STRATEGIC MARKETING IN ACTION

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1 STRATEGIC STRATEGIC MARKETING IN ACTION Creating and capturing value W O R L D W I D E IN OPEN PROGRAMS 4 CONSECUTIVE YEARS Financial Times

2 WHAT WHO CREATING THE RIGHT VALUE: UNDERSTANDING WHAT CUSTOMERS REALLY WANT Whether you are a manager working in a B2B or a B2C company, you are most likely grappling with the same type of underlying challenges: understanding what customers really want, and as a result creating the right type of value. Asking customers about their needs or conducting focus groups frequently fails to uncover what customers really desire. On the program, we will teach you how great companies create wow experiences for their customers by deeply understanding their needs. You are a mid-level or senior manager with strategic, marketing or commercial responsibilities in a firm that serves end-consumers, retailers, industrial buyers, governments, NGOs or other stakeholders. You have at least 10 years of work experience in marketing or other fields. You want to boost your and your team s contribution to your business strategy and its results. You have the ambition to deliver a superior level of performance and are eager to work intensively with other like-minded professionals attending the program. CAPTURING A FAIR SHARE OF VALUE: GETTING THE PRICE RIGHT Even if your company creates great value for customers, the next challenge is to capture a fair share of the value you create. Unfortunately, many companies that manage to create the right type of value, often fail to capture the value created. This requires the ability to price a product appropriately, deliver the value to your market through the right channels, and to communicate the value in a compelling manner to customers. What participants say 6 months afterwards +80% have become more effective leaders* +75% have successfully applied their learning* HIGH-IMPACT RESULTS *Results from a survey conducted with 204 participants 6 months after attending an IMD program (2015) STRATEGIC MARKETING IN ACTION (SMA) Provides experienced managers with new marketing concepts and a framework to create and capture value: Discover what customers really value Create experiences that address customer needs Capture value through intelligent pricing Manage the transition from products to integrated solutions Leverage your digital strategy to meet customers along their decision journey Improve customer satisfaction and loyalty Strategic Marketing in Action is a must for any business trying to sustain or improve their footprint. The program approaches business and market development from a broad angle and could easily serve as an eye-opener for finance people, supply chain experts and marketers. If you never really understood what strategic marketing can do for your business, here is your answer. Hans Peter Folmann Senior Director The Lego Group Denmark

3 HOW A distinguishing feature of the SMA program is that it goes beyond classroom case studies and discussions. We help you address a real marketing problem that you are facing: PHASE I PRE-PROGRAM DISTANCE-LEARNING You will refresh your marketing knowledge through assigned readings. In parallel, you will identify and outline your individual marketing challenge, which you will work on solving throughout the program. We will facilitate exchanges between participants and Faculty and amongst participants through internet chat rooms and live video conferences. PHASE II FIVE DAYS AT IMD During your time on campus, you will interact with IMD Faculty members all thought leaders in their respective fields as well as guest speakers. Off campus visits complement the real-world learning environment at IMD. You will also be supported and motivated to develop a consistent and clear action plan to address your individual marketing challenge. PROGRAM STRUCTURE SCAN THE COMPETITIVE LANDSCAPE» Understand market shifts» Explore value constellations» Identify competitor gaps Program Director Goutam Challagalla American Indian Marketing and Strategy University of Texas at Austin RETAIN CUSTOMERS» When does satisfaction lead to loyalty?» Understand why loyalty is not always profitable» Develop true loyalty rather than false loyalty CAPTURE VALUE THROUGH PRICING» Learn that small changes in price have an enormous impact on profit» Avoid common pricing traps» Learn how to value price Implement Implement ENGAGE YOUR CUSTOMERS WITH A DIGITAL STRATEGY» Learn how social media and the internet has transformed the customer journey» Build a social media strategy for B2B and B2C» Know which rules of marketing have changed and which have not Plan Plan DRILL FOR CUSTOMER INSIGHTS» Move from data to insights» Discover customer pain points» Identify deep customer needs CREATE OUTSTANDING CUSTOMER VALUE» Understand the meaning of value» Create wow customer experiences» Differentiate based on what is meaningful ENHANCE VALUE THROUGH THE BRAND» Recognize that even commodities can be branded» Understand the meaning of brand equity» Learn core