Dates
12 -13 November, 2009
Brand, image and value - fundamental concepts in a successful organization.
They directly impact corporate results and help to establish strategic direction. To continuously infuse energy into these symbols and maintain their relevance, executives must be stay aware of the perceived value and the level of trust among customers and the stakeholders.
The Marketing in You, a collaboration between SDA Bocconi, ESADE Business School, and Goizueta Business School – Emory University, builds a "branding toolkit" to help executives address these challenges.
Highlights
- Renewed vision of the marketplace: identifying current marketing challenges, organization and evaluating distribution channels, and measuring the contributions to the business model.
- Brand management: evaluation, publicity without advertising, strategy, and current "hot" brands.
- Marketing ROI: measuring productivity and determining the real bottom-line value of marketing.
- Marketing and the customer: not all customers are created equally, programs and systems achieving securing customer loyalty.
Design for
Senior management from across all sectors that want to incorporate current innovation and best practices in marketing management and who posses a high-level of business English.
Teaching model
A forum for senior executives, encompassing all the value that a top business education schools can provide.
Based on a high-level of interaction, the exchange of opinions among participants and moderated debates on leadership techniques. Presentations will have clear real-word applications and offer new concepts that work and behavior models that improve performance.
Faculty
Rajendra Srivastava, Goizueta Business School, Emory University
Roberto C. Goizueta Chair in e-Commerce and Marketing
Executive Director, The Institute of Brand Science at Emory University (USA).
Lluis Martinez Ribes, ESADE Business School
Associate Professor, Department of Marketing Management, ESADE Business School, Spain.
Sandro Castaldo, SDA Bocconi School of Management
Professor and Head of the Marketing Department at SDA Bocconi, Associate Professor of the Institute of Corporate Economics and Management; Bocconi University
Gianmario Verona, SDA Bocconi School of Management
Professor of Marketing at SDA Bocconi, Associate Professor of the Institute of Corporate Economics and Management; Bocconi University.
