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    2-day immersion in marketing innovation. Duration: 19-20 March 2019, h 9.00 – 18.00.

     

    Brain-pleasing Marketing Workshop

The aim of this immersion

I confess: things worked out quite well with the ‘marketing mix’, an approach disseminated by McCarthy in the 60s. However, today’s customers are quite different from the former East German customers. Today competitors copy each other in a matter of days. Moreover, we have science to run businesses better. Yes, that’s true: science in business management!

And I’m not just talking about marketing research which detects how the body reacts to new ads or packaging (this type of studies are generally called ‘neuromarketing’). When talking about science,
I refer to neuroscience that provides managers with a sound base to devise products, services, brands and customer experiences in a way that they please the customer’s brain.

It can be called ‘brain-pleasing marketing’! It is what top managers should use in order to make their customers feel a positive sentiment towards their brand and what they sell. It is what this 2-day intense workshop is about.

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Learning Outcomes

Upon the completion of this 2-day immersion, participants should be able to:

  1. Get – in a practical and experiential way – competences to innovate by using latest generation marketing.
  2. How to innovate through a brain-pleasing marketing strategy by using the most cutting-edge methods, combining learnings from neuroscience and other disciplines, like psychology, digitisation and semiotics.
  3. Take advantage of the interaction and networking with managers of different sectors and backgrounds.
  • Understanding customers - as persons - in depth. How to identify their ‘pain points’.

  • The innovation process through brain-pleasing marketing.

  • The creation of archetypes, based on data.

  • Locating the branded solution at the ‘City of emotions’ map.

  • How to create a brain-pleasing solution (product/service).

  • Neuroscience implications in marketing. How to create sustained preference towards a brand.

  • The OnOff customers and its significant implications to business and innovation.

  • The customer experience and its management with the aim of making it brain-pleasing.

  • Effective, brain-pleasing communication methods.

Participants

•  Marketing professionals
•  Brand managers
•  Communication & PR specialists
•  Sales/Customer Care executives
•  CEOs and entrepreneurs
•  Any business leader who wants to have access to latest generation marketing tools

Sectors

Any sector, including industry, services, technologies, retail, FMCG, fashion, etc.

The “immersion” will be delivered in English (no translation services provided).

Immersive discovery methods

The learning way is specially designed to learn about marketing innovation, experiencing and living it, not simply through “power points”. We want to be excited and amused. Rigour and fun can coexist.

“Very interesting topics, changing completely the way we are looking to our customers. For sure, interesting experience and innovative approach.” Andreea Butaru, BASF, Marketing Communication Team Leader

“I heard about Lluis and I was trying to imagine how the course will go, but it was above my imagination. The way he presented, insisted on every point, it is very helpful for me in order to understand on how to apply it in our business. Great, great speaker! Wonderful human!” Ovidia Popescu, Baneasa Developments, Campaign Coordinator

“The Neuromarketing workshop was a very interesting experience as we studied fresh ideas about applying marketing techniques to build a product. It is a great way to understand how to fine-tune my day to day proposition job and to spot the misleading spots.”
Costin Dragulinescu, Orange Romania, TV Marketing Manager

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Lluis Martinez-Ribes

Innovation Expert and Associate professor at Esade Business School Barcelona.

“Theory and practice are like two sides of the same coin”. This way is how Lluis experiments and lives it in his daily life through his academic career, and his experience as marketing activator of business teams.

In order to create a strong impact on market, his approach to marketing is inspired by and centred in customers. To obtain such business transform he applies latest generation marketing, that includes fields like neuroscience, digitisation, psychology, semiotics, or others.

register
or contact us for more information:
oanas@exec-edu.ro
0722 617 208

Location

Nod Makerspace: Splaiul Unirii 160, etajele 1 și 2, Industria Bumbacului, sector 4, București

Organized by

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In partnership with

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