Marketing Horizonte 2011 Brochure

MarketingHorizonte

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Directory

Greeting

Convention.

Topic.

Your benefits.

Contact.

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Greeting

Brand Management – the last 20 years have not seen any other area of interest that has been so widely and enthusiastically discussed by the scientific and economic community. There is a simple reason for this: brands are a highly valuable commodity and have often been crafted to be a company‘s most valuable immaterial asset.Brands are immaterial, but they often are a company’s most precious drawcard. The branding of a product is essential in differentiating and elevating it from other competitive products on the market. A potent brand has the power to evoke strong emotions and establish a bond between the customer and the desired product. Consequently, it is very important to identify mechanisms that will trigger the customer to become a true fan of a particular brand and make them recognize that it is a trustworthy companion in everyday life. How can a brand be loved?Finding answers to these questions will be the primary goal of the Marketing Horizonte 2011. I wish success and a broad attention for for this highly exciting and relevant topic!

Prof. Dr. Franziska Völckner

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MTP – Marketing zwischen Theorie und Praxis e.V.

One association. One idea. Many facets.

The non-profit MTP e.V. was founded in 1981 as a collegiate initiative. Since the beginning, its goal has always been to supply students with a stimulating environment that allows them to sustainably broaden their minds and develop their skills while still at college. Today, we are proud to call ourselves one of the biggest networks comprising students, professionals, companies and other members of the scientific community. We have a rich heritage that is conserved and constantly enhanced by more than 2600 voluntary members in 17 university cities and 16 alumni clubs. We are espoused by 70 professors holding some of the most renowned chairs for marketing and by more than 200 partner companies. Among our national supporters are Henkel, Evonik, Focus, Deutscher Fachverlag, Kraft Foods, Procter & Gamble, Unilever, BBDO, Schott, u

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Barbara Kolocek, 1. national chairman

Barbara Kolocek, 1. national chairman

Allmaxx, A.S.I. Wirtschaftsberatung, Deutsche Bildung, L‘Oréal and the Gesamtverband Kommunikationsagenturen (GWA). Numerous activities and consulting projects, as well as the periodically hosted convention „Marketing Horizonte“, exhibit the initiative‘s momentum and resulting performance. In order to enhance the latter, we constantly invest in a substantial continuing education of our members.

While celebrating our 30th anniversary, we proudly present the Marketing Horizonte once again. As always, we managed to present one of the most up-to-date and suspenseful topics that are currently discussed and investigated by professionals. In the year 2011, the convention focuses on „Commitment“. MTP views commitment is an integral part of their own organisation. Without the voluntary support of every single motivated member, events as big and as target-orientated as the upcoming Marketing Horizonte could not be orchestrated. We are constantly on the lookout for attractive companies to join our network and to pursue the goal of „Living Marketing“.

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CONVENTION.

“What do you need more than real commitment?”

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Patrons

Prof. Dr. Franziska VölcknerDirector of the Department of Marketing und Brand ManagementUniversity of Cologne

Prof. Dr. Claudia LoebbeckeDepartment of Business, Media and Technology ManagementUniversity of Cologne

Prof. Dr. Werner ReinartzDepartment of Business, Retailing and Customer ManagementUniversity of Cologne

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CONVENTION

Since 1994, the Marketing Horizonte defines trends and topics for the professional world. Germany‘s biggest marketing convention organized by students is held biennially and seeks to spot, develop and partake in current trends. After being held in Munich, Hamburg, Berlin, Mannheim and Muenster, the 8th Marketing Horizonte returns to Cologne after hosting in the year 2000 the last time.

Joining hands to maximise creativity and innovation, scientists, company representatives and students will come together for two days in September 2011 to bridge the gap between theory and the real world. The convention will break new grounds in 2011. More exclusiveness, more dialogue, more output. 250 participants, new forms of discussion and the consistent focus on a final result will turn the convention into a new kind of event.Take this amazing opportunity and be a part of this renewed Marketing Horizonte. Please do not hesitate to contact us for further information. We will be more than glad to assist you.

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Agenda Day I - 13.09.

09:00 Uhr Opening (chairman of the nat. board)

09:30 Uhr Keynote

Session I

10:00 Uhr Scientific Lecture

11:00 Uhr Business Lecture

11:30 Uhr Interactive Panel

13:00 Uhr Lunch

14:00 Uhr Business Dating

Session II




18:30 Uhr Köln Dialogue

20:00 Uhr Get-together

Agenda Day II - 14.09.

09:00 Uhr Thinklabs

13:00 Uhr Lunch

Session III




17:00 Uhr Resume

17:30 Uhr Abschlussrede

18:00 Uhr Get-together

Both Days*

Career Fairand

Creative Launch

* simultaneous schedule

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TOPIC.

“The commitment to your brand stands up tall and falls with the people who love it.”

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Will your loyal customer always have an emotional investment in your brand? What happens if there is a competitor the customer can identify with to a larger degree? Can you still rely on the attraction of your own brand?

COMMITMENTI LOVE THIS BRAND

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Commitment - I love this brand

With the topic of the Marketing Horizonte “Commitment – I love this brand”, professors, company representatives and students will discuss your options how to dwarf competitors through your customer‘s commitment and how to create market shifts.

A company has to identify the upcoming challenges of how to tie a potential customer emotionally to their brand. Although emotions cannot be preciselymeasured, it might be worthwhile to implement the proper tools allowing the company to comprehend the degree to which their customers are committed to their brand.

