cambridge marketing leadership academy - global launch 2011
DESCRIPTION
Introducing the world's best marketing development portfolioTRANSCRIPT
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
Issue-driven, action-driving
Fully embedded solutions
Delivering business results
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 Edge 4 : New approaches to
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
Marketing Foundation 2 : Fundamentals of
Customers, Propositions, Experience
Customers
Case Study
Experiences
Research
Segmentation
Customer Value
(KotlerVideo)
Virgin Mobile
SAP
Experience Maps
Service delivery
Theatre
Marketing Foundation 3 : Fundamentals of
Comms, Channels, Relationships
Comms
Distribution
Relationships
Advertising
Direct Marketing
PR Sponsorship
Vertu
Case std
Argos
Lands End
Loyalty
Personalisation
Best customers
Marketing Foundation 4 : Fundamentals of
Innovation, Products, Brands
Innovation
Products
Brands
Creativity
Disruption
Innovation
Lego
(DeepDiveV)
BMW Z3
Case stud
Amex
VW
Definition
Development
Management
Skoda
Marketing Edge 3 : New approaches to
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
Marketing Edge 3 : New approaches to
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
Marketing Edge 2 : New approaches to
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
Marketing Edge 2 : New approaches to
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 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 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 Edge 4 : New approaches to
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
Marketing Foundation 2 : Fundamentals of
Customers, Propositions, Experience
Customers
Case Study
Experiences
Research
Segmentation
Customer Value
(KotlerVideo)
Virgin Mobile
SAP
Experience Maps
Service delivery
Theatre
Marketing Foundation 3 : Fundamentals of
Comms, Channels, Relationships
Comms
Distribution
Relationships
Advertising
Direct Marketing
PR Sponsorship
Vertu
Case std
Argos
Lands End
Loyalty
Personalisation
Best customers
Marketing Foundation 4 : Fundamentals of
Innovation, Products, Brands
Innovation
Products
Brands
Creativity
Disruption
Innovation
Lego
(DeepDiveV)
BMW Z3
Case stud
Amex
VW
Definition
Development
Management
Skoda
Marketing Edge 3 : New approaches to
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
Marketing Edge 3 : New approaches to
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
Marketing Edge 2 : New approaches to
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
Marketing Edge 2 : New approaches to
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 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
This session will enable you
as business leaders to
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.
Insights and outcomes include
Richard Reed and Innocent*
Virgin’s brand strategy
McDonalds’s repositioning*
Ladbrokes value discipline
Ladbrokes brand wheel
Ladbrokes value propositions
This session will enable you
as business leaders to
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.
Insights and outcomes include
IDEO go deep diving*
Toyota and lean thinking
The Jones Soda experience
Ladbrokes market disruptions
Ladbrokes and Betfair
Ladbrokes experience
This session will enable you
as business leaders to
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.
Insights and outcomes include
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
Issue-driven, action-driving
Fully embedded solutions
Delivering business results
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
Latest ideas, best practices
Stretching and practical
By marketers for marketers
Inspirational
stretching and defining, practical and applying
Marketing Labs
Development
Marketing Spingboards
Latest ideas, best practices
Stretching and practical
By marketers for marketers
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
Latest ideas, best practices
Stretching and practical
By marketers for marketers
Inspirational new insights, new attitudes, new skills, new action
what works, what’s hot, what’s best, what’s next
Development
Latest ideas, best practices
Stretching and practical
By marketers for marketers
Inspirational
Focusing on best customers
Understanding people
Discovering new insights
Articulating propositions
Engaging audiences
Personalising experiences
Building advocacy
Delivering profitable growth
Development
Latest ideas, best practices
Stretching and practical
By marketers for marketers
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
Optional qualification paths
Individual and team study
For all levels of marketer
Professional fast and integrated routes to accreditation
Qualifications
Optional qualification paths
Individual and team study
For all levels of marketer
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
Optional qualification paths
Individual and team study
For all levels of marketer
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