Day program 3MA International Congress 2007:

09:00: Welcome

09:30: Opening by president of Congress Committee

09:40: Introduction by ‘Host of the Day’: drs. Anna Snel

10:00: 1st Lecture by Albert Boswijk, director of the European Centre for the Experience Economy

10:45: Break

11:00: 2nd Lecture by Hans Bakker, CEO of Amsterdam RAI

11:45: 3rd Lecture by Coca Cola Germany

12:30: Lunch

13:30: Student Workshops and B2B Seminar

16:00: Break

16:15: 4th Lecture by Youth Communication, Advertising and Consultancy Agency Keesie

17:00: Closing by ‘Host of the Day’

17:15: ‘Experience’ or Interactive Forum

17:45: Recruitment Drink

The day program of the congress will consist of various lectures and workshops, facilitated by companies, institutes and academics that specialize in ‘Experience Economy’. This increasingly important topic implies the creation of experiences surrounding the consumption of products and services. After differentiated products and added services this is a new dimension with which companies distinguish themselves from competitors.

Next to the general program the event also contains an interactive Business-to-Business seminar, specifically organized for company participants. The reason for organizing this B2B seminar is the increasing interest of companies for our congress in recent years. Next to company participants, academics will be present during this seminar in order to create a synergy between theory and practice.
This year the B2B seminar will clarify the experience concept with the theme: ‘Theory and practice of the experience approach’. The seminar will be facilitated by Anna Snel, research partner at the European Centre for the Experience Economy and DST Experience Communication (www.dst.nl). These lecturers are carefully selected based on their qualities and knowledge concerning the Experience Economy and Communication.

The seminar is divided in sections containing the following topics:
- Theoretical background of the Experience Economy
- Basic ideas for a successful experience concept
- Different prosperous examples of experience communication in practice
- Interactive forum to answer questions and to discuss the experience economy.

Of course, it is always possible to ask questions during the seminar as well. Furthermore. next to the B2B part of the day, you are also invited to the lectures of the day programme. Examples of companies that will provide a lecture are Coca Cola and RAI Amsterdam.

Concerning participation or questions you can send an e-mail to congress2007@3ma.nl or call 043-3883921 (3MA office). Consult our website: www.3ma.nl/congress for the B2B brochure