In the past, everybody was concerned about “trademark” - nowadays it is about “trustmark”. In the future it will be about “Lovemark”. So how can yourbrand reach this status and defend it? For Kevin Roberts, Worldwide CEO of Saatchi & Saatchi, the future is here in the mystery, in sensuality and intimacy. We are keenly looking forward to the Marketing Horizonte in September 2011 – “and we love it”.

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YOURBENEFITS.

“Some products remind people of their own childhood- this is real commitment.”

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Products

Career Fair

Are you looking for young talents and new partners? Use the Career Fair, with an atmosphere filled with comfort and professionality, to start meaningful talks with potential business partners and applicants. At the heart of our convention building, we reserved a special place for you to present yourself.

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Business Dating

Within the first three seconds of a conversation, every person leaves a lasting impression (statistics)*. And here starts the concept of Business Dating. Twenty talks in sixty minutes – your chance for recruitment, networking and getting to know each other. This is as effective as it gets for talent scouts, students and freelancers.

Business Dating Premium

If you would like to know your conversation partners in advance, we will be happy to arrange this. For this purpose we offer our Business Dating Premium: you choose 50% of your conversation partners by their curriculum vitae or social media profile. The other 50% will be chosen by us according to our usual Business Dating procedures.

*Source: http://www.erkenntnishorizont.de/aktuelles/artikel.c.php?verz=06a&artnr=06a005&tag=3&screen=800

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Thinklabs

Ideas are reliably developed through methodical thinking. Thus MTP e.V. strikes a new path in the course of the Marketing Horizonte 2011 to generate new and fresh ideas for you. We established „Thinklabs“ - three hours full of structured and reasonable working. This has the same effect as an eight-hour workshop (according to Pareto principle*). We will offer you suggestions on how to structure your Thinklab. Furthermore, we will work hand in hand with you throughout the whole planning process. By employing specific creative techniques, ideas can be collected and worked on in the most efficient way. Creativity is encouraged by the selective use of media devices and the continuos exchange with other groups. Moreover, imagery in the rooms serve as a medium for further inspiration. The creative process is maintained by the consistent use of technical devices. This is how the ideal solution to your problem can be found.

*Source: http://www.ephorie.de/hindle_pareto-prinzip.htm

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Köln Dialogue

According to the basic principle of the World Cafés*, groups of five participants each revolve from table to table. Thus your problems are discussed in an unbiased, fresh and open-minded way, and new potentials are reached. It is up to you to choose whether you want to keep the results of the group discussions disclosed or whether each new discussion builds on the one held before. To realize this, smart boards and writeable table clothes are provided. We offer advice concerning all effective creative techniques.

*Source: http://www.partizipation.at/worldcafe.html

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Further products

Sessions

MTP means to bridge the gap between theory and practical experience - our convention is built on this idea. Is theory the basis for our economic action or do practical experiences influence our behaviour?

Within the framework of our convention, you will find the answer to this question, as each of the two sessions will be opened by a theoretical lecture and then be transferred by a well-known industrial representative. In the following the results will be deconstructed in a panel discussion. The prospective topics of the sessions are measurability of commitment, love brands and word of mouth.

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Innovation Wall

Ideas and solutions need time to develop. Let the participants generate solutions for you – or help others. The innovation wall is a writeable board, which will be accessible and editable for the time of the convention. Here you can display proposals and images.

The agents of the participating companies can present the themes and problems of their thinklabs or keynotes, and the participants can answer in written form. The participants decide how they want to design the wall, for example through mind maps, drafts, post-its or text.

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Night Talks

Creating commitment also means to discuss the Marketing Horizonte 2011 and its topic. The Night Talks, which will already take place in the summer of 2011, give you the possibility to show your interest in commitment at other MTP locations in Hamburg, Munich or Frankfurt. Evenings full of keynotes and discussions are a perfect platform to attract people for the Marketing Horizonte to make the main event a full success.

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Publications

Convention pamphlet

The pamphlet will display all the information regarding the convention and circulated generously in all the cities in which MTP are established. The pamphlet will also be inserted in prestigious magazines. In total, four pages of the pamphlet are reserved for advertising.

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Participants booklet

The participants booklet contains schedules, information on the participating companies and background information about the convention. It will also include the content of the sessions and the topic of the event. Some pages are reserved for advertising. This is an effective way to create a long-lasting impression in the minds of the participants.

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MTP-Mehwert

The MTP-Mehrwert is the magazine of the MTP e.V. A special edition about “Commitment – I love this brand” will be published for the Marketing Horizonte. With a circulation of 50 000 magazines and its distribution via the weekly newspaper „Horizont“, we will achieve a holistic advertising approach for our congress. You can also make use of the advertising space in this edition.

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CONTACT.

“A brand that enjoys a high commitment from its consumers will incite absolute loyality beyond rationality.”

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Contact persons

Marvin RychlikContent & Partnership

Mobil: +49 (0)176 - 3210 33 66 Mail: [email protected]

Julian ValkieserGeneral Management

Mobil: +49 (0)177 - 65 60 101 Mail: [email protected]

Sylvia HanschmannContent & Partnership

Mobil: +49 (0)177 - 291 600 7Mail: [email protected]

MTP - Marketing zwischen Theorie und Praxis e.V.Beethovenstraße 15D-50674 Köln

Postal adress

Jörg SkorpilGeneral Management

Mobil: +49 (0)174 - 166 46 85Mail: [email protected]

Marketing Horizonte 2011 Brochure

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