Social and Sensorial Engineering in Marketing
Price Per Participant: AED 2,750
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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.
By the end of the Module, participants will be able to:
Identify new interactive marketing trends
Describe characteristics of 21st Century customers
Explain how to integrate web based communication into the marketing mix
Design a manageable social media strategy
Apply emotions and sensorial experiences into marketing strategies
Evaluate the impact, effectiveness and challenges of web based communication strategies
Defend the importance of engaging the customer into marketing actions
Recognize the shift of marketing goal from raising awareness to developing relationships with the audience
Assigned readings, interactive discussions, participative exercises and case studies
Managers, executives and entrepreneurs in any service-related business.
Individuals interested in improving their interpersonal skills and understanding and improving their interaction dynamics with others; applicable to both personal and professional life.
Linda Papasidero’s responsibilities at LHC include the quality maintenance of EHL certified schools through marketing and academic consulting support, development of Hospitality Learning Centres around the world and delivery of Executive Education courses. Currently, Linda is working on the development of a marketing strategy for a new product for the company.
Linda holds a Master of Arts, International Relations, from the Graduate Institute of International Studies, Geneva and a Diploma of Advanced Studies in Marketing Management from HEC Lausanne.
Prior to joining Lausanne Hospitality Consulting in August 2009, she handled several project development portfolios in international cooperation and executive education. She speaks French, Italian, Spanish, English and basic German.