The document discusses the need for new marketing approaches and a new type of marketing education called "Marcomland". Classical marketing based on demand analysis is no longer as effective as market creation approaches used by successful new companies. Marcomland will train "game changers" with open and flexible minds ready to try new ideas. It will prepare students for jobs in marketing companies, agencies, startups and creative industries focused on experiential marketing, digital marketing, and generating emotional connections with customers.

1.
Welcome
to
Marcom
Zone
The
new
Solvay
Vietnam
Master
in
Marke7ng
&
Communica7on
ProfJP
Baeyens
May
2016
1

2.
the
power
of
emo7ons
hEps://www.facebook.com/proJp.baeyens
hEps://proKaeyens.com/2016/05/08/the-­‐5-­‐sides-­‐of-­‐the-­‐new-­‐marke7ng-­‐
pentagon/
marke7ng
in
post-­‐modern
society
ProfJP
Baeyens
May
2016
2

3.
MARKETING
?
classical
marke7ng
is
like
classical
music...it
can
be
beau7ful
but
nobody‘s
listening
to
it...
3

4. WHY
MARKETING
SHOULD
CHANGE
!
the
Y
genera7on
crea7ng
new
models
redefining
poli7cal,
economical,
cultural
and
educa7onal
power
structures
digitality
allows
people
to
manipulate
virtually
every
aspect
of
the
media
environment
change
has
become
the
status
quo.
POWER
TO
THE
PEOPLE
!
John
Lennon
ProfJP
Baeyens
May
2016
4

5. Traditional models
are dying !
BANKING
ADVERTISING
AIRLINES
TRANSPORT
MUSIC
MUSIC
FAMILY
POLITICS
TEACHING
5

6. consumers
and
business
customers
changed
drama7cally
They
don’t
want
to
be
«
just
only
sa7sfied
»,
they
want
to
be
excited
!
ProfJP
Baeyens
May
2016
6

7.
Classical
marke7ng
is
based
7
demand
analysis
and
customer
understanding
have
been
driving
the
marke7ng
industry
for
years
but
….
most
recent
successes
come
from
market
crea7on
and
radically
new
ways
to
imagine
value
chains

8. some creative models you know…
or don’t know…
8

9. § extra-ordinary value: much more for lower or no price !
§ smarter value chain lowering costs dramatically
§ new rules of doing business: redefining industry, freemium
models,...
§ new cultures of doing business: open, wiki cultures
§ change in society: new visions, sharing, ...
What’s in
common ?
9

10.
10
They
all
propose
new
marke:ng
alterna:ves
to
the
classical
demand-­‐based
marke7ng
approaches.
RUNNING
THE
MARKETING
SHOW
DIGITAL
SUSTAINABLE
SOCIETAL
CREATIVE
EXPERIENTIAL
Marcom
Zone
territory

11. marcom
zone
the
art
of
genera7ng
emo7onal
value
11
redesign
your
marke7ng
around
a
powerful
idea
!

12. the
4
S
acid
test
strategic
?
specific
?
superior
?
sustainable
?
KISS
or
SPICE
???
not
only
good
ideas…
powerful
ideas
ProfJP
Baeyens
May
2016
12

13.
13
CREATIVITY
MARKETING
building
emo7onal
connec7ons
with
customers
at
each
stage
of
the
marke7ng
process
CREATING
EXPERIENCES
leading
them
to
become
«
brand
advocates
»
by
sharing
with
others
marcom
zone

14.
TRANSACTION
USAGE
RELATIONSHIP
creative powerful ideas
3 stages of customer experience
3 levels of action
ProfJP
Baeyens
May
2016
14

15. Experien7al
Marke7ng
What
should
you
care
for
?
1. Building
and
increasing
engagement
2. Increasing
rela:onship
and
loyalty
3. Crea7ng
emo:on
and
memories
4. Increasing
awareness
via
buzz
5. Increasing
ac:on
desire
15
Experien7al
marke7ng
aims
to
provide
consumers
with
compelling
and
memorable
experiences
that
emo7onally
connect
them
to
a
brand
each
7me
they
buy
a
product.
(Pine
and
Gilmore,
2002)

16. marcomland:
a
whole
new
MMCom.
Why
?
Classical
marke7ng,
based
on
demand
analysis
and
customer
understanding,
has
been
driving
the
industry
for
years
but
….
most
recent
market
hits
come
from
market
crea7on
and
radically
new
ways
to
imagine
supply
chains
(Airbnb,
Blabla
Car,
Google,
Grab,….)
16

17. the job market is looking for a new
kind of leaders
So,
we’re
not
looking
for
students:
We
want
Game
Changers
who...
Permanently
generate
ideas
Show
cri7cal
thinking
Are
open
to
others’
viewpoints
Care
for
societal
concerns
Move,
try,
do...differently
17

18. Marcomland
now
recrui7ng
future
game
changers
with...
an
open
mind,
loving
new
approaches
to
life
and
culture
a
solid
mo7va7on,
not
afraid
of
working
day
and
night,
as
a
true
professional
a
flexible
intelligence,
being
able
to
think
strategically
while
having
a
strong
sense
of
the
need
for
“down
to
earth”
implementa7on
and...ready
to
experience
disturbing
situa7ons,
unusual
approaches
and
different
styles
18

19.
marcomland
What
kind
of
jobs
aPer
?
§ Become
brand
leader,
marcom
manager,
account
supervisor,...
in
top
rank
marke7ng
companies,
marcom
agencies,
Y
genera7on
companies,
crea7ve
industries....
§ Enter
a
digital
marke7ng
services
company
as
a
specialized
consultant,
account
manager,
business
developer,...
§ Launch
your
own
startup
§ Or
any
crea7ve
idea
you
might
have
J
19

20. Marcomland
offers
§ Deep
understanding
and
direct
prac:ce
of
the
marcom
process
§ Radically
new
ways
to
imagine,
promote
and
sell
products,
services,
ideas,
and
experiences
§ 100%
foreign
experts
§
an
extensive
discovery
week
on
our
Brussels
campus
(op7onal)
20

21.
Welcome
to
Marcom
Zone
hEps://www.facebook.com/marcomzone/
The
new
Solvay
Vietnam
Master
in
Marke7ng
&
Communica7on
ProfJP
Baeyens
May
2016
21

22. ANNEX
How to think of distinctive superior
ideas to light up your marketing
strategy ?
3
ways
for
you
to
think….
22

23.
Be
the
indisputed
leader
in
something
23
Product
category
Pres7ge
Visibility
Service
Tradi7on
Technology
Customer
friendliness
Entertainment
….
Make
it
s7ck
to
your
name
for
years
and
years…

24. Be
a
true
specialist,
focus
on
your
niche
and
make
your
customers
love
you
!
24

25. ProfJPBaeyensMay
2016
Change the rules in your business
CREATE your NEW business model
Look
for
a
Blue
Ocean
•
extend
market
boundaries
•
make
compe77on
irrelevant
•
create
«
extra-­‐ordinary
»
value
www.blueoceanstrategy.com/
25