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Customer Digital engagement: The new marketing edge, a talk by ESADE professor Pau Virgili


The ESADE Alumni Luxembourg Chapter is holding a talk by Pau Virgili on Thursday January 17 th,
'Customer digital engagement: The new marketing edge'.

The digital revolution has completely changed the role of customers. They are no longer passive
observers but key actors in building brands. In a world where power is balanced between brands and
consumers, real win-win engagement is possible. Consumer energy can be engaged on several levels:
consumer insights, message amplification, content co-creation and finally product co-development. We
will explore how to connect with customers, how to involve their energy and what models are effective
today. We will review the real-life cases of 3M, HP, Go Pro, Red Bull, Gigggaff and the Coca Cola

IñakiOcaña (Lic&MBA 06 / DARH 12), Director of the ESADE Alumni International Department, and
Ariadna Vilalta, International Alumni Relations Coordinator, will fly from Barcelona to Luxembourg for
this special occasion to welcome you all. They will be very happy to provide full details about the
challenges facing ESADE Alumni International in the same region and explain the main services for
members, and to listen to your suggestions and ideas for the ESADE Alumni Brussels Chapter-

If you would like to attend, you need to register. If you have problems during registration, please