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Marketing Day: Back to School with ESADE Alumni Marketing Club


The practice of marketing has undergone many changes in recent times. Come 'back to school' for a day; Come to ESADE for the first Marketing Day: Full time professors will drive 4 ESADE Executive Education sessions to bring you up to date about what is new and great in Marketing, exploring ways in wich you can improve your performance on new critical business skills.

The Marketing Day is a unique opportunity for Marketing Club members to spend some time building your professional capabilities. It is also a great occasion to connect and share experiences with other Marketing Club members during coffee break and lunch.




8:30 – 9:15 Arrival / Registration

9:15 – 9:30 Introduction.

Marco Bertini, associate professor and head of ESADE’s marketing department

9:30 – 10:30 Session 1: ''A data science toolbox for marketers''
Manu Carricano, senior lecturer in operations, innovation and data science at ESADE and director of the Big Data Executive Programmes

10:30 – 11:30 Session 2: ''Marketing in the age of perfect information''
Bart de Langhe, associate professor of marketing at ESADE.

11:30 – 12:00 Coffee break

12:00 – 13:00 Session 3: ''Neuroscience: Semiotics vs semantics. Who’s the winner?''
Lluís Martínez-Ribes (Lic&MBA 76), associate professor,  ESADE

13:00 – 14:00 Session 4: ''Competing on outcomes''
Marco Bertini, associate professor and head of marketing department

14:00 – 14:15 End

14:15 – 15:30 Lunch




Manu Carricano: ''A data science toolbox for marketers''

In today’s business world, big data & analytics seem to act as a great wall separating the modern organization from the mass, analytically born companies disrupting almost all sectors. Beyond disruption, data analytics can offer a new competitive advantage to traditional companies too. Highly data-driven organizations for example, are three times more likely to report significant improvement in decision-making. The objective of this session, therefore, is to understand how leading companies are putting data at the service of a real-time and granular customer orientation, in order for brands to be ready in the moments consumers need to know, go, do or buy.



Manu Carricano

Manu Carricano is a senior lecturer in operations, innovation and data science at ESADE and the director of the Big Data Executive Programmes. He is an executive graduate from the Massachusetts Institute of Technology (MIT) in Big Data, and received his PhD from the University of Bordeaux and his MSc from Kedge Business School. His work encompasses a wide range of data science and pricing issues that have been published in international academic journals and presented in major industry and academic conferences.



Bart de Langhe: ''Marketing in the age of perfect information''

We are in the midst of an upheaval in the way consumers and managers make decisions. Amazon, for instance, is doing the largest customer satisfaction survey in the history of our planet. The rise of online reviews has led some to argue that consumers are now making more informed and rational decisions, and that the power of brands and traditional marketing tactics is waning. But what can consumers really learn from online reviews? And should companies now shift resources from brand building to product engineering? Bart de Langhe, marketing professor at ESADE, will address these questions based on his latest research on online reviews. He will reveal a few fundamental insights about how the human mind works and describe implications for data-driven decision-making




Bart de Langhe

Bart de Langhe is an associate professor of marketing at ESADE. He obtained Bachelor’s and master’s degrees in psychology from the Catholic University of Leuven (Belgium) and a PhD in marketing from the Rotterdam School of Management, Erasmus University (The Netherlands). Before joining ESADE in June 2017 he taught for six years at the Leeds School of Business, University of Colorado, Boulder (USA). He has been a visiting professor at the Booth School of Business (Chicago, USA), the Rotterdam School of Management (The Netherlands) and the Catholic University of Leuven (Belgium).




Lluis Martinez-Ribes (Lic&MBA 76): ''Semiotics vs. semantics: who’s the winner?''

One beautiful morning Semiotics and Semantics met on the street. They started to discuss. “If something is cool, people will like it. Anything appealing attracts,” said Semiotics. “Well, that doesn’t always make sense,” replied Semantics. Who is right? During this interactive session, we will see, from the neuroscience point of view, which of these two sides pleases the brain the most. We will also work on practical implications for products, packaging, and services, including B2B.


Lluís Martínez-Ribes

Lluís Martínez-Ribes (Lic&MBA 76) is an associate professor at ESADE of subjects related to marketing and retail innovation linked to neuroscience. He holds a BBA and an MBA from ESADE business school. Lluis holds an MBA on Retailing of the Stirling University (UK) and studied Active Learning Methods at the Harvard Business School. Visiting professor at SDA Bocconi (Italy), University of Edinburgh, University of St Gallen (Switzerland), HEC (France), Emory Goizueta Business School (USA), University of Vienna, Skolkovo Business School (Russia), SMU (Singapur), UCA (Nicaragua) and KIMEP (Kazakhstan)



Marco Bertini: ''Neuroscience: competing on outcomes''

Customer orientation is the defining mantra of the 21st-century organization. We have been trained to see the market from the eyes of those we serve, thinking in terms of solutions rather than products and services. Yet even the most customer-loving enterprise reverts to old habits when it comes to turning value into dollars and cents. Rather than taking a hard look at customers and what they need and want, we take a hard look at what we make. This has become a problem as today’s customers and governments demand transparency and accountability. The session describes this emerging reality via several examples that give the audience a roadmap and straightforward advice on how to orchestrate a revenue strategy fit for modern times.



Marco Bertini

Marco Bertini is an associate professor and head of the ESADE marketing department. He completed his doctoral studies at Harvard Business School, and previously taught at the London Business School. Recently, Marco was nominated to the Thinkers50 Radar; a shortlist of the scholars “most likely to shape the future of how organisations are managed and led.” Prior to this, he was nominated for the Business Professor of the Year Award, a global competition run by the Economist Intelligence Unit, and recognised by the Marketing Science Institute in the United States as one of the most promising scholars in the field.

This event will be held in English.

No cancellations may be made in 48 hours prior to the event. Since the number of places is limited, places will be assigned in strict order of inscription.

See you there!

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