An effective marketing strategy relies upon a profound knowledge of the consumer, strategic insights into the company’s own and competitive brand portfolio and architecture and the ability to communicate to and reach consumers properly.

These three strategic pillars are highly interrelated, forcing the marketer to take a more holistic view before making the right branding and communication decisions.   

Starting from this more holistic perspective,  the latest trends in consumer behavior, branding and communication are integrated into this masterclass

MODULE I:  Strategic pillars for an effective marketing strategy

1.       The consumer as  the “key” cornerstone'

Who buys your products/services today and why?

• Intuition versus rationality:  cognitive and emotional drivers of consumers  

2.       The right brand portfolio as the strategic foundation

How to build a successful  brand portfolio ?

• Drivers of brand performance
• Brand strategies:  brand extensions, corporate -, multi- , endorsement strategies  and co-branding

3.      Connecting with the consumer by integrated marketing communication

How to develop the right integrated communication strategy ?

• 360 ° approach
• From product placement to stealth and viral advertising

MODULE 2: Taking a holistic view: Interactions between the three  strategic pillars

4.       The communication-consumer interface 

How to persuade the consumer ?

• About consumer memory, attitudes and behavior, and how to influence them
• Hierarchy of effects, dual processing, interference, priming and persuasion knowledge 

5.       The branding-communication interface 

How to communicate branded products?

• Various communication approaches for extensions, new brands and co-branding strategies: quality, fit and communication focus
• Schemas and categorisation, enrichment effects, the bookkeeping model, piecemeal processing, parent brand feedback effects and other brand communication phenomena 

6.       The branding-consumer interface 

How to connect your brands with the new consumer?

• How does the new consumer cope with brands in his living environment? 

MODULE 3:  B2C marketing in a rapidly changing environment

7.       Conversation marketing

How to talk to consumers ? 

• Communication is out, conversation is the new thing!
• Consumers shape brands and branding strategies 

8.       Communicating to the new consumer generation 

How to seduce Young consumers?

• Generation Y behavior
• What makes a brand successful in today’s and tomorrow’s consumers’ minds ? 

9.       Creative marketing communication 

How to be creative in an effective way ?

• Creativity in marketing communication
• Freewheeling  versus really functional creativity 

10.   Marketing to the changing consumer 

How to continuously adapt to the changing consumer ?

• Wat drives the changing consumer?
• How can we understand this change and cope with it? 

MODULE 4:  Feedback on personal paper assignment (free option) 

The first session also includes a short briefing  for a personal paper assignment. Those choosing for this  extra  free “option” work out a short personal paper on a marketing problem  that they face in their own company.  This forces the participant to apply some of the theory taught in his own context. Afterwards, the participant  gets feedback, which adds extra personal value to this masterclass.

Download here the brochure.

Professionals with at least three years of marketing or commercial experience , working in a business-to-consumer market context (fast moving consumer goods, durables, services or social-profit)

• Due to its holistic view, this masterclass integrates the latest insights and trends in consumer behavior, brand management and marketing communication in 'one' program.
• The keynote speakers of the program, Patrick de Pelsmacker and Micael Dahlen are 'international' experts in business to consumer marketing.

• Being able to take a holistic view on consumer behavior, brand architecture and marketing communication.
• Being able to translate the theoretic insights into your own context (by preparing a short personal paper)

Making an important  career move

English

full-time

10 days from 1 pm till 8 pm (October - December 2010)

October 14 ,2010

-           Module 1: October 14, 21 and 28

-           Module 2: November 4, 18 and 25

-           Module 3: December 2,9, 15-16

-           Module 4 (optional: defense and feedback on personal paper): January 2011

(all sessions run from 1pm tot 8pm)

• Interactive approach (with integration of  cases)
• Option for handing in a personal paper (with feedback) 

Antwerp Management School - Antwerp Management School
‘t Brantijser - Sint-Jacobsmarkt 9-13
BE-2000 Antwerpen

at least  3  years of business experience

Academic speakers

• Prof. dr. Patrick De Pelsmacker, University of Antwerp, is an international expert in consumer behavior and marketing communication and is a 'key note' speaker in executive programs all over the world.
• Prof. dr. Micael Dahlen, Stockholm School of Economics, is a highly recognized keynote speaker and trend watcher worldwide. His textbooks on creativity in marketing and commuication are international bestsellers.
• Prof. dr. Nathalie Dens, University of Antwerp, is an expert in the 'effectiveness' of marketing communication strategies of new products.

Business speakers

• Fons Van Dyck, Think.bbdo, known from his textbook 'het merk mens'
• Steven Van Belleghem, InSites Consulting, known from his textbook ‘the conversation manager’
• Joeri Van den Bergh, InSites Consulting, specialist in youth marketing

Extra academic jury member (for personal papers)

Prof. dr. Marc Logman, academic director at Antwerp Management School, SAVE international award winner 2008 for the best paper on value engineering and an expert in marketing planning and problem solving.

To obtain a 'certificate' a personal paper has to be handed in. in the other case, a participation letter will be provided.

4750 EUR (21% VAT not included)

Click here to register for this programme.

General conditions