Cambridge Marketing Leadership Academy - Global Launch 2011

the world’s best marketing development portfolio

Programmes Development Qualifications

Issue-driven, action-driving

Fully embedded solutions

Delivering business results

Latest ideas, best practices

Stretching and practical

By marketers for marketers

Optional qualification paths

Individual and team study

For all levels of marketer

Customised Inspirational Professional

new insights … inspired people … practical action … faster impact

Programmes




Customised

is your team fit and focused to shape the future?

diagnostics, frameworks, roadmaps, customisation

Marketing Edge 1 : New approaches to

Marketing for Maximum Value

Shareholder

Value

Customer

Value

Insight

Strategic

Intent

Economic Profit

Value Drivers

Metrics

3Com

Cadbury

Nokia

Dell

Ryanair

Insights and ideas from

Investment analysts

(Hamel V)

Tesco

Walmart

Customer Needs

Differentiators

Value Capture

Dynamic strategy

Strategic options

Driving growth


Marketing for Radical Innovation

New

technologies

Innovation

Product

development

Technologies

Disruptions

Drivers

Skype

AvantGo

(Disruption V)

3M

Apple

Insights and ideas

From design agencies

Playstation

Sephora

(Kawasaki V)

Creativity

Innovation

Market Chasms

Development

Design

Speed

Marketing Foundation 1 : Fundamentals of

Markets, Strategy, Effectiveness

Markets

Case Study

Effectiveness

Market audit

Competitors

Market positioning

(KotlerVideo)

Tivo

Case study

New Balance

Microsoft

Marketing Metrics

Financial ratios

Effectiveness


Customers, Propositions, Experience

Customers

Case Study

Experiences

Research

Segmentation

Customer Value

(KotlerVideo)

Virgin Mobile

SAP

Experience Maps

Service delivery

Theatre


Comms, Channels, Relationships

Comms

Distribution

Relationships

Advertising

Direct Marketing

PR Sponsorship

Vertu

Case std

Argos

Lands End

Loyalty

Personalisation

Best customers


Innovation, Products, Brands

Innovation

Products

Brands

Creativity

Disruption

Innovation

Lego

(DeepDiveV)

BMW Z3

Case stud

Amex

VW

Definition

Development

Management

Skoda


Marketing for Brand Impact

Brands

Propositions

Comms

Big idea

Activation

Reputation

Orange

Intel

Starbucks

Nokia

IBM

Insights and ideas

from the ad agencies

Coca-Cola

MasterCard

BMW

CVPs

Development

Delivery

Content

Media

Storytelling

Insight



Brands

Propositions

Comms

Big idea

Activation

Reputation

Orange

Intel

Starbucks

Nokia

IBM

Insights and ideas


Coca-Cola

MasterCard

BMW

CVPs

Development

Delivery

Content

Media

Storytelling

Insight


Marketing for Customer Connectivity

Experiences

Channels

Relationships

Individual

Interactive

Intelligent

CarphoneW

Reuters

Argos

Insights and ideas

From research agencies

Tesco

Schwab

SAP

Access

Convergence

Partnering

Loyalty

One to one

Communities

Sony Create

Virgin Atlantic

Insight



Experiences

Channels

Relationships

Individual

Interactive

Intelligent

CarphoneW

Reuters

Argos

Insights and ideas


Tesco

Schwab

SAP

Access

Convergence

Partnering

Loyalty

One to one

Communities

Sony Create

Virgin Atlantic

Insight Insight

Case Study Case StudySunny delight

Case study

Reach

Channels

Partners

Development

Entry

Portfolios

Strategy

Market Strategy

Strategic choices

Marketing Plans

Propositions

CVP

Communication

Pricing


Marketing for Maximum Value

Shareholder

Value

Customer

Value

Insight

Strategic

Intent

Economic Profit

Value Drivers

Metrics

3Com

Cadbury

Nokia

Dell

Ryanair

Insights and ideas from

Investment analysts

(Hamel V)

Tesco

Walmart

Customer Needs

Differentiators

Value Capture

Dynamic strategy

Strategic options

Driving growth


Marketing for Radical Innovation

New

technologies

Innovation

Product

development

Technologies

Disruptions

Drivers

Skype

AvantGo

(Disruption V)

