Advanced Marketing Strategy June 26-30, 2017 Barcelona

www.esade.edu/executive-education

Executive Education

Marketing, Sales and Communication Program

Marketing strategy has become one of the most complex areas within a firm. While its main role is to create value for customers and capture a share of that value for the firm, a number of changes in the market −new players, technology shifts, explosion of media and channels, hyper-connectivity, customer divergence, etc− have shaped an extremely complex scenario for managers and their brands. One that requires not only new tools but also a new set of skills.

Objectives Advanced Marketing Strategy deals with the challenges that executives face today and helps them to develop a meaningful understanding of markets, customers and prospects, and to use this knowledge to develop and deliver superior offerings in order to capture value. With this in mind, the principal objectives of this program are: 1

To provide a solid, down-to-earth and updated perspective to strategic marketing thinking.

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To provide executives some of the latest tools to articulate meaningful value propositions for customers.

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To explore some of the newest frameworks and approaches to solve the crucial marketing and commercial problems that firms are facing today.

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To develop analytical skills to formulate actionable marketing plans across industries.

Key Benefits By the end of the program participants will be equipped with concepts, frameworks and some of the latest tools to successfully compete in today’s marketplace. We will address a number of important questions, including: 1

How to evolve from a “product oriented” paradigm to a “customer oriented” organization?”

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How have customer journeys evolved in consumer and business markets? How should firms adapt their strategies to gain influence?

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What are the most relevant criteria to segment markets and to select target markets? How have new technologies influenced the way how companies approach consumers and customers? How can firms articulate differentiated and meaningful value propositions? Is it possible to fight and win against low-cost challengers?

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How can brands be built and managed to stay relevant for customers? Can social media and omnichannel strategies contribute to brand equity?

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How can go-to-market and pricing strategies help capture value for the business?

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What internal capabilities are necessary for marketing to contribute to corporate strategy?

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How can we measure marketing performance?

“The AMS Program is really a top-notch education and knowledge-sharing experience, involving strong theoretical frameworks and practical implications. It succeeds in both delivering new ideas and concepts as well as structuring and reinforcing each participant’s existing knowledge. A definite must for entrepreneurs, CEOs and marketing professionals.” ANDREY KOSTYUK DIRECTOR, CHAIRMAN OF INVESTMENT MANAGEMENT COMMITTEE Taurus Aurum Global Property Fund Limited Russia - Spain

Contents DAY 1 - JUNE 26

DAY 2 - JUNE 27

Session 1: Challenging paradigms

Session 1: Brand-driven strategy

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From product-centricity to customer-centricity From Product management to Offer management From Product innovation to Value proposition From Functional Marketing to Strategic Marketing

Building an enduring identity and an inspiring vision. Aligning the brand, business, and innovation strategies. Building a balanced portfolio of products and services.

Session 2: Creating value through value propositions

Session 2: Understanding and Managing customer brand experiences

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Identifying the right customers Defining competitive positioning Finding the brand promise

Auditing the customer brand experience Designing and redesigning the customer brand experience Building a supportive corporate culture

DAY 3 - JUNE 28

DAY 4 - JUNE 29

Session 1: Capturing value from customers

Session 1: Strategizing in B2B Markets

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Constraints and possibilities A simple framework for better monetisation The revenue model of the business

Session 2: Capturing value from customers (cont) • • •

Finding the “right” price: the 4Cs Selling value to customers Price discrimination

DAY 5 - JUNE 30 Session 1: Measuring Marketing Performance • • •

Thinking about Marketing Profitability Extracting Value (Profitability) from the Customer Journey Testing Consumer Responses to Marketing Programs

Session 2: Brand development for growth • • •

Boosting value through brands The challenge of fighting commoditization From strategy to execution to build consistency

Understanding the customer journey Meet the new buyers Strategies and best practices to deal (so far) with the demands of the new buyers.

