INTERNATIONAL DIPLOMA IN SERVICES MARKETING STRATEGIES

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1 INTERNATIONAL DIPLOMA IN SERVICES MARKETING STRATEGIES INTERNATIONAL SUMMER COURSE IN SPAIN JULY 2013, MONDAY 1ST TO FRIDAY 5TH ] To ensure that we deliver our programs most effectively and with maximum impact, we have conducted in-depth research into the multicultural factors influencing the overall program experience and participant assimilation of content From a global & integrate vision, ESIC promote the personal growth as a principal factor in the organizacional growth.

2 TIMETABLE: LOCATION: JULY FROM MONDAY 1 ST TO FRIDAY 5 TH 25 HOURS ESIC, Executive Education Building, C/ Arturo Soria, Madrid Spain TARGET GROUP An ever increasing worldwide phenomenon is the importance achieved by Executive Education programmes and more specifically international summer programmes. These programmes directly result in improving a professional s and/or a future professional s competitiveness after taking the course, which is complementary, more global, multicultural through sharing the class hall with people from different countries- and a very intense experience. It is an indisputable fact that, currently, students and professionals need continuous skills and knowledge updating, as well as getting a close-up of the material related to their sector at a global level, which allows them to simultaneously deepen and specialize in their field of operations. The inter relationship of sectors and activities driven by current communication makes it necessary to believe in continuous and international learning as a personal development tool. OBJECTIVES Learn marketing strategies and tactics with a specific application to any service market in the world. Put the participant in front of a situation that is increasingly important for companies, such as the sale of services, be they in their pure state or as a complement to tangible products. Present elements that better manage services and tools to incorporate new services that revalue the product portfolio offered by companies. METHODOLOGY Speaker Presentations. Dialogue with active participation that allows experiences to be shared. Individual Practical Sessions. The constant participation of the group members is provoked in search of improvement in the application and result of the material seen in each session. Group Discussions. The presenter, maintaining dialogue in line with the required learning, will guide the specific dynamic of the group by summarising and closing the topics with discussions based on real episodes of services marketing. VISITS TO COMPANIES COMPLEMENTING CLASSWORK

3 PROGRAMME 1. The understanding of the service Basic characteristics of services Intangibles versus tangibles The growth of services in the world 2. Consumer behaviour and the consumer s evaluation of services The information available to the consumer The attributes most valued by the consumer The level of personal relationship and presentation of the service. The point of contact The customer as part of the service 3. Positioning of the services in the market Identifying target segments Development of a specific concept Creation of a competitive position. Positioning maps 4. Operation analysis of services on offer Portfolio of services offered Perceived benefits and perceived prices Price setting in services Capacity as a limit of services offer The logistics of services Customer loyalty as a form of communication Promotion as a specific form of communication 5. The service as a system: The relation between the service and other marketing system components The service as a stand-alone product and as a complement to other goods or services Quality and productivity as a means of increasing value. IN ADDITION, THE PROGRAMME INCLUDES VISITS TO LARGE SPANISH COMPANIES WHOSE SERVICES MARKETING STRATEGIES, BY DEFINITION, ARE FUNDAMENTAL FOR BUSINESS SANTANDER BANK MAHOU-SANMIGUEL GROUP

4 SPEAKERS Mr. Santiago Piza Head of Inbound outsourced telemarketing 1004 at Telefonica. Professional background Head of Task Force Sales Department in Telefónica España Snr. Consultant Sales Corporate Dpt. in Telefonica internacional Senior Consultant in Consultores de Publicidad Academical Background PDD, Management Development Program, ESADE Business School Graduate, Six Sigma, Universidad Politécnica de Madrid BA, Business Administration, Universidad Antonio de Nebrija Mr. Javier Rovira Partner and Director of KNOW-HOW CONSUMERING. Strategy and Marketing professor at Esic, Marketing & Business School. Academical Background Rey Juan Carlos University. Ph on Business Economy (Due 2011). IESE Universidad de Navarra, Diploma on General Management Instituto Católico de Artes e Industrias - ICADE - Madrid 1981, Degree in Law & Degree in Business Management Professional background LABORATORIOS BABE: MANAGING DIRECTOR. SABELMA S.A., C.E.O. NECK & NECK, S.A., General manager, GONZALEZ BYASS; General manager. Chairman, Bodegas Beronia Chairman and C.E.O. Castell de Vilarnau Chairman and C.E.O. Celidesa. PEPSICO, Marketing Director International Strategic Development. PROCTER & GAMBLE, Associate Category Manager Household Cleaners; UK (91/93) Associate Category Manager Detergents Spain (90/91). FRANCO ESPAÑOLA MARITIMA; Broker Sales and Purchases ships. Publications: Consumering (2009) and Reset & Reload (2011). Mr. Luis Sánchez Villa University degree and master's in business management and marketing and Executive MBA by Instituto de Empresa. His professional career has developed always in marketing, especially in international markets in different countries and in almost all sectors, from industrial (paper industry), the durable consumer goods (market sports and home appliances), services (home entertainment and advertising) and consulting. He currently heads his own marketing and advertising agency. Involved in teaching for over 20 years, taught in ESIC programs and Sales Management in Executive Education area. He also -through ESIC- Collaborate with other schools and universities such as University of Wiesbaden, University of San Ignacio de Loyola in Lima, and the University of Applied Sciences, Krasnodar (Russia).

5 SCHEDULE INTERNATIONAL DIPLOMA: MONDAY TUSDAY WEDNESDAY THUERDAY FRIDAY 01-jul 02-jul 03-jul 04-jul 05-jul 10:00-13:00 COMPANY COMPANY 13:00 - VISIT VISIT 14:00 Welcome 14:00-16:00 lunch time lunch time lunch time 16:00-21:00 LECTURE LECTURE LECTURE LECTURE LECTURE ESIC will organize all the transfers related with company visits. All the lectures will take place in Executive Education Campus (C/ Arturo Soria, 161 Madrid Spain). REGISTRATION: Registration Fee includes: - Lectures - Meals for july 1, 2 and 4 - Tranfers to companies - Papers To confirm the registration: 1- To enroll, students must send the completed application form to the Academic Office, specifying the method of payment. In the case of opting for a cash payment or a check made payable to ESIC, this must be enclosed with the application form. 2- Application forms will be dealt with in rigorous order of receipt of reservations. 3- Office Hours: Monday to Friday from 9 30 am to 2 pm and from 4 pm to 8 pm. Telephone number www. esic.edu

6 M A D R I D Avda. de Valdenigrales, s/n Pozuelo de Alarcón (Madrid) tel.: fax: Arturo Soria, Madrid tel.: fax: B A R C E L O N A Santaló, 36. Edifici Las Américas Barcelona tel.: fax: V A L E N C I A Avda. de Blasco Ibáñez, Valencia tel.: fax: N A V A R R A ESIC-Club de Marketing de Navarra Avda. de Anaitasuna, Mutilva (Navarra) tel.: fax: Z A R A G O Z A Vía Ibérica, Zaragoza tel.: fax: S E V I L L A Edificio de la Prensa. Avda. Carlos III, s/n Isla de la Cartuja (Sevilla) tel.: fax: B I L B A O Cámara de Comercio de Bilbao Alameda Recalde, Bilbao tel.: fax: G R A N A D A Escuela Internacional de Gerencia Eduardo Molina Fajardo, Granada tel.: fax: M Á L A G A Parque Tecnológico de Andalucía Severo Ochoa, Campanillas (Málaga) tel.: /69 fax: B R A S I L Rua Padre Dehon 814 Hauer CEP Curitiba (Paraná) BRASIL tel. y fax:

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