Marketing & Business 4.0

Barcelona Summer Programme

8-20 July 2019

Marketing & Business 4.0 Barcelona Summer Programme

Module 1 Evolution to Marketing 4.0

Session de-scription:

This module focuses on the evolution of marketing vision. It opens a new perspective of marketing in the modern world. It will give an understanding of the new digital/in-teractive marketplace and the new roles in marketing. Guidelines in order to deal with current changes. Understanding and managing the impact of technological conver-gence within marketing practices around globally.

Learning ob-jectives:

• To understand key trends shaping the world: connectivity and new digital sub-cultures

• To identify the new role of marketers to manage the customer journey

• To set new marketing metrics to follow up marketing evolution and success in the new era

• To implement a successful omnichannel marketing strategy and achieve higher sales and customers engagement

Methodology:

Master Class: Students will understand new concepts and practices of marketing 4.0. Class discussion & case presentations: Students will identify approaches and methods undertaken by international corporations to compete successfully in modern market-ing, and how important will be the blended strategies are: Managing the different marketing phases, from marketing 1.0 to 4.0.

Skills:

• Competitive Strategy

• Business Transformation

• Change Leadership

• Building long term competitive advantages

References:

• Kotler, P. & Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0. From Traditional to Digital. John Wiley & Sons Inc, Hoboken, New Jersey (USA).

• Kotler, P. & Kartajaya, H. & Setiawan, I. (2010). Marketing 3.0. From Products to Customers to the Human Spirit. John Wiley & Sons Inc, Hoboken, New Jersey (USA)

• Godin, S. (2018). This is Marketing. Penguin Publishing Group, New York (USA)

Topic outline:

• Evolution of marketing from 1.0 to 4.0

• Why Marketing 4.0? From traditional to digital marketing

• Key trends shaping marketing

• New marketing frameworks in the digital economy

• Tactical marketing application in the digital economy

• Marketing 4.0 results and conclusions

Marketing & Business 4.0 Barcelona Summer Programme

Module 2 Sensitive Marketing

Session des-cription:

Sensory marketing has a clear objective: To engage customers through emotional con-nections. In order to achieve this, you must create experiences that will in ties people with smell, vision, taste, feel etc. A sensory marketing campaign must be created for a product or service with the objective to achieve an emotional link with your target audience.

The human body can remember 1% of what it touches, 2% of what it hears, 5% of what it sees, 15% of what it tastes and 35% of what it smells. Retail is one of the chan-nels that we implement through phygital activity. Therefore emotions like happiness, hatred, amazement, admiration, ecstasy, grief, an-ger, melancholy, etc. If we understand the customer insights, we can generate emo-tions to engage and create brands that people love.

Learning obje-ctives:

• Understand sensitive marketing

• Neuromarketing in the use of technical applications related to the analysis of the emotions, attention and memory.

• Understand emotional marketing

• How to apply phygital experiences

Methodology:

Theory based on real experiences, class discussions and tool practices. The session will be intense in order to understand the differences between sensitive and emotional marketing but, giving the tools to be connected. Understand what emotion means and how can we create the ‘wow factor’ experiences that will link with the customers in-sight.

Skills:

• Emotion and senses in the purchasing decision

• Customer engagement

• Phygital tools

References:

• Sensory Marketing, Bertil Hultén

• Experiential Marketing, Kerry Smith

• https://youtu.be/17Kr_yQQQgg

Topic outline:

• Introduction to sensory and emotional marketing

• Neuromarketing

• Phygital tools in retail

• Love brands

• Application in a real case

Marketing & Business 4.0 Barcelona Summer Programme

Module 3 Experiential Marketing

Session des-cription:

This module enhances knowledge in new way to treat the relation with the current and potential customers. The methodology is based in two axes, art and science. We will share different tools to obtain the right approach. Furthermore, as a strategic option, the need to have the connection between employees, brand promise and customer expectations imply a right balance scorecard to measure the evolution, metrics and other tools.

Learning ob-jectives:

• Understand customer experience

• To gain knowledge about the methodology

• Target or archetypes

• To know the proper tools to begin the customer centric approach, journey map, emphaty mapping, …

Metho-dology:

Theory based on real experiences, class discussions and tool practices. The session will be intense in order to understand further the implementation of a company and the applications of the important tools to be successful.

Skills:

• Customer approach

• Methodology

• Creativity

References:

• Customer Experience 3.0, John Goodman

• How to wow, Adrian Swinscue

• The 10 principles behind Cx, Mat Watkinson

• Hug your haters, Jan Baer

Topic outline:

• Introduction to CX

• Customer centric: a company project

• Methodology: journey, empathy map, NPS…

• Application in a real case

Marketing & Business 4.0 Barcelona Summer Programme

Module 4 Big Data applied to Product Launching

Session de-scription:

This module provides an introduction and the fundamentals to big data analysis, and its applicability to product launch. Furthermore, several frameworks are used to un-derstand the different factors of big data analysis and product launching, which pro-vides the manager with a set of guidelines on how to successfully launch a product using big data. Furthermore, an intense approach allows the student to understand the use of different tools for big data analysis.

