Engage Customers in the Digital Era

Today’s business environment is changing at an unprecedented pace. Rapid advances in technology, particularly in artificial intelligence (AI), increased use of data, and constant consumer connectivity are reshaping markets, customer behaviour, and expectations. As a result, many established marketing models are no longer sufficient.

Is your organisation truly equipped to understand these shifts and stay ahead of them? Are current go-to-market approaches aligned with the speed and complexity of today’s consumer decision-making?

This course examines how marketing must evolve in response to these changes. Moving beyond the tactical use of digital channels, it focuses on deeper shifts in consumer behaviour and on how organisations design, organise, and deliver their marketing activities. Participants will explore how data-driven insights, social platforms, and real-time engagement tools can support more responsive and forward-looking approaches.

The programme combines solid academic foundations with practical perspectives drawn from senior leadership and consulting experience with globally recognised organisations, including HP, Nike, Coca-Cola, and Apple.

• Understand the new consumer-client behavior in the digital world.
• Review the established marketing models and strategies such as Brand Value, Positioning, Messaging, Technology adoption, and Consumer journeys, among others. Understand what is changing and what is still valid.
• Understand and be familiarized with what are the key new marketing strategies and innovations that top companies are implementing today.
• Build a solid understanding of the fundamental frameworks, strategies and tools in the new marketing area and be able to customize them to their own business case.

The participants will obtain a certificate from the Luxembourg School of Business. Our school is certified by the Ministry of Education as a lifelong learning organism and member of AACSB (Association to Advance Collegiate Schools of Business).

Lecturer

Pau Virgili is a professor, entrepreneur, and consultant, with a passion on how technology is transforming marketing strategy and consumer behavior. He brings to class a variety of experiences from his work with HP, Coca Cola, Apple, Nike, several successful startups, and a solid conceptual framework. Pau was General Manager of Marketing for HP Consumer products Europe Middle East and Africa, where he and his team built the first cross-product line HP retail go-to-market, from Brand strategy to retail execution.
As an entrepreneur Pau has launched several successful companies in the areas of Mobile Business, Marketing on-line, and advertising: Summa Branding, Loopy messenger, Viko, Mubiquo among others.
He contributes as an independent consultant, thinker, and facilitator to companies such as Coca Cola, HP, Nike, Total, Nestlé, to better engage with their customers.
He is currently a Professor at ESADE Business School, Rotterdam School of management and Luxembourg School of Business, teaching “New Marketing Strategies for the digital age” at the MBA and EMBA degrees. Pau holds an MBA from the University of Chicago and he is the co-author of the book “La reconciliación con el consumidor”. Pau has lived and worked in more than 20 countries.

Finance your training

• Financial support from the State: Luxembourg School of Business is accredited by the Luxembourg Ministry of Higher Education and Research and recognized as a continuing education organization. As a result, your company can benefit from financial aid from the Luxembourgish state for the training of its employees.
• Tax Deductibility for individual: Any taxpayer with net income from a salaried occupation may deduct the cost of professional development as business expenses (frais d’obtention) from their taxable income from the salaried occupation. Further training expenses which are related to the taxpayer’s current activity fall within the scope of the acquisition costs of article 105 of the ITA and are therefore deductible from taxable income.