Overview

This course explores the impact of the digital era on customer behavior and marketing strategies. Participants will examine real-time customer relationships, changing competition, and distribution transformations. They will learn about data-driven marketing to understand consumer behavior. The course also focuses on authenticity, syncing organizational processes with consumer speed, innovative consumer journeys, engaging customer energy, and creating emotional product experiences. By course end, participants will gain insights to adapt marketing strategies, engage customers, and drive business growth in the digital era.

Program Objectives

• The new customer behavior in the digital era.
• The real-time customer relationship and the speed of change in the competitive landscape.
• The deep changes in the distribution channels.
• The new capabilities to track and understand consumer behavior in realtime that data-driven marketing offers
• Authenticity: what are the new consumer’s expectations? Is authenticity profitable? Needed?
• Real-time marketing: how can we sync our organizational clock with consumer speed? What are brands such as    Coca-Cola, Taco Bell, or Pepsi doing? What can we learn from tech startups?
• Innovative consumer journey: are consumers still brand loyal? Are we investing in the right consumer’s touch-points? How has the purchase process changed? What can we do to re-engage the customers?
• Engaging customer energy: do we know how to engage consumer energy? What are companies such as HP, 3M, or GoPro doing in this area?
• Focusing on the product: How can we deliver an emotional experience to the customer within the product? How has the new marketing product changed?

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

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

Julien Alves

Executive Education Program Manager

M: (+352) 621 659 555

E: julien.alves@luxsb.lu

https://www.linkedin.com/in/julien-alves/

Luxembourg School of Business

46 Côte d’Eich,

1450 Luxembourg

www.luxsb.lu