Social and Sensorial Engineering in Marketing
Training Provider: Lausanne Hospitality Consulting, a division of Ecole hôtelière de Lausanne
Category: Industry Training
Type: 3-days workshop
Target Audience: General Managers, HR Directors, and Marketing Directors
Date: May 21st to May 23rd, 2016
Timings: 8:30 AM to 5:00 PM
Location: TBA
Price Per Participant: AED 2,890.00
Promos: Early Birds Booking Promo & Group Booking Promo
(Click on the "BOOK NOW!" link for more information)
Total Seats: 25
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MODULE DESCRIPTION
Traditional Marketing is a one-way approach: from the company to the audience. The Digital age and change in customer expectations enabled the emergence of a new paradigm towards a two-way communication where clients are not only spectators but engaged physically, emotionally and socially.
Research shows that we spend about 20% of our time on Internet and Social Media. Indeed, web based communication accelerate the interaction between customer to company and customer to customer. However, one needs to evaluate the effectiveness of these new communication channels and the challenges they bring to our globalized world, especially to the hospitality industry.
This Module will focus on new trends & interactive marketing techniques to attract & engage today’s customers to win their minds and heart from a stronger connection to our brands.
LEARNING OBJECTIVES
By the end of the Module, participants will be able to:
Knowledge:
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Identify new interactive marketing trends
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Describe characteristics of 21st Century customers
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Explain how to integrate web based communication into the marketing mix
Competencies:
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Design a manageable social media strategy
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Apply emotions and sensorial experiences into marketing strategies
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Evaluate the impact, effectiveness and challenges of web based communication strategies
Mindset:
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Defend the importance of engaging the customer into marketing actions
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Recognize the shift of marketing goal from raising awareness to developing relationships with the audience
METHODOLOGY
Assigned readings, interactive discussions, participative exercises and case studies
PARTICIPANTS
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Managers, executives and entrepreneurs in any service-related business.
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Individuals interested in improving their interpersonal skills and understanding and improving their interaction dynamics with others; applicable to both personal and professional life.
EHL PROFESSORS
Linda Papasidero
Alexia Muteke-Ceppi
Pierre Verbeke
Wei-Cheng Chen
Jos Jumelet
Alain Najar
