Posts Tagged ‘Marketing#8217;

Good tourist destination management is fundamental to territorial tourism competitiveness. The way in which destinations are planned, developed, managed, promoted and marketed, and how public- and private-sector stakeholders collaborate is fundamental to their competitive advantage.

This Virtual Master Class will examine the main drivers of tourist destination competitiveness and the variables that managers, in both the public and private sector, can influence in order to improve a destination’s competitive advantage and therefore, that of the local tourist industry. 

This conference will be held on Wednesday, September 28 at 12 noon Madrid time, 6 pm Singapore time. You will receive the link to the virtual conference room once you register online for this event using this link.

The Virtual Master Classes are brought to you by faculty members and speakers of the Executive Master in Tourism Management. This blended program last 13 months and combines 4 face-to-face periods in Madrid, Costa Rica, Singapore, Madrid with extended online periods where case discussions and conferences are held.

“The Art of Seduction ― Marketing the Subconscious” will explore the history and theory of appealing emotionally to potential clients and customers, and discuss ways to do so. 

The seminar, hosted by Seoul Global Center, will feature a guest talk from Prof. William Davila, Associate Professor of marketing at Madrid’s IE Business School, which specializes in entrepreneurship, innovation, and strategy. 

IE’s Korean academic partners include KAIST Business School, Seoul National University, and Sogang University Business School. 

There will also be a question and answer session after the talk. The event runs from 6 p.m. to 9p.m. on May 13 at COEX. Reservation is required. To reserve a place or find out more call (02) 6001-7242 or email joychei@sba.seoul.kr.

IE Business School  is glad to invite you and the members of your network to join the 10th videoconference in our Sports Management Today series, to be held on Thursday, March 24th at 16:30 (Madrid local time – please click here for your local time). Register at msmconferences@ie.edu.

Speaker:

Earl Patton – Senior Manager for Sony FIFA Partnership Project Office

Content:

Coming off his international assignment for Sony FIFA Partnership Project Office in South Africa for the 2010 FIFA World Cup, Earl Patton will join us for this exclusive videoconference on strategies that pertain to global sports activation. Earl will discuss how Sony and other global partners of FIFA and the World Cup manage and integrate various business developments and marketing strategies from digital, television, print, social responsibility, sales and marketing. In addition, Earl will discuss the role of various internal and external groups within a global activation to illustrate how a united front is a key component to the deployment and success to reaching return on investment. Read more…

IE Focus | By David Gracia, Professor at IE Business School

The social networking phenomenon is unstoppable, but there is still no business model capable of successfully exploiting the services these companies provide.Social networks are attracting more and more consumers´ attention. As a result, they are becoming an unbeatable opportunity for advertisers to showcase their products and services to potential consumers. However, advertisers´ and users´ interests are not always the same and social networks need to find a balance so that they can attract new users and, at the same time, capitalize on their services in an Internet culture ruled by freebies. It is a three-edged challenge: advertisers, users and the social networks themselves.

Social networks are a particularly attractive platform for advertisers. Facebook, which has just completed its sixth year, was visited by 460 million people in February, 13.3 million of them from Spain (according to figures released by Nielsen). If Facebook were a country, it would have the third-highest national population on the planet, with more than 400 million inhabitants.

The comparison between Google and Facebook is particularly interesting. On the one hand, the percentage of Internet users that use the search engine in Spain is 91%, whereas only 53% use the social network. On the other, the key factor lies in the time spent by users on the site: whereas with Google people enter, search and leave, whereas Facebook users are getting more and more involved in a growing number of activities. On average, users spend 1.45 hours a month on Google, which is very little in comparison with the 6.5 hours they spend on Facebook. Read more…

Original published at Bangkok Post on May 4, 2010

Earlier this year, Patr Bhalakula, a talented young Thai pursuing a Master in Marketing Management degree at IE  Business School, and his team won the second prize in the Novartis Masterminds Challenge in Spain. 

The challenge is a competition involving the London Business School, IESE (Instituto de Estudios Superiores de la Empresa) Business School, Insead (Institut Europeen d’Administration des Affaires) Business School, Esade (Escuela Superior de Administracion y Direccion de Empresas) Business School and IE Business School. It aims to stimulate innovative approaches and raise interest in executing marketing plans for the pharmaceutical industry. More than 170 competitors of over 40 nationalities participated in the challenge.