Session 2: Going-to-market strategies • • •

Aligning channel strategies with customers’ journeys Redefining the route-to-the market Customers in an Omni-channel world

DANIEL CAMARASA SENIOR GENERAL MANAGER STRATEGY & BUSINESS DEVELOPMENT Dangote Industries Limited Nigeria “The AMS not only opens your eyes to new market challenges but also gives you greater perspective on day-to-day strategic decisions and new business opportunities. This intensive course has been fantastic and has given me insight into new trends and marketing methods to help me achieve new goals. Nowadays, understanding B2B and B2C is essential; without this knowledge you are lacking vital tools to drive business to the next step, something that the AMS will help me do.”

Participants Advanced Marketing Strategy is aimed at senior and mid-level marketing and sales executives in B2B and B2C markets. It also appeals to directors of smaller companies and entrepreneurs who want to implement and develop market strategy with the end goal of delivering superior offerings in a competitive environment full of new challenges.

MAITE MORALES DIRECTOR OF DIGITAL MARKETING TECHNOLOGY & DATA L’Oréal Spain “This program has proved incredibly useful for my job and has given me a new, practical and dynamic understanding of all the elements that need to be taken into account when taking an idea from the conceptualization stage all the way to successfully bringing it to the market. I now understand how the process works and the steps that need to be taken to ensure the whole process from value proposition to marketplace goes without a hitch.”

LUCA CASABLANCA AGENCY DEVELOPMENT MANAGER Google Ireland “The AMS provided me with the tools to better understand

how digital can enhance the overall marketing strategy and deliver value to the end-client. The excellent faculty, up-to-date research insights, interactive and engaging teaching methods have been the 3 highlights of the whole course for me. Gaining a perspective on how Marketing Managers can impact on the Company Strategy with their function is by far the take-away that I will most benefit from. As a result of this program, I was able to take on a major responsibility within my company ,being promoted to starting next quarter to Agency Development Manager, in charge of not only Key Accounts, but also overall Agencies.”

Faculty PROGRAM DIRECTOR:

ANDRES CUNEO Associate Professor, Department of Marketing in ESADE https://es.linkedin.com/pub/andres-cuneo/5/58a/144/es

FACULTY:

MARCO BERTINI Associate Professor, Department of Marketing in ESADE. Director, Department of Marketing https://es.linkedin.com/pub/marco-bertini/70/71a/913/es

JAIME CASTELLÓ Lecturer, Department of Marketing in ESADE https://es.linkedin.com/pub/jaime-castello/b/346/bb3/es

ORIOL IGLESIAS Associate Professor, Department of Marketing in ESADE. Chair of the Research Group on Brand Management at ESADE https://es.linkedin.com/in/orioliglesiasbedos/es

KEN MATSUNO Associate Professor of Marketing at Babson College. Visiting Professor, Department of Marketing in ESADE https://www.linkedin.com/pub/ken-matsuno/b/2a0/774

ANA VALENZUELA Associate Professor, Department of Marketing in ESADE and Professor of Marketing at Baruch College, CUNY https://www.linkedin.com/in/ana-valenzuela-6528861/es

LOCATION Barcelona ESADE Business School Av. d’Esplugues, 92-96 08034 Barcelona

SCHEDULE June, 26-30, 2017

FEE € 5,200 €4,500 Members of ESADE Alumni Includes tuition fees, teaching materials and catering. Special rates will be applied to those companies that register several participants in the same program or in several programs in the same academic year.

FOR FURTHER INFORMATION Candidates may consult on any matter concerning the program or its admission process and present their application by contacting: Angie Araluce [email protected] Tel. 932 806 162 www.exed.esade.edu

Please note: program, faculty, dates and fees are subject to change. ESADE Business School also reserves the right to reschedule the program if it feels that the necessary requirements to ensure the program’s success are not met.

Campus Barcelona · Pedralbes Av. d’Esplugues, 92-96 08034 Barcelona (Spain) T. +34 932 806 162 F. +34 932 048 105 Campus Madrid Mateo Inurria, 25-27 28036 Madrid T. +34 913 597 714 F. +34 917 030 062 www.esade.edu www.esade.edu/executive-education facebook.com/esadebs twitter.com/esade Accurate at time of print, ESADE Business School reserves the right to modify any content without prior notice.

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