EXECUTIVE PROGRAM IN DIGITAL COMMUNICATION

Transcription

1 EXECUTIVE PROGRAM IN DIGITAL COMMUNICATION A unique executive education program at Solvay Brussels School, delivered in conjunction with Havas, La Libre Belgique, OnlySalesJob and BMMA JOBSITE IN SALES, RETAIL & MARKETING

2 EXECUTIVE PROGRAM IN DIGITAL COMMUNICATION Become a digital communication strategist Learn how to: Design a digital communication plan (as part of a global plan). Manage all digital communication channels, their performance measurement tools and their influence on transactions. Select the most suitable solutions and deploy them in your professional environment through an understanding of technical aspects. WHAT OTHERS SAY These programs are comprehensive and do not merely address scoop marketing but integrate it into today s technological landscape where going digital has become a prerequisite. The new skills learned on this program will enable participants to get ahead of the game, establish their vision of the future and adopt concrete, innovative approaches in their sector. The program is more than just a set of modules; its effects are wide ranging and ultimately save time and provide the key to revolutionizing customer management. Stephan Salberter, Head of Corporate Communication & Relations, ING Belgium Program duration and requirement 12 days spread over Thursdays/Fridays/Saturdays, composed of modules, one module per month. Participant profile: Corporate managers and those with great potential Whose application has been successful/who have shown skill and perform well in their field Highly motivated, with an interest in the sector Qualification Participants who have attended 80% of the classes will be awarded the Executive Program in Digital Communication qualification and will automatically become members of the Solvay Alumni Association and of the BMMA. 2

3 Module 1 Day 1: Communicating original concepts to my target audience as effectively as possible. Hugues Rey When Strategy meets Channel Creativity 21/4/ Explanations of 2 case studies: Following 5 days of training, the participants will be required to produce 1 integrated communication solution based on 1 or 2 of the case studies (fictional but based on real facts) covered and explained during this session. During the 6th day, they will be supervised by a team of professionals (coach) to finalise their approaches. (Hugues Rey / Yves Wémers / Juan Vanhufflen / Thibault De Barsy). The case study explanations will be delivered by Yves Wemers and Hugues Rey. 2. Introduction - 360, POE, Through the line, Integrated communication -> Challenge and Opportunities of global management - Hugues Rey, CEO, Havas Media Belgium 3. Media Strategy in the digital age (On/Off) / Evaluation models (Including SWOT Channel): Practical case study Bruno Liesse, Deepblue Director & CMO Dentsu Aegis Belgium 4. Creativity in Channel planning (Local and International cases) - Davy Calluwaerts, Deputy Managing Director & Creative Strategy Director, Zenith Optimedia Day 2: Data + Direct: ROI Driven Planning 22/4/ KPIs / Tracking / Audience measurement (From GRP to Sales Modelling - Unleash the Power of Data) - Including Benchmarks + practical guide. - Hugues Rey, CEO, Havas Media Belgium & John Greca (2MV Data Consulting) 2. Direct Marketing and CRM - Elie Liberman, Founder, MarketingCoach & Vincent Nolf, Managing Director Business Clients Mail, Bpost + Practical case study Day 3: Trading Media (Basics and New Ways) + Legal aspects 23/4/ Media Buying Evolution from Trading to Programmatic (Including Media landscape) - Alex Papa, Broadcast Director, Dentsu Aegis Network & Benoît Michielsen 2. Search & Performance Marketing - Nicolas Debray, Co-Founder and Managing Director, Semetis 3. Legal Aspect and Privacy of communication - Jan Decorte, Lawyer Associate, Koan Lorenz 3

4 Day 4: Earned and Owned: Social, Content Native and PR 26/5/ Social Media Strategy - Mathias Beke, Managing Director, Social@Ogilvy + Cases 2. Public Relation & Earned / Native & Content Advertising - Dany Devriendt - Content core in an innovation 3. Storytelling cases - Paul Servaes Day 5: Mobile, Local Everything is Media + Wrap Up 27/5/ Mobile & Local Marketing - Wim Vermeulen, Co-Founder, Momads/Gouden Gids 2. Point Sales meets Customer Journey - Anne-Catherine Trinion (Act Star) 3. Sport & Entertainment Marketing: Far more than sponsoring - Fredda Hurwitz 4. Wrap Up: How to give a Fair Briefing and manage a strategy implementation in a multi-partnerships Operation (The Golden Square Case) - Luc Latour Day 6: Workshops - Communication Channel Strategy 28/5/ Introduction: Case/ experience - How to market an alternative (and digital) bank - The story of Keytrade Bank Belgium - Thibault De Barsy, Managing Director, Keytrade Bank Luxembourg 2. Workshop based on a brief. The case studies to prepare will be: a. Belgian or local b. Off/On c. With an acquisition/e-commerce aspect d. With a Branding element e. Fictional but based on real facts f. Informed by a set of data and insights prepared by the trainers 4

