Client-centric Branding, Marketing and Digital Communication

• How to build your brand in a post-Millenial and digital-native environment?
• How to create, tell and live your brand story through the eyes of your client?
• What are the transformative trends in marketing and corporate communication you need to consider?
• How can you use Digital Media, Social Networks and A.I. to accelerate change and achieve communication alignment.

At the end of this training, the participant will be able to:

• understand the importance to have a strong brand story and how to nurture it,
• focus on target audiences and adopt a customer-centric approach in everything the brand does and say,
• analyse the changes observed over the last five years in the main fields of marketing and corporate communication
• understand and activate the broader implications of Marketing 2.0, whether in terms of business management, marketing, communication or stakeholder engagement.
• apply tools and methodologies that enable quick and efficient learning within their respective professional environment

• Origins and implications of Marketing 2.0 and customer centricity
• Changes in consumer behaviour
• Generations X, Y and Z
• Perception of brands and mass communication
• Virtualisation of communication
• The evolving role of digital media
• Social networks and group dynamics
• The emerging role of A.I.
• Mobile communication and "nomadic" behaviour
• Media planning 2.0
• Analytical monitoring and ROI (Return on Investment) metrics
• Customer Relationship Manager (CRM)
• Community management and rules of engagement
• Types of content; types of messages; types of issues
• Stakeholder engagement strategies
• Tracing, tracking and optimising campaigns

At the end of the course, participants will receive a certificate of attendance issued by the House of Training.