Program

1. A unique executive education program
at Solvay Brussels School, delivered in conjunction with Havas,
La Libre Belgique, OnlySalesJob and BMMA
In collaboration with:
EXECUTIVE MASTER
IN DIGITAL MARKETING
AND COMMUNICATION

2. EXECUTIVE MASTER IN DIGITAL MARKETING
AND COMMUNICATION
We all operate in a more complex, uncertain and
unstable world and find ourselves facing new realities
but also major technological advances that demand
new approaches in business models.This programme
will change how we conceive of our business areas,
our markets, ... Today it is vital that we are equipped/
armed and ready to act (and provide support) on these
changes we are experiencing now and on those in the
future.
In today’s fast-paced world, determining which
traditional marketing and communication tools are
still relevant and which new tools can be deployed
is vital to any company in any industry. This is the
only marketing and communication programme
that combines traditional practices and new digital
channels, creating a new, integrated marketing
and communications landscape in which both the
traditional and novel aspects of this sector intertwine
seamlessly.
Participant profile:
• Managers with great potential
• Highly motivated, with an interest in the sector
Qualification
Participants who have attended 80% of the classes
and have been successful in their dissertation or their
internship will be awarded an “Executive Master in Digital
Marketing and Communication” and will automatically
become members of the Solvay Alumni Association and
of the BMMA.
17 days spread over Tuesdays/Thursdays//Saturdays,
composed of 7 modules, one module per month.
Program duration
WHAT OTHERS SAY
“To me, these programmes provide a
comprehensive view of all aspects of the
sector which need to be taken into account by
all those wishing to advance in a marketing or
communication career.” (Jean-Louis Brancart,
CMO of D’Ieteren Auto)
“The high standards set by Solvay and the quality
of speakers involved in these training sessions are
proof of its commitment to excellence and garner
real results.”
(Guirec de Wouters, Business Manager, Velocitas).
2

3. Discover the building blocks of our program
1. Marketing Basics 2016: Reboot Camp (3 days)
Jean-Pierre Aerts
7. Marketing Hackathon
(2 days)
48 hours to develop a global marketing strategy in a digital world
3. From Product to Solution
(2 days)
Paul Verdin
5. From Place to Access
(1 day)
Benjamin Beeckmans
4. From Price to Value
(1 day)
Sandra Rothenberger
6. From Promote to Educate
(6 days)
Hugues Rey
2. DATA
(2 days)
Thierry
Van De Merckt
3

4. Back to the new basics
1. Marketing technical Basics : Reboot Camp
1.1. Marketing basics: Jean-Pierre Aerts
Friday 18 and Saturday 19 November
Rewind, remodel. The era of the 4 marketing Ps is behind us.
We now count 7: Product, Place, Price, Promotion … and also
People, Processes and Physical evidence.
In this first module you return to the new basics of marketing
strategy. You will learn to understand major marketing and
branding concepts, including the various visions involved. You
will appreciate the complexity and wide variety of customer
behaviours.You will make the link between customer behaviour
and market segmentation. And you will see how you get a clear
view of your business model by segmenting, targeting and
positioning.
We tickle your creative marketing mind by pointing out the Blue
Ocean strategy and presenting the results of a recent study
that says 80% of current brands will sooner or later fade away.
This module already begins before the first session, because we
ask you to read business cases about easyJet and Singapore
Airlines. Now, that is a flying start!
Value-Focused Marketing – 4 V’s Methodology
Building a Profitable Ecosystem (Business Model Canvas – 8 P’s)
Market Intelligence (External / Internal Environments)
Customer Centricity – Customer Insights – Needs’ Discovery
Segmentation – Targeting
Customer Experience Management
Innovative Value Propositions
Positioning – USP
Brand Equity – Branding - Brand Architecture
Communication – Media – Promotion
Day 1:
Day 2:
TOPICS COVERED
4

5. Web industry jargon
Social Media Platforms
1.2. Technical basics in a digital world: Serge Goffin
Thursday 24 November
Start talking with web specialists, and you may soon find
they’re speaking another language.
In a way, they are. There are many terms that are very
specific to the web industry, and sometimes you may
have a difficult time communicating with these web
geeks... Especially when you are starting to work with
a new colleague, it is crucial to get the ‘jargon’ of the
business. By doing that you are well-equipped to truly
understand a designer or developer’s experience and
approach.
We will refresh some terms, concepts and definitions.
As for example: AdWords, browser, CMS, cookies, FTP,
HTML, IP address, SEO, URL, …
Marketing communication professionals must approach
social media platforms as two-way communication
vehicles in order to reach more customers, give the right
message and generate more traffic to their websites.
This introductory day will bring you an up to date overview
of the latest digital media and social media platforms and
technologies in order to help you develop your business
and your branding.
You will learn about the major platforms, understand their
strategical goals and explore how they can boost your
digitalbrandandmarketingobjectives:LinkedIn,Facebook,
Twitter, Instagram, Google+,YouTube, Pinterest, ...
Together we will explore the world of SEO and SEA: how
different search and digital ads improve search engine
marketing. And you will experiment with tools allowing
to manage messaging, analytics, …
5

