A unique executive education programat Solvay Brussels School, delivered in conjunction with Havas,La Libre Belgique, OnlySalesJob and BMMA

EXECUTIVE PROGRAMIN DIGITAL COMMUNICATION

JOBSITE IN SALES, RETAIL & MARKETING

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EXECUTIVE PROGRAM IN DIGITAL COMMUNICATION

Become a digital communication strategist

Learn how to:

• Design a digital communication plan (as part of a global plan).

• Manage all digital communication channels, their performance measurement tools and their influence on transactions.

• Select the most suitable solutions and deploy them in your professional environment through an understanding of technical aspects.

Participant profile:• Corporate managers and those with great potential

• Whose application has been successful/who have shown skill and perform well in their field

• Highly motivated, with an interest in the sector

Qualification Participants who have attended 80% of the classes will be awarded the “Executive Program in Digital Communication” qualification and will automatically become members of the Solvay Alumni Association and of the BMMA.

12 days spread over Thursdays/Fridays/Saturdays, composed of modules, one module per month.

Program durationand requirement

WHAT OTHERS SAY

“These programs are comprehensive and do not merely address scoop marketing but integrate it into today’s technological landscape where going digital has become a prerequisite.The new skills learned on this program will enable participants to get ahead of the game, establish their vision of the future and adopt concrete, innovative approaches in their sector.The program is more than just a set of modules; its effects are wide ranging and ultimately save time and provide the key to revolutionizing customer management.”Stephan Salberter, Head of Corporate Communication & Relations, ING Belgium

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When Strategy meets Channel Creativity21/4/2016

1. Explanations of 2 case studies: Following 5 days of training, the participants will be required to produce 1 integrated communication solution based on 1 or 2 of the case studies (fictional but based on real facts) covered and explained during this session. During the 6th day, they will be supervised by a team of professionals (coach) to finalise their approaches. (Hugues Rey / Yves Wémers / Juan Vanhufflen / Thibault De Barsy). The case study explanations will be delivered by Yves Wemers and Hugues Rey.

2. Introduction - 360°, POE, Through the line, Integrated communication -> Challenge and Opportunities of global management - Hugues Rey, CEO, Havas Media Belgium

3. Media Strategy in the digital age (On/Off) / Evaluation models (Including SWOT Channel): Practical case study Bruno Liesse, Deepblue Director & CMO Dentsu Aegis Belgium

4. Creativity in Channel planning (Local and International cases) - Davy Calluwaerts, Deputy Managing Director & Creative Strategy Director, Zenith Optimedia

Day 1:

Data + Direct: ROI Driven Planning22/4/2016

1. KPIs / Tracking / Audience measurement (From GRP to Sales Modelling - Unleash the Power of Data) - Including Benchmarks + practical guide. - Hugues Rey, CEO, Havas Media Belgium & John Greca (2MV Data Consulting)

2. Direct Marketing and CRM - Elie Liberman, Founder, MarketingCoach & Vincent Nolf, Managing Director Business Clients Mail, Bpost + Practical case study

Day 2:

Trading Media (Basics and New Ways) + Legal aspects 23/4/2016

1. Media Buying Evolution from Trading to Programmatic (Including Media landscape) - Alex Papa, Broadcast Director, Dentsu Aegis Network & Benoît Michielsen

2. Search & Performance Marketing - Nicolas Debray, Co-Founder and Managing Director, Semetis

3. Legal Aspect and Privacy of communication - Jan Decorte, Lawyer Associate, Koan Lorenz

Day 3:

Module 1 Communicating original concepts to my target audienceas effectively as possible.

