A unique executive education programat Solvay Brussels School, delivered in conjunction with Havas,La Libre Belgique, OnlySalesJob and BMMA

EXECUTIVE MASTER IN MARKETING, IN A DIGITAL WORLD

JOBSITE IN SALES, RETAIL & MARKETING

2

Become the marketingstrategist of the future.

Our programs teach you how to:

• Design a new product or service.

• Launch your new product or service via existing and new media channels.

• Lead research and creative projects to build rapport with your prospective clients and convert them into actual clients.

In today’s fast-paced world, determining which traditional marketing and communication tools are still relevant and which new tools can be deployed is vital to any company in any industry. These are the only marketing and communication programs that combine traditional practices and new digital channels, creating a new, integrated marketing and communications landscape in which both the traditional and novel aspects of this sector intertwine seamlessly.

• The marketing background: we all operate in a more complex, uncertain and unstable world and find ourselves facing new realities but also major technological advances that demand new approaches in business models. This program will change how we conceive of our business areas, our markets, ... Today it is vital that we are equipped/armed and ready to act (and provide support) on these changes we are experiencing now and on those in the future.

WHAT OTHERS SAY

“To me, these programs provide a comprehensive view of all aspects of the sector which need to be taken into account by all those wishing to advance in a marketing or communication career.”(Jean-Louis Brancart, CMO of d’Ieteren Auto)

“The high standards set by Solvay and the quality of speakers involved in these training sessions are proof of its commitment to excellence and garner real results.”(Guirec de Wouters, Business Manager, Velocitas).

EXECUTIVE MASTER IN MARKETING, IN A DIGITAL WORLD

3

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

• The Digital Reality: ‘Digital’ new technologies are revolutionizing the world of advertising but also our way of thinking about marketing and even our way of briefing our agencies.

• This training is a handle on the future, providing the capacity to anticipate, get ahead of the game and be better prepared …

• We are always questioning: we need to shorten lead times, make our messages more targeted, achieve greater production within the same budgets …

• How can we secure higher performing teams, be up to juggling with new constraints in a perpetually changing and adapting world ? Old-style marketing is defunct!

18 days spread over Thursdays/Fridays/Saturdays, composed of modules, one module per month.

For each module, you will be required to submit a deliverable with a practical application in your professional environment.

• Either a dissertation of around 40 pages with an oral examination.

• Or a 4-month internship in a company in the sector, followed by an internship report of around 10 pages.

Program durationand requirement

Plus oneof the following:

Qualification Participants who have attended 80% of the classes and been successful in their dissertation or their internship will be awarded an “Executive Master in Marketing, in a digital world” and will automatically become members of the Solvay Alumni Association and of the BMMA.

4

The new digital marketing age: context and challengesHugues Rey: 13/11/2015

A half-day session before the modules commence to make initial contact and discuss the key issues of the program.

• Presentation of the program participants and outlining of expectations.

• Creation of a private group on LinkedIn to discuss and receive program grades.

• Clarification of expectations and ON & OFF contact procedures.

• Presentation of digital marketing trends by Hugues Rey.

The aim of this introductory module is to outline the key theme that will run through the entire program, with a balance between methodology, traditional tools and innovative approaches. This will give you an insight into the complementary relationship between basic, traditional tools (modules 1 to 5) and new digital approaches.

Introduction dayat Google:

Traditional marketing is dead - Long live the marketing of the future

5

Segmentation, positioning, value creation: Jean Pierre Aerts 20/11/2015

The course reviews key concepts and methods to confront a super competitive environment. Exercises allow to use concepts & tools immediately after the session.

At the end of the 8h-course, the students will be able to:• understand major concepts underlying the notion of ‘value-focused’ marketing• leverage marketing strategy• understand complexities of customers’ and consumers’ behaviours• make the link between those behaviours and segmentation analyses• know the main targeting approaches• grasp and exploit the concept of positioning & differentiation• develop and deploy a value proposition• synergize the value proposition(s) with the brand

Sequence 1: INTRODUCTION Mindset - objectives - structure - assessment criteria - importance of participation in class

Sequence 2: GLOBAL METHODOLOGY 4V’s (vision-valued customers - value proposition - value network) 8P’s (purpose - product - pricing - place - promotion - people - process - physical evidence)

