Pre-Workshop: CEMS Skill Seminar (October 24, 11:00-15:00)
Workshop Title | Key Questions | Workshop Leaders |
Business Strategy and Information Technology - a Real World Case Study by SAP
NOTE: For CEMS Students only! | - How can I go about aligning my corporate strategy with my strategy for enterprise information systems? - How can enterprise information systems further sharpen my competitive edge? - What are best practices in calculating the ROI of a specific information technology investment? | Frank M. Siereveld, M.Sc., M.Sc., Senior Director Value Engineering, SAP AG |
Workshops - Track 1 (09:45-11:30)
Workshop Title | Key Questions | Workshop Leaders |
1. New Developments in Targeted Online Advertising
| - What are the best practices in online profiling and behavior-driven advertising? - How does profiling work in practice? - How do you best define the payback of online advertising (sales vs. brand-building)? | Nicolas Berg, M.Sc.; Partner - Redalpine Venture Partners AG, Country Manager - XING Switzerland Dr. Karl Pall; Country Head, Google Austria Matthias Stöcher, Prokurist & Head of Sales Bronner Online AG (derStandard.at) |
2. Reaching business goals through smart lobbying and PR?
| - What is a lobbyist's daily business? - How can you leverage a lobbyist? - What are the Best Practices? | Dr. Bernhard Marckhgott, MIM, Head of Public Affairs, Vienna Stock Exchange Dr. Peter Köppl, M.A., Partner and CEO, Kovar & Köppl |
3. Data Privacy Protection vs. attention economy?
| - What is the scope of consumer rights in data privacy protection? - How do you deal with data protection issues in practice? - How can companies win consumers' trust to make them share information and give "attention time"? | Paolo Balboni, Associate/PhD Fellow, Baker & McKenzie DI Rainer Schamberger, Member of the Board First Data Peter Trybus, Associate, Binder Grösswang |
4. How Viral marketing works in the scope of attention economy?
| - How does viral marketing work? - Viral marketing vs. traditional marketing - value and limits - How do you ensure that your investments in viral marketing eventually pay off? | Dipl.-VW Björn Ognibeni, Managing Director, Consulting trnd AG Christian Mucha, Owner and Publisher, Mucha Verlag GmbH Josef Koinig, CEO, Jung von Matt Austria Yvonne Franz, Conceptual Designer, ambuzzador marketing gmbh |
5. Career benefits and risks of online platforms
| - What is the value of online career platforms such as XING to headhunters? - How can you and your career benefit from online career platforms? - How can the internet hurt your career? | Dr. Gerlinde Berger, Partner, IVENTA Human Resource Consulting Mag. (FH) Katharina Götzl, Editor KarriereLounge, Die Presse |
Workshops - Track 2 (12:00-13:45)
Workshop Title | Key Questions | Workshop Leaders |
6. Attention Economy - Real Value or just another Internet Bubble?
| - What is the real value of attention? - Is success different from traditional businesses? - How to value these companies? | Mag. Alexander M. Swoboda, Associate Partner, Global Equity Partners Beteiligungs-Management AG Mag. Nikolaus Kimla, CEO, uptime Systemlösungen GmbH |
7. Open innovation - the answer to the innovation imperative?
| - What is "Open Innovation" as opposed to traditional R&D? - When does a CEO choose to add "Open Innovation" to the existing R&D in the company? - How to stay innovative with when you are 35 years in the business and operate with over 50.000 in staff? - What are the primary investment considerations? | Philipp Thurn und Taxis, Vice President, SAP Global Sales Operations, SAP AG Mag. Felix Köppl, Manager Corporate Business Development, Swisscom AG Mag. Ulrike Kaiser, Institute for Entrepreneurship & Innovation, Vienna University of Economics and Business Administration |
8. Lean go to market: smart pull marketing to avoid the profitability trap
| - What are the reasons for the increased need for lean go-to-market approaches across industries? - How can you redefine the Marketing Value Chain, saving go-to-market costs while increasing marketing effectiveness? - How does smart Pull Marketing work in practice? | Dipl.-Ing. Michael Viertler, Principal, McKinsey & Company Dr. Robert Hackl MBA, CEO, Tele2 Austria |
9. Employer Branding vs. attention economy
| - What are traditional Employer Branding approaches as opposed to Company Branding? - How can Employer Branding benefit from insights gained out of the Attention Economy? - What are Best Practices in leveraging consumers' attention? | David Ungar-Klein, CEO, Create Connections Networking & Lobbying GmbH Mag. Andreas Landgrebe, Managing Partner, Executive Search Phillip Nell, Institute for International Marketing and Management, Vienna University of Economics and Business Administration |
10. Web 2.0 - A Customer Case Study
| - What is "Web 2.0"? - How do "Web 2.0" Business Models work in practice? - What are Best Practices in "Web 2.0" Business Models? | Mag. Robert Hadzetovic, Web 2.0 Leader, Deloitte Consulting Mag. Anton Gartner, MSc, Project Manager for Internet Strategy, BEWAG |