Hugues Rey

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Earned and Owned: Social, Content Native and PR26/5/2016

1. Social Media Strategy - Mathias Beke, Managing Director, Social@Ogilvy + Cases

2. Public Relation & Earned / Native & Content Advertising - Dany Devriendt - Content Marketing @the core in an innovation

3. Storytelling cases - Paul Servaes

Mobile, Local Everything is Media + Wrap Up27/5/2016

1. Mobile & Local Marketing - Wim Vermeulen, Co-Founder, Momads/Gouden Gids2. Point Sales meets Customer Journey - Anne-Catherine Trinion (Act Star) 3. Sport & Entertainment Marketing: Far more than sponsoring - Fredda Hurwitz 4. Wrap Up: How to give a ‘Fair Briefing’ and manage a strategy implementation in a

multi-partnerships Operation (The Golden Square Case) - Luc Latour

Workshops - Communication Channel Strategy28/5/2016

1. Introduction: Case/ experience - How to market an alternative (and digital) bank - The story of Keytrade Bank Belgium - Thibault De Barsy, Managing Director, Keytrade Bank Luxembourg

2. Workshop based on a brief. The case studies to prepare will be: a. Belgian or local b. Off/On c. With an acquisition/e-commerce aspect d. With a “Branding” element e. Fictional but based on real facts f. Informed by a set of data and insights prepared by the trainers

Day 4:

Day 5:

Day 6:

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In-depth training 09/06/2016In-depth training in purchasing techniques on social media (Facebook lookalike). In-depth training in Google account management (click optimisation, dashboard, keyword selection, organisational arrangements - this section will be delivered by Semetis) - Cédric Rainotte (Member of the Advisory Board - Swan Insights) & Nicolas Debray (Co-Founder and Managing Director - Semetis).

Big data. From dream to reality. 10/06/2016Some 81% of marketing directors believe that data should form a core component of their strategy, yet only 17% of companies have implemented specific organisational arrangements to address this issue. During the day, participants will learn about data enrichment techniques, the IT infrastructure required, how to calculate ROI, and the need for strategic partnerships in this area. We will end the day with an in-depth training session on programmatic sales techniques. This section will be delivered by Ernst & Young. Another company, Swanninsight, will also demonstrate its data enrichment mechanism - Vincent Geuens, Associate Director, Ernst & Young & Cédric Rainotte, Member of the Advisory Board, Swan Insights).

CRM dos and don’ts 11/06/2016We will ask three CRM companies (Selligent, Sales Force and Oddo) to present the benefits of their products and explain why CRM is (or is not) suited to specific societal requirements. We will end the day with a “do’s and don’ts” session on the topic of email marketing. This section will be delivered by a company called Bad Sender - Jonathan Loriaux, CEO and Founder, Bad Sender & Alexandre Vandermeersch, Chief Marketing Officer, Odoo.

Privacy 16/06/2016Legal issues are a central aspect of digital marketing. It is important to understand what you can and cannot do. This section will be delivered by a law firm that specialises in this field - Sandrine Carneroli, Avocate, Berenboom & Associés.

A good website: What is it? 17/06/2016We believe that it is important to address what makes a good website, covering both user-friendly navigation and CMS design. We will hear tips and advice from specialist “eye tracking” companies, etc. - Sébastien Vanwelde, Digital Facility Manager / Co-founder, Mountainview.

Internet start-ups of all sizes... 18/06/2016This day will involve presentations from the bosses of three start-ups, each explaining their strategy and experience.

• Google. Google was founded 17 years ago and has gone on to become the world’s biggest company. How does this company operate? What are its projects for the future? What challenges does it face in Europe (where the company has recently restructured)? We will ask Thierry Geerts (the head of Google Belgium) to share his thoughts with us.

• Woorank. Woorank was founded by Jean Derely in 2011 with capital of €60,000 and is now one of the world’s leading web analysis companies, with more than 3,000 customers. We will ask Jean Derely to explain the philosophy behind his company and the reasons for its success.