Sequence 3: RESEARCH & SEGMENTATION - Techniques for market research - Importance of customer insights - Techniques for segmentation - Illustrations B2C and B2B

Sequence 4: TARGETING & POSITIONING - Perceptual mapping - Quest for a USP or an ESP

Sequence 5: VALUE PROPOSITION & BRANDING - Customer Experience Management - Identity prism & brand key

Understanding the consumer:Joelle Liberman 21/11/2015

Introduction to the day and objective of the various sessionsMorning: “setting the scene” Afternoon: understanding consumer motivations and revealing insightsNielsen panel: purchasing behaviour in supermarkets: key figures - Véronique Vierset, Client ManagerGFK panel: consumer behaviour - Marc Mondus, Senior ConsultantSummary and key outcomes of the morning session Qualitative research- the changing nature of relationships, with consumers active on social media and possessing collective intelligencePractical workshop on revealing insights and converting these into operational ideas General summary and key outcomes of the day.

1 day:

This first module will give you the range of tools you need to enable you to outpace your competitors. It will cover the various sources of information that can be used for marketing purposes, along with practical applications of consumer engagement methods, enabling you to adopt a unique and distinctive approach to marketing.

1 day:

Module 1 Three keys of Marketing strategy - STP (Segmentation, Targeting and Positioning)

Jean-Pierre Aerts

6

10-11/12/2015

Course objective: 1. To learn to think out of the box in order to conceive of,

create and develop new products or services.2. To understand the forces of disruption.3. To practice disruptive creativity techniques.

Part 1: The famous box mystery. - Creativity, innovation, serendipity and disruption. - Disruptive thinking. - The technique of New. - Recent examples.

Part 2: The creative process. - Insight and creativity - The art of asking the right questions in product & service development. - Techniques for generating ideas. - How to go beyond the obvious: the “creativity wall”. - Exercise in groups.

Part 3: Techniques for exploring new territories. - Analogical techniques. - Dialectical techniques. - 50 remarkable examples of “versus” in product and service development. - Exercises in groups.

Part 4: Establishing a creative approach with your team. - The major pitfalls of team creativity: false best practices. - The principles of co-creation today. - Organization of a “Think Big Meeting”. - Concrete examples of “Creativity Day”.

Part 5: Complete exercise. - Complete exercise in product and service creation in groups.

In the second module, you will learn to think outside the box. You will identify new ways of thinking and learn that it is possible, and even necessary, to adopt a rigorous approach to thinking, even when figures have not been made available to you.

Module 2 Get out of your comfort zone - How to rethink product & service development

Mark Raison

7

Lean PricingSandra Rothenberger 14/1/2016

The online world has given us the ability to not only hyper-segment markets but also almost instantly customize value propositions for targeted customer groups. Today’s customers’ perceptions of value can instantly change for a variety of reasons. Therefore we have to ask ourselves: if customer perceptions and company value propositions can and should be so dynamic, shouldn’t the price a company charges also reflect these dynamics? To capture potential profits from these dynamics, we therefore must approach pricing with a different mind-set. We believe that this should be the lean pricing mind-set. Lean pricing refers to an approach in setting prices that can capture additional profits without adding substantial overheads in the value chain of the company.The substantial content of this lecture concentrates on two aspects:- how companies attempt to capture more value and maximise their profits in a dynamic

environment and- understanding behavioural and psychological aspects of consumer price perception and

willingness to pay.

Session 1 Setting the stage for tactical and strategic pricingSession 2 Pricing the lean way! How to optimize pricing processes to maximize value for

the consumer and the companySession 3 Guest Speech – How pricing can become I.D.E.A.(l)!

Distribution policy, the selling phase in the marketing process: Claude Boffa 15-16/1/2016

Topics covered: • Choosing a distribution channel, mastering the supply chain and negotiating with

Retailers: Case study (Vins du Quercy) + lecture 3h by Claude Boffa

• Facing the e-challenge in retail: evolution of the business models towards omnichannel and profitability issues by Claude Boffa with Pierre-Alexandre Billiet (Gondola)

• Making a packaging that sells by Ronane Hoet

• Shopper behaviour in POS (Point of sales), shopper marketing, POS communication and merchandising techniques to improve the selling out. Store visit + debriefing and concepts in class by Claude Boffa Article - Capture more Value (HBR2014)

This module will give you a detailed overview of pricing policies and distribution strategies. You will also gain a clear insight into shopping behavior and the steps you need to take to stand out from the crowd.

