Instituto de Empresa Marketing Day 2006
26th October 2006 saw the second annual Instituto de Empresa Marketing Day. Over 100 students from the MBA, International MBA and Marketing Masters programs were present to experience and learn from the executives of 6 outstanding companies, spanning different industries and sectors.
The event was organized by the Marketing Innovations Club: Kysha Gibson (President), Vanessa Espasa and Cecilia Corripio, all IMBA06. This year marked the first time that the Marketing Day was in collaboration with Daemon Quest, who brought together the panel of prestigious companies: CitiBank, Coca Cola, La Carte des Vins, NH Hotels and Orange.
The day began with two workshops: ROC: Return on Customer by Daemon Quest and New Trends in Loyalty by NH Hotels. These workshops were well attended with topics geared at the analytical as well as the more traditional concept of the creative marketer. Each speaker explored the impact of their work and how their businesses were overcoming current marketing challenges. Students were able to meet and discuss how they could leverage their career in the industry and even learn about the opportunities that the companies had for MBA graduates.
After the workshops, Eduardo Fernández-Cantelli addressed the participants on the importance of marketing and introduced the panel members to the attendees. The panel consisted of: Daemon Quest’s Todd Stein (Partner), Citibank’s Angelo Impoco (Head of Credit Cards Business Development – Europe, Middle East, Africa); Coca Cola’s José Manuel Udaondo (Horeca Strategic Development Manager GCL & Operations); La Carte des Vins’ Javier de Rivera (General Director); NH Hotels’ Oscar Vega (Corporate CRM Manager) and Orange’s José María Cantero de Montes (Director of Marketing – Personal Business Unit).
Special collaborators, Daemon Quest, then chaired the panel (Yelena Zubareva – Consultant Luxury Goods) and lead an interesting discussion on the topic of the day: The Sustainability of Brands and the Future. The discussion drew on the speakers’ real-life experiences. The conversation spanned the telecommunications, banking, luxury, retail, FMCG, travel and hotel industries; with each speaker giving his unique contribution to the meaning of sustainability. Among the various debates, Coca Cola spoke about how it adapts to international markets while NH Hotels confessed that one of their secrets is ‘no surprises’ to the customer and Orange gave some insight into its recent switch in name and logo from Amena.
The event provided an opportunity for IE students to question the speakers on their methods and on the importance of brands and marketing as a means to target, capture and keep loyal consumers. Amidst such a diverse group the one conclusion that emerged was that sustainability lies in constantly innovating and that through only these means, perhaps, a brand can last forever.
The IE Marketing Innovations Club thanks Daemon Quest for bringing us their first-class list of clients and for making the high quality of the Instituto de Empresa Marketing Day 2006 difficult to emulate.
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