3M

Apple

Insights and ideas

From design agencies

Playstation

Sephora

(Kawasaki V)

Creativity

Innovation

Market Chasms

Development

Design

Speed


Markets, Strategy, Effectiveness

Markets

Case Study

Effectiveness

Market audit

Competitors

Market positioning

(KotlerVideo)

Tivo

Case study

New Balance

Microsoft

Marketing Metrics

Financial ratios

Effectiveness


Customers, Propositions, Experience

Customers

Case Study

Experiences

Research

Segmentation

Customer Value

(KotlerVideo)

Virgin Mobile

SAP

Experience Maps

Service delivery

Theatre


Comms, Channels, Relationships

Comms

Distribution

Relationships

Advertising

Direct Marketing

PR Sponsorship

Vertu

Case std

Argos

Lands End

Loyalty

Personalisation

Best customers


Innovation, Products, Brands

Innovation

Products

Brands

Creativity

Disruption

Innovation

Lego

(DeepDiveV)

BMW Z3

Case stud

Amex

VW

Definition

Development

Management

Skoda



Brands

Propositions

Comms

Big idea

Activation

Reputation

Orange

Intel

Starbucks

Nokia

IBM

Insights and ideas


Coca-Cola

MasterCard

BMW

CVPs

Development

Delivery

Content

Media

Storytelling

Insight



Brands

Propositions

Comms

Big idea

Activation

Reputation

Orange

Intel

Starbucks

Nokia

IBM

Insights and ideas


Coca-Cola

MasterCard

BMW

CVPs

Development

Delivery

Content

Media

Storytelling

Insight



Experiences

Channels

Relationships

Individual

Interactive

Intelligent

CarphoneW

Reuters

Argos

Insights and ideas


Tesco

Schwab

SAP

Access

Convergence

Partnering

Loyalty

One to one

Communities

Sony Create

Virgin Atlantic

Insight



Experiences

Channels

Relationships

Individual

Interactive

Intelligent

CarphoneW

Reuters

Argos

Insights and ideas


Tesco

Schwab

SAP

Access

Convergence

Partnering

Loyalty

One to one

Communities

Sony Create

Virgin Atlantic

Insight Insight

Case Study Case StudySunny delight

Case study

Reach

Channels

Partners

Development

Entry

Portfolios

Strategy

Market Strategy

Strategic choices

Marketing Plans

Propositions

CVP

Communication

Pricing

This session will enable you

as business leaders to

1. Describe the most significant

market challenges over the

short and longer terms

2. Make sense of existing

and emerging markets, and

customers in them

3. Explore the best opportunities

for strategic growth and how

to exploit them.

Insights and outcomes include

Ross Walker on the economy*

Shell’s future scenarios

Apple’s market revolution

Ladbrokes market challenges

Ladbrokes market map

Ladbrokes growth engine



1. Develop a market strategy

that describes where and

how to compete

2. Articulate the essence of a

brand and how it relates to

customers and internally

3. Construct compelling value

propositions which articulate

the offer to target audiences.


Richard Reed and Innocent*

Virgin’s brand strategy

McDonalds’s repositioning*

Ladbrokes value discipline

Ladbrokes brand wheel

Ladbrokes value propositions



1. Drive the innovation

of products and services,

channels and business models.

2. Apply more creative and

disruptive approaches to your

markets and propositions.

3. Redesign your customer

experience, bringing it to life

through the brand and theatre.


IDEO go deep diving*

Toyota and lean thinking

The Jones Soda experience

Ladbrokes market disruptions

Ladbrokes and Betfair

Ladbrokes experience



1. Articulate big ideas in ways

that are compelling to business

leaders, staff and customers.

2. Measure the impact of

market actions on business

results and shareholder value.

3. Define the role of business

leaders in driving markets,

brands and innovation.


Reinvention of M&S

The real value of Gillette

Martin Glenn on leadership*

Ladbrokes pyramid thinking

Ladbrokes market leaders

Ladbrokes and your next steps

Strategy and

Brands

Products and

Services

Leadership and

Performance

Markets and

Customers

1 2 3 4

*video/DVD

CustomersFinding the best market

opportunities through analysis,

insight and segmentation.

PropositionsAchieving market focus and

differentiation by developing

compelling propositions.

SolutionsDeveloping innovative customers

and product solutions to meet

current and future needs.

