27th Oct 2005 played host to the first-ever Marketing Day at the Instituto de Empresa. Over 90 students from the MBA, Marketing Masters and IMBA heard guest speakers from three companies discuss the latest trends and real life marketing issues in their firms.
The event was organized by the Marketing Innovations Club: Yvonne Husmann (President); Ana Cristina Hammond; Ana Patricia Santos Nabeto; Cheryl Chuang; Deborah Waldmann; Giacomo Proli; Isabell Stein; Kevin Couthino; Kostas Tsoukalas; Sabine Eckhoff, and with special support of Nic Hawkins, who set-up the Clubâ’s new website www.iemarketingclub.com
Santiago Íñiguez, IE’s Dean, opened the Marketing Day with some insights into the increasing importance of marketing in creating innovation for business. This inspiring contribution was followed by the introduction of the three guest speakers and their companies: Gonzalo Brujó, Interbrand Executive Director for Latin America and Spain; Juan José Marco, British American Tobacco Head of Consumer Dialogue Area; and Luis Gasset, Folli Follie General Manager. Each speaker hosted a workshop where they explored the impact of their work and how their businesses were overcoming current marketing challenges. Students were able to meet and discuss career pathways into the industry and learn about the opportunities that the companies had for MBA graduates. These insight sessions led back to the main topic of the day, a discussion, chaired by Miguel Costa, IE’s Director of Corporate Marketing, on: «Below-the-line vs. traditional advertising: How to achieve a fully integrated marketing communication». The discussion drew on the speakers’real-life experiences. Coming from industries that whether for reasons of consumer preference or regulation (as in the case of BAT) have to resort to ever-more creative promotion solutions, the speakers shared their realities where marketing practitioners need to stretch their imaginations to engage consumers who have become adept at avoiding traditional media. The event provided an opportunity for IE students to question the speakers on their methods and the ethical scope of below-the-line as means to target consumers.
In his concluding remarks, Miguel Costa thanked the speakers and their companies for continuing to invest in the development of IE students and looked forward to the Marketing Day becoming a regular addition to the IE calendar.
Organizers of the MKT Day, participating speakers and IE Dean gathered for a family picture at the opening of the event