Power to the Consumer!

Participation, Co-Creation and Social Influence

Join us on Thursday, September 24, for a Masterclass on the consumer’s involvement in marketing!

Prof. Dr. Peeter Verlegh and Dr. Kobe Millet will share insights and recommendations based on academic findings as well as business examples.

Date: Thursday, September 24, 2015
Time: 18:45 – 22:00
Location: Agora Hall at the VU University Amsterdam
Language: The Masterclass will be held in English
Admission Price: € 20 15 (25% discount, only until July 31!)

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An in-depth look at consumer involvement

Consumers are more than ever able to “make or break” a brand. On the one hand, nasty Tweets and YouTube videos of bad service experiences are keeping marketers awake at night, while on the other, dedicated fans build Facebook pages, and bloggers write raving reviews of your recently launched product. Consumers indicate that “other consumers” or “friends and family” are their most-trusted source for product information, and seem to have less and less patience with advertisers who interrupt their web browsing or TV viewing. Consumers are in control, it seems.

 

How should marketers respond?

Companies respond with a wide range of strategies. KLM and NS are master of webcare, and engage in online discussions and interactions with their consumers. My Starbucks Idea is an example of crowdsourcing, where consumers provide and discuss/rate suggestions to improve Starbuck’s customer experience. Lego sells products that are designed by members of its user community with the label “designed by LEGO fans” Other examples include Doritos consumer-made Super Bowl commercials, or FBTO’s Onderling.nl platform, where customers discuss and assess insurance claims and related issues.

 

What can you expect from this Masterclass?

In this session, we will discuss some recent research that touches upon these areas. We will look at questions like why people share information & which information they share, we will study how co-creation can enhance (or diminish) the value of products, and provide research-based suggestions for improving your organization’s strategies for approaching the empowered consumer.

 

Program

18:30 – 19:00: Reception with coffee, tea and soda
19:00 – 20:00: Academic Marketing Update, Part 1
20:00 – 20:20: Break
20:20 – 21:20: Academic Marketing Update, Part 2
21:20 – 22:00: Mixer

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Fill in the form below to reserve a spot on the Waiting List for the Academic Marketing Update. You will receive an email when seats become available.

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About the speakers

Prof. Dr. Peeter Verlegh

Peeter-VerleghSince December 2014, Peeter Verlegh is professor of Marketing at VU University Amsterdam.

Peeter holds a Ph.D. (2001) in Marketing from Wageningen University, where he also studied Food Science with a specialization in sensory research and marketing. From 2000 to 2011, Peeter was a member of the marketing faculty at RSM Erasmus University, and from 2011 to December 2014, he was associate professor in marketing communication at the University of Amsterdam, and director of SWOCC, a Dutch foundation that bridges science and practice in branding and (marketing) communication. He was a visiting scholar in the marketing group at University of Colorado-Boulder, and taught courses as guest lecturer at ESADE, Prague School of Economics, and SKOLKOVO Moscow School of Management.

Peeter studies how consumers are influenced by marketers, but also by each other, via word of mouth or interactions in social media. His work has been published in major journals such as Journal of Consumer Research, International Journal of Research in Marketing, Journal of Consumer Psychology, Journal of International Business Studies, Journal of the Academy of Marketing Science, and Journal of Behavioral Decision Making.

He serves as an associate editor of the International Journal of Advertising, and on the boards of Journal of Advertising and International Marketing Review.

 

Dr. Kobe Millet

Kobe MilletKobe Millet (1979) is Associate Professor at the Marketing Department and Programme Coordinator of the BSc Business Administration at the VU University Amsterdam. He has a Master’s degree in Psychology (July 2003) and obtained his Ph.D. in Marketing (May 2007), both from the KULeuven, Belgium.

After his Ph.D., he obtained a post-doctoral fellowship (2007-2010) of the Research Foundation Flanders (FWO) before starting as Assistant Professor at the VU University (2010). His research interests include consumer decision making and biological drivers of economic behavior. He has an interdisciplinary profile and his work has been published accordingly in several academic journals in business and psychology, among which Organizational Behavior and Human Decision Processes, Journal of Consumer Psychology, International Journal of Research in Marketing, Journal of Experimental Social Psychology, Journal of Research in Personality, and Biological Psychology.

 

Location

The Academic Marketing Update will take place in the Agora Hall inside the main building of the VU University Amsterdam.

De Boelelaan 1105
1081 HV Amsterdam

Reserve Reserve a spot on the waiting list

Waiting List

Fill in the form below to reserve a spot on the Waiting List for the Academic Marketing Update. You will receive an email when seats become available.

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Masterclasses for marketing professionals

Academic Marketing Update 2013 - Mirella KleijnenThe Academic Marketing Update provides marketing professionals with recent and interesting scientific insights that can be applied at work the next day. The Masterclasses are organized and presented by the department of Marketing at the VU University Amsterdam.

The Marketing Masters Program at the VU University Amsterdam is the highest-rated Marketing program in The Netherlands, based on the results of the National Students Evaluation. It is also the highest-rated program of the university’s faculty of Business Administration and Economics.

 

Previous Academic Marketing Updates

Date: October 31, 2013
Topic: Social Media Strategy
Speaker: Emile Lancée
Average Rating: 8.4
Feedback from Participants:

“The content is very good, also better than other marketing seminars.”

“Updates. The price is right and the content is of great quality.”

 

Date: June 20, 2013
Topic: Customer Experience Marketing
Speaker: Dr. Mirella Kleijnen
Average Rating: 8.7
Feedback from Participants:

“Interesting, well presented and a good program.”

“It was fun, useful and interesting. Very well prepared, sufficiently in-depth with relevant cases.”

 

Reserve Reserve a spot on the waiting list

Waiting List

Fill in the form below to reserve a spot on the Waiting List for the Academic Marketing Update. You will receive an email when seats become available.

  • This field is for validation purposes and should be left unchanged.

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