Executive Master in Digital Marketing and Communication

Solvay Brussels School of Economics and Management

Solvay Brussels School of Economics and Management

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Who should attend

The programme is aimed at profesionals in communication and markerting who want to go deeper into their knowledge in marketing and/or digital communication.

Key admissions criteria:

  • Managers with great potential
  • Highly motivated people with an interest in the sector
  • A university degree or equivalent experience is required
  • Courses are taught in English. Therefore a very good knowledge of this language is required.

About the course

The Executive Master in Digital Marketing and Communication is spread on 18 days and 9 modules to reach out to the highest level in digital marketing and communication.

Your benefits

Individual

  • Exhaustive approach – The Executive Master in Digital Marketing and Communication proposes an in-depth development of your skills in the various areas of marketing and communication.
  • Adapted to the digital – The Executive Master in Digital Marketing and Communication is a comprehensive course in marketing and communication, totally adapted to the world of digital.
  • Practical insights – The Executive Master in Digital Marketing and Communication gives immediate answers to your questions, as well as practical exercises and group work tasks during the sessions.

Collective

  • Short track, to keep active – The Executive Master in Digital Marketing and Communication is a unique 18-day training course. It covers all aspects of digital marketing and communication.
  • A step forward to management – The Executive Master in Digital Marketing and Communication enables you to optimise your skills to become a (better) manager, ready to operate effectively in the context of digital communication.
  • A unique network – The best Belgian specialists working with Solvay provide you an Executive Master that combines theory with practice.

9 modules

1 The fundamentals of marketing

In this first module, you will (re)discover the fundamentals of marketing and reinforce your skills to maximize value.

Building on simple methods and concepts, you will boost your strategic and creative talent, so that you will stand out and delight both your clients and your organization.

Leveraging segmentation, targeting and positioning, you will explore ‘Design Thinking’ and develop ‘Blue Ocean’ value propositions.

Teaching method

The module is based on interactive lectures, pre-readings and case studies.

Topics covered

DAY 1

  • Principles of Value-Focused Marketing
  • The 4 V’s Methodology to build a Profitable Ecosystem
  • Market Intelligence (External / Internal Environments)
  • Customer Centricity – Customer Insights – Needs’ Discovery
  • Segmentation – Targeting

DAY 2

  • Customer Experience
  • Management Innovative Value Propositions
  • Positioning – USP
  • Brand Equity – Branding - Brand Architecture
  • Communication – Media – Promotion

2 Vision 2025: Marketing and artificial intelligence

Technology development and marketing: what does the future hold? This module provides a forward look at the influence of technology evolution, and the issues and opportunities for society, industry and marketing.

According to the Economist Intelligence Unit (EIU), 86% of marketers believe that they will manage the whole customer experience by 2020. For the great majority of managers questioned – mobile, personalisation and the IoT will be among the technologies that will impact marketing organisations the most in the near future. The mutation of marketing has had far-reaching effects over the last 20 years. Digitalisation combined with personalisation, born from the control of data, has totally transformed the marketing approach.

In the first part of this module, Hugues Bersini will give us his vision on the influence of technology development in the next ten years. Issues which could be addressed include the following : When will a robot become a living being or capable of conscious thought? Will neuron transplants be possible one day and will they affect our subjective experience? Can we give software the ultimate decision to start a nuclear war? Will we ever see the day when permission to smoke in a restaurant will be negotiated between people on the principle of polluter-payer? What do experimental economic experiences that economics students engage in, tell us about human nature?

In the second part of this module, Hugues Rey will put this development in perspective. He will outline the successes and failures of the profession, and look at the opportunities and challenges of tomorrow...

Teaching method

The course will comprise theory, cases, sharing of best-practices and an external speaker.

Topics covered

  • Major developments in Marketing and Perception of AI
  • Computing AI
  • AI & SAVEEE - How AI upsets the 4P's / A.I. and the new consumer journey/ What will be my next Job in Marketing?
  • AI and Media Consumption

3 Digital Communication.

Exploitation of digital opportunities for brands to communicate their values and offers has substantially changed the formats and content made available to customers. The distinction between online and offline communication channels definitely belongs to a bygone era. So, let’s value the convergence and the active role of the customer.

