Our Approach to Experiential Learning

Building a Market-Driven Culture in your Company OUR APPROACH TO EXPERIENTIAL LEARNING

Our Approach Typical Program Structure: 2 Days + 3-6 Webinars A typical MarketCulture program is an intensive and memorable learning laboratory

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Classroom Activities and Exercises Web Based Pre and Post Quizzes PowerPoint Slides Software Tools Course Notes Instructor’s Manual “ Take Home” Templates Case Studies E-learning module Reference guides Courseware Overview

Market-Driven Behavior Skills Checklists Performance Contracts Agreements from team on implementation Leader Tools and Deliverables Market Responsiveness Index Results Courseware from Participation + Group Presentations Uncovers cultural and system inhibitors Allows easy rating of team on Skills implementation Provides a vehicle for Individual accountability Provides reference materials for continued reinforcement

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Executive Program Outlines: Business and Marketing Strategy Building a Market-Driven Culture in your Company

Objective Executives learn the 7 behaviors of market-driven firms, how these link to business outcomes and how they can lead their adoption inside the organization Outcome ,[object Object],[object Object],[object Object],Format This is a one-day program for executive leaders. It communicates in emotional and logical terms the reasons for change and a program for achieving the change. Blended Elements ,[object Object],[object Object],[object Object],Content Areas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Leading the Revolution: Creating a Market-Driven Organization (example)

Core Performance Improvement Programs A customised curriculum can be developed to address a company’s specific business needs and marketing skill development requirements. Learning Programs 1. Marketing Concepts and Practice 2. Strategic Market Analysis and Tools 3. Value Propositions that Stick 4. Pricing Strategy and Tools 5. Generating Marketing Profitability 6. Competitive Marketing Strategy 7. Strategic Market Management Market-Driven Skills Marketing Mix Strategies Market Analysis Marketing Profitability Strategic Marketing Suitability to Firm’s Marketing Roles All Marketeers Offer Development Specialists Product Specialists Segment Strategists Marketing Business Analysts Pricing Specialists Offer Development Specialists Product Specialists Segment Strategists Others 9. Marketing Leadership and Influencing Skills Digital Marketing Channels 8. Social Media Marketing 101 All Marketeers

Marketing Concepts and Practice Program – example (3 day agenda) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Objective Participants and teams to be able to make more effective marketing decisions through the application of relevant market analysis in the business. Outcome Format and Target Group Blended Elements Content Areas Pre-work activity plus a 2 day intensive application workshop. Intact teams comprising marketing managers, product managers, channel managers and marketing support professionals covering functional roles of market research, forecasting, competitive analysis and marketing communications, who need as individuals and teams to make marketing decisions on soundly based market analysis. Provides participants with a knowledge and understanding of market analysis tools relevant to their business situation, practice in application of tools and experience of various outcomes. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A pre-workshop web module requiring 45 minutes individual preparation prior to the face-to-face workshop. Two days of lecture/discussion, instructional exercises and team application to a generic and a client specific case study. One year license to use Interstrat’s market analysis software tools. Strategic Market Analysis Tools Program – example (2 day agenda)

Value Propositions that Stick – example (1 day agenda) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Objective Participants and teams to be able to apply specific market-related financial tools through practice on a relevant case study as well as experience various financial outcomes in relation to different marketing strategies Outcome Format and Target Group Blended Elements Content Areas Provides participants with a knowledge and understanding of pricing strategies, how marketing profitability is generated and the financial analysis tools relevant to their business situation A pre-workshop web module requiring 45 minutes individual preparation prior to the face-to-face workshop. Two days of lecture/discussion, instructional exercises and team application to a generic and a client specific case study. One year license to use Interstrat’s pricing and profitability software tools. Generating Market Profitability Program – example (2 day agenda) Pre-work activity plus a 2 day intensive application workshop. Intact teams comprising marketing managers, product managers, channel managers and marketing support professionals covering functional roles of market research, forecasting, competitive analysis and marketing communications, who need as individuals and teams to make marketing decisions that impact profitability.

Objective Participants to obtain a clear understanding of segmentation and pricing concepts, strategies and tools for value based pricing with reference to customer value analysis, perceived value pricing and economic value pricing Outcome Participants to have the ability to apply these strategies and tools to relevant pricing and re-pricing as part of customer and market segment strategies Format Web preparation including pre-workshop quiz followed by a 2 day intensive workshop supported by reference materials Blended Elements Content Areas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ideally, participation in this course should take place before participation in the ‘Generating Market Profitability’ course Pricing Strategy & Tools Program – example (2 day course) Software Tools Customer Trade-Off Analysis Perceived Value Pricing Analysis Economic Value Pricing Analysis Pricing Margins Analysis

Objective Participants and teams to be able to apply competitive analysis tools to develop a sustainable competitive marketing strategy. Outcome Participants and teams to have conducted a competitive analysis and developed a competitive marketing strategy for their business or a part of their business. Format 2 day intensive workshop applied to the business Blended Elements Content Areas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],This course is for business teams who have the need to develop a competitive marketing strategy for the business or a part of the business. Attendees would be team members of one business or several business units where the competitive threat is common or where there is a need for a joint competitive strategy. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Software Tools Competitive Forces Analysis Value Mapping Competitive Position Analysis Profit Impact of Market Share Competitive Marketing Strategy Program – example (2 day course)

Objective Participants to learn how to implement profitable marketing strategies using a real business project Outcome Participants have application experience in developing and implementing integrated marketing strategies using key tools of market, competitive and profitability analysis in a competitive marketplace. Participant learnings will be transferred to the business context through specified company sponsored business projects applied in a team environment. Format Three one-day intensive workshops using strategic marketing tools applied to a business project with review meetings and project presentations Blended Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content Areas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Strategic Marketing Management Program – example (3 day course)

Social Media 101 – example (2 day agenda) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Leadership and Influence Program – example (2 day agenda) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content Areas MARKET-DRIVEN CULTURE: THE FOUNDATION OF SUPERIOR BUSINESS PERFORMANCE • Examining this important strategic concept and its short-run and long-run link to superior business performance. • Developing strategies to use a market-driven culture to grow your sales and profits. HOW MARKETING GETS DONE • Responsibility without authority • Interdepartmental dependence and its implications • The role of emotional connection for all stakeholders THE UNIVERSAL COMPONENTS OF LEADERSHIP • Six Major Task Components of Organizational Leadership 1. Vision 2. Management 3. Empowerment 4. Diplomacy 5. Feedback 6. Entrepreneurialism • Three Personal Components of Organizational Leadership 1. Personal Style 2. Personal Energy 3. Multicultural Awareness THE SIX PRINCIPLES OF INFLUENCE • Liking—People like those who are like them, and like them • Reciprocity—People repay in kind • Social Proof—People follow the lead of similar others • Consistency—People fulfill written, public, and voluntary commitments • Authority—People defer to experts who provide shortcuts to decisions requiring specialized information • Scarcity—People value what’s scarce

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Our Approach to Experiential Learning

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