6. How to capture, integrate and activate data
How to define offerings by the needs they meet
Value creation and capturing in a digital world
2. Data is the New Marketing Oil.
3. From Product to Solution.
Thierry Van De Merckt Tuesday 13 and Saturday 17 December
Paul Verdin Tuesday 17 and Saturday 21 January
Today, one-to-one marketing is finally becoming a reality. This is possible because of the digitalization of the supplier-
consumer communications, as well as the ‘datafication’ of our activities, being social or as a consumer. A healthy digital
marketing strategy will include data collection, analysis and its industrialization in the heart of its deployment.This module
will teach you the type of data that must be collected (or cannot be), how to organize it, the importance of including
technology in the loop (yes, you need to include IT in your plans!), when new distributed paradigms like Hadoop are
important (and when they are not), what ‘analytics’ means for real (yes, you will learn how to do it yourself…) and what
the main difficulties are for the productisation of an analytical digital strategy.
We will also illustrate how digitalization and ‘datification’ of our activities modify the business models in some industries.
After this module you will be armed with the knowledge and insight you need to possess in order to identify the challenges
and major changes the digital ages can or will bring to your own company.
Forget about features, functions or technological superiority in your offerings. It is all about the needs they meet. That
will be the core in your business model. You will put the customer in a central position and learn to develop Customer
Experience Management. To achieve this you will need to develop new solutions. In this module we will show you how
new brands managed to do this, sometimes on a worldwide scale.
By the way, when was the last time you took a taxi? Uber will be one of the case studies.
Using our own intuitive framework and empirical research on the critical role, the dynamics and virtuous circle of value
creation and capturing, we will build on the previous module to cover some of the new and some of the more traditional
concepts in digital strategy and marketing, as a basis to explore new ways of value creation and business model innovation
– all starting from and ending in the crucial focus on total customer value.
On the back of real-life examples and in-depth case studies, ‘old and new’, we will introduce various approaches to the
value concept in order to make you reflect on what constitutes real value in your own business and organization and how
to achieve it in a more effective and strategic way.
The emphasis will be on providing both a strategic framework and simple practical process(es) to establish the relentless
focus on value creation at the basic level, in the field, in interaction with the customer. We will build on a sustainable and
long-term perspective and lay the ground work for the next module focusing on the pricing challenge.
- Creating and capturing value: the strategic imperative
- Value creation vs. traditional marketing and strategy
- Ways to create value and business model innovation
- Value attributes, value curves, value innovation
- From product to service to solution
- Case studies e.g. Wal-Mart: the old and the new
HIGHLIGHTS
6

7. How to establish price and value
4. How to S.A.V.E. the Price: Sandra Rothenberger.
Tuesday 14 February
‘Price is what you pay. Value is what you get’, Warren Buffet said.
But how do you establish a price? Articulate the benefits relative to price, rather than stressing how price relates to
production costs, profit margins, or competitors’ prices. And how do you discern Free, Freemium and Premium, when
early adopters are willing to pay for a premium offering, but late adopters are more price-sensitive and see less value in
upgrading?This module gives you a clear view of how to create a healthy balance between price and value.
You will learn to integrate your pricing strategy into the S.A.V.E. strategy and the value framework. Today Articulate the
benefits relative to price, rather than stressing how price relates to production costs, profit margins, or competitors’ prices.
The S.A.V.E. framework is the centerpiece of a new solution-pricing-selling strategy
- Focus on Value instead of Price
- Make Price lean “again”
- Capture more value and profits
- The behavioral/psychological aspects of pricing
- Consumer price acceptance and willingness to pay
Instead of
PRODUCT
Focus on EDUCATION
Provide information relevant
to customers’ specific needs
at each point in the purchase
cycle, rather than replying on
advertising, PR, and personal
selling that covers the
waterfront.
Focus on VALUE
Articulate the benefits relative
to price, rather than stressing
how price relates to production
costs, profit margins, or
competitors’ prices.
Focus on SOLUTION
Define offerings by the needs
they meet, not by their features,
functions, or technological
superiority.
Focus on ACCESS
Develop an integrated cross-
channel presence that considers
customers’ entire purchase
journey instead of emphasizing
individual purchase locations
and channels.
Instead of
PROMOTION
Instead of
PLACE
Instead of
PRICE
HIGHLIGHTS
7

