Event

2019 EFMD Marcom, External & Alumni Relations Conference

Hosted by: McGill University, Desautels Faculty of Management

The event will start on: 24 Apr 19 14:00
And will end on: 26 Apr 19 13:00

Location: Montreal, Canada
Contact:
delphine.hauspy@efmd.org

Theme
Staying Relevant in the Digital Age

Target Group
This conference is aimed at the International and External, PR, Marketing, Communication and Alumni relations representatives in business schools.

Strategic Partner:

graduate new logo


"The 2018 EFMD Marcom, External & Alumni conference brought me lots of highlights; both opening and closing speakers really stuck in my mind. The right tone – open on an inspiring, lighthearted provocation, close with a meaty, for-your-eyes-only, topic and speaker. I learnt a lot throughout"
Claudia Monteiro, Head of PR, Communications and Events, University of Edinburgh Business School, UK

 
More Information

Programme

Wednesday 24 April 2019

14:00 – 18:00

Registration and welcome coffee

15:00 – 15:30

Welcome and Opening Remarks

  • Nadine Burquel, Director, Business School Services, EFMD
  • Isabelle Bajeux-Besnainou, Dean, Desautels Faculty of Management, McGill University, CA
  • Co-Chairs: Rita McAdam, Director, Marketing and Communications, Desautels Faculty of Management, McGill University, CA and Dil Sidhu, Associate Dean, Executive Education, Columbia Business School, Columbia University, US

15:30 – 16:30

Plenary I – Telling Our Story in the Turbulent Digital Era
Aim: in the ever changing world, big corporations need to constantly adapt themselves to follow the trends and transform the way they reach out to their clients and partners. In this session, participants will learn how the communication and external relations of a large corporate organisation is impacted by major transformations in the digital world and how it is dealing with turbulences in the global economy. How are they foreseeing the future?

  • Olivier Marcil, Vice-President, External Relations, Bombardier Inc., CA

16:30 – 17:30

Thematic Seminars – What Does It Mean for Us in Business Schools
Aim: after listening to the previous corporate speaker, participants will re-group by function and discuss what it means for them in terms of engagement towards their client, and how should they best communicate with them. Each group will be moderated by a steering committee member:

  1. Alumni function group: moderated by Heleen van Hall, Head of Alumni & External Relations, Nyenrode Business Universiteit, NL
  2. External & International Relations: moderated by Sharmishta Chatterjee-Banerjee, Head of External Relations, Newcastle University Business School, UK
  3. Communication group 1: moderated by Tim Ruthven, Director of Corporate Marketing and Communications, Imperial College London, Imperial College Business School, UK
  4. Communication group 2: moderated by Molly Ihlbrock, Head of Corporate Communications and Marketing, ESMT Berlin, DE
  5. Marketing group: moderated by Tracey Horn, Head of Marketing and Events, University of Cambridge, Cambridge Judge Business School, UK
  6. PR group: moderated by Marianne Schouten, Media & PR Manager, Rotterdam School of Management, Erasmus University, NL

17:30 – 18:00

Quick ‘Tour de Table’ to capture some of the learning and action points

18:00 – 18:15

Walk to dinner venue on campus

18:30 – 21:00

Drinks and dinner in McGill’s Faculty Club

21:00 – 21:15

Walk from McGill Faculty Club to hotel

Thursday 25 April 2019

08:00

Walk from hotel to school

08:15

Registration opens

08:30

Breakfast offered on campus

09:00 – 10:00

Case Study – The Integration Challenge: Professionals Working Together
Aim: Grouping participants with different role/function in schools to work on a case resolution. This will allow them to share as many different approaches as possible in order to identify which strategies/actions (digital or not) they would use to work on the task given to them, focusing on reaching new markets and taking actions on the global level in order to reach the goal.

