The program is focused on providing the necessary resources to strengthen the reputation of the brand, with a direct impact on business results, considering the transformation of the market through social networks, to be able to face complex cases such as the current crisis generated by the pandemic.
Program developed in 48 hours, designed based on keynote lectures given by leading professors and professionals in brand and business reputation management. Active participation in the sessions and, mainly, in the application of business knowledge and experiences.
Senior Management Program to be developed in partnership between CENTRUM PUCP and CAFÉ TAIPÁ, a consulting company recognized in the market for its focus on reputational marketing.
CENTRUM PUCP may make changes to the mesh, sequence of courses or teachers, according to its policy of continuous improvement. Failure to comply with the required quorum CENTRUM PUCP reserves the right to postpone the start of courses and programs.
Certificación en Chief Marketing & Reputation Officer, otorgado por CENTRUM PUCP Business School
Executives, responsible for areas of corporate and institutional communication, talent management, cultural transformation, customer service and sustainability. Professionals in communication, administration and marketing, who have responsibility or seek to have it, in companies with a constant exposure of their reputation.
Synchronous Virtual Classroom
TEACHERS AND METHODS
This program seeks to promote the construction of knowledge through synchronous activities, with the participation of all members in a cooperative and open way, towards the exchange of ideas of the group. An enriching dynamic will be promoted between the presentations of the professor and exhibitors with recognized trajectory, and the contributions of the participants through the virtual sessions.
- You will strengthen your skills and competences by applying knowledge for reputation management in organizations.
- You will identify marketing strategies focused on brand and business reputation.
- You will get the latest management tools for brand valuation.
- You will generate a very valuable networking among all the participants.
|Thursday March 18||19:00 – 21:00||REPUTATION MARKETING|
|Tuesday 23 March||19:00 – 21:00||REPUTATION MARKETING|
|Thursday March 25||19:00 – 21:00||SOCIAL VISION AND MARKETING|
|Tuesday March 30||19:00 – 21:00||SOCIAL VISION AND MARKETING|
|Tuesday April 6||19:00 – 21:00||CORPORATE CULTURE FOR MARKETING|
|Thursday April 8||19:00 – 21:00||CORPORATE CULTURE FOR MARKETING|
|Tuesday April 13||19:00 – 21:00||AUDIT AND METHODS OF CORPORATE REPUTATION|
|Thursday April 15||19:00 – 21:00||AUDIT AND METHODS OF CORPORATE REPUTATION|
|Tuesday, April 20||19:00 – 21:00||REPUTATION MARKETING STRATEGIES APPLIED TO ADVERTISING|
|Thursday April 22||19:00 – 21:00||REPUTATION MARKETING STRATEGIES APPLIED TO ADVERTISING|
|Tuesday April 27||19:00 – 21:00||DIGITAL CUSTOMER SERVICE|
|Thursday April 29||19:00 – 21:00||DIGITAL CUSTOMER SERVICE|
|Tuesday May 4||19:00 – 21:00||ACTIVE LISTENING TO MARKETING|
|Thursday 6th May||19:00 – 21:00||ACTIVE LISTENING TO MARKETING|
|Tuesday May 11||19:00 – 21:00||COMPLIANCE|
|Thursday May 13||19:00 – 21:00||COMPLIANCE|
|Tuesday May 18||19:00 – 21:00||MANAGEMENT OF REPUTATION IN PUBLIC INSTITUTIONS|
|Thursday 20 May||19:00 – 21:00||MANAGEMENT OF REPUTATION IN PUBLIC INSTITUTIONS|
|Tuesday May 25||19:00 – 21:00||CRISIS MANAGEMENT|
|Thursday May 27||19:00 – 21:00||CRISIS MANAGEMENT|
|Tuesday June 1||19:00 – 21:00||REPUTATION MARKETING PLAN|
|Thursday June 3||19:00 – 21:00||REPUTATION MARKETING PLAN|
|Tuesday June 8||19:00 – 21:00||PRESENTATION OF APPLIED STRATEGIES A CASUÍSTICA REAL (FINAL WORK)|
|Thursday June 10||19:00 – 21:00||PRESENTATION OF APPLIED STRATEGIES A CASUÍSTICA REAL (FINAL WORK)|
CENTRUM PUCP may make changes to the curricula, sequence of courses or teachers, according to its policy of continuous improvement. Failure to comply with the required quorum CENTRUM PUCP reserves the right to postpone the start of courses and programs.
MODULE I (VISION)
- Reputation Marketing
Strategic vision of the importance of joint work on reputation and marketing. Presentation based on the 6 keys to reputation for marketing: corporate culture, reputation dimensions, social context, stakeholders, brand community power, and intelligent active listening. All supported by casuistry. The importance of the CEO and brand ambassadors in reputation management.
