COURSE DESCRIPTION

Bob Dylan once sang, “The Times They Are A-Changin’,” and in the world of marketing, truer words have never been spoken. The ubiquity of technology and the advent of the social web have made it theoretically easier to reach target audiences but simultaneously more difficult to ‘break through.’ This shift has challenged conventional approaches to marketing communications and put more emphasis on leveraging social media as a means to engage consumers and propagate communications, ideas, products, and the like. This course takes an in-depth look at the relationship between media and human behavior in order to equip students with the ability to design socially driven marketing initiatives. Students will get hands-on experience creating comprehensive social strategies and marketing campaigns for active brands that aim to catalyze sharing from person to person.

LEARNING OUTCOMES

Through successful completion of this course, students will be able to design socially engineered experiences that leverage human behavior and environmental conditions so that ideas/communications/products spread across consumer networks.

BENEFITS TO PARTICIPANTS 

At the end of this workshop, the participants should be able to:

• understand and master social engagement mechanisms 
• create and implement a social engagement strategy 
• leverage the use of social media within their organizations 
• increase the return on company’s investment into social media advertising 
• develop and implement new ways to engage clients through social media 
• measure, analyze, interpret and use the data gathered through social media campaigns 

WHO SHOULD ATTEND: 

Marketing officers, startup founders, engagement directors, client relationship managers, marketing strategy consultants, etc… This workshop is useful for anyone who markets products, services, ideas through new technologies. Participants from all functional areas and all industries are welcome. 

Teams drive changes more effectively than individuals. We encourage organizations to send teams to this workshop. This will make a stronger impact on the sending organization and provide a higher return on investment.

CURRICULUM OUTLINE 

• Networks - What are digital and social? 
• Networks - Leveraging Networks of Influence 
• Networks - Levering Networks of Utility 
• Networks - Currency of the Network 
• Environments - Understanding Context 
• Environments - Why we respond the way we do 
• Environments - Shaping the Environment 
• Tools - Publishing for the news feed 
• Tools - Targeting, Hashtags, and Mobile 
• Success - Data Collection and Measurement 

FACULTY 

Marcus Collins is the executive director of social engagement at Translation Llc, one of the most dynamic and fastest growing advertising agencies in New York. 

Marcus has developed and led the social media practice for the agency, including the vision, growth, and management of a 24 team-member department at the helm of all social strategy, creative, activation, and measurement/analytics. Marcus is responsible for social thought leadership and ideation across the agency's client roster: State Farm, Bud Light, Budweiser Music, McDonald's, DSW, Brooklyn Nets, Coca-Cola, Target, Champs Sports, Kaiser Permanente, and American Eagle. 

Prior to Translation, Marcus has worked for companies such as Apple, Music World Entertainment, Harris Interactive and has been the co-founder of Muse Recordings LLC. 

Marcus holds an undergraduate degree in engineering from the University of Michigan and an MBA degree from the Ross School of Business at the University of Michigan with an emphasis in strategic brand marketing. For more detailed information about our workshops please visit: exed.luxsb.lu