Module 3 The right price at the right place - Lean pricing and the Omni channel approach

Sandra Rothenberger (1 day)and Claude Boffa (2 days)

1 day:

2 days:

8

26-27/2/2016 - 2 Days

OBJECTIVE, AND WHY A BUSINESS GAME?Servisim is an active learning resource developed in order to:

- Give business school students the chance to apply concepts that they have learned through theoretical teaching or through case studies in a practical setting.

- Enable executives on lifelong learning programmes to experiment with decision-making and strategy implementation with zero risk.

The business game features a competitive market in which teams manage brands and their business through a certain number of cycles (each cycle representing a year). Each decision-making cycle features four stages:

- Analysis- Definition of a service strategy- Implementation of the strategy through marketing activities, as well as HR, operations management, etc.- Verification of implementation in the competitive environment

THEORETICAL CONTENTWhile a business game may be fun, it must also provide a learning opportunity. It is important that participants engage in active learning as they work through the decision-making cycles. Between each decision-making cycle, there will be brief sessions of theoretical content on topics such as service marking strategy, the service-profit chain, the Servuction Model and the Servqual Model.

KEY ELEMENTS COVEREDService business managementSegment/market selectionCompetitor analysisPrice-setting in a high-overhead environmentManaging customer expectations, satisfaction and loyalty

MARKET DESCRIPTION4 B2C segments2 B2B segments6 competitors3 service distribution technologies

DECISIONSPersonnel management (staff numbers, training, team building, etc.)Marketing management (marketing mix, targeting, positioning)Cost managementPrice-settingCustomer database managementDistribution strategyCommunication via traditional and digital mediaLaunching a service innovation

THE SERVICE MARKETING MIXPromotion (communication via traditional and digital media and networks, etc.)Price (and loyalty/rebate policy)Service product (warranty, support, etc.)Space (service availability via selective channels, etc.)Positioning (back-office and communication of expectations)Personnel management (staff numbers, training, motivation, etc.)Physical aspect (service point type and renovation, etc.)

REPORTS Internal reports: income statement, operations, etc.External reports: reputation, perception, customer satisfaction, competitive watch, market share (volume and value)Other information such as customer value and churn rate are available to companies that have invested in relational databases.

Module 4 SERVISIMEdouard Demeire

9

Change of model:

FROM advertising that delivers messages to consumers, TO marketing that provides services and experiences for users

- Intro on the change of model: Juan Vanhufflen, Managing Partner, Havas WW Brussels- The role of the brand - Kacper Wozniak, Head of Strategy, Havas WW Brussels - Why a

brand needs to play a role in people’s lives ? - The Golden Circle: Juan Vanhufflen, Managing Partner, Havas WW Brussels- Towards an engaging model - Stéphane Daniel & Hugo Battistel Creative Directors, Havas

WW Brussels- The problem of the traditional model without engagement- Demonstrating the change + case studies- 10 creation tips

Service and Experience Marketing concrete approaches and cases with keynote speakers 19/3

- Service marketing - Tom Loockx, Executive Creative Director Havas WW Brussels- Branded content - Storytelling in your own media - Jorrit Hermans, - Founder Quick Brown

Foxes- Thinking beyond the traditional advertising skills of broadcasting - The ‘Brand promise’ -

Pieter Goiris, CEO Boondoggle.(Author of ‘Beyond The Promise’ & ‘The art of campaigning in Real-Time’)

- Interactive music experience to serve marketing - François Charles, Co-Manager, Digizik - Understand what people really need & design solutions people actually use- Embrace the new digital age of mobile devices - Pieter Wentein, Business Developper, In The Pocket.

WORKSHOP (3 groups - 1 campaign in 1 day @ Havas Worldwide Brussels (WORKSHOP 21/3)

Practice: developing a campaign in one day - Teamwork with late afternoon presentation to a panel of experts.

