2009 EDITION INTERNATIONAL SENIOR MANAGEMENT PROGRAMME IN DIRECT, INTERACTIVE & RELATIONSHIP MARKETING | JUNE 2ND - JUNE 5TH

Programme

Learning Objectives

Programme and Agenda

Methodology

Certification

Download the course catalogue in pdf format

Learning Objectives The International Senior Management Programme offers you a complete, structured learning experience consisting of three complementary disciplines:

	how to communicate more effectively using direct and interactive media
	how to market more competitively through data driven, relationship focused strategies
	how to sell more profitably by understanding and integrating offline and online channels

The programme’s learning objectives are nothing if not ambitious. It will help you: Analyze the main drivers for change in the next ten years. Manage the transformation of the marketing and customer service functions from cost centre to profit centre. Understand the threats and opportunities posed by increasingly 1-to-1 markets, direct & interactive media and digital channels. Focus on the new viral communications and their use in offensive and defensive strategies. Discover the collaborative processes needed to turn current threats into future opportunities. Learn to employ new creative techniques to persuade and sell to the new customer. Understand and apply the new communications, advertising and media strategies. Develop integrated media and channel strategies. Avoid the pitfalls of managing multi-national, regional and global campaigns while maximising their potential benefits in economy of scale and streamlined processes. Learn how to leverage the social networking sites to your advantage.
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Programme and Agenda

MONDAY, JUNE 22, 2009

Theme: New customer strategies

	08:00 – 08:45 h. Welcome Breakfast
	08:45 – 09:00 h. Welcome by Joost van Nispen, President ICEMD, Alastair Tempest, Director General FEDMA and Charles Prescott, Vice President, Global Knowledge Network Services DMA
	09:00 – 09:40 h. Building Customer Confidence, Part I: Best practices in relating with prospects through catalogs and mailings. Lecturer: Jacques Blain, Directeur Général Adjoint, “3 Suisses International” More info on this session
	09:45 – 11:15 h. Building Unforgettable Customer Experiences Lecturer: Neil Feinstein, True North Inc. Director of Creative Strategy More info on this session
	11:15 – 11:45 h. Break
	11:45 – 12:25 h. Building Customer Confidence, Part II: Best practices in customer acquisition through web based Marketing. Lecturer: Jacques Blain, Directeur Général Adjoint, “3 Suisses International”. More info on this session
	12:30 – 14:00 h. Global Breakthroughs in Viral Marketing and Customer Content Generation Lecturer: Matt Bailey, Founder & CEO of SiteLogic (USA) More info on this session
	14:00 – 15:30 h. Lunch
	15:30 – 16:30 h. Summary of Issues raised by today’s lectures (presented by Tutor) and Student Break-Out Sessions in which students prepare and discuss their considered views on the issues raised. 16:30- 17:30 h. Round table discussion moderated by tutor: brief presentations of conclusions of each break-out group, professors’ comments, general discussion of the day’s themes and issues.

TUESDAY, JUNE 23, 2009

Theme: New media strategies.

	09:00 – 10:30 h. Search engines in the interactive landscape. Lecturer: Olga San Jacinto, Directora de la división de Finanzas y Local de Google España More info on this session
	10:30 – 10:45 h. Break
	10:45 – 12:15 h. Marketing through Social Networking Sites: How to leverage the rapidly expanding social networking sites to connect with social communities, open new markets, engage in ongoing communications with clients and prospects and get a head start on your competitors. Lecturer: Michael Leander Nielsen, CEO Customaxi / Fokus Integrated, Copenhagen, Denmark More info on this session
	12:15 – 12.30 h. Break
	12:30 – 14:00 h. Mobile Marketing: How to harness the power of interactive marketing through the new Mobile Digital Access Devices and to understand the emerging formats and business models that currently define the new frontier of the new marketing. Lecturer: Richard Min, Senior VP InfoNet Korea, Ltd. More info on this session
	14:00 – 15:30 h. Lunch
	15:30 -16:30 h. Summary of Issues raised by today’s lectures (presented by Tutor) and Student Break-Out Sessions in which students prepare and discuss their considered views on the issues raised. 16:30 - 17:30 h. Round table discussion moderated by tutor: brief presentations of conclusions of each break-out group, professors’ comments, general discussion of the day’s themes and issues.

