Advanced Master in

Creativity and Marketing

Academic Director: Laurent Bouty

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WELCOME

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Creativity and MarketingAre you ready to redesign the world ?

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CLASSICAL MARKETINGClassical marketing is like classical music...it can

be beautiful but nobody‘s listening to it...

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Digital product disruption is better, stronger, faster

© Forrester 2011 5

Digital disruption is everywhere

Source: Deloitte Digital Disruption Map 6

Consumers and business customerschanged dramatically!

They don’t want to be « just onlysatisfied », they want to be excited !

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Age of the CustomerPower comes fromengaging on an emotional

Age of Information

engaging on an emotionallevel with empoweredcustomers

gConnected PCs and supply chains mean thosewho control the i f ti fl

Age of DistributionGlobal connections and 

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information flowdominate

Age of Manufacturing

transportation systemsmake distribution key

Age of ManufacturingMass manufacturingmakes individual power houses successful

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The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work.

McKinsey Quarterly, 2005, Number 2

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Classical marketing, based on demand analysis and customer understanding, has been driving the industry for years but ….

most recent successes come from market creation, radically new ways to imagine supply chains and customer engagement.

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CREATIVE YES, BUT BUSINESS AT THE END!

Marketing is a dedicated mix of art and science but the ultimate focus must always be the business

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The job market is looking for new profiles

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The Advanced master in Creativity and Marketing

promotes, presents, discusses and teachesnew marketing alternatives to the classical

demand-based marketing approaches.

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Creativity & Strategy Creative Marketing Toolbox

DREAMcreativity Workshop

PERFORMthe Marketing

show

EXPLOREproduct Experience

Workshop

INFLAME sensorial

communication

SELLyour crazy ideas

CREATEoutperforming

campaigns

SNIFFmarketing

Intelligence

DESIGNbusiness &

marketing models

SPECULATEmanaging the future

Creative Marcom

Field Project6 weeks

DEVELOPdigital marcom

MANAGINGinternational

marketing programs

PDPPersonal

Development Plan

APPETIZERStrategic marketing

boot camp

Elective On linePre-course

Marketing basics

MEETCreative encounters

Sept June

Program Framework

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• 2 new courses on Consumer Insights:Consumer Behavioral MarketingMarketing Engineering (Big data)

• One new course on Marketing Analytics SEO/SEA with Google certification

• We have reinforce our links with ACCBELGIUM – Belgian Communication Agencies and UBA

• You will create content (Post, Video, Slides, Images) and distribute it on our social networks as part of your yearly assessment

• You will do an Exploreship for 6 weeks in a company project with a multidisciplinary group

We have made few changes in 2015-2016 for improving the program.

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Creativity in Marketing should be considered at 3 levels: Insights, Strategy and Execution

You will learn how to create value with new business models through amix of inspiration sessions, team workand conceptual thinking exercisesYou will getRadically new ways to imagine, promote and sellproducts, services, ideas, and experiences

You will findNew, innovative ways to understand customer behaviorYou will practice New tactical tools, creative and Marketing processesYou will imagine360°+ com campaigns, New customer experiences

And so much more…

This program is truly unique in the way to approach marketing:we will teach you marketing of the future while most marketing masters are actually focusing on marketing of the past…

WHERE IS THE BALL ?Get ideas, learn form others, do yourself

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Participant ProfilesPARTICIPANT PROFILES

With an open mind, loving new approaches to life and culture

With a solid motivation, not afraid of working day and night, as a true professional

With a flexible intelligence, being able to think strategically while having a strong sense of the need for “down to earth” implementation

Ready to experience disturbing situations, unusual approaches, different styles

Willing to contribute and bring their own opinion and ideas

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We have 2 new courses on Consumer Insights:

Consumer Behavioral MarketingMarketing Engineering (Big data)

One new course on Marketing Analytics SEO/SEA with Google certificationReinforce our links with ACCBELGIUM –Belgian Communication Agencies and UBACreating content (Post, Video, Slides, Images) will be part of student assessment during the year.Exploreship has been redesigned.

JOB AFTER GRADUATION

• Become Account executive or strategicplanner in an agency/media

• Become a product, brand, advertisingmanager for a top brand

• Launch your own startup in marketing or communication services

• Enter a consulting company as a marketing specialist

• Or any creative idea you may have J

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We will invite you into our program provided you

Graduated from a recognized universityEnglish good enough to interact in class Succeed in the admission processTeam Player

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More information:

Solvay Business SchoolAurélie Messina

Email: advancedmaster@solvay.eduTel: + 32 2 650 39 15

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