- Customer brief- Strategy (from redefining the role of the brand in people’s lives to delivering the

message) output: creative brief- Presentation of creative brief + strategy reorientation- Practical design work, assisted and coached by creative teams- 30-minute presentation of strategy + design summary + panel

This module will give you an insight into the new challenges posed by new communication technology and how to utilize it in a day-to-day context. It will include contributions from various experts and you will complete a practical exercise, ensuring that concepts that are

“good to know” are put into practice so that you have a firm grasp on how to use and master them to render your communication more effective.

Module 5 Effective Communication Concepts - How to engage and empower customers?

Day 1:

Day 2:

Day 3:

Juan Vanhuffen

10

Module 6 The right message to the right people - Effective communication concepts

Hugues Rey

When Strategy meets Channel Creativity21/4/2016

1. 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 & Managing Director, Carat

4. Creativity in Channel planning (Local and International cases) - Davy Calluwaerts, Deputy Managing Director & Creative Strategy Director, Zenith Optimedia

Data + Direct: ROI Driven Planning22/4/2016

1. 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

Trading Media (Basics and New Ways) + Legal aspects 23/4/2016

1. 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

Day 1:

Day 2:

Day 3:

11

Earned and Owned: Social, Content Native and PR26/5/2016

1. Social Media Strategy - Mathias Beke, Managing Director, Arena Media + Cases

2. Public Relation & Earned / Native & Content Advertising - Dany Devriendt - Content Marketing @the core in an innovation

3. Storytelling cases - Paul Servaes

Mobile, Local Everything is Media + Wrap Up27/5/2016

1. Mobile & Local Marketing - Wim Vermeulen, Co-Founder, Momads/Gouden Gids2. 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

Workshops - Communication Channel Strategy28/5/2016

1. 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

Day 4:

Day 5:

Day 6:

12

PHILIPPE BILTIAUAcademic Director

JEAN-PIERRE AERTS

CLAUDE BOFFA

EDOUARD DEMEIRE

JOËLLE LIBERMAN

MODULE MANAGERS

Commercial Engineer, Solvay, ULB; Professor and former President of Solvay Business School, ULB; Academic Director of the Executive Master in Marketing, in a digital world, Joint Academic Director of the Executive Programme in Management and

Philosophies, of the Executive Programme in Retail & Distribution Management at Solvay Business School. Company founder and director.

Graduate in Law, ULg; Graduate in Company Administration, UCL; Masterin Business Administration (Cornell University - N.Y.); Consultant in marketing,

commercial strategyand brand management, Market Link / BrandDecodeTM.

Master in Business Engineering Solvay Brussels School of EM, professor in Marketing and Academic Director of the Executive Programme in Retail and FMCG Distribution at SBS. Teaches in the programmes for: Master in marketing at the Open University in Ho

Chi Minh City, Master in Public Management at the National Economics University in Hanoi(Vietnam), Professor in Sales an distribution at ICHEC. Associate founder of CoachEurope sa. Past President of the Solvay Brussels School Alumni.

Graduate in Applied Economic Sciences (UFSIA); Managing PartnerPrism; Partner CEL for pharma;

Visiting Professor CEDEP (Insead).

Since 1987 Joëlle has been leading the company EGERIE RESEARCH (specializing in qualitative and strategic studies) in association with Carine Fays. She has a degree in Social Sciences at ULB (1982) and a degree in Economics at UCL. In 1983, she started as

assistant at CEGOS MAKRO TEST, where she assumed several functions, including as the person responsible for qualitative research. She has also been the General Director of BMMA since 2013 and the first female president of the EFFIE jury.

13

HUGUES REY

SANDRA ROTHENBERGER

JUAN VANHUFFLEN

Commercial Engineer Solvay, ULB; CEO Havas Media; Previously Managing Director of FastBridge (IPG) and Digital Director Initiative Europe Middle-East Africa. Director of GRP, CIM, UMA. President TV Committee of

CIM and Past President of the CIM Internet Commission; Past President and Founder of Interactive Advertising Bureau.

Dr. Sandra Rothenberger has been active since 2001 in the scientific and academic fields. Since she started her Ph.D. in 2001 she has been focusing her research and teaching on Strategic Marketing, mainly in the areas of Strategic Pricing and Consumer Behavior. She has an international research network and teaching background with various European, American and Asian Universities and Business Schools. She is currently chairing the research unit of Strategy, Governance, Marketing and Innovation at the Solvay

Brussels School of Economics & Management. Her business and industry experience includes consultancy of small and medium sized companies as well as supervisory board activities in European multinational corporations.

