MARKETING MANAGEMENT NEW LEARN ONLINE WITH IMD. A value-based approach. IN OPEN PROGRAMS 4 CONSECUTIVE YEARS Financial Times

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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 IMD WORLD-CLASS PROGRAM» DELIVERED ONLINE» DEDICATED PERSONAL COACH GLOBAL IN THE CLOUD (GLC) is a new offering of IMD programs, designed and delivered online by IMD s world-class Faculty and applied to your business context with personal coaching. For executives who want to get ahead in business and need more flexibility to learn, GLC now gives you the chance to experience IMD s unique real world, real learning approach from anywhere in the world. The learning is relevant to your business. You get personalized feedback from a coach at every step. You can work on a current initiative from your own business and apply what you learn to your own context. And you are part of a carefully selected group of peers who further contribute to your learning journey and your progress. And of course, joining an IMD program means you gain lifetime access to a bigger community of learners with the outstanding IMD alumni network. At IMD we take your professional development very seriously. We invite you to join a GLC program! Personalized feedback with your coach Online learning with program director Stefan Michel

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 MARKETING AND SERVICE MANAGEMENT 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 decisionmaker. 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. Watch video Program Director Stefan Michel Swiss Marketing and Service Management Dr. oec. publ. University of Zurich You will complete the program with a clear understanding of your role as a marketer and a leave with a concrete valuebased 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. BECOME AN IMD ALUMNI Become part of IMD s exclusive alumni network of 80,000 business professionals from 140 countries, 11,000 at board level and C-suite. Completing an IMD program qualifies you to receive alumni benefits including access to cutting-edge and real-world business knowledge, clubs, events and online communities.

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 Relative time spent per topic in the program. 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 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 2016