In this module, you will better understand how to provide information relevant to customers’ specific needs at each point in the purchase cycle. Should marketingcommunication strategies still rely on PR, advertising, and personal sales to cover the field? This module shows you how to set up a communication strategy. We cover planning the Paid, Shared, Owned and Earned concept. You will also deepen your knowledge of different aspects of trading, performance and searches. Be prepared to learn a lot about Programmatic and Native Advertising, DM & CRM, PR, etc.

In this module we will consider the following in the context of a digital world:

  • How to build a communication strategy and organize the communications channels (model: Owned Shared Earned Paid).
  • How to make the consumer central and prepare his or her pathway to acquisition and use of products and brands (Consumer Decision Journey)

And we will cover other points such as: - Trading and programmatic buying - new business models for media investment - The use of performance channels (SEA, SEO, Affiliate, etc.) - The use of mobile networks/devices and geolocation - Social networks - Native and content advertising - The establishment of goals, a Key Performance Index and the associated benchmarks, and ways to measure performance - The complementarity between the different communication channels - Traditional Media digitalization: TV & Out-of-Home

Teaching method

Participants can expect to meet a wide range of high-quality practitioners from the world of communications. The module will include many examples and case studies.

Topics covered

DAY 1

  • Digital communication tools: basic concepts and KPI’s
  • Digital Landscape (Belgian vs. Global)
  • Vocabulary, issues and basic concept for Digital Marketing
  • Vocabulary, issues and concept for Digital communication
  • Campaign measuring tools (Quanti, Quali, Impact, etc.)
  • Sites measuring tools
  • Campaign dissemination tools (ad server)
  • Understanding the issues of Google Analytics, Adobe, etc.

DAY 2

  • Programmatic communications
  • Traditional vs. Programmatic
  • Technology (DSP, DMP, SSP, etc.)
  • Using data in purchasing policies
  • Transparency
  • SEA / SEO / Referencing
  • Links to programmatic communications

DAY 3

  • Social Media, Content Marketing & Influencers
  • Social Media
  • Content Strategy & Influencers

DAY 4

  • Digitalization of the traditionalchannels of communication
  • Digital Direct Marketing/Introduction to e-CRM/Marketing automation
  • TV Evolution vs. OLV
  • Digital OOH

DAY 5

  • Create your communication strategy
  • Digital communication strategy integration in action
  • Briefing
  • Objectives / Growth drivers / KPIs
  • Strategic canvas (CDJ in OSEP + Blueprint) and Big Idea
  • Methods/Selection grids of the channels
  • Optimization
  • Creative items for attention

4 Marketing research

Marketing Research constitutes one of the most important and fascinating facets of marketing. Providing value and understanding consumers is key in marketing. Marketing research is the predominant tool to learn in depth about what your consumers think and value. Marketing research allows managers to know which consumers they want to target, and where and how they can reach them. Marketing research will lower business risks and help managers to set better goals for their business. The objective of this module is to provide a better understanding of how marketing research works. More precisely, students will learn how to design a marketing research strategy and translate the results into useful insights for their marketing plan.

Teaching method

The format is based on active learning. In order to put the theory into practice, students will have the opportunity to develop their own marketing research plan and be coached through their project.

Topics covered

  • Building an accurate research plan
  • How to implement qualitative research? Common business practices in qualitative marketing research
  • Designing effective quantitative research. How to make a survey targeted to your audience?
  • Analysing marketing research results, synthesising findings and proposing insights.

5 S.A.V.E.D.: Focus on your value tag instead of price tag

Price is what you pay. Value is what you get’ (Warren Buffet)

But how do you set the right price in Marketing 4.0*? By stating the benefits relative to the price (value tag) rather than placing the emphasis on the link between price and production costs, profit margins or price of the competition (price tag). Understanding the value pricing thermometer is key: how to increase your target customer’s willingness to pay by optimizing your margin without losing market share. This module gives you a clear vision of how to create a healthy balance between price and value in Marketing 4.0. You will learn how to incorporate your pricing strategy in the S.A.V.E.D. strategy and in the context of “value”. S.A.V.E.D. is the centrepiece of a new solution-price-sale strategy in Marketing 4.0.

Teaching method

The course is built on action learning methods. Besides reading assignments, the course is based on case studies illustrating the complexities of real pricing issues and invites students to apply their ideas in practical problem solving, as well as attending lectures by guest speakers.