Commercial Engineer Solvay, ULB. Managing Partner Havas Worldwide Brussels. Started in qualitative market surveys at Egerie Research. More than 20 years

of experience in communication agencies in Brussels (Garbarski RSCG, Young & Rubicam, McCann-Erikson) and Paris (Young & Rubicam).

MARK RAISONFounder of Yellow Ideas, with over 20 years of experience in facilitating strategic and creative meetings in companies. He’s the Scientific Director of the Advanced Master in Creativity marketing at the SOLVAY BRUSSELS SCHOOL OF ECONOMICS AND MANAGEMENT. As a innovation & creativity consultant Mark leads creative projects for organisations such as Danone Group, LVMH, Cartier, L’Oréal, L’Occitane, Caterpillar, Séphora, CHU Dijon, Unilever, Loterie Nationale, Takeda, DFS Galleria, la Sociéte des Bains

de Mer de Monaco, etc. He teaches creativity at EDHEC Business School in Lille-Roubaix (France), as well as at the CREATIVE ACADEMY in Milan. Mark works on five continents. Mark is the author of “L’Imagination des Oxymores” (2013) and “Osez la créativité”. (2014). In September 2015, two new books will be published

“Stratégie & Créativité” and “L’agenda des Oxymores”. His website is www.yellowideas.com and his personal blog www.markraison.com.

14

HUGO BATTISTEL, Creative Director, Havas WW Brussels

MATHIAS BEKE, Managing Director, Arena Media

PIERRE-ALEXANDRE BILLIET, Co founder of the Executive Master in Retail and Distribution Management at Solvay Brussels School

DAVY CALLUWAERTS, Deputy Managing Director & Creatuve Strategy Director, Zenith Optimedia

FRANCOIS CHARLES, Co-Manager, Digizic

STEPHANE DANIEL, Creative Director, Havas WW Brussels

THIBAULT DE BARSY, Managing Director, Keytrade Bank Luxembourg

NICOLAS DEBRAY, Co-Founder and Managing Director, Semetis

JAN DECORTE, Lawyer Associate, Koan Lorenz

DANY DEVRIENDT PIETER GOIRIS, CEO, Boondoggle

JOHN GRECA, 2MV, Data Consulting

JORRIT HERMANS, Quick Brown Foxes

RONANE HOET, Creative Director, Hoet&Hoet

FREDDA HURWITZ LUC LATOURELIE LIBERMAN, Founder, MarketingCoach

BRUNO LIESSE, Deepblue Director & Managing Director, Carat

TOM LOOCKX, Executive Creative Director Havas WW Brussels

BENOIT MICHIELSENMARC MONDUS, Senior Consultant, GFK

VINCENT NOLF, Managing Director Business Clients Mail, Bpost

ALEX PAPA, Broadcast Director, Dentsu Aegis Network

PAUL SERVAES ANNE-CATHERINE TRINON, Act Star

WIM VERMEULEN, Co-Founder, Momads/Gouden Gids

VERONIQUE VIERSET, Client Business Partner, Nielsen

PIETER WENSTEIN, Business Developper, In The Pocket

YVES WEMERS, Strategy & Development Officer, Havas Media Belgium

KACPER WOZNIAK, Head of Strategy, Havas WW Brussels

SPEAKERS

PRICING

JOBSITE IN SALES, RETAIL & MARKETING

More information on: www.solvay.edu/digital-marketing

FOR APPLICATION FORM AND FURTHER INFORMATION PLEASE CONTACT

THIERRY ANTOINE, COORDINATORSolvay Brussels School of Economics and Management, ULBAvenue Franklin Roosevelt, 42(R42) - CP 114/011050 BrusselsEmail: tantoine@ulb.ac.be - Tel. +32 2 650 41 45

PHILIPPE BILTIAU, ACADEMIC DIRECTORSolvay Brussel School of Economics and Management, ULBAvenue Franklin Roosevelt, 42(R42) - CP 114/01,1050 BrusselsEmail: philippe.biltiau@ulb.ac.be

The Executive Master in Marketing, in a digital world

18 days: €7,950 ex. VAT