategies and tools in the new marketing area and be able to customise them to their own business case.

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 digital age.

⚠️ Important for International Participants
This course is delivered in person in Luxembourg.
Participants who need a visa or travel authorisation are fully responsible for obtaining it before registering.
LSB does not provide visa invitation letters or any supporting documents for short-course participants.
LSB is not liable for visa refusals, delays, or inability to travel.

⚠️ Important Notice for LSB MBA Students/Alumni:

MBA students/Alumni who register for this course will be placed on a waiting list.

Enrollment is not guaranteed, and conditions may apply.

Final confirmation will be communicated in due time.

No-Show Policy for LSB MBA Students/Alumni
Registration for this program is free of charge for LSB MBA Students/Alumni. However, in order to ensure responsible use of limited seats and respect for the commitment involved in program delivery, a no-show fee of EUR 50 will apply to participants who fail to attend the program without having notified the Executive Education team in advance.
To summarize:
Attendance: No charge will be applied.
Cancellation with prior notice: No charge will be applied, provided the Executive Education team is informed at least 3 business days before the program start date.
No-show (failure to attend without prior notice): A fee of EUR 50 will be charged to the credit card provided at the time of registration within 5 business days following the program date.
By completing the registration process, participants acknowledge and agree to the terms of this no-show policy.

Faculty

Pau Virgili is a professor, entrepreneur, and consultant, with a passion for how technology is transforming marketing strategy and consumer behaviour. He brings to class a variety of experiences from his work with HP, Coca-Cola, Apple, Nike, several successful startups, and a solid conceptual framework. Pau was General Manager of Marketing for HP Consumer Products Europe, Middle East, and Africa, where he and his team built the first cross-product line HP retail go-to-market, from Brand strategy to retail execution.
As an entrepreneur, Pau has launched several successful companies in the areas of Mobile Business, Marketing on-line, and advertising: Summa Branding, Loopy Messenger, Viko, Mubiquo, among others.
He contributes as an independent consultant, thinker, and facilitator to companies such as Coca-Cola, HP, Nike, Total, Nestlé, to better engage with their customers.
He is currently a Professor at ESADE Business School, Rotterdam School of management and Luxembourg School of Business, teaching “New Marketing Strategies for the digital age” at the MBA and EMBA degrees. Pau holds an MBA from the University of Chicago, and he is the co-author of the book “La reconciliación con el consumidor”. Pau has lived and worked in more than 20 countries.

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 recognised as a continuing education organisation. 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 individuals

Any taxpayer with net income from a salaried occupation may deduct the cost of professional development as business expenses (frais d’obtention) from their 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

Marina Chavez

Customer Experience Manager

E: marina.chavez@luxsb.lu

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