During the workshops and lectures held by AmChamps alumni and representatives of Banca Intesa, participants in the AmChamps Summer School were introduced to various aspects of the banking sector and gained knowledge and skills that will help them shape their future careers.
AmChamps alumni Jovana Žuržin Vukotić, Director of corporate communications for Siemens Adriatic Region, and Sanja Stefanović, Senior public relations consultant from the Executive Group, presented communications as a corporate function, including relations with the targeted public, digital communications and internal and external communications. Through a series of workshops and tasks, Jovana and Sanja enabled the students to adopt and apply basic knowledge in communication, crisis situations on social networks, PR campaigns and others.
The importance of developing effective sales skills and making profits, as well as sales negotiation strategies, was presented by another AmChamps alumnus, Miloš Milosavljević, Sales representative for IBM technical support services. Miloš emphasized that the successful outcome of each sales meeting depends on the P.O.E.C. (Prepare. Open. Explore. Close.) concept in which adequate preparation, gathering information and identifying potential opportunities and challenges with a client are considered most important. In addition to the preparations, Miloš also emphasized the importance of empathy as one of the elementary factors of successful negotiations.
Marija Marković, AmChamps alumnus and VIP Team Leader for multimedia and online applications, talked about motivation as a driver for achieving business goals, highlighting the difference between the expectations and wishes of clients.
Presenting the bank's marketing strategy, Rajka Šinik Vulić, Acting director of Marketing Communications of Banca Intesa, spoke about the concept of integrated communications in the financial sector. She also highlighted some of the key changes that have taken place in the banking sector over the past decade, such as new channels of communication with clients, social networks, creation of attractive offers and banking products.
The final lecture was delivered by Dr. Nikolaos Dimitriadis, regional director of the University of Sheffield, who presented to participants the basics of neuromarketing as a new area of marketing in which researchers use technology to identify hidden motives and subconscious consumer reactions that trigger their purchasing decisions. Dr. Dimitriadis explained how neuromarketing works, presenting a device that accurately determines our emotions and reactions at different times.
After the completion of the educational part of the AmChamps Summer School powered by Banca Intesa, Dr. Dimitriadis held mentoring consultations during which the participants were advised on preparation and presentation of their projects on the topic of "Improving the relationship with clients". Participants will present their projects at the closing event of this program on September 19 when the most successful participants will win direct enrollment in the year-long educational program AmChamps -Young Leaders of Change 2018.