2018 EFMD Marcom, External & Alumni Relations Conference

Hosted by: ESMT Berlin

The event will start on: 21 Mar 18 16:00
And will end on: 23 Mar 18 12:30

Location: Berlin, Germany

Creating Impact & Relevance - Making your Mark

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

EFMD thanks GMAC for their kind sponsorship of this event!


More Information


Wednesday 21 March 2018

14:00 – 18:00


15:00 – 16:00

Optional Round Tables by Regions
What are the challenges and opportunities for your role and function? This is a chance to reflect and swap experiences on how business schools can contribute to their regions, countries and the world around them.

Round Table 1: APAC region

  • Moderated by Leslie Ann Taylor, External Relations and Head, Special Projects, Singapore Management University, Lee Kong Chian School of Business, SG

Round Table 2: North America

Round Table 3: EMEA

  • Moderated by Rebecca Rosinski, Marketing Manager, CEMS The Global Alliance in Management Education, FR

16:00 – 16:15

Coffee break

16:15 – 17:00

(continued) Optional Round Tables by Region

17:00 – 17:30

Welcome and Opening Remarks

  • Nadine Burquel, Director, Business School Services, EFMD
  • Co- Chairperson: Claudia Monteiro, Head of PR, Communication and Events, University of Edinburgh Business School, UK & Nick Barniville, Associate Dean of Degree Programs, ESMT Berlin, DE

17:30 – 18:00

Plenary I – Destination Berlin!
Berlin has been through a remarkable transformation in the last 30 years, but how did it get here? In this lively session with a local expert, learn about a city that’s opened up itself to the world, becoming a mecca for creatives and entrepreneurs.

  • The Pitch Doctor Christoph Sollich, DE

18:00 – 18:30

Drinks and networking
Meet your peers in this informal gathering. New to EFMD conferences? Our committee members will personally introduce you to relevant contacts.

18:30 – 21:00

Buffet dinner and night at the casino at ESMT Berlin

Thursday 22 March 2018


Walk from Park Plaza Wallstreet Berlin Mitte hotel to ESMT Berlin

09:00 – 10:00

Plenary II – Rethinking Relevance for Business Universities in Times of Disruptive Change
In this keynote address, delegates will be taken through the different strategies and changes business schools need to look at in order to make their mark. Our speaker lectures at Nyenrode Business University, Netherlands, and has advised KLM, ABN AMRO, Albert Heijn, Abbott, Solvay, PGGM Investments, ManpowerGroup, Dutch Flower Group, AVAG Greenhouse Technology, UMC-Groningen and several cities on circular economy.

  • Annemieke Roobeek, Professor of Strategy and Transformation Management, Nyenrode Business University, NL

10:00 – 10:20

Grab your coffee

10:20 – 11:30

Plenary III – Influence and Status
Understanding the measurement and consequences of social status and influence in higher education and how it can be of use for the day-to-day jobs of Marcom, External and Alumni relations professionals.

  • Matthew Bothner, Professor of Strategy and Deutsche Telekom Chair in Leadership and HR Development, ESMT European School of Management and Technology, DE

11:30 – 12:30

Plenary IV - Levering Value from Social Networks
Social networks are omnipresent, but how do you make the most of them? In this session we explore how to drive competitive advantage on social networks across careers, organisations and markets; and how, as a marketer, you can build value on those networks.

  • Giuseppe Soda, Dean, SDA Bocconi School of Management, IT

12:30 – 13:45


13:45 – 15:00

Plenary Panel V – Start-ups
Startups have been at the forefront of disruption and the way we do business. Our panel of speakers will shed the light on their startup journey when it comes to marketing, communications and partnerships – and the pains of scaling up.

15:00 – 16:00

Discussion Groups – Learning from the Start-ups Marcom Strategies

on-going coffee break

Discussion group 1 Start-up: HousingAnywhere.com

Discussion group 2 Start-up: Share the Meal

Discussion group 3 Start-up: Startup Grind

Discussion group 4 Start-up

16:00 – 16:15

Walk to Mindspace offices

16:15 – 17:00

Visit of Mindspace co-working space.
Get inspired by visiting the shared office space that is at the epicentre of entrepreneurship and innovation and learn about their ethos and business model. Visit includes introduction to some incubated startups.

17:00 – 17:30

Walk from Mindspace to Park Plaza Wallstreet Berlin Mitte hotel

19:15 – 21:30

Drinks and dinner

Friday 23 March 2018


Walk from the Park Plaza Wallstreet Berlin Mitte hotel to ESMT Berlin

09:00 – 11:00

Plenary Panel VI – Case Studies – Innovation in External Relations and Marcom
We look through initiatives and campaigns with innovative approaches by schools who want to make their mark and offer impact to stakeholders.

Case 1 - I WILL

  • Willem Koolhaas, Director Corporate Marketing and Communication, Rotterdam School of Management, Erasmus University, NL

Case 2 - Global Experience Opportunities

Case 3 - #makeyourmark

  • Claudia Monteiro, Head of PR, Communication and Events, University of Edinburgh Business School, UK

Case 4 - Content Driven Communication

  • Gordon Langlois, International Media, Communications Department, University of St. Gallen, CH

11:00 – 11:30

Coffee break

11:30 – 12:30

Closing Plenary VII – Out of the red zone: from crisis communication to conceptual reputation management
Strategic communication is a must in our ever-connected world. How do you ensure that communications is a part of the decision-making process from the very beginning, making it proactive instead of reactive? And how do you measure its success?

  • Jörg Eigendorf, Group Spokesperson, Deutsche Bank, DE

12:30 – 12:50

Conclusion session

  • Co-Chairperson: Claudia Monteiro, Head of PR, Communication and Events, University of Edinburgh Business School, UK & Nick Barniville, Associate Dean of Degree Programs, ESMT Berlin, DE

12:50 – 13:00

Presentation of next year’s venue


Lunch on campus

Practical Information

"(…) By meeting the people and seeing the sparks in their eyes when they are talking about their work in education, it made it even more clear to me that the people who work in education are driven by a higher goal. Connection, relationship and wanting to be in service to the next generation was a clear energy felt amongst us. I think that these kind of meetings are an important step in sharing what is happening in different Universities (and business schools) all over the world and to get a connection with each other to see what can be grown together and what can be shared in daily practice, " said Pieter Spinder, 2017 Conference Speaker from Knowmads Creative Business School Amsterdam.