CREATIVE STRATEGY
You don’t need multivitamin fruit juice, cookies with magical fibres or a yoga mat. Five minutes, a sheet of paper (even better: your ideas note book) and a pen is all you need! You will plunge into the ocean of creativity with this first workshop. Understanding the creative process, practicing idea generation sessions and discovering your strengths and creative resources, will help you transform problems into creative challenges and activate your creativity “on demand”.
Welcome to the “liquid” times: to an age that is defined by speed, dramatic, continuous change, and high levels of ongoing turbulence.
In such a context, one of the greatest challenges any organization faces is dealing with the future – with the unexpected. This is a manager’s “everyday business”, as companies routinely expect people to make decisions that require long-term predictions.
The motivation of that course lies in the tragedy that on the one hand side managing always has a future component. But on the other hand side, we all know and experience, that managers – but also consumers – normally avoid changes, dislike surprises, and feel insecure because of unexpected outcomes. Understanding the future, developing adaptive systems, preparing minds and – last not least – manage luck is (or: should be) of highest priority for everyone.
I will try to increase your “fitness” and openness and will prepare you to welcome a future we can (not) predict. But above all: I will suggest you a method that does not ask for a prediction or adaptation: We will PLAY the future.
At the end of our class you will have developed and designd a game – and you will be prepared for a future, no matter how it looks like.
We will have intensive days that require hard (creative) work: be prepared!
Once upon a time, advertising agencies created advertising campaigns for their clients. Today, the “mad men” do much more: they challenge, they inspire, they work together with clients to create and maintain strong brands. For this purpose, brand strategy and creativity go hand in hand.
This course looks beyond advertising campaigns and inside agencies: the higher purpose of brands, changing the game of advertising, the pitfalls and best practices regarding the client-agency relationship, … It provides Brand Strategy ingredients and solutions from an agency insider perspective.
Students will have a critical look at brand methodologies and learn to apply them in building brands and advertising campaigns. They will analyze brands to their core, evaluate and (re)define a brand’s (higher) purpose in order to connect with consumers.
We will have a look at key success factors for building strong brands and how to measure brand and campaign success.
The course will strive for a game changer mindset and provide tools for students in order to become game changers, or build pioneer brands in a rapidly evolving world.
All subjects will be introduced with an agency perspective, but also take into account the client feedback and evaluation.
Support to students in defining who they are, what they want for their careers and how to get it.
CREATIVE TOOLBOX
Still having a Marketing based on the consumer behavior needs a full understanding of the parameters that influence that behavior within the funnel from awareness to repurchase and loyalty. This understanding requires the use of both the left and right brains to move from analytical skills to psychological skills and empathy.
This course is about making the link between the consumer and the brands, making the link between your emotions and your analytical skills. Using the right tools, knowing how to interpret them and how to use them.
The class meetings will be a combination of lectures on the fundamental material, discussions of marketing applications of the ideas and techniques, guest lectures from practitioners, case discussions, and student exercises.
At the end of that course, the students will be able to:
• Discuss marketing data science intelligently with data scientists and with other stakeholders,
• Better understand proposals for marketing data science projects and investments,
• Participate integrally in marketing data science projects.
- Talent : 2%
- Sweat : 98%
CREATIVE MARCOM
– how you make a creative concept work in all digital channels,
– how to make sure you reach your target market using digital channels,
– how you define your digital media mix,
– how to make sure all digital channels re-enforce each other,
– how to develop a communication strategy or touchpoint plan based on the strategy and chosen creative concept
– how to define KPI’s and demonstrate success
Content is a key element in today’s digital culture. In an age of information overload, marketing push is filtered out by people and thus becoming increasingly inefficient with the digital natives. The key to reach people’s attention, is now to engage them and to align your business goals with their “personal perspectice”, how to make it personal, to find a way through them. In this class, students will learn:
- to define a content strategy aligned with their business goals. And then
- to brief, co create or produce content,
- to analyse results & performance,
- to generate insights and create iterative results
They will learn the context change of the digital era and how content is one of the main pillars to build a user experience.
More than becoming content producers, they will develop their ability to define, brief, lead content to success.
PROJECT
Scoping and managing a consulting project in a Creative and Marketing environment, developing actionable recommendations and presentation skills. At the end of the programme, students undertake a field project of 6 weeks in a company where they will be confronted to real life marketing and creative issues.
Practical information: Summary
Starting date: September 2019
Location: Brussels
Format: Full-time (60 ECTS)
- Language: English
- Tuition: 15,000€
- Lenght: 10 months
Application deadline:
> Non-EU students: TBA
> EU students: TBA
Upcoming events
“We studied all the sides of marketing: from advertising to branding, going through digital to customer experience. It helped me really define what I like and what I wish to work with. I met truly amazing and interesting people, which is life rewarding”.
We were pushed out of our comfort zones to apply all that we learned in situations that could have been real life situations. We were also in contact with coaches and had the opportunity to attend various workshops on subjects such as networking, work interviews and your CV. That way, I felt more ready than ever before to face recruiters.
I would definitely recommend this Advanced Master. Not only do you get to study at one of Belgium’s best universities, you also get the chance to participate in a unique program that is neither a traditional master or job, but something in between. This program teaches you how to put your marketing knowledge into practice in a creative way, something not many programs offer.
“The AMCM is a program that relies on group work, in almost every course of the program we had to work in teams which is exactly what happens in the real world, and that helped us play different roles in different teams, from having to lead the group or presenting the findings or writing the last report, each person had to do stuff they weren’t comfortable doing before the master degree.”
“A totally unique master in marketing that will expand the boundaries of your creativity and imagination, that will inspire you to be different and that’s so interesting that you will learn with passion. And in the end, you will become a superior creative marketeer!”
“This AM is a great opportunity to deepen your knowledge of marketing and creativity: the environment, the professors, the programme assignments help you to see things from a different perspective.”
“This AM helps you get the global-mindset: you get to understand perceptions of people from different nationalities.”
“In order to help you really solve problems, professors love to share not only their knowledge, but also their own network with you. That is the spirit of a business school.”
“The best part of the programme is that you learn things by doing, by being creative.”
Keep me posted