Topics covered

DAY 1:

  • Rethinking the fundamentals of Marketing, and Pricing Strategy in particular
  • Making the transition successful by using the S.A.V.E.D. strategy
  • Focusing on Value rather than Price

DAY 2:

  • Making price a strength again
  • Extracting more value and profit
  • The behavioural/psychological aspects involved in establishing the price
  • Consumer acceptance of the price and their willingness to pay

6 An immersion day in the Digital department of a communication agency

During this module, you will get to know a communication agency from the inside. You will experience practical Digital Service Design. More concretely, you will use Design Thinking to delve into the hearts and minds of your target audience and ideate and prototype a new conversation-driven brand experience.

Teaching method

You will be immersed into the world of a communication agency. During this one-day module, you will learn about the creative process of marketing communication. And you will have the opportunity to develop your own communication prototype.

Topics covered

  • PRINCIPLES OF DESIGN THINKING
  • HUMAN CENTERED DESIGN
  • Desirability: What do people desire?
  • • Viability: What can be financially viable?
  • • Feasibility: What is technically and organisationally feasible?
  • DIVERGENCE AND CONVERGENCE
  • DESIGN IS PARTICIPATORY
  • CREATING & ITERATING, ITERATING, ITERATING, etc.
  • HOW DESIGN THINKING RELATES TO SERVICE DESIGN
  • Brand experience: The product of all Interactions between a customer and an organisation
  • Service design applies design thinking to orchestrate all front-end and back office interactions that might impact the brand experience.
  • STEPS & PROCESS
  • Experience mapping (use of owned tools)
  • Value proposition, user perspective
  • Idea generation
  • Value proposition, business perspective
  • Elevator pitch & prototyping

7 Omni-Channel strategies

As technology removes the distinctions between physical and online retailing, marketers will need to rethink their distribution strategies. Consumers are now ”Omni-channel” in their outlook and behaviour – they use both online and offline channels for shopping. With the disappearing distinction between physical and online stores, the world is turning into a showroom without walls. Companies need to provide seamless experiences across all channels and through all touchpoints connecting them to their customers. Performance through these channels needs to be optimized. The objective of this module is to provide students with a customer-focused framework of methods companies can use to make their Omni-channel strategies successful.

Teaching method

The format is based on active learning. In order to put the theory into practice, students will have the opportunity to develop their own Omni-channel strategy and be coached on their project.

Topics covered

  • Understand the different channels
  • Current trends in retailing
  • Understanding shopper behaviour across channels
  • Providing a seamless experience to your customers by developing an effective Omni-channel strategy

8 Data Science for Marketing

Today, the amount of data produced by prospects and customers engaging with marketing channels provides new opportunities for marketers to leverage more effective, targeted and personalized campaigns, track customer journeys, improve customer segmentation and predict their behaviour.

The Data Science for Marketing module will teach participants about the fundamental concepts and tools in data science that equip marketers to make use of these new opportunities effectively.

This module presents a set of fundamental principles for extracting useful knowledge from data. These fundamental principles are the foundation for many algorithms and techniques for marketing data science, but also underlie the processes and methods for approaching marketing problems data-analytically, evaluating particular marketing data science solutions, and evaluating general marketing plans.

At the end of this module, the participants will be able to:

Approach Marketing problems data-analytically Think carefully & systematically about whether & how data can improve business performance (strategic & tactical) Be able to interact competently on the topic of data sciences for marketing purposes Discuss marketing data science intelligently with data scientists and other stakeholders, Better understand proposals for marketing data science projects and investments Participate effectively in marketing data science projects Teaching method

The class meetings will be a combination of lectures on the fundamental material, discussions of marketing applications of the ideas and techniques, guest lectures from practitioners, case discussions, and participant exercises.

Topics covered

DAY 1:

  • Data Analytical thinking
  • This first lecture will introduce the basic concepts of data science, data mining, the importance of understanding data science, as well as data engineering and processing, big data, data-driven decision-making, data-science-capability as a strategic asset and the data scientist as a new role. It will also help to familiarize the participants with various marketing applications and uses of data science.
  • From Marketing Problems to Data Science Solutions
  • This lecture will help the participants to view marketing problems from a data-analytic perspective. This will include data terminology, data mining tasks, models and process. Each topic will be supported by a balance between theoretical concepts and practical exercises.

