MARKETING MANAGEMENT NEW. A value-based approach. IN OPEN PROGRAMS 4 CONSECUTIVE YEARS Financial Times STRATEGIC LEADERSHIP
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1 NEW LEARN ONLINE WITH IMD STRATEGIC MARKETING MANAGEMENT A value-based approach IMD GLOBAL IN THE CLOUD W O R L D W I D E IN OPEN PROGRAMS 4 CONSECUTIVE YEARS Financial Times
2 LEARN ONLINE WITH IMD GLOBAL IN THE CLOUD is a NEW offering of personalized digital programs which enable you to develop your global leader skills from any location. Work with a dedicated coach and receive personalized feedback at every step of the program Apply what you learn each week to help you solve your current business challenges Combine the flexibility of a cloud-based program with IMD s unique real world, real learning approach Drive your own development and the development of your team to expand your knowledge Earn an IMD executive education certificate Become an IMD alumnus/alumna
3 WHAT To gain advantage in today s marketplace, you must create more value in the eyes of your customers and consumers. This means finding innovative ways to keep meeting your customers needs better than your competitors. The value-based approach to marketing enables you to co-create more value with your customer based on deep insights. It teaches you how to better communicate this value and capture it in ways that maximize your chances for profit. You focus on profitable customers and consumers, profitable products and leveraging your competitive strengths. This is the core of value-based marketing. Your role as a value-based marketer is an integrated one. You need to be a strategist who can connect insights with your organization s strategy. You are also an architect who builds and strengthens the necessary capabilities that will drive your business forward. You are a change agent who develops the right processes based on customer insights and you are a manager who confidently leads the marketing cycle, including the financial responsibility for your marketing actions. The program: Equips you with the skills and capabilities to successfully manage the complex role of today s marketer Enables you to successfully integrate your marketing with other key functions such as strategy and finance Brings you superior insights on how to co-create, communicate and capture more value for your customers and consumers Shows you how to develop superior customer solutions that are relevant to your business Makes you a more relevant, influential and successful marketer for your business WHO You are a business executive or team competing in a demanding market environment and experiencing increased pressure on your contribution margins. You need to gain a deeper understanding of value-based marketing and develop the skills and capabilities that can make you a more relevant and influential marketer for your business today and beyond. In the end, it s the ability to gain better customer insights, to co-create more value with customers, to communicate this value, and to capture it with better pricing - that s what I call marketing. Stefan Michel Program Director Professor of Marketing & Service Management Dr. oec. publ. University of Zurich
4 HOW You start the program by considering the value that marketing brings to your organization and making the links between marketing, strategy and finance. You see your position as a relevant and influential force in the organization. You learn about customer lifetime value and how to use the right customer metrics to help you be a better decision-maker. You learn how to compete for value and to deepen your understanding of marketing metrics. You discover better ways to co-create value and then how to communicate it and capture it more effectively. This journey leads to you becoming a superior marketer. Individual assignments, virtual group work, case studies, readings, video summaries, personalized feedback from your program coach, peer reviews with other participants from across the globe, and personal reflection moments are all combined to stimulate your thinking, unlock new insights, change habits, and firmly embed the learning. You will complete the program with a clear understanding of your role as a marketer and a leave with a concrete value-based action plan that can bring you and your company superior results. GAIN IMD CERTIFICATION This program requires a minimum of 4-6 hours of work per week during an eight-week period. It is intensive and demanding and is designed to stretch your thinking and practical skills. Successful and timely completion of the weekly assignments and the capstone project at the end of the program, will lead to certification from IMD business school.
5 IT DATES DURATION: 8 WEEKS MM 1 May 9 July MM 2 October 24 December MM 1 May 8 June MM 2 October 2 November FEE 2016 For individual participants CHF / CHF IMD alumni For Corporate Learning Network members Corporate Learning Network member corporations receive a number of complimentary seats in addition to a wide range of further benefits and services. If you are applying via your corporation, please check internally that you are eligible to apply before submitting your application. HOW CAN I APPLY? Download the application form HOW CAN MY COMPANY BECOME A MEMBER OF THE CORPORATE LEARNING NETWORK? For further information, contact a Program Advisor at or at info@imd.org. OVERVIEW OF PROGRAM TOPICS Political Strategy Economics/ Industry Analysis Economy Marketing Innovation Finance Operations Sales STRATEGIC HR EXECUTION Governance Sustainability STAKEHOLDER MM Marketing Management: A value-based approach PERSONAL Design Organization Communications Negotiations Team Leadership Interpersonal Leadership Self Leadership Ethics
6 IMD is ranked in executive education worldwide (Financial Times ) and in open programs worldwide (Financial Times 2012, 2013, 2014 & 2015). The IMD Difference IMD is a top-ranked business school. We are the experts in developing global leaders through high impact executive education. Why IMD?» We are 100% focused on real-world executive development» We offer Swiss excellence with a global perspective» We have a flexible, customized and effective approach Alumni benefits Completing an IMD program is just the beginning. You become part of an exclusive network of global executives worldwide:» 80,000 executives in 140 countries» 11,000 board level and C-suite Chemin de Bellerive 23 P.O. Box 915 CH-1001 Lausanne Switzerland Central tel: Central fax: info@imd.org IMD, IMD INTERNATIONAL REAL WORLD. REAL LEARNING and IMD BUSINESS SCHOOL are trademarks of IMD International Institute for Management Development. IMD 2015
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