Learning ob-jectives:

• To identify what is big data

• Understand the distinction between the different data-sets

• To gain knowledge about different frameworks for a product launch.

• To gain basic knowledge about how to use big data

Methodology:

Class discussion: Students will use different framework and cases for big data and product launch. An intense session will allow the student to assess the potential uses of big data analysis for a product launch.

Skills:

• Big Data

• Business Intelligence

• Innovation

• Product Launch

• Technology

References:

• Chen, H., Chiang, R. H., & Storey, V. C. (2012). Business intelligence and analytics: from big data to a big impact. MIS Quarterly, 1165-1188.

• Davenport, T. H. (2006). Competing on analytics. Harvard Business Review, 84 (1), 98.

• Li, D. C., Wen, I. H., & Chen, W. C. (2016). A novel data transformation model for small data-set learning. International Journal of Production Research, 54(24), 7453-7463.

• Jain, C. L. (2016). How to use big data and predictive analytics to improve the success of new products. Review of Business, 37(1), 48.

• Kahn, K. B. (2014). Solving the problems of new product forecasting. Business Ho-rizons, 57(5), 607-615.

• Mukherjee, U. K., & Sinha, K. K. (2018). Product recall decisions in medical device supply chains: a big data analytic approach to evaluating judgment bias. Produc-tion and Operations Management, 27(10), 1816-1833.

• Tan, K. H., & Zhan, Y. (2017). Improving new product development using big data: a case study of an electronics company. R&D Management, 47(4), 570-582.

• Zhan, Y., Tan, K. H., Ji, G., Chung, L., & Tseng, M. (2017). A big data framework for facilitating product innovation processes. Business Process Management Jour-nal, 23(3), 518-536.

Topic Outline

• Introduction to big data

• Dealing with big data: Artificial Intelligence

• Dealing with real data: small and large data-sets

• Applying big data to new products and services

Marketing & Business 4.0 Barcelona Summer Programme

Academics

Daniel Battle (Leadership / Change Manager / Top Line / Marketing Passionate)

Daniel holds a grade and master´s degree in business administration from ESADE and in competitive strategy from IESE. His career is based on wide experience leading marketing and commercial strategy and execution in leader companies in fast moving consumer goods, new technologies and retail sectors. He has more than 20 years experience as a CEO at international companies. Daniel has been lecturer in brand building, marketing and sales strategy and competitive strategy at different universities. He is currently senior business advisor at different boards of directors at international and national companies and successful start-ups.

Module: Evolution to Marketing 4.0

Javier Gil (Marketing / Customer Experience / BU Manager)

Javier has a broad experience in customer approach through professional experiences in several markets, industry, fast moving consumer goods, distribution and consumer products. He has contributed to the book Crisis cabinets and PR management of the UAB (Autonomous University of Barcelona). He holds a Bachelor's degree in business administration, a PDD from IESE Business School and a Master's degree in marketing and customer experience from EADA and La Salle Business School. The professional background consists of more than 20 years in marketing management and 5 years in customer experience management. Today he is marketing and DIY sales manager in Cromology SAS, in addition to several collaborations he is teaching marketing and CX in various master programmes at the UAB.

Module: Sensitive Marketing and Experiential Marketing

Albert Armisen (Innovation / Collaboration / Artificial Intelligence)

Albert is a socio-technical computational researcher with an interest in artificial intelligence, digital

collaboration, and innovation. His research is user-inspired on open collaboration about open source

software and crowdsourced discussions. He is interested in the micro and meso level of collaboration

across different individuals and actors using quantitative and qualitative computational methods. He has

published in computer science journals (e.g. Applied Soft Computing), and management journals (e.g.

Business Horizons). He holds a telecommunication engineering degree from UPC - Barcelona Tech, a

M. Sc in Wireless Systems from KTH - Royal Institute of Technology in Sweden, and a Ph.D. in Management

Sciences from ESADE Business School. He is currently a professor at our univeristy and an academic

collaborator at ESADE Business School teaching strategy, artificial intelligence, entrepreneurship, and

ebusiness. He has done several research stages at Marshall School of Business (USC) and Purdue

University. Before joining the academia, he was working as a project manager at a technological firm in

Barcelona.

Module: Big Data applied to Product Launching

Marketing & Business 4.0 Barcelona Summer Programme

Contact

University of Vic – Central University of Catalonia

International Unit

Faculty of Business and Communication

+34 938 816 169

relin.fec@uvic.cat

www.uvic.cat/marketing-business-4

https://www.facebook.com/MarketingandBusiness4.0SummerProgramme/

Sagrada Familia, 7

08500 Vic, Barcelona