“I wanted to find out if I could combine my marketing experience with what I learn here at IE Business School and apply the result to the real business world and to a sector I had little knowledge about previously,” said Patr, explaining the reason why he participated in the competition. Patr joined forces with two other students at the same institution, Kelly Fung and Leen Rimawi, to form the Challenger team. They were given the task of developing a marketing plan and converting Zelisar, Novartis’ hypertension medication launched in Spain last year, into a first-line treatment solution as well as suggesting recommendations to improve the health care system in Spain.

The final presentation was held at Novartis’ headquarters in Barcelona. The team won the first runner-up position and was awarded 4,000 euros (172,000 baht). The first prize went to the Beer View Marketers team from LBS. Patr admitted that he has no background in the pharmaceutical business. Before entering the postgraduate programme, he worked in the marketing department at Toyota Motor Corporation and Procter & Gamble in Thailand. “During the competition, the time management, the teamwork and everything had to be perfect. Teamwork is crucial. I guess the most enriching aspect of the challenge was working with my friends. Achieving something is always sweeter when it is the result of group effort,” he commented. “Our team members were the youngest in the competition and none of us had had previous experience in pharmaceuticals before. This, we thought, would surely be our weakest point. That is why we called our group ‘Challenger’. It was a real challenge from the start,” Patr said.

However, he disclosed that their perceived weak point turned out to be their strength. “One of the members of the panel [of judges] told us that our proposal was very fresh, innovative and different, probably because our ideas were ‘out of the box’ and because they did not have any experience in pharmaceuticals. He was impressed because he thought we were very young,” Patr explained.

When he completes his studies in December, Patr anticipates pursuing a career in Thailand in the field of brand management in consumer products, technological products or luxury products.

“Does Marketing Run through your veins?” This was the slogan for this year’s Novartis Masterminds Challenge, a marketing competition sponsored by the leading farmaceutical company with the objective to search for professionals with management skills and passion to demonstrate their talent, lead and execute a marketing plan in the healthcare sector.
Our Master in Management students Kelly Fung (Master in International Management Oct09), Leen Rimawi (Master in International Management Oct09) and Patr Bhalakula (Master in Telecom and Digital Business Oct09) won 2nd prize in this important and challenging competition, and received a cash prize of 4000 Euros. The wining team was from LBS and 3rd prize was awarded to IESE.

It was a two-step Pharmaceutical Marketing Constest in which five Business Schools took part of: IE, IESE, Insead, ESADE and LBS. In the first phase there were over fifty teams composed of three students each that submitted the application. In this step, students had to create a Marketing Plan for the Zelisar brand and design the strategy for managing the Novartis cardiovascular portfolio. Six teams were selected among the fifty to continue with the second phase: the best team of each Business School and the second best team among all. Representing IE were Kelly, Leen and Patr, also the only non-MBA students. The challenge now was to creat the strategy to convert Zelisar (an hypertensive product) into a first line treatment and provide recommendations to improve the health care industry.

The final presentation was held on Jan 29th, in the Headquarters of Novartis in Barcelona, the jury was conformed by some of the members of the PEC (Pharma Excecutive Committee) and Professors from IESE.

“We decided to name the team The Challenger because for us it was a real challenge from the beginning and even until the end…specially because we were the youngest participants and competing with MBA profile students from other recognized universities” said Kelly Fung. The Committee found the proposal from IE´s Master in Management students very fresh, innovative and different from the others and were impressed of finding such young talent.

IE Focus March 2009 | By Manuel Alonso, Professor at IE Business School

Let’s face it, the customer is always right, and this long-standing truth is growing truer by the day thanks to new technologies. Traditional marketing doesn’t work anymore.
The main effect of the exponential technological development of marketing in recent years has been the increase in consumer power in commercial relations. We have to accept the situation: the consumer is in command. He is no longer an isolated person bombarded by commercial strategies that lead him to take purchasing decisions. He has his own opinion, which he can say very easily through digital channels, directing it not only at advertisers, but also at other consumers, over whom he has huge influence. It is very easy to gather from this statement that usual advertising has abandoned the traditional unidirectional format to become not bidirectional between brand and customer, but rather multidirectional, where customers exchange information with each other.

Bearing in mind this situation, it comes as no surprise that the 2007 New Year cover Time magazine always dedicates to the person it considers as being most important in the previous three-hundred-and-sixty-five days was dedicated to you, and me, and each and every one of us, since we are at the helm of the new information era in which the consumer has become the prosumer: he has unlimited options for choosing products, for comparing them, for hearing other buyers´ opinions, for influencing manufacturers and advertisers… And all that power is making him more difficult to reach using the staler advertising formats, especially in the cold, corporate tone. Read more…