The importance of market position for small and medium enterprises selling the story
8 july 2022
Optimising online marketing strategies to increase public interest among younger buyers as well as creating campaigns to improve market position and how to deal with ‘fake news’ are the key elements of this Adeje Summer University course (in Spanish), ‘La imagen no es nada, la historia lo es todo. El liderazgo de las marcas en la era de las fake news’ (image is nothing, the story is everything: the leadership of the brand in the era of fake news).
The course is being taught by ULLprofessors Patricia Adriana Delponti, Alberto Isaac Ardevol Abreu and Carmen María Rodríguez Wanguemert´, and will run from July 20th to 22nd, in the Adeje Cultural Centre. It is aimed at professionals in the business and marketing sectors and those studying within these disciplines, focussing on strategies used in attracting the optimum number of clients, evolving online campaigns and for students who are looking to incorporate themselves into the labour market.
Classes will be in the mornings, (9am - 1pm). With the skills acquired, the audience will be able to distinguish the different types of content they can communicate, as well as segment the messages according to the audience profile to which they are addressed. The course programme is structured to deal with, on the one hand, the fundamentals of the marketing mix applied to the millennial public, completely different from that established in conventional marketing, and on the other, it delves into the construction of a brand, whether personal or corporate and into leadership that is supported by powerful and attractive stories (brand stories) capable of perpetuating the qualities and identity of each commercial name.
The impact of fake news
The leadership of brands is another of the important aspects addressed in this seminar, which delves into the difficulty that the public might have today to distinguish, online, between a false news story and a genuine one. The damage to the credibility of brands that fake news can cause is another of the phenomena that will be reflected during the course, looking at how online messages can seduce the target audience and achieve a better positioning on the internet.