DAY 2

  • Predictive Analytics
  • This module will explore regression and classification models in different marketing contexts (targeted and personalized campaigns, etc.), through the customer life cycle. The main principles will be presented and illustrated by real applications combining data, methodologies and algorithms.
  • Workshop 1
  • A workshop in groups on a real churn prediction case in the telco industry will support the participants’ learning experience.
  • Performance and Evaluation
  • This session will explain how to evaluate the performance of response, cross-selling and attrition models and will define and illustrate the underlying metrics. This session will also revisit the design of marketing experiments.
  • Guest speaker on Predictive Analytics
  • An invited speaker will come and talk about the way to develop and use predictive modelling in concrete marketing projects in different industries.

DAY 3

  • Workshop 2
  • During this second workshop participants will be asked to discuss in groups and evaluate an analytics project proposal offered by a consultant.
  • Descriptive Analytics
  • This module will explore descriptive analytics tasks such as clustering, association analysis, and profiling, in different marketing contexts (segmentation and cross-selling,). The main principles will be presented and illustrated using real applications.
  • Guest speaker on Descriptive Analytics
  • An invited speaker will come and talk about the way to use descriptive analytics in an FMCG marketing context, and how to develop a culture of evidence-based marketing.
  • Conclusion and Evaluation
  • The day will end with an open discussion on the participants’ learnings and on an evaluation of the 3 days.

9 Marketing Hackathon

How to develop a global marketing strategy in a digital world

You only get only 48 hours, but for doing what?

You will have to develop a global marketing strategy in a digital world.

A ‘serious’ game will challenge you to present a comprehensive digital marketing strategy based on the teaching indeed 8 modules.

When you leave us, after these two intensive days, you will be able to imagine, create, activate and test a full force communication campaign based on an effective digital marketing strategy. Digital marketing and communication in today’s world will hold no more secrets from you, because you will be a powerhouse of digital marketing knowledge from the moment you finish this module.

That is our pledge.

Teaching method

This module is based on active learning. You will develop your own global marketing strategy in a digital world.

Topics covered

  • Conceiving your marketing and communication strategy
  • Creating and activating your communication campaign
  • Testing your marketing and communication strategy

Experts

Jean-Pierre Aerts

Jean-Pierre has over 20 years of experience in multi-cultural environments, as manager, consultant, facilitator and trainer. He works in Europe and Asia, in the areas of strategy formulation, team development, marketing and sales, for both product and service companies (Procter & Gamble, RJR...

Philippe Biltiau

After studying at Solvay Business School (ULB), Philippe trained for 7 years in major companies such as Unilever, JWT or RTL. With his experience, he launched in 1982 a series of communication agencies: Karamba, Promo Sapiens and Kadratur. He will sell them in 2000 to the Interpublic Group, whic...

Sandra Rothenberger

Active since 2001 in the scientific and academic fields Focus on Strategic Marketing, mainly in the areas of Strategic Pricing and Consumer Behavior International research network and teaching background Chair of the Strategic Marketing, Management and Innovation Department at the Solvay Bruss...

Martine George

Martine has had more than 29 years work experience in different companies and industries and an unusual combination of expertise and roles: Practitioner and advocate in Business Analytics, she has occupied different functions as analyst, middle manager and later as director, in Banking, Energy, ...

Virginie Bruneau

Virginie Bruneau is a doctoral student at the Business Administration Department of the University of Namur and a teaching assistant at the Louvain School of Management (UCL). She studied at the University of Namur and at the Louvain School of management (UCL) where she obtained a Master in Busin...

Hugues Rey

25 years of media agencies development through digital & data infusion Hugues began his carreer in ‘92 as Research Manager for Media+Square (now WPP Mindshare) and than as Research Director for Initiative Media in ‘98. In 2000, he created Fastbridge - the digitale agency of Initiative Media ...

Juan Vanhufflen

I enjoy managing a team, using my people-oriented management skills, my creativity, my ability to manage a P&L, my decision-making acumen and my experience in integrated communication, to nurture and make it grow. STRATEGIC - Putting things in a broader context, with a long-term perspective...

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Executive Master in Digital Marketing and Communication at Solvay Brussels School of Economics and Management

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