• Only Sales Job (OSJ). OSJ is an online recruitment platform for sales and marketing roles. The company is growing quickly and is planning to expand internationally. Serge Goffin, Co-founder & Managing Director, Only Sales Job

Day 1:

Day 2:

Day 3:

Day 4:

Day 5:

Day 6:

Module 2 IT and operational aspects of digital. 6 DAYS 9-10-11-16-17-18/06/2016

Serge Goffin - Denis Pierrard

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DENIS PIERRARD

HUGUES REY

SERGE GOFFINMODULE MANAGERS

ALL SPEAKERS

Commercial Engineer, SBS; MBA Columbia University. General Manager of IPM group, (Libre Belgique Dernière Heure). Director of the trade association of Belgian French

Newspapers, of Media ID , of Go press et Press Banking. Member of the CIM. Former Director of Liberation in France.

Commercial Engineer Solvay, ULB; CEO Havas Media; Previously Managing Director of FastBridge (IPG) and Digital Director Initiative Europe Middle-East Africa. Director of

GRP, CIM, UMA. President TV Committee of CIM and Past President of the CIM Internet Commission; Past President and Founder of Interactive Advertising Bureau.

Master in Engineering (ULB, Ecole Polytechnique de Bruxelles) Co-Founder & CEO Onlysalesjob. Previously Managing Director of Fujitsu Consulting and EVP of

Boyden, Sungard Software, Comparex. Co-Founder of 2 internet start ups and serving a number of executive and supervisory boards.

MATHIAS BEKE, Managing Director, Social@Ogilvy

DAVY CALLUWAERTS, Deputy Managing Director & Creatuve Strategy Director, Zenith Optimedia

SANDRINE CARNEROLLI, Avocate, Berenboom et Associés

THIBAULT DE BARSY, Managing Director, Keytrade Bank Luxembourg

NICOLAS DEBRAY, Co-Founder and Managing Director, Semetis

JAN DECORTE, Lawyer Associate, Koan Lorenz

DANY DEVRIENDT VINCENT GEUENS, Associate Director, Ernst & Young

JOHN GRECA, 2MV Data Consulting

FREDDA HURWITZ LUC LATOURBRUNO LIESSE, Deepblue Director & CMO Dentsu Aegis Belgium

JONATHAN LORIAUX, CEO and Founder, Bad Sender

BENOIT MICHIELSENALEX PAPA, Broadcast Director, Dentsu Aegis Network

CÉDRIC RAINOTTE, Member of the Advisory Board, Swan Insights

PAUL SERVAES ANNE-CATHERINE TRINON, Act Star

ALEXANDRE VANDERMEERSCH, Chief Marketing Officer, Odoo

SÉBASTIEN VANWELDE, Digital Facility Manager-Co-founder, Mountainview

WIM VERMEULEN, Co-Founder, Momads/Gouden Gids

YVES WEMERS, Strategy & Development Officer, Havas Media Belgium

PHILIPPE BILTIAUAcademic Director Commercial Engineer, Solvay, ULB; Professor and former President of Solvay Business School, ULB; Academic Director of the Executive Master in Marketing & Advertising, Joint Academic Director of the Executive Programme

in Management and Philosophies, of the Executive Programme in Retail & Distribution Management at Solvay Business School. Company founder and director.

More information on: www.solvay.edu/digital-communication

FOR APPLICATION FORM AND FURTHER INFORMATION PLEASE CONTACT

THIERRY ANTOINE, COORDINATORSolvay Brussels School of Economics and Management, ULBAvenue Franklin Roosevelt, 42(R42) - CP 114/011050 BrusselsEmail: tantoine@ulb.ac.be - Tel. +32 2 650 41 45

PHILIPPE BILTIAU, ACADEMIC DIRECTORSolvay Brussel School of Economics and Management, ULBAvenue Franklin Roosevelt, 42(R42) - CP 114/01,1050 BrusselsEmail: philippe.biltiau@ulb.ac.be

PRICING

JOBSITE IN SALES, RETAIL & MARKETING

The Executive Program in Digital Communication

12 days: €5,450 ex. VATRegistration before 30 June 2015 and payment of invoice within 8 days of receiving it: 15% reduction, i.e.: €4,625 ex. VAT