Marketing

Hothouse

Marketing

Mission control

Market

Immersion

Business

Application

Teamwork “marketing game” every day

Individuals work on projects sponsored by their own companies every day

ExperiencesDesigning relevant customer

experience by working with the

right channel and sales partners

CommunicationsAttracting and retaining target

customers through integrated

media and relationships.

LeadershipInfluencing and inspiring

colleagues and people

to make it happen

Market acceleratorDelivering customer and business results

Programmes




Customised

stretching and practical development workshops

essential training in

marketing, communications,

PR, digital and research for

future marketers

fast, fresh, and focused

updates on the hot topics

and critical disciplines of

today’s marketers

new ideas and insights,

emerging practice from

around the world for

marketing leaders

Marketing Spingboards

Marketing Slingshots

Marketing Edges

Development




Inspirational

stretching and defining, practical and applying

Marketing Labs

Development

Marketing Spingboards




Inspirational

Marketing Slingshots

Creative Lab

Brand Lab

Digital Lab

Strategy Lab

Leadership Lab

Smart Strategy

Smart Insights

Smart Brands

Smart Communication

Smart PR

Smart Digital

Smart Products & Services

Smart Experiences

Smart Relationships

Smart Finance

Business leaders

Exploring the new

ideas and

emerging global

practices

2-day workshops

Lead practitioners

Refreshing

knowledge

With the latest

techniques

1-day workshops

Future leaders

Accelerated study

ands support

programmes

3 to 12 months

Can lead to

professional

qualifications

Customer Essentials

Brand Essentials

Marketing Essentials

Innovation Essentials

Business Essentials

Evaluating the best markets

Deciding where to focus

Being different

Building strong brands

Seizing discontinuities

Co-creating innovation

Launching new solutions

Reshaping the market

Development




Inspirational new insights, new attitudes, new skills, new action

what works, what’s hot, what’s best, what’s next

Development




Inspirational

Focusing on best customers

Understanding people

Discovering new insights

Articulating propositions

Engaging audiences

Personalising experiences

Building advocacy

Delivering profitable growth

Development




Inspirational thinking, innovating, delivering, engaging, performing

Certificates

Accreditation

Marketer

Designed exclusively for

your business, establishing

internal excellence

Bringing together all the

professional qualifications

from CIM, CIPR, CAM etc

recognising your leading

marketers though continuous

professional development

Cambridge

Professional

Chartered

Qualifications




Professional fast and integrated routes to accreditation

Qualifications




Professional

CIM Postgraduate Diploma in Marketing

CIM Professional Diploma in Marketing

Specialising in B2B Marketing

Specialising in Arts Marketing

Specialising in Pharmaceuticals Marketing

Specialising in Professional Services

Specialising in Sports Marketing

CIM Professional Certificate in Marketing

Specialising (as above)

Specialising in Agri/Rural Marketing

Specialising in Charities Marketing

CIM Introductory Certificate

CAM Diploma in Marketing Communications

CAM Diploma in Digital Marketing

Specialising in Digital Campaign Planning

Specialising in Digital Media and Planning

Specialising in Mobile Marketing

CIPR Diploma in Public Relations

CIPR Advanced Certificate in PR

CIPR Foundation Award in PR

bringing together all the qualifications

local, residential and online study support

Qualifications




Professional

Cambridge Marketing College

is Europe’s leading professional

marketing college

1200 Postgraduate Delegates in

UK and over 100 counties

around the world.

Widest Range of Marketing

Qualification, accredited by all

major Marketing Bodies

Over 60 Tutors . Practicing

Professional Marketers

10 Study centres in UK and

others worldwide

designed and delivered by marketers for marketers

… enabling you to develop the leading marketers and teams

Understand

business

drivers

Explore

marketing

ambitions

Prioritise

development

needs

Customise

learning

pathways

Develop

content and

programme

Manage

logistics and

admin

Schedule

workshops

and tutors

Launch and

engage

marketers

Deliver

inspirational

workshops

Support

study towards

qualifications

Enable CPD

to chartered

marketers

Embed to

sustain and

perform

www.CambridgeMarketingLeadershipAcademy.com

Cambridge Marketing Leadership Academy - Global Launch 2011

Business

Transcript of Cambridge Marketing Leadership Academy - Global Launch 2011