Browsing by Author "Shvedchikov, Vladislav"
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- Marketing and design intersections: an applied project for ICMD 2018 - international conference on marketing and designPublication . Shvedchikov, Vladislav; Guerreiro, Manuela; Lacerda, AntónioChallenging the transdisciplinary issues in marketing and design reveals the unexplored parts between different subjects. Exploring the combinations and possible unity of decisive factors in each topic could reveal new possibilities, practices and result in unique discoveries. In each small detail there are different points of view according to perspective of observer. While any task is recognized by determined viewpoint, it’s suggested for association with several patterns. Otherwise, changing the aspect of discipline, the conclusions could suffer some revision and in between of two different areas the result could transform into the innovation. Over all the appealing design, ability for personalisation, as well as common elements of STP (segmentation - targeting - position) marketing model should be presented and worked together. This applied project contains a combination of marketing and design background to be successfully developed. As a final result it represents a complete framework prepared for future implementations and designed for necessary customisations. Starting with marketing inputs - information about conference, target, areas and other details, putting it all together and transforming it into concept and real communication product took a lot of effort and research. The full process of creation was dynamic and the development was made according to available information. In the initial stage, to cover all necessary aspects and determine the concept of visual communication and strategy of marketing, organisation team meetings were realised. Benchmark analysis of 44 similar conferences in marketing or design combined both disciplines was carried out. It helped to determine necessary aspects that should be implemented for a good successful practice. As a result, a functional web platform including intranet, strong visual communication with a memorable concept, strategy for social marketing was created and data from metrics carried out, which allowed to compare all the interactions.