8. How to develop an integrated cross-channel presence
How to provide information relevant to customers’ specific needs at
each point in the purchase cycle
An era of convergence
5. From Place to Access.
6. From Promotion to Education
Benjamin Beeckmans Saturday 18 February
Hugues Rey Tuesday 21, Thursday 23, and Saturday 25 March
Tuesday 25, Thursday 27 and Saturday 29 April
Brands and retail stores are looking for new ways to incorporate technology in ways that improve customer experience and
create measurable ROI. Especially appealing are technologies that lend themselves to a more omnichannel experience:
personalized e-commerce, marketing automation, multi-device purchase, mobile integration, race towards a phygital world,
webrooming vs. showrooming, internet of things…
What is the best way to do this?Where does it make sense to connect the online to the in-store experience? And how can
you readily incorporate digital technology into your physical stores? This module helps you explore new avenues towards
better engagement with your customers and learn new skills that every online brand should master.
Why should you still rely on advertising, PR and personal selling to cover the waterfront?
There’s a better way: provide information relevant to customers’ specific needs at each point in the purchase cycle. This
module shows you how to set up the strategy of communication and manage the creative process.We cover the planning
of Paid, Owned and Earned. Last but not least we dive into different aspects of trading, performance and search. Be
prepared to learn a lot about Programmatic, DM CRM, PR, Native, etc.
The exploitation of digital opportunities for brands to communicate their values and offers has substantially changed the
forms and content made available to the customer. The distinction between online and offline communication channels
belongs definitely to another era. Let’s value the convergence and the active role of the customer.
In this module we will consider in a digital world:
- How to build a communication strategy and organize the communications channels (model: Owned Shared Earned Paid).
- How to organize the creative process.
- How to put the consumer in the centre and prepare his path to the acquisition and use of products and brands (Consumer
Decision Journey)
6.1 From Promotion to Education.
(Day 1 to Day 4)
8

9. A good website: What is it?
CRM: Technology platforms from a marketing perspective
Internet start-ups of all sizes
A good website has great content, is regularly updated, intuitive, easy to use, and – ideally – has a good visitor-customer
conversion rate.
However, many businesses struggle to build and maintain a successful website. We will address what makes a good
website, covering both user friendly navigation and CMS design. Specialists will present good advice.You will understand
how to create a powerful personal and company page that has impact on social media. And you will experiment with tools
that allow you to improve postings, manage messaging and interpret analytics.
This half day starts by understanding CRM strategic importance in digital marketing. You cover database technologies
needed to build the CRM infrastructure, but the focus is on marketing’s critical role in the building of a strategic CRM
framework and how digital marketing can boost the use of CRM during its implementation.The course covers the concepts
of data mining and other advanced analytics tools within the CRM environment for both marketing strategic planning and
implementation of CRM-based digital marketing programs and digital campaigns.
This half day will involve presentations by the bosses of 3 digital companies, explaining their strategy, experience and
success factors:
• Brussels Airlines
• Onlysalesjob.com
• Voo
Focused on the best practices of leading market companies each of these 2 days is organized to help you maximize your
digital strategy and communication plan. You will learn how to ensure more customers to find you website and improve
your ROI.
You will emerge with the strategic ideas, frameworks, tools, … and sharpen your knowledge of the new digital trends in
order to better manage your decisions and measure results.
6.2 From Promotion to Education.
Denis Pierrard and Serge Goffin (Day 5 to Day 6)
And also (among others):
-Trading and programmatic buying - new business models for media investments
-The use of performance channels (SEA, SEO, Affiliate ...)
-The use of mobile and geolocation
- Social networks
- Native and content advertising
-The establishment of goals, Key Performance Index and the associated benchmarks, ways to measure performance
- Sports, music and entertainment as a communication vector
-The complementarity between the different communication channels
Expect to meet a wide range of high-quality practitioners from the world of communications. Examples and case studies
will be many.
9

