Luxembourg Marketing Cutting-Edge Series (LMCES)

These 5 workshops bring together marketing professionals to learn about the ongoing trends in marketing. The objective of the high-level speakers is to inspire participants and give them a mix of use cases and theoretical concepts to update their knowledge about the future of marketing. Each workshop will include hands-on activities.

At the end of this training, the participant will be able to:

• understand what the creator economy
  

• improve their brand's communication on social media using Neuromarketing & Artificial Intelligence?
  

• understand the challenges of Web3
  

• know their Customer through Knowledge discovery and data architecture
  

• use intelligent marketing through AI and machine learning applications
  

Creators and the metaverse 

At the end of the course the participants will be able to:

•  understand what the creator economy is using real projects as a use case
  

•  understand how the creator economy operates
  

•  understand where the creator economy is headed and how companies can navigate it
  

•  understand the creator economy in the context of the metaverse

Content

• Creator economy in Web2
  

• Creator economy in Web3
  

• Projects you need to know
  

• Metaverse tools you can use
  

• Monetising communities
  

• Use case - I will use up-to-date use cases
  

• The creator economy in 2025 vs now
  

• Creator economy, Web3 and the metaverse
  

Neuromarketing & Artificial Intelligence - How to improve a brand's communication on social media 

At the end of the course the participants will be able to:

•  improve a brand's communication on social media using Neuromarketing & Artificial Intelligence
  

•  create different messages (content and media types) for various social media platforms and publish on collaborative platforms (e.g., Padlet.com)
  

•  learn how to use diverse digital neuromarketing and analytics tools in order to craft social media strategies more efficiently (e.g., machine learning solution)
  

•  receive more information on how to find and select social media and digital influencers for company/brand using special analytics tools, etc.).
  

Content

• Overview of Neuromarketing & Consumer Neuroscience
  

•  Interactive workshop with Neuromarketing and Artificial Intelligence tools (e.g., Eye-tracking (machine learning) solutions, Facial Expression recognition software)
  

•  Social Media Platforms & best practice of Sustainable Brand Communication
  

•  Artificial Intelligence solutions for Social Media data
  

•  The main social media channels will be covered: Facebook, LinkedIn, Instagram
  

The Internet of Assets - Web3 (Blockchain, Crypto, NFTs )

At the end of the course the participants will be able to:

• know about Ethereum, Ether and Smart Contracts
  

• understand the promise of Web3
  

• interact with and use Web3 through a wallet
  

• know how to spot and avoid scams
  

Content

• What is the "Web3", the internet of assets?
  

•  How does Ethereum work?
  

•  What is a wallet?
  

•  What is a smart contract?
  

•  What is a token?
  

•  What is an NFT (Non-Fungible Token)?
  

•  What is a DAO?
  

Knowledge discovery and data architecture to Know your Customer

At the end of the course the participants will be able to:

•  recognise their organisation’s data pipeline
  

•  identify knowledge discovery projects in their environment
  

•  story telling for a data mining project from an ethics and policies point of view
  

•  design the main stages of a data mining project
  

•  formulise and visualise the insights behind each set of data using models
  

•  hands-on a data mining project using customer behaviour data
  

•  process mining

Content

In this training, participants will learn, integrate, apply, and evaluate core concepts and tools to explore the available data with extracting, reporting, and using its wisdom. They will dive deep into the advanced methods and techniques of knowledge discovery using sophisticated commercial as well as open-source programming languages. Through this course, the participants will develop their own data pipeline from scratch for multiple real-life marketing projects. Furthermore, they will also be exposed to data lakes, GDPR, data governance, and more. At the end of this three-hour course the trainees will have the awareness of required skills to design and execute their own know-your-customer project.

Robo-advisor: Developing AI and machine learning applications

At the end of the course the participants will be able to:

•  define the digitalisation need of their organisations
  

•  identify AI projects in their environment
  

•  justify a robo-marketing tool from an ethics and policies point of view
  

•  formulise and visualise the story behind each digital marketing project
  

•  identify different types of APIs in marketing industry
  

•  design the main stages of an intelligent marketing app
  

•  develop different marketing applications from zero to hero

Content

Artificial intelligence is one of the hottest topics of current times because it has disrupted most industries in recent years. It significantly changes the traditional operating models of marketing departments with redefining strategic priorities and upending the competitive dynamics of the consumption ecosystem. This comprehensive and advanced certification programme addresses the operational, technical, and societal implications of AI in marketing. This training elevates the digital skills of sales and marketing professionals while enabling them to design, develop and implement their first robo-marketing application from scratch. This three-hour programme consists of theoretical concepts as well as coding with programming languages.

• Senior / Managers  / Head of MarkCom of large companies

• Managers of MarkCom agencies 

• Start-up
  

At the end of the training, participants will receive a certificate of attendance issued by the House of Training.