The document outlines an advanced master's program in creativity and marketing, which aims to challenge traditional marketing models by incorporating innovative approaches to customer engagement and market creation. It emphasizes a blend of strategic thinking, creative processes, and practical applications, with new courses on consumer insights and marketing analytics. Graduates are prepared for various careers in marketing and communication, including roles in agencies, brand management, and entrepreneurship.

1. Advanced Master
in
Creativity and
Marketing
Academic Director: Laurent Bouty
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2. WELCOME
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3. Creativity and Marketing
Are you ready to redesign the world ?
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4. CLASSICAL MARKETING
Classical marketing is like classical music...it can
be beautiful but nobody‘s listening to it...
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5. Digital product disruption is better,
stronger,faster
© Forrester 2011 5

6. Digital disruption is everywhere
Source:Deloitte Digital Disruption Map 6

7. Consumers and business customers
changed dramatically!
They don’t want to be « just only
satisfied », they want to be excited !
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8. Age of the Customer
Power comes from
engaging on an emotional
Age of Information
engaging on an emotional
level with empowered
customers
g
Connected PCs and
supply chains mean those
who control the
i f ti fl
Age of Distribution
Global connections and
i
information flow
dominate
Age of Manufacturing
transportation systems
make distribution key
Age of Manufacturing
Mass manufacturing
makes individual power
houses successful
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9. The traditional marketing model is being challenged, and (CMOs) can foresee a day when it
will no longer work.
McKinsey Quarterly, 2005, Number 2
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10. Classical marketing,based on demand
analysis and customer understanding, has
been driving the industry for years but ….
most recent successes come from market
creation, radically new ways to imagine supply
chains and customer engagement.
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11. CREATIVE YES,BUT BUSINESS AT THE END!
Marketing is a dedicated mix of art and science but
the ultimate focus must alwaysbe the business
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12. The job market is looking for new profiles
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13. The Advanced master in Creativity and Marketing
promotes,presents,discusses and teaches
new marketing alternatives to the classical
demand-based marketing approaches.
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14. Creativity & Strategy Creative Marketing Toolbox
DREAM
creativity Workshop
PERFORM
the Marketing
show
EXPLORE
product Experience
Workshop
INFLAME
sensorial
communication
SELL
your crazy ideas
CREATE
outperforming
campaigns
SNIFF
marketing
Intelligence
DESIGN
business &
marketing models
SPECULATE
managing the future
Creative Marcom
Field Project
6 weeks
DEVELOP
digital marcom
MANAGING
international
marketing programs
PDP
Personal
Development Plan
APPETIZER
Strategicmarketing
boot camp
Elective On line
Pre-course
Marketing basics
MEET
Creative encounters
Sept June
Program Framework
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15. • 2 new courses on Consumer Insights:
Consumer Behavioral Marketing
Marketing Engineering (Big data)
• One new course on Marketing Analytics SEO/SEA with Google
certification
• We have reinforce our links with ACCBELGIUM – Belgian
Communication Agencies and UBA
• You will create content (Post, Video, Slides,Images) and distribute it
on our social networks as part of your yearly assessment
• You will do an Exploreship for 6 weeks in a company project with a
multidisciplinary group
We have made few changes in 2015-2016
for improving the program.
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17. Creativity in Marketing should be considered
at 3 levels: Insights,Strategy and Execution
You will learn
how to create value with new business models
through amix of inspiration sessions, team work
and conceptual thinking exercises
You will get
Radically new ways to imagine,promote and sell
products, services, ideas, and experiences
You will find
New,innovative ways to understand customer
behavior
You will practice
New tactical tools, creative and Marketing
processes
You will imagine
360°+ com campaigns, New customer experiences
And so much more…
This program is truly unique in the way to approach marketing:
we will teach you marketing of the future while most marketing masters are actually focusing on marketing of the past…
WHERE IS THE BALL ?
Get ideas,learn form others,do yourself
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18. Participant
Profiles
PARTICIPANT PROFILES
With an open mind,loving new
approaches to life and culture
With a solid motivation,not afraid
of working day and night,as a true
professional
With a flexible intelligence,being
able to think strategically while
having a strong sense of the need for
“down to earth” implementation
Ready to experience disturbing
situations,unusual approaches,
different styles
Willing to contribute and bring their
own opinion and ideas
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19. We have 2 new courses on Consumer
Insights:
Consumer Behavioral Marketing
Marketing Engineering (Big data)
One new course on Marketing Analytics
SEO/SEA with Google certification
Reinforce our links with ACCBELGIUM –
Belgian Communication Agencies and UBA
Creating content (Post, Video, Slides, Images)
will be part of student assessment during the
year.
Exploreship has been redesigned.
JOB AFTER GRADUATION
• Become Account executive or strategic
planner in an agency/media
• Become a product, brand, advertising
manager for a top brand
• Launch your own startup in marketing or
communication services
• Enter a consulting company as a
marketing specialist
• Or any creative idea you may have J
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20. We will invite you into our program provided you
Graduated from a recognized university
English good enough to interact in class
Succeed in the admission process
Team Player
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21. More information:
Solvay Business School
Aurélie Messina
Email: advancedmaster@solvay.edu
Tel: + 32 2 650 39 15 21

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