Master Digital Marketing in 5 days? Learn how you can do it at Nova SBE

n the scope of Nova SBE's institutional partnership with the WPP group, which has already resulted in several masterclasses and conferences, the two entities are now launching the 1st edition of the Nova WPP Digital Week program. This intensive course is the result of the ambition to combine the know-how of Nova SBE's marketing professors with a more practical and market-oriented perspective, brought to the classroom by professionals from the group's various media agencies. In this sense, the programme promises both strategy and implementation and, above all, a space for debate on the sector's challenges and sharing of best practices.

‍

Day 1: Creating Value for New Digital Age Consumers

Naturally, this journey begins in the marketing strategy adapted to the new digital paradigms. Professor Jorge Velosa sets the tone, rethinking the consumer in the digital age, and how to build the integrated and omnichannel dialogue that the new consumer is looking for. With a vast career, not only academic, but also as a consultant and in management positions in the consumer goods industry, namely at Sara Lee, Vileda and Henkel, the morning of the first day will awaken us to a new paradigm of marketing communication.

After lunch, the conversation continues, led by Professor António Marinho Torres. With an international career that has already passed through companies such as Unilever, Cadbury or Nokia, the professor will launch the first clues about the creation of value through new marketing technologies.

‍

Day 2: Redesigning the Communication Strategy through Digital Marketing

On the second day, Professor Catherine da Silveira concludes the debate on the new consumer, following new consumption trends, the growing importance of tribes and the imperative for any marketing professional to deeply understand the journey of their consumers. This debate will benefit from a broad vision of a professor with a professional career that has passed through companies such as Unilever, Nestlé, the Calouste Gulbenkian Foundation and L'Oréal, the latter where she spent 14 years and managed both luxury and mass market divisions.

Once the new consumer is understood, Professor Jorge Velosa will present the first tools to make brand communication digital, presenting both digital and social strategies with outbound and inbound objectives.

‍

Day 3: Implementing Digital and Social Strategies

Given the theoretical framework, on the third day the participants will be able to start implementing the strategy. Professor António Marinho Torres will provide practical digital marketing tools, namely a framework that includes an integrated strategy of display, search, dialogue and WOM (word of mouth), thus concluding the contribution of the "home" faculty in the programme and passing the baton to our partners.

The first agency of the group to take the stage is MediaCom, represented by Tiago Monteiro, Head of Business Planning, who will explore how these new dynamics should be considered when designing communication briefings, highlighting their simplifying role in an environment which is essentially complex, and how they are subsequently materialised in the so-called "media plan" as a final output.

‍

Day 4: The Challenge of Analytics and Big Data

The fourth day of the programme, WPP's second, will be about analytics, bringing two more agencies to the Executive Leadership Center. In the morning, André Melo, Head of Analytics & Insights at GroupM, will discuss what distinguishes the areas of statistics, data mining, machine learning and which data paradigm they are associated with, and then present the main data mining tasks and how they connect with business challenges. "The main objective is that the participant gets a clear vision about the key concepts in the analytics area and their applicability to business contexts," André Melo tells us.

In the afternoon, Ricardo Santos will speak about new concepts such as big data, segmentation and predictive modelling in the digital ecosystem. The Head of Digital at MindShare will deepen three pillars - data, technology and content - essential for the identification and segmentation of audiences, concluding with an understanding of what a measurement framework is, the importance of mobile and the perspective of future evolution. For the head of digital activity at the media agency, "the main goal is to provide the participant with a global vision about the impact of digital technology on communication and business".

‍

Day 5: Hands-On Digital Media

On the last day, the approach will be even more hands-on than on the previous ones, with practical exercises in all sessions and even a budget to manage. More than theory and strategy, the 3 speakers of the day will tell us about concrete tools and best practices of the various media available to digital marketers.

Starting with search, paid and organic, and web analytics, Ricardo Santos will focus on the leading search engine, Google, and the tools it provides to marketers, namely Google Trends, Google Keyword Planner and - without further introduction - Google Analytics. The approach will take great account of the most important metrics at each moment, and how to use the data in the decision-making process.

Next, Sérgio Oliveira, Director of Xaxis Portugal, introduces us to the world of display and the new trends in programmatic buying in the various digital media. Presenting the new business models in force in the Portuguese market, in comparison to the traditional offline media, Sérgio argues that "the evolution of the media will also make the purchase of offline media, such as TV and Radio, programmatic", and, therefore, his approach to the theme of programmatic will also include the evaluation of new business metrics, namely viewability, native ads and an analysis of the themes of Brand Safety and Adfraud.

Finally, we welcome the Chief Innovation Officer of the new agency Wavemaker (merger in June 2017 of the two media agencies of GroupM, MEC and Maxus), who will talk about the social media paradigm in Portugal. From the dos & don'ts in community management to the targeting capabilities, Carla Rodrigues will allow a reflection on the main trends and what consumers like most in these networks, going through the importance of a paid media strategy and its role in the overall brand strategy. The head of innovation and digitalization at the agency intends "that each participant knows the main data of each social network and the role it plays in the lives of the Portuguese".

In all, there are 8 speakers, proven experts in their areas of expertise within the world of digital marketing, who will go into detail on each dimension of the new marketing activity. Between 9 and 13 April, each participant will be able to go from being a marketing professional (or enthusiast of the subject) to a true digital marketeer, aware of the new challenges and opportunities of this new paradigm - and, above all, aware that a successful professional can never stop updating his knowledge.