The New Science of Communication and Influence: Winning Hearts, Minds and Markets
Day 1 - PLENARY KEYNOTE
In a world of fragmented attention and constant change, effective influence requires more than a compelling message. This keynote explores the latest science of communication, persuasion and behavioural influence, revealing how leaders and brands can build trust, shape perceptions and inspire action. Drawing on cutting-edge research and real-world examples, it offers practical insights for winning hearts, minds and markets.
DELIVERED BY
Dr. Gillian Brooks
Senior Lecturer in Strategic Marketing
Associate Dean, Executive Education
Programme Director, Executive MBA
Day 1 - MASTERCLASS
Unlocking Value Through Augmented CX
AI is transforming marketing beyond automation. First, it changes the behaviors, decisions and capabilities that drive performance—how organisations gain insight, engage customers, personalise experiences and execute. Second, it alters competitive advantage: as AI becomes widespread, differentiation will hinge less on technology access and more on blending AI with unique capabilities, trusted customer relationships and strong brands. Together, these show not just what AI enables, but where it can deliver lasting advantage.
DELIVERED BY
Prof. Ko de Ruyter
Professor of Marketing and
Head of Marketing Department
Day 1 - MASTERCLASS
Marketing to Machines: How to Win the AI-Powered Event Buyer
AI is evolving from search tools to agents that research, compare, shortlist and act for us. For events, this will change how clients find and pick agencies, destinations, venues and experiences. Imagine a corporate buyer asking an AI to shortlist agencies, verify credentials and compare proposals—without visiting a site. How do you win when machines judge first? This session covers how AI-driven buying will reshape visibility, credibility, content, data, differentiation and trust, and what businesses must do now to stay discoverable and desirable.
DELIVERED BY
Dr. Andrés Gvirtz
Senior Lecturer in Marketing,
Technology & Behaviour
Day 1 - MASTERCLASS
Selling Slowness: Responding to Consumers’ Increasing Desire to Decelerate
We live in a speed‑obsessed culture. Yet consumers increasingly seek what few businesses design: space to slow down, reconnect and think differently. Drawing on Craigberoch’s Business Decelerator research, this session shows how slowness creates deep connections and can reshape work, relationships, time and consumption. For business, slowness isn’t just doing less—it enables richer experiences, stronger emotional bonds and lasting change. Leaders must ask not how to make people faster, but what’s possible when they’re allowed to slow down.
DELIVERED BY
Dr. Katharina Husemann
Reader in Marketing
Developing a Leadership Brand that Inspires Trust, Attracts Talent and Wins Clients
Day 1 - ADDITIONAL WORKSHOP*
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In today's business environment, leadership is increasingly visible. Clients choose organisations whose leaders they trust. Employees stay where they believe in leadership. Partners seek relationships with executives who demonstrate credibility and vision.
This interactive session explores how senior leaders can intentionally build a leadership brand that strengthens influence both inside and outside their organisations. Drawing on behavioural science, marketing, and communication research, participants will learn how trust is formed, how reputation shapes business outcomes, and how authentic leadership communication can become a strategic advantage in an era of AI, disruption, and constant change.
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• Define the leadership reputation they want to build.
• Communicate with greater clarity and influence.
• Increase trust with employees, clients, and stakeholders.
• Develop thought leadership that enhances both personal and organisational credibility.
• Lead with authenticity while navigating rapid industry change.
DELIVERED BY
Dr. Gillian Brooks
Senior Lecturer in Strategic Marketing
Associate Dean, Executive Education
Programme Director, Executive MBA
*For those with team participation, not attending 1:1 meetings
Day 2 - FIRESIDE CHAT
The Role of AI in Accelerating Marketing Performance
AI is reshaping marketing, from customer engagement and personalisation to performance and decision-making. As AI becomes more accessible, competitive advantage will depend on how effectively businesses combine it with distinctive capabilities, trusted relationships and brand strength to drive lasting differentiation.
DELIVERED BY
Dr. Gillian Brooks
Senior Lecturer in Strategic Marketing
Associate Dean, Executive Education
Programme Director, Executive MBA
DELIVERED BY
Prof. Ko de Ruyter
Professor of Marketing and
Head of Marketing Department
DELIVERED BY
Mr Eliot salandy brown
Director of Creative Strategy
at McLaren Automotive
Act as a senior leadership team to solve an MBA-style case for premium experience businesses. In teams, diagnose the challenge, weigh trade-offs, craft a strategy that preserves differentiation while driving profitable growth, test ideas with peers, influence stakeholders, and present recommendations.
The Experience Advantage Lab: Building a Defensible Premium Position in Your Market
Day 2 - CAPSTONE PROJECT
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The case-based approach forms part of the King’s MBA programme, giving you the opportunity to experience the same academic approach used to develop senior business leaders. Working through a real-world business challenge, you’ll apply strategic frameworks, challenge assumptions, weigh competing priorities and make decisions — bringing MBA-level thinking directly into the realities of premium experience businesses.
This is a chance to step beyond industry discussion and experience high-level executive education from King’s Business School, alongside senior leaders from across the luxury experience sector.
DELIVERED BY
Dr. Gillian Brooks
Senior Lecturer in Strategic Marketing
Associate Dean, Executive Education
Programme Director, Executive MBA
DELIVERED BY
Professor Ko de Ruyter
Professor of Marketing and
Head of Marketing Department