Details:

Details: The Luxembourg School of Business (LSB) is organising a new workshop entitled "Developing a Social Engagement Strategy" which will take place in Luxembourg on 10 & 11 May 2016.

Social media technologies are continuously transforming the ways consumers interact with each other and firms. These changes constitute a fundamental shift in the marketplace - consumers have greater opportunities to voice their opinions and connect with other consumers as well as an increased influence over marketers and brands. As a result, the conventional approaches to marketing communications have become more and more challenged. This puts an added emphasis on leveraging social media to engage consumers and propagate ideas, messages, products, and behaviours.

This course will be facilitated by Marcus Collins who is the Executive Director of Doner Advertising; it takes an in-depth look at the relationship between media and human behaviour, and examines how organisations capitalise on social media, and these consumer-to-consumer interactions, to support their marketing efforts.

Participants will get hands-on experience creating comprehensive social media strategies for active brands and devising decision rubrics that will determine when, where, and how the brand “shows up” in the social space.

Through successful completion of this course, students will:

- Understand the demystifying truth about what social media is, the various channels through which it operates, and its role in marketing strategy

- Use principles of consumer and social psychology to develop social media content and campaigns that engage consumers

- Draw on knowledge about word-of-mouth marketing to develop effective approaches for propagating ideas, messages, products, and behaviors across social networks

- Measure the impact of a social media campaign in terms of specific marketing and brand objectives

This workshop is useful for anyone who markets products, services our ideas through new technologies. In particular, those in functions such as marketing & communications, start-up founders, marketing strategy consultants, social media etc. irrespective of industries.

Marcus Collins is a culturally curious thinker with an academic insight into the cognitive drivers that impact consumer behaviour. He is the SVP/Executive Director of Social Engagement at Doner Advertising - in Detroit, Michigan - and a recipient of Advertising Age’s 2016 40 Under 40 honor. His strategies and creative contributions have led to the successful launch of Budweiser’s “Made In America” music festival, Bud Light Platinum, the Brooklyn Nets National Basketball Association franchise (Hello Brooklyn!), and State Farm’s “Cliff Paul” campaign.

Prior to joining Doner, Marcus ran the Microsoft, GORE-TEX®, and Colgate Palmolive accounts for Big Fuel Communications a social media agency. From his time spent at Apple (iTunes Partner Marketing), leading iTunes + Nike sport music initiatives and college marketing efforts, to running digital strategy for Beyoncé (Music World Entertainment) and co-founding Muse Recordings, he combines consumer behavior with people-driven experiences that put the consumer front and center.

In addition to his position at Doner, Marcus is an adjunct professor of marketing at the Stephen M. Ross School of Business, University of Michigan. He also teaches Innovations in Marketing and Social Engagement as an adjunct professor at New York University’s department of Media, Culture, and Communications in the Steinhardt School and is a professor of marketing at the Luxembourg School of Business’ Executive Education programme. He is among the roster of instructors at Hyper Island and frequently teaches at General Assembly (NYC) and Miami Ad School (Brooklyn, NY).

Marcus holds an MBA with an emphasis on Strategic Brand Marketing from the University of Michigan, where he also earned his undergraduate degree in Material Science Engineering.

 

Venue: 

Organiser: 

Price: Course fee: €2,200 ttc per participant.

Reservations: For registration, see www.luxsb.lu.

URL: 

Info: 

Price: 0

Reservations: 0