WEDNESDAY, JUNE 24, 2009

Theme: New campaign strategies

	09:00 – 10:30 h. Planning and executing multi-channel campaigns in a Business-to-Business environment. Lecturer: Angel G. Maroto, Vice President Head MS Spain and Council EMEA CLM American Express Merchant Services International More info on this session
	10:30 – 10:45 h. Break
	10:45 – 12:15 h. The new metrics of integrated marketing: implementing an actionable measurement framework to manage the end to end process – acquisition modelling and targeting, conversion, cross and up selling, across multiple channels in real time to optimize marketing investment and drive business results. Lecturer: Paul Gilson. President and Founder of Salles Horizontal BPO, Sao Paolo, Brazil More info on this session
	12:15 – 12.30 h. Break
	12:30 – 14:00 h. Planning and executing multinational, global and regional campaigns: effective strategies in new markets, a case study. Lecturer: Daniel Rutenberg, Vice President of Marketing, International Airline Passengers Association, Plano, Texas, USA More info on this session
	14:00 – 15:30 h. Lunch
	15:30 – 16:30 h. Summary of Issues raised by today’s lectures (presented by Tutor) and Student Break-Out Sessions in which students prepare and discuss their considered views on the issues raised. 16:30- 17:30 h. Round table discussion moderated by tutor: brief presentations of conclusions of each break-out group, professors’ comments, general discussion of the day’s themes and issues

THURSDAY, JUNE 25, 2009

Theme: The Social Marketplace

	09:00 – 10:30 h. Drivers of change in direct & interactive marketing worldwide. A US – Europe Dialogue presented jointly by Alastair Tempest, Managing Director FEDMA and Charles Prescott, Vice President, Global Knowledge Network Services DMA. More info on this session
	10:30 – 10:45 h. Break
	10:45 – 12:15 h. Getting the consumer's advised Consent: How to navigate the rules and regulations in national, region-wide and cross-border marketing. A hands-on dialogue between the legal and the marketing perspective. Lecturers: Rafael García del Poyo, Advocate, Garrigues, Madrid / Brussels. More info on this session Stephane Mee, Senior Account Director, MRM Worldwide responsible for DELL Europe, Middle East, Africa More info on this session
	12:15 – 12.30 h. Break
	12:30 – 13:45 h. Closing Lecture: Marketing in a Flat World: from customer orientation to customer co-creation. How to prosper in direct, interactive, one-to-one and multi-channel markets. Lecturer: Joost van Nispen, President ICEMD More info on this session
	13:45 – 14:00 h. Graduation Ceremony
	21:30 h. Onward Graduation Dinner in the Palacio de Linares in the Center of Madrid



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Methodology

Our world-class faculty is prepared to share their practical experience with you, to update you on the techniques that really work in practice, to help you separate the hype from reality, and to leave you with a useful list of “lessons learned” and “key insights”. But you won’t just learn from our faculty Each afternoon you will take part in break-out sessions in which you and other participants in the course will discuss the insights gained during the morning lectures, and prepare answers to the challenges posed by the programme’s tutor. Each day will end with a round table discussion in which you and the other participants in the break-out sessions present your conclusions and have the opportunity to engage in a mutually enhancing dialogue with the day’s faculty. The opportunity to work closely with other participants in the course and to engage with the faculty in a productive exchange of views was cited by last year’s participants as one of the prime benefits of the course.
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Certification

At the end of the Programme, participants will receive the:

Industry Leadership Certificate in Direct, Interactive & Relationship Marketing
awarded jointly by ICEMD, DMA and FEDMA

The Certificate will be awarded during the graduation ceremony immediately following the closing lecture on Thursday evening, June 25.

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CLICK HERE FOR IMMEDIATE REGISTRATION AND ENJOY A 600 € ($840) EARLY REGISTRATION BONUS

For complete information on Programme, Faculty, Testimonials, Campus, Sightseeing, Hotel Info and Registration, click the appropriate bar on the left.

Your ICEMD team in Madrid

Madrid: Avd. Valdenigrales, s/n.
28223, Pozuelo de Alarcón - (MADRID)
Tel. (+34)91 351 50 94 • Fax. (+34)91 351 56 20

Questions? international@icemd.com

The organisers reserve the right to cancel the course up to June 10, 2009, in the case
of not reaching the minimum number of registrations required.

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