Hotelier Middle East -

Social and Sensorial Engineering in Marketing

Scheduled Date: Saturday, June 14, 2014/Monday, June 16, 2014
Training Provider: B Host Services JLT
Type: Training course
City: Dubai
Country: United Arab Emirates
Sector: Sales & Marketing
Languages : English

6,700 AED


Traditional Marketing is a one-way approach: from the company to the audience. The Digital age and change in customer expectations enabled the emergence of a new paradigm towards a two-way communication where clients are not only spectators but engaged physically, emotionally and socially.


Research shows that we spend about 20% of our time on Internet and Social Media. Indeed, web based communication accelerate the interaction between customer to company and customer to customer. However, one needs to evaluate the effectiveness of these new communication channels and the challenges they bring to our globalized world, especially to the hospitality industry.


This Module will focus on new trends & interactive marketing techniques to attract & engage today’s customers to win their minds and heart from a stronger connection to our brands.


By the end of the Module, participants will be able to:


• Identify new interactive marketing trends
• Describe characteristics of 21st Century customers
• Explain how to integrate web based communication into the marketing mix


• Design a manageable social media strategy
• Apply emotions and sensorial experiences into marketing strategies
• Evaluate the impact, effectiveness and challenges of web based communication strategies


• Defend the importance of engaging the customer into marketing actions
• Recognize the shift of marketing goal from raising awareness to developing relationships with the audience


Assigned readings, interactive discussions, participative exercises and case studies


• Managers, executives and entrepreneurs in any service-related business.
• Individuals interested in improving their interpersonal skills and understanding and improving their interaction dynamics with others; applicable to both personal and professional life.


Linda Papasidero’s responsibilities at LHC include the quality maintenance of EHL certified schools through marketing and academic consulting support, development of Hospitality Learning Centres around the world and delivery of Executive Education courses. Currently, Linda is working on the development of a marketing strategy for a new product for the company.


Linda holds a Master of Arts, International Relations, from the Graduate Institute of International Studies, Geneva and a Diploma of Advanced Studies in Marketing Management from HEC Lausanne.

Prior to joining LHC in August 2009, she handled several project development portfolios in international cooperation and executive education. She speaks French, Italian, Spanish, English and basic German.


Merman Scott, D. (2011), The New Rules of Marketing & PR, USA, ISBN 1118026985 GOBE m. (2010), Emotional Branding, USA; ISBN 1581156723


Contact Info:

Office 2305, Indigo Icon,Plot F3
Jumeirah Lakes Towers
P.O. Box 215449
Dubai, United Arab Emirates

Tel: +971 4 369 5322
Fax: +971 4 369 5323
Mob: +97 155 1226222


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