- Social Vision and Marketing
Knowledge of the local and global scenario, with the social, political and economic changes that this entails. The student will understand the trends not only commercial, but also social that determine the general strategy and / or content of a marketing campaign until its conjunctural relevance.
- Corporate Culture for Marketing
Like digital transformation, the vision of reputation is part of the corporate culture, since the entire company must be aligned, not just its marketing or communications area. At the same time, this vision depends on the top management, so the CEO must incorporate market knowledge in a context of social networks, for a strengthening of the core values of the brand / company, which can often be the best arguments for your marketing communication.
- Reputation Marketing
MODULE II (CRITERIA)
- Audit and Corporate Reputation Metrics
Audit of digital assets, Smart Active Listening, measurement by stakeholder criteria and reputation dimensions. They are part of the terminology applied to measuring the effectiveness of the actions given as part of the strategy. This course will focus on measuring reactions on social media to apply Real-Time Marketing. Reputation measurement models: MERCO, APOYO, Reputation Institute (now Reptrak). It will also be seen how reputation management impacts financially.
- Reputation marketing strategies applied to advertising
Reputational marketing strategies applied to advertising. The mass media are reinventing themselves and advertising is transforming. Through this course, the student will be able to successfully apply a media plan with an ON-OFF ecosystem strategy. An appropriate use of omnichannel formats designed for different stakeholders.
- Digital Customer Service
The methodologies that work for customer service in a digital environment will be reviewed. Community management that persuades, but also attends to risk cases, often solving alerts that could turn into crisis when there is an outraged customer or another stakeholder referring to the product / service.
- Active Listening for Marketing
No company seeking to lead the market in the 21st century can ignore what is being said about it on social media. The most successful marketing campaigns today are those that know how to read social networks and act accordingly, to generate new campaigns to adapt them on the air when necessary. And all this many times in coordination with other areas of the company that, due to the digital transformation, must be aligned to respond on time.
- Audit and Corporate Reputation Metrics
MODULE III (MANAGEMENT)
How to manage business from a reputation perspective? What are the parameters and self-regulations that a company must take into account to do business in a sustainable and ethical way? Brands are responsible for each content published on their social networks. But also a public action of the company can bring serious problems to the marketing and communication managements, being other areas of the company responsible. Knowing the limits and opportunities in management within companies, in accordance with good corporate governance is key, in times when the entire business can be seen by stakeholders due to the Internet.
- Management of Reputation in Public Institutions
In State institutions, management has its own peculiarities, a stability that is often aligned with the social and political situation, and a weak base culture for management due to the instability of the sector, even more so in Peru. It will review how to approach reputation management and communication in a context where citizens have more voice than ever through social networks.
- Crisis Management
This seminar will analyze how to face and manage a crisis in times of change and social networks. The student will recognize and will be able to apply a clear guide to face a crisis that more than once is not a communication problem, it may originate in an area other than marketing, but it can cancel all commercial action.
MODULE IV (PLANNING)
- Reputation Marketing Plan
In this part of the program, the methodological process is applied to design a marketing plan with a vision and focus on reputation. There will be a lot of support in the casuistry and the current context. A reputational marketing plan will be developed in a comprehensive manner, assigning cases for execution.
- Chief Marketing & Reputation Officer
Presentations: All the knowledge given throughout the program will be integrated, from the strategies, tactics and actions to be taken in the presentation of a marketing and reputation plan under a given casuistry.
- Reputation Marketing Plan
| VELA VALENCIA, MILTON FERNANDO
Master in Communication Management at the Pompeu Fabra University of Barcelona, publicist by the Pontificia Universidad Católica del Perú, and by the Peruvian Institute of Advertising. General Director of CAFÉ TAIPÁ – Reputation Marketing Consultants. He has developed strategies for Interbank, BBVA Continental, BCP, Backus, Hudbay Minerals, Osiptel, Plaza Vea, among others. He was Online Director at Llorente & Cuenca, and Head of the Virtual Channel of Claro Peru. Author of “Marketing y Reputación – De la Attracción a la Confianza” (Editorial Planeta), book with the greatest contribution to marketing 2016 according to the Peruvian Marketing Society.
| IBARGÜEN ISAYAMA, CESÁR ROMÁN
MBA from the Pontifical Catholic University of Peru. Degree in Communications with a specialty in Journalism from the Pontifical Catholic University of Peru. ISIL Marketing Diploma. Account Director at CAFÉ TAIPÁ – Reputation Marketing Consultants. He has more than 11 years of experience in strategic communications consulting. He has been Account Manager at Llorente & Cuenca, Communications Supervisor at Hudbay Peru, and Head of Communications at PetroPerú. He has advised on communication projects in Backus, BCP, Camisea Consortium, Prima AFP, Romero Group, Falabella Group, among others.
