Who said that being active in social networks is the only option? Who said that only young professionals can manage social media accounts?
These are some of the issues dealt with in the ‘Customer Relationship Strategy in the Digital Age’ master class organised as part of the ESADE Continuity Programme on 25/26 September in Barcelona and Madrid, respectively. The masterclass focussed on the transformation of customer behaviour and how marketing should adapt and bypass online communication. It was led by Pau Virgili, an expert on new technologies, management, and marketing who has managed international companies and now works closely with the ESADE Marketing Management Department.
Pau Virgili showed his disagreement with four myths that accompany the technological revolution. To the surprise of many listeners, he questioned: firstly, the need to be in the digital environment; secondly, the belief that being surrounded by young people guarantees success; thirdly, the assertion that everything has changed; and fourthly, the assumption that the old rules no longer apply. By undermining these beliefs, Virgili made the audience pause and reflect (the main objective of this type of session and, in general, the ESADE methodology and philosophy). There is no change, or changers, without reflection, without demystifying, and without questioning whether the newly generalised paradigms are the only valid models.
Pau Virgili emphasised the leading role of the customer over the brand, and how consumption is becoming more rational, encouraged by the observations and criticisms of friends and family, and in which emotional values trump the brand’s own foundational values. Virgili considers that it is essential to study and understand the ‘customer journey’ that occurs both online and offline and whose broad effects permeate the entire organisation. To capture consumers, brands must relate directly and transparently with customers.
Pau Virgili, who was general manager of European marketing at Hewlett-Packard fast moving consumer goods and European marketing director for Plantronics, is an example of the quality of ESADE’s academic team. The contributions of this team and the numerous lecturers who participate in this type of unique session – full of practical cases and based on sharing knowledge while encouraging innovation and critical spirit – reflect the bases on which ESADE is built. An attentive master class audience eagerly followed the discussions in each session.
These master classes are part of the Open Day offered by the ESADE Executive MBA. These events are an ideal opportunity to learn about the university and its programmes before taking the leap and becoming an active agent for change trained at ESADE. Lecturers, alumni, and the programme director are available during Open Days to resolve any doubts and concerns before applying to ESADE. Open Days are also the first opportunity for many students to see how ESADE works, with the plurality of its lecturers and comprehensive innovation. Students can also see for themselves the quality of the academic contents, one of the aspects most valued by students and a subject of intense focus for the entire ESADE team.
Learn more here about the next EMBA informative sessions. We look forward to seeing you there.