  • Kiki Keating, Founder KikiNetwork, US

10:00 – 10:15

Grab your coffee

10:15 – 11:15

Plenary II – Branding Around Your People!
Aim: in this TED style session, speakers will share their experiences of how they are using their stakeholders (alumni, students, faculty) as ambassadors of their brand.

  • Sean Brown, Director, Global Communications and Exernal Relations - Strategy and Corporate Finance Practice, McKinsey & Company, US

11:15 – 12:15

Discussion Groups – Personal Branding in Your Function
Aim: Grouping participants with similar role/function in schools, so they are able to share with peers how they can apply what they have just heard in their day-to-day jobs. In other words, identify how your role can add value to the brand of your school.

  1. Alumni function group: moderated by Heleen van Hall, Head of Alumni & External Relations, Nyenrode Business Universiteit, NL
  2. External & International Relations: moderated by Sharmishta Chatterjee-Banerjee, Head of External Relations, Newcastle University Business School, UK
  3. Communication group 1: moderated by Tim Ruthven, Director of Corporate Marketing and Communications, Imperial College London, Imperial College Business School, UK
  4. Communication group 2: moderated by Molly Ihlbrock, Head of Corporate Communications and Marketing, ESMT Berlin, DE
  5. Marketing group: moderated by Tracey Horn, Head of Marketing and Events, University of Cambridge, Cambridge Judge Business School, UK
  6. PR group: moderated by Marianne Schouten, Media & PR Manager, Rotterdam School of Management, Erasmus University, NL

12:15 – 13:30

Lunch on Campus

13:30 – 14:15

Plenary III– The Challenges of Digital Transformation
Aim: an interview shedding the light on some of the challenges caused by digital transformation.

  • Marie Josée Lamothe, Managing Director, Branding, Google Canada

14:15 – 15:15

Plenary Panel IV – Integrating Global Outreach with Local Relevance
Aim: best practices of how organisations integrate the local and global aspects through their campaigns, branding and engagement.

15:15 – 15:45

Coffee break

15:45 – 16:45

Plenary Panel V – Advancing Your Networks
Aim: best practices of making the most out of your professional networks.

16:45 – 17:30

McGill at the Movies
Tour of McGill campus, learning fun facts amongst which haunting stories and Hollywood movie filming!

17:30

Walk from school to hotel

18:30

Bus transfer to dinner venue

19:00 – 21:30

Drinks and dinner in Auberge Saint-Gabriel (old Montreal)

21:30

Bus transfer from Auberge Saint Gabriel to hotel

Friday 26 April 2019

08:15

Walk hotel to school

08:30

Breakfast offered on campus

09:00 – 10:00

Plenary VI – Branding Canada – The Country and the Study Destination
Aim: how Canada completely re-branded itself, thanks to its dynamic new Prime Minister Justin Trudeau. What is the importance of trust and image in branding?

  • Lisa Kimmel, CEO, Edelman Canada, CA

10:00 – 10:45

Discussion Groups – The Conclusions and the Actions
Aim: Grouping participants with similar role/function in schools, so they are able to share with peers what is each one’s take-away(s) conference? Each participant should commit to 3 actions to be done within the next 3 months

10:45 – 11:00

Quick ‘Tour de Table’ to capture some of the learning and action points

11:00 – 11:30

Coffee break

11:30 - 12:30

Closing Plenary VII – Disrupting Disruption
Aim: “Being digital” is now a part of everyone’s lives. Learn more about how digitally connected we have all become, and what this means for organizations, through an insightful discussion with innovation and marketing thought leader, Mitch Joel.

  • Mitch Joel, Founder, Six Pixels Group and Author - Six Pixels of Separation & CTRL ALT Delete, CA

12:30 – 13:00

Wrap-up and presentation of next year’s venue

  • Co- Chairs: Rita McAdam, Director, Marketing and Communication, McGill University, Desautels Faculty of Management, CA and Dil Sidhu, Associate Dean, Executive Education, Columbia Business School, Columbia University, US

13:00

Lunch on campus

Practical Information

available later this fall