At Hong Kong: Marketing your design, not your ego

Written on November 10, 2011 by Mariana Romero in News

Near 10 535 km away from home, IE School of Architecture & Design will address a group of local architects & designers in Hong Kong. Next Monday 14th of November, Prof. Juan Lago will give a workshop to local architects about “Marketing your design & not your ego” for near 4 hours. This topic is one of the essentials of the master program, covered from day 1, however more intensively seen over Module 2 of the master named: “The Architect as a Business Person”. The workshop will be given thank to our friends at the InnoCentre, a hub for design and innovation in Hong Kong. We think amazing things can happen in this cross-cultural interaction, with one thing in common among cultures: the drive for architectural excellence.

Here is a brief of the session:

This workshop will give students an understanding how branding, marketing and communications can assist  design offices to meet their design and commercial goals.  It looks at the tools that are available to professionals to communicate with their market place and how these should be used to respond to the very specific needs of the professional firm. It looks at the relationship between the market, the marketing process and the architectural strategies that particular firms may wish to pursue.


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