MASTERCLASS PASSODUE – 2022
Marketing is the art of placing an offer on the market and making it appealing to customers. To do so in an ethical and effective way, we must first focus on ourselves rather than on the answer we want to obtain. We have to be able to give before we can receive, and therefore discover the peculiarities that identify and define ourselves. Ethical marketing stands to a company as psychoanalysis stands to people: it allows us to reflect on who we are, on the goals we set ourselves, on the kind of value we can deliver to a certain kind of client and on the coherence of all this through actions and results.
If you have always mistrusted marketing or think you have heard all about it, then this is the course for you. We will convince you that in this discipline you can find all the answers you need for yourself and for your company.
The class will be made up of a maximum of 25 participants.
The key elements of a marketing plan. The choice of positioning with respect to price, clients and competitors. Planning the tangible and intangible elements of the offer that can trigger purchase motivations.
On-line alignment meeting
Turning our business into a story to tell, conveying who we are in a credible way through social media, making story telling a concrete experience for the client, positioning our company on the Internet consistently and effectively.
On-line final exam and certificate
*After this lesson you can purchase also Lesson 2
*Only available for those who have attended Lesson 1
When it comes to marketing, we all have in mind the 4Ps of the marketing mix: price, product, promotion and place. Is this still true? We believe that nowadays marketing means being able to reflect on our own identity, carefully selecting the people to turn to and therefore ensuring them a positive and consistent experience. In this module we will deal with all these topics with a new approach and new insights, drawing examples and good practices from the best players in the world.
Alberto Aleo covered the roles of marketing manager and sales director in several companies for nearly 15 years; Alice Alessandri was an entrepreneur in direct marketing before becoming a co-founder of Passodue; Giovanna Rossi is a blogger expert in SEO e SEM with a particular taste for ethics and good stories.
Alice Alessandri – Co-founder of Passodue, at a very young age Alice directed a Marketing & Sales company for almost 15 years, gaining experience in the Contact Management and Identity Marketing sectors. In Passodue she deals with analysis and planning and coordinates the training and consulting area regarding the themes of effective communication and customer service, sales techniques, teamwork and ethical leadership. She is co-author of the books “Sales Ethics” and “Engaging the Heart in Business” published in Italy by Franco Angeli and abroad by BEP and Routledge.
Alberto Aleo – A manager for nearly 15 years, he covered the roles of marketing manager and sales director in well-known Italian companies. In 2011 Alberto became a co-founder of Passodue where he coordinates the marketing area and the business strategy. Together with Alice Alessandri, he wrote the books “Sales Ethcis” and “Engaging the Heart in Business” published in Italy by Franco Angeli and abroad by BEP and Routledge.
Giovanna Rossi – She’s an expert in Communication and Marketing. After her degree in Humanities, she started working on the web since its very beginning. She has been dealing with digital communication since before Google even existed. After several corporate experiences, she’s now working in a well-known agency. She has always helped people and companies to achieve their goals in terms of communication and transformation.
Course material and classroom activities
The lessons will alternate the presentation of techniques with practical exercises and discussion of case studies. Between one meeting and the next, participants will be assigned customised tasks that will be discussed during the alignment meeting and the second lesson.
The exam, that entitles you to receive a certificate of competence, will consist of a series of exercises aimed at verifying your learning level.
All participants will receive their login credentials to access the My Passodue reserved area and download the slides, texts, exercises and all other material needed for training at home.
Each participant will receive a free Passodue notepad to take notes and will benefit from special discounts if they wish to buy the books written by the teachers.
The participant acknowledges that all courses and related materials are owned by Passodue and/or any third parties concerned. It is forbidden to copy the material and to disseminate the contents of the courses or transmit them to third parties without prior written permission of the owners.
We have decided to hold the course at Hubo for several reasons. The classrooms are comfortable and equipped with technological devices plus it is easily accessible on foot from Cesena train station.
The spaces are large and allow efficient and safe live training sessions . If the conditions require it we can also work online or turn to hybrid learning, i.e. with some participants attending class in person and others joining virtually from home. Hubo also offers spaces to relax or to have a meal (not included) with colleagues during the breaks. It is a place for learning and networking which promotes the generation of ideas, relaxes the mind and opens it to new possibilities.