RESERVE MY SPOT
Mark has advanced degrees in marketing and organizational development and holds seven patents. He is a faculty member of the graduate studies program at Rutgers University and is the author of eight best-selling books, including the first book on influence marketing ("Return On Influence"), the most popular book on personal branding ("KNOWN") and his provocative new best-seller "Marketing Rebellion." He consults with companies such as Adidas, Johnson & Johnson, and Microsoft and is a popular keynote speaker at events around the world. His blog {grow} and podcast "The Marketing Companion" have won many industry awards for consistent quality and insights.
1)Gain awareness of new marketing realities based on research insights from McKinsey, Accenture, and others. We will also discuss how these new consumer realities are showing up in the current coronavirus business environment.
2)Discover how modern companies are finding new ways to come alongside consumers and connect to foundational human needs.
3)Learn how the power of a personal brand is becoming the new corporate brand
4)Experience first-hand process of building a plan to build a personal brand. Each student will have a completed plan by the end of the course.
SKILLS:
- Analytics
- Digital Marketing
- Customer Experience
- Marketing Strategy
- Marketing Communications
DATE: 27 Apr - 01 May, 2020
DURATION: 1 Week
LECTURES: 3 Hours per day
LANGUAGE: English
LOCATION: Barcelona, Harbour.Space Campus
COURSE TYPE: Offline
We are in a world of unprecedented change in consumer behavior. People don’t see ads like they used to, and if they see them, they most likely don’t believe them. The sales funnel is gone, loyalty is in decline, and two-thirds of our marketing is occurring without us. The customer is the marketer, and the personal brand is becoming the company brand. This class examines the complex and fascinating new marketing realities including the role of meaning, belonging, and meaningful human connection in the business world today.
The class will be split evenly between a focus on new marketing realities and activating student personal brand possibilities.
WHAT YOU WILL LEARN
ABOUT MARKDATE: 27 Apr - 01 May, 2020
DURATION: 1 Week
LECTURES: 3 Hours per day
LANGUAGE: English
LOCATION: Barcelona, Harbour.Space Campus
COURSE TYPE: Offline
MARKETING NEW REALITIES AND THE PERSONAL BRAND
MARKETING NEW REALITIES AND THE PERSONAL BRAND
MARK SCHAEFER
COURSE OUTLINESession 1
Part 1: Key elements of the Marketing Rebellion
-Impact on loyalty, ads, sales funnel
-History of consumer rebellions
-Foundational human truths
-Role of personal brand in corporate brand - Hyatt/ Adidas cases
Part 2: Introduction to Personal Branding
-Student focus on identifying what they want to be known for in the world
-Introduction of “sustainable interest” exercises
Session 2
Part 1: Marketing focus on belonging + meaning
-Review North Face case study
-Review Heinekin case study
-Review Harley Davidson case study
-Review American Eagle case study
-Review Nike case study
Part 2: Personal branding part 2
-Discussion of work on sustainable interest
-Analysis of content density methodology and considerations for
Part 1: Marketing focus on belonging + meaning
-Review North Face case study
-Review Heinekin case study
-Review Harley Davidson case study
-Review American Eagle case study
-Review Nike case study
Part 2: Personal branding part 2
-Discussion of work on sustainable interest
-Analysis of content density methodology and considerations for
Session 3
Part 1: Focus on consensual marketing and the artisanal brand
Discuss Room & Board case study
Discuss Nike case study
Techlash
Part 2: Personal Branding focus on content
Four types of “rich content”
Student content preference discussion and exercises.
Session 4
Part 1: Approaching consumer “islands”
Word of mouth marketing: Yeti
-Experiential marketing
-Influencer marketing
-User-generated content
-Peak moments
Part 2: Personal branding: Actionable audience
1) Case study: Lorraine Loots
2) Case study: Aaron Lee
Harbour.Space is a university created by entrepreneurs for entrepreneurs. We focus on meeting the demands of the future, while traditional education providers are too often stuck in the past.
We’re one of the only European institutions completely dedicated to technology, design and entrepreneurship, and our interdisciplinary courses are taught by some of today’s leading professionals. Our aim is not only to equip students with the knowledge to take on the real world, but to nurture, create and shape tomorrow’s tech superstars.
HARBOUR.SPACE UNIVERSITY
HARBOUR.SPACE UNIVERSITY
BIBLIOGRAPHY