| ACOSTA-RUBIO RODRÍGUEZ, ZELMA FRANCISCA
Master of Laws from Boston University and New York School of Law. Legal and Corporate Affairs Manager at Interbank. Lawyer with experience advising investors and Latin American governments in privatizations, infrastructure projects, regulatory and transactional matters, particularly regarding long-term investment commitments in the region. MBA from the PAD of the University of Piura.
| ALVAREZ BARRIENTOS, ANGELA ROXANA
Graduated in Business Administration from Ricardo Palma University and Publicity Audiovisual Communicator from the Peruvian Advertising Institute. She has been Client Strategy and Marketing Manager at Sodimac Perú S.A, managing the Sodimac Homecenter, Sodimac Constructor and Maestro Brands. Nineteen years of experience in mass consumption and retail. MBA from Tecnológico de Monterrey with a specialty in Marketing.
| CALVO PEREZ BADIOLA, JAVIER FERNANDO
Management for Managers and Human Resources Management, Diploma in Managerial Accounting, at ESAN. Program for Business Owners of the PAD School of Management of the University of Piura. Second Lieutenant Officer of the Peruvian Navy. Electronic and Communications Engineer of the Peruvian Navy. Founder of Liderman, Great Place to Work Latin America 2014. He stands out for his leadership culture and for being one of the first Peruvian executives who took a step into the digital field to interact with collaborators and stakeholders on social networks. Co-founder of startups and angel investor.
| TOWNSEND KLINGE, AUGUSTO
Bachelor of Law, specialized in Economic Constitutional Law from the Pontificia Universidad Católica del Perú. Social entrepreneur. Former Corporate Vice President of Sustainability and Institutional Affairs at Breca. Former General Director of Aporta, the Breca social innovation laboratory. Member of the board of directors in Kunan and Peru 2021. Member of the Executive Council in Entrepreneurs for Education. Former Central Editor of Economics of El Comercio. Member of L + 1. Young Global Leader 2014 of the World Economic Forum. Young Leader 2012 of the Asian Forum on Global Governance.
| SAMBRA GRAÑA, BERNARDO
Master in Finance from the Universidad del Pacífico. Bachelor of Administration from the University of Lima and Director of Management and Human Development of BCP and CREDICORP. It contributes to the transformation of organizations through the genuine connection between people, fostering change and communicational alignment around a common purpose and articulating people management processes that consolidate and allow to achieve that unique competitive advantage and impossible to replicate, the organizational culture. Sambra is a passionate underwater photographer who fights for the conservation of the oceans and their inhabitants.
| SÁENZ RABANAL, MARIA JULIA
Master in Public Management and Business at Syracuse University – Maxwell School, MBA at Universidad Adolfo Ibáñez. Professional in Law and Political Science at the Universidad Femenina del Sagrado Corazón (UNIFE), Legal Director and Corporate Affairs at AB Inbev Backus. Tax Lawyer. Leader in Corporate Affairs. Independent Directors and Senior Management Program of the PAD. Associate of IFA (International Fiscal Association), Peruvian Group, part of the Board of Directors for 8 years. Associate of the Peruvian Institute of Tax Law (IPDT) and the Institute of Tax Research and Development (IPIDET). Member of the Lima Bar Association.
| ZARAK WHILAR, SANDRA
Bachelor of Communication Sciences from the University of Lima and Strategic Advertising Planning from the Higher School of Advertising Creatives in Argentina. Brand Strategy Leader at Zavalita Brand Building is responsible for such successful campaigns and as Mibanco’s Citizens of Tomorrow, the same one that was awarded an Effie in 2019.
| LUYO HURTADO, RAÚL ERNESTO
MBA in Strategic Planning Management from the Pontificia Universidad Católica del Perú – Maastricht School of Management (Netherlands). Bachelor of Administration and Marketing from the University of Lima. Studies in Customer Management at Northwestern University – Kellogg School of Management and Digital Business Management at the Polytechnic University of Catalonia. General Manager at Fortel Customer Experience & BPO. Specialist in CX, Digital Transformation, Business Innovation, Design Thinking, and Design Service with more than 15 years in local and regional positions in top-level transnational companies.
|MARTÍNEZ VENERO, MARÍA ALICIA
Master in Management of Corporate Communication, Corporate Social Responsibility and Social Audit, both from the University of Barcelona, Bachelor of Communication Sciences from the University of Lima, Diploma in Digital Marketing from the Peruvian University of Applied Sciences. She has more than 15 years of experience in communication, reputation management and crisis management in the public and private sectors, in 2015 she became Head of Communications at Enel Peru. Her career is marked by her beginnings as an economic journalist and editor in the main journalistic group in Peru.