10. MODULE MANAGERS
PHILIPPE BILTIAU
Academic Director
Commercial Engineer, Solvay, ULB; Professor and former
President of Solvay Business School, ULB; Academic
Director of the Executive Master in Digital Marketing and
Communication. 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.
JEAN-PIERRE AERTS
Jean-Pierre Aerts is Programme Director for Company
Specific Programmes, on top of being Professor in
the MBA and several Executive Masters at the Solvay
Brussels School. Building on 25 years of experience, he
consults, trains and coaches companies in Europe, Middle
East, Africa and Asia. His work focuses on strategy
formulation, marketing, sales, change management and
team development. He holds a MBA from the Cornell
University (NY State), on top of degrees in Law and in
Business Administration.
How to develop a global marketing strategy in a digital world
7. Marketing Hackathon.
Hugues Rey Friday 19 and Saturday 20 May
You get only 48 hours. For doing what?
To develop a global marketing strategy in a digital world. A ‘serious’ game will challenge you to present a comprehensive
digital marketing strategy based on the teaching of the 6 previous modules.
When you leave after these two intensive days, you will be able to imagine, create, activate and test a full force
communication campaign on Facebook underpinned by strong email marketing. Digital marketing and communication
in today’s world will have no more secrets for you. Because from now on you will be a powerhouse of digital marketing
knowledge.
That is our promise.
8:30 am: welcome with coffee
9:00 am: course
10:30/11:00 am: coffee break
12:30 pm: lunch
1:30 pm: Course
3:00 pm: coffee break
3:30 pm: Course
5:30 pm: End of the day.
TYPICAL DAY
10

11. BENJAMIN BEECKMANS
Commercial Engineer Solvay, ULB; Professor of
Entrepreneurship, e-Marketing and e-Commerce
Solvay, ULB; President of the Belgian Federation of
Web Businesses (www.lafeweb.be); Previously Partner
at Bluecorp (software development) and Teatower.com
(manufacturer and online reseller of tea-based products);
finance and marketing for Procter Gamble and
Coca-Cola.
HUGUES REY
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.
SERGE GOFFIN
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.
DENIS PIERRARD
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.
SANDRA ROTHENBERGER
Dr. Sandra Rothenberger has been active since 2001 in the
scientific and academic fields. Since she started her Ph.D.
in 2001 she has been focusing her research and teaching
on Strategic Marketing, mainly in the areas of Strategic
Pricing and Consumer Behavior. She has an international
research network and teaching background with various
European, American and Asian universities and business
schools. She is currently chairing the research unit of
Strategy, Governance, Marketing and Innovation at the
Solvay Brussels School of Economics Management. Her
business and industry experience includes consultancy of
small and medium sized companies as well as supervisory
board activities in European multinational corporations.
THIERRY VAN DE MERCKT
Commercial Engineer Solvay, ULB; PhD in Artificial
Intelligence from Iridia, ULB; Professor of Data Science
for Business at SBSEM, ULB; Previously founder and
Managing Director of Vadis Consulting, and BIside, two
technological consulting companies in the field of applied
analytics. Now responsible of BI Analytics at Bisnode.
More than 15 years experience in the field of analytics
applied to management marketing, both in software
development, and consulting.
PAUL VERDIN
Professor of Strategy at SBS-EM. Previously at IESE
Business School (E), and “DistinguishedVisiting Professor”
at INSEAD (F) where he has been on the faculty for almost
20 years, he was Associate Dean atTiasNimbas Business
School (Tilburg Univ., NL) and has been with the Berlin
School of Creative Leadership (D) since its launch.
After Master’s Degrees in Law and in Economics, both
summa cum laude from K.U.Leuven (B), he obtained the
M.A. and Ph.D. in Economics (Industrial Organization) at
Harvard University.
Dr. Verdin’s widely cited research focuses on the critical
role of innovative company strategy organization
for long-term value creation, and how it interacts with
industry dynamics and competence- and resource-based
competition. The past two years he was also a Senior
Fellow at the Mossavar-Rahmani Center for Business
and Government at the Harvard Kennedy School (USA)
exploring new ways for value creation in business and
government for long-term sustainable growth.
11

12. More information on: www.solvay.edu/digital-marketing
FOR APPLICATION FORM AND FURTHER INFORMATION PLEASE CONTACT
THIERRY ANTOINE, COORDINATOR
Solvay Brussels School of Economics and Management, ULB
Avenue Franklin Roosevelt, 42(R42) - CP 114/01
1050 Brussels
Email: tantoine@ulb.ac.be - Tel. +32 2 650 41 45
PHILIPPE BILTIAU, ACADEMIC DIRECTOR
Solvay Brussel School of Economics and Management, ULB
Avenue Franklin Roosevelt, 42(R42) - CP 114/01,
1050 Brussels
Email: philippe.biltiau@ulb.ac.be
PRICING
Executive Master in Digital Marketing and Communication
17 days: € 6.950* ex. VAT
* = 200 €/half day of Solvay university course : the best « value for money » programme !