Internacional Development Program

The digital transformation of companies is a necessity. However, it is not an easy process to carry out or that everyone understands perfectly. If we add to this the fear of change that is usually established in many organizations, it is not surprising that it is common to find companies that still carry out almost obsolete work processes. We must therefore anchor ourselves to a new company culture. It is also about being a recognized brand and backed by a good digital reputation and installing ourselves in a continuous disruptive innovation. All this improves communication with customers and extends the life of companies.

The world is changing at an amazing speed and, with it, the rules of Marketing and Communication. Traditional "marketinian" practices have ceased to function due to the saturation of the media and the consumer's own mind. Key elements of the evolution of Marketing and Communication to create strategies according to the needs of the current market.

Finding out the keys to consumer behavior is the touchstone of any marketing strategy. In this session we will deepen the essential elements to analyze, study and try to guess the behavior of the consumer before a certain stimulus. For this we will stop, both in the external influences and in the internal elements that condition your decision when choosing a brand.

Carrying out a customer-oriented strategy implies knowing and acting according to your needs, moments of truth, moments of silence, it is not only a matter of knowledge but also of influence. Influence your decision and also those of the company. Make things happen and be in such a way, that the memory that is generated allows us to build long-term relationships. To recommend us for the memory they have left of what they have lived and not for what they have bought.

Obtaining the necessary skills to synthesize the key trends in terms of technology and in turn providing the necessary tools to lead the changing digital world is the challenge we face today. A company or organization that does not work today the digital framework correctly is predestined not to survive in the future, so it is necessary to study how to work the continuous change to which brands, platforms or organizations are subjected to Reach your #CoreTarget (potential customers or users).

The way in which the brand-client relationship was understood so far is obsolete. Currently it is not enough to meet the needs and expectations of customers, we must overcome them. The client concept itself has opened up to a great diversity of interest groups that are closer to the role of partners every day. Today the relationship established with them must be differential and decisive. People expect unique and inspiring experiences that enrich their lives every day.

Over the past few years, corporate communication has gone from being a summary of business values ​​and objectives to becoming a shocking story, capable of reaching millions of people. The need to compete in this emotional field through multiple digital channels raises many questions: Is it necessary for everyone? How are these stories constructed and which ones work? What relationship should exist between those built for reputational and marketing objectives? What role does ethics and responsibility play in the "post-truth world"? These are questions to answer, while determining the criteria to follow to create an effective corporate storytelling.

There is no doubt that the introduction of technology in communication has changed the way we communicate and act. Currently, mobile phones, tablets and smartwatchs make connecting with our users easier and easier, so we must take care of the way we do it. In this session we will know the importance of the consumer experience in corporate strategy and how to optimize it with the tools offered by technology.

There is no doubt that the introduction of technology in communication has changed the way we communicate and act. Currently, mobile phones, tablets and smartwatchs make connecting with our users easier and easier, so we must take care of the way we do it. In this session we will know the importance of the consumer experience in corporate strategy and how to optimize it with the tools offered by technology.

According to the 2018 yearbook of communication, "one of the biggest challenges for companies is to use the immense amount of data at their disposal to get the most benefit to their businesses." Who has the information, has the power. The more data, the greater the benefits.

Emotions are a fundamental part of human life, they allow us to discover the world through our experiences. Therefore, their understanding is essential to understand human behavior. Technology has allowed us to measure and deepen the ocean of that emotional thought. Through various techniques we know how emotionally a stimulus impacts a consumer, and if what he perceives is pleasant or rejects it. Neuroscience applied to marketing is a booming field that works on the implicit response of our clients' minds.

It is becoming increasingly important to implement a Branded Content strategy focused on objectives. It is essential to know the different types of content and experiences that can be carried out, as well as the utility of connecting offline and online in all of them. Using social media as an essential channel for content promotion adds to the need to create a corporate blog as the epicenter of effective content distribution.

The importance of monitoring, reporting and verification systems must be assessed. In the area of ​​communication and intangibles, data management and the production of external and internal reports are fundamental elements for tactical and strategic decision making. Acquiring capabilities for the conversion of data into information and value seems fundamental.

In the middle of the technological revolution, with scenarios that change at high speed, decision-making based on past experiences can cost us dearly. Implementing the culture of decision-making based on data speeds up decision-making and efficient relations with your customers, suppliers and internal processes. We will review the fundamental tools of Machine Learning and learn to establish a methodology for analyzing all the interactions with the client.

The professional visits have as objective that the participants know in first person the reality of companies, agencies and media to know how they are managing their communication policies and how they have successfully adapted the new technologies, managing to maintain their leadership position within your sector This knowledge is very useful to contrast real experiences that can be used as a later reference in the design of future action plans.

DIRCOM
EL CONFIDENCIAL
El CORTE INGLÉS
DIARIO EL PAÍS
LLORENTE & CUENCA
SALESLAND

The course approach involves the use of dynamic and interactive methodologies that will allow participants to take full advantage of the proposed sessions and activities.

In particular, they will be done:

* Sessions to address the different subjects of the program through key theoretical content, case presentation and group discussions.

* Corporate visits to learn about innovative initiatives and the reality of different organizations presented by their own protagonists. These experiences can be used as a later reference in the design of different action plans.

DIRCOM
EL CONFIDENCIAL
El CORTE INGLÉS
DIARIO EL PAÍS
LLORENTE & CUENCA
SALESLAND

* Professional visits to learn and share cases with different personalities from the world of corporate communication in a closer and more enjoyable way.

* Networking spaces to share experiences between students and the faculty, as well as other professionals in the sector.

International Development Program Diploma