5 Module 2 Day 1: Day 2: Day 3: IT and operational aspects of digital. 6 DAYS /06/2016 Serge Goffin - Denis Pierrard In-depth training 09/06/2016 In-depth training in purchasing techniques on social media (Facebook lookalike). In-depth training in Google account management (click optimisation, dashboard, keyword selection, organisational arrangements - this section will be delivered by Semetis) - Cédric Rainotte (Member of the Advisory Board - Swan Insights) & Nicolas Debray (Co-Founder and Managing Director - Semetis). Big data. From dream to reality. 10/06/2016 Some 81% of marketing directors believe that data should form a core component of their strategy, yet only 17% of companies have implemented specific organisational arrangements to address this issue. During the day, participants will learn about data enrichment techniques, the IT infrastructure required, how to calculate ROI, and the need for strategic partnerships in this area. We will end the day with an in-depth training session on programmatic sales techniques. This section will be delivered by Ernst & Young. Another company, Swanninsight, will also demonstrate its data enrichment mechanism - Vincent Geuens, Associate Director, Ernst & Young & Cédric Rainotte, Member of the Advisory Board, Swan Insights). CRM dos and don ts 11/06/2016 We will ask three CRM companies (Selligent, Sales Force and Oddo) to present the benefits of their products and explain why CRM is (or is not) suited to specific societal requirements. We will end the day with a do s and don ts session on the topic of marketing. This section will be delivered by a company called Bad Sender - Jonathan Loriaux, CEO and Founder, Bad Sender & Alexandre Vandermeersch, Chief Marketing Officer, Odoo. Day 4: Day 5: Privacy 16/06/2016 Legal issues are a central aspect of digital marketing. It is important to understand what you can and cannot do. This section will be delivered by a law firm that specialises in this field - Sandrine Carneroli, Avocate, Berenboom & Associés. A good website: What is it? 17/06/2016 We believe that it is important to address what makes a good website, covering both userfriendly navigation and CMS design. We will hear tips and advice from specialist eye tracking companies, etc. - Sébastien Vanwelde, Digital Facility Manager / Co-founder, Mountainview. Day 6: Internet start-ups of all sizes... 18/06/2016 This day will involve presentations from the bosses of three start-ups, each explaining their strategy and experience. Google. Google was founded 17 years ago and has gone on to become the world s biggest company. How does this company operate? What are its projects for the future? What challenges does it face in Europe (where the company has recently restructured)? We will ask Thierry Geerts (the head of Google Belgium) to share his thoughts with us. Woorank. Woorank was founded by Jean Derely in 2011 with capital of 60,000 and is now one of the world s leading web analysis companies, with more than 3,000 customers. We will ask Jean Derely to explain the philosophy behind his company and the reasons for its success. Only Sales Job (OSJ). OSJ is an online recruitment platform for sales and marketing roles. The company is growing quickly and is planning to expand internationally. Serge Goffin, Co-founder & Managing Director, Only Sales Job 5

6 PHILIPPE BILTIAU Academic Director Commercial Engineer, Solvay, ULB; Professor and former President of Solvay Business School, ULB; Academic Director of the Executive Master in Marketing & Advertising, Joint Academic Director of the Executive Programme MODULE MANAGERS SERGE GOFFIN Master in Engineering (ULB, Ecole Polytechnique de Bruxelles) Co-Founder & CEO Onlysalesjob. Previously Managing Director of Fujitsu Consulting and EVP of in Management and Philosophies, of the Executive Programme in Retail & Distribution Management at Solvay Business School. Company founder and director. Boyden, Sungard Software, Comparex. Co-Founder of 2 internet start ups and serving a number of executive and supervisory boards. DENIS PIERRARD Commercial Engineer, SBS; MBA Columbia University. General Manager of IPM group, (Libre Belgique Dernière Heure). Director of the trade association of Belgian French HUGUES REY Commercial Engineer Solvay, ULB; CEO Havas Media; Previously Managing Director of FastBridge (IPG) and Digital Director Initiative Europe Middle-East Africa. Director of ALL SPEAKERS Newspapers, of Media ID, of Go press et Press Banking. Member of the CIM. Former Director of Liberation in France. GRP, CIM, UMA. President TV Committee of CIM and Past President of the CIM Internet Commission; Past President and Founder of Interactive Advertising Bureau. MATHIAS BEKE, Managing Director, Social@Ogilvy DAVY CALLUWAERTS, Deputy Managing Director & Creatuve Strategy Director, Zenith Optimedia SANDRINE CARNEROLLI, Avocate, Berenboom et Associés THIBAULT DE BARSY, Managing Director, Keytrade Bank Luxembourg NICOLAS DEBRAY, Co-Founder and Managing Director, Semetis JAN DECORTE, Lawyer Associate, Koan Lorenz DANY DEVRIENDT VINCENT GEUENS, Associate Director, Ernst & Young JOHN GRECA, 2MV Data Consulting FREDDA HURWITZ LUC LATOUR BRUNO LIESSE, Deepblue Director & CMO Dentsu Aegis Belgium JONATHAN LORIAUX, CEO and Founder, Bad Sender BENOIT MICHIELSEN ALEX PAPA, Broadcast Director, Dentsu Aegis Network CÉDRIC RAINOTTE, Member of the Advisory Board, Swan Insights PAUL SERVAES ANNE-CATHERINE TRINON, Act Star ALEXANDRE VANDERMEERSCH, Chief Marketing Officer, Odoo SÉBASTIEN VANWELDE, Digital Facility Manager-Co-founder, Mountainview WIM VERMEULEN, Co-Founder, Momads/Gouden Gids YVES WEMERS, Strategy & Development Officer, Havas Media Belgium 6

7 PRICING The Executive Program in Digital Communication 12 days: 5,450 ex. VAT Registration before 30 June 2015 and payment of invoice within 8 days of receiving it: 15% reduction, i.e.: 4,625 ex. VAT More information on: FOR APPLICATION FORM AND FURTHER INFORMATION PLEASE CONTACT THIERRY ANTOINE, COORDINATOR Solvay Brussels School of Economics and Management, ULB Avenue Franklin Roosevelt, 42(R42) - CP 114/ Brussels tantoine@ulb.ac.be - Tel PHILIPPE BILTIAU, ACADEMIC DIRECTOR Solvay Brussel School of Economics and Management, ULB Avenue Franklin Roosevelt, 42(R42) - CP 114/01, 1050 Brussels philippe.biltiau@ulb.ac.be JOBSITE IN SALES, RETAIL & MARKETING