Event Details
This course will be delivered in English.
Customers' behavior and expectations are changing fast. Only managers who grasp the relevant trends and use the latest marketing tools are able to compete and lead their teams and companies to success in this fast-moving business environment.
But the truth is that most marketing techniques learned at school or during professional experience are already obsolete.
The objective of this training is to provide teams with powerful and modern marketing tools and inspiring real-life case studies like Tesla, Red Bull, and Hermès, that will help them develop the right critical thinking, decision-making, and leadership skills.
In this interactive and intense fast-track training, participants will learn the latest marketing trends and tools in order to:
Who Should Attend
• Experienced Marketing, Business, and Innovation Directors and Managers who want to keep their skills-set sharp and up-to-date
• Senior Sales or Marketing Managers taking on a new role, market, or project and who need to perform strongly very fast
Day 1 - Attract Customers
• Wait Marketing: Reach customers when they are receptive.
• Agile: Stick to customers' needs and adapt to moving markets.
• Sensory Marketing: Make any offering more appealing.
• Social Marketing: Engage with customers.
• Pet Marketing: Cute sells.
• Proximity Marketing: Be close to the customers.
• Ethnic Marketing: Embrace customers' diversity
• Internet of Things: Connected customers need connected services.
• Celebrity Marketing: Include celebrities in your strategy.
• Customization: Industrialize tailormade.
• Brand Academy: Train your teams to deliver the right level of expertise.
• Frugal Innovation: Do more with less.
Day 2 - Understand and Wow Customers
• Big Data: Let the data tell customers' story.
• Wearables: Catch and interpret customers' signals
• Design Thinking: Think and analyze customers like a designer.
• Neuromarketing: Understand customers from the inside.
• Co-creation: Stop asking and do together.
• LOHAS: Address green and sustainable-oriented customers.
• Hormonal Quotient: We are our hormones and are so predictable.
• Biomimetics: Generate groundbreaking insights by observing the nature.
• Health and well-being: Become customers best friends by having a positive impact on their well-being.
About HEC Paris
At HEC Paris we provide a complete range of degree and non-degree programs that have been specifically designed to meet the needs and challenges of executives and managers from all over the world. We strive to ensure that the quality of our teaching, the relevance of our research and our hands-on approach to real-world learning deliver strong return on investment. HEC Paris Executive Education has achieved consistent top performance for the past 6 years (three times #1 – three times #2 worldwide by the Financial Times)
Special Registration Information:
You must register in advance. Walk-ins will not be accepted. Attendees need to pay by Jun 20, 2016. Limited spots are available and attendance is given on a first-come, first-served basis.
Coffee, lunch and light refreshments will be provided during breaks.
Cancellation Policy:
If you cannot attend a training for which you have registered, please cancel your registration no later than five business day prior to the training. If you fail to notify AmCham China of your cancellation in a timely fashion, you will be charged for training costs. To cancel you can: 1) email cancel@amchamchina.org, or 2) cancel online if you registered for the training through the website. Your cooperation in this matter supports AmCham China in maintaining the quality of its trainings and is appreciated by your fellow members and the organization.
Customers' behavior and expectations are changing fast. Only managers who grasp the relevant trends and use the latest marketing tools are able to compete and lead their teams and companies to success in this fast-moving business environment.
But the truth is that most marketing techniques learned at school or during professional experience are already obsolete.
The objective of this training is to provide teams with powerful and modern marketing tools and inspiring real-life case studies like Tesla, Red Bull, and Hermès, that will help them develop the right critical thinking, decision-making, and leadership skills.
In this interactive and intense fast-track training, participants will learn the latest marketing trends and tools in order to:
- Attract customers and deeply connect with them
- Understand and predict customers behavior
- Wow customers by delivering a brand experience beyond their expectations
Who Should Attend
• Experienced Marketing, Business, and Innovation Directors and Managers who want to keep their skills-set sharp and up-to-date
• Senior Sales or Marketing Managers taking on a new role, market, or project and who need to perform strongly very fast
Day 1 - Attract Customers
• Wait Marketing: Reach customers when they are receptive.
• Agile: Stick to customers' needs and adapt to moving markets.
• Sensory Marketing: Make any offering more appealing.
• Social Marketing: Engage with customers.
• Pet Marketing: Cute sells.
• Proximity Marketing: Be close to the customers.
• Ethnic Marketing: Embrace customers' diversity
• Internet of Things: Connected customers need connected services.
• Celebrity Marketing: Include celebrities in your strategy.
• Customization: Industrialize tailormade.
• Brand Academy: Train your teams to deliver the right level of expertise.
• Frugal Innovation: Do more with less.
Day 2 - Understand and Wow Customers
• Big Data: Let the data tell customers' story.
• Wearables: Catch and interpret customers' signals
• Design Thinking: Think and analyze customers like a designer.
• Neuromarketing: Understand customers from the inside.
• Co-creation: Stop asking and do together.
• LOHAS: Address green and sustainable-oriented customers.
• Hormonal Quotient: We are our hormones and are so predictable.
• Biomimetics: Generate groundbreaking insights by observing the nature.
• Health and well-being: Become customers best friends by having a positive impact on their well-being.
About HEC Paris
At HEC Paris we provide a complete range of degree and non-degree programs that have been specifically designed to meet the needs and challenges of executives and managers from all over the world. We strive to ensure that the quality of our teaching, the relevance of our research and our hands-on approach to real-world learning deliver strong return on investment. HEC Paris Executive Education has achieved consistent top performance for the past 6 years (three times #1 – three times #2 worldwide by the Financial Times)
Special Registration Information:
You must register in advance. Walk-ins will not be accepted. Attendees need to pay by Jun 20, 2016. Limited spots are available and attendance is given on a first-come, first-served basis.
Coffee, lunch and light refreshments will be provided during breaks.
Cancellation Policy:
If you cannot attend a training for which you have registered, please cancel your registration no later than five business day prior to the training. If you fail to notify AmCham China of your cancellation in a timely fashion, you will be charged for training costs. To cancel you can: 1) email cancel@amchamchina.org, or 2) cancel online if you registered for the training through the website. Your cooperation in this matter supports AmCham China in maintaining the quality of its trainings and is appreciated by your fellow members and the organization.