| OLIVARES CORTÉS, LUCIANA MARÍA TERESA
MBA from the Berlin School of Creative Leadership. Graduated in Audiovisual Communication from the Peruvian Advertising Institute. Ceo of Boost Brand Accelerator and Bold advertising agency. Recognized as one of the 100 most reputable executives in Peru for 4 consecutive years. She was Marketing Manager at BBVA Peru and Strategy and Content Manager at Latina. She currently runs her brand accelerator Boost, her advertising agency Bold. She is part of the board of directors of Banco Pichincha. Author of 4 marketing books. Cannes Lions Jury. Columnist in El Comercio, Gestión, SOMOS and G de Gestión magazines.
| LUNG WON, KATIA MERCEDES
MBA from Nova Southeastern University in Florida, United States. Bachelor of International Business from Florida International University and Chief Compliance Officer / Corporate Compliance Manager at Interbank. He has 10 years leading compliance teams and process improvement projects in International Banking. Certified in Six Sigma, Green Belt. Skilled in the development of Internal Controls and improvement of processes in the commercial area and operational support. Long-term vision, business generator in alliance with the commercial area. Skill in establishing relationships at all levels including auditors and regulators. Leader recognized for maintaining a good work environment.
| AVILÉS HURTADO, ZOILA DEL CARMEN
Master in Communication of Public and Political Institutions from the Complutense University of Madrid. Degree in Social Communication from the Universidad Nacional Mayor de San Marcos. Diploma in Governance and Political Management from the Pontificia Universidad Católica del Perú and the George Washington University. Dircom at the Office of Communications and Institutional Image at SUNASS. Public and Market Research Specialist. Work experience in the public and private areas and with different types of audiences (urban, rural, native communities, local authorities, State institutions, the media, etc.). Consultant for national and international organizations.
| CALDERÓN UCEDA, MARTÍN MANUEL
Master in Communication Management from the Peruvian University of Applied Sciences. Bachelor of Communication Sciences from the University of San Martín de Porres. Diploma in Analysis, Management and Conflict Resolution from the Pontificia Universidad Católica del Perú, International Diploma in Image and Political Communication by ESAN. Corporate Communication Manager at ANTAMINA. Journalist and communicator with 28 years of experience (in television press and corporate communication). Direction and development of strategic plans for social and institutional communication. Knowledge in management and relationship with the media. Analysis, identification and management of crisis and conflicts.
| SILVA VELARDE – ALVAREZ, MAGALI
Master of Economics from the University of Oregon. Degree in Economics from the Universidad del Pacífico. She has been Minister of Foreign Trade and Tourism, and Vice Minister of Mype and Industry of the Ministry of Production. He held various managerial positions in the Central Reserve Bank of Peru (BCR): the Macroeconomic Policies Sub-management, the Head of the Department of Economic Activity Indicators, the Head of the Research and Situation Department, and the Head of the Department of Economic Indicators. Professor of economic issues and lecturer at national and international level. She is currently an Advisor to the BCR.
Professionals in communication, administration and marketing. Executives in charge of corporate and institutional communications, talent management, cultural transformation, customer service and sustainability areas.
Documents required for your registration
- Registration Form duly filled out Go to form
- Undocumented curriculum vitae (the applicant’s profile will be reviewed by the Admission Committee if required)
- The prices and conditions of the program are subject to variation.
- The cost of the program includes: CENTRUM PUCP Diploma issue
- The cost of the program does not include: Issuance of certificates, transcripts, academic mesh and participation, or others.
Ask for all the information you need, we care about ensuring that you achieve academic and professional success.
|Maribel Luz Osorio
DIRECTOR OF THE PROGRAM
Professor Rosselló is a Master of Business Administration in General and Strategic Management, Maastricht School of Management, The Netherlands. Master in Strategic Business Administration, Pontifical Catholic University of Peru. B.A. in Graphic Arts, Pontifical Catholic University of Peru. She has international certifications among which stand out: CPCL Harvard Business School, Boston, USA; International Master in Leadership EADA Business School, Barcelona, Spain; Executive Program Customer Experience IE Business School, Madrid, Spain; International Program for Board Members EADA Business School, Barcelona, Spain. To date she is a member of the “Steering Committee” of the EFMD Americas Conference 2019-2021.
She has been Corporate Image Manager of Unique-Yanbal International for Ecuador, Colombia, Peru, Bolivia, Mexico and USA; Marketing Manager of Unique-Peru. He is currently Chairman of the Board of Directors of Comacsa, a leading non-metallic mining company in Peru, and a board member of Fundición Americana S.A. She is a specialist in Corporate Image, Marketing Management, Business Communication and Strategic Planning.