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Tablón de Anuncios


Miércoles 21 de noviembre de 2018, 15:00h

Conferencia Paulo Duarte Silveira, Lateral marketing and Digital Marketing

Jeronimo de Ayanza Building (INARBE)

Title: Lateral marketing and Digital Marketing, Operationalization: theoretical presentation and exercises (10-12h)

Target: undergraduate and postgraduate students 

Syllabus:

  • Lateral thinking relevance and tools for lateral creative thinking
  • Lateral marketing concept and process
  • Digital marketing specificities
  • Evolution and trends in digital marketing
  • Social media and content marketing principles

Abstract:

"Nowadays, several managements decisions are done very quickly, choosing logical direct solutions to problems. However, there might be alternative ways and not so obvious solutions, that can lead to a more differentiated outcome - e.g. when Danone launched Actimel, creating a new prodcut category. Lateral thinking is a process that helps on achieving that kind of results. In this seminar, we will present and train some principles of the lateral thinking process."

Individual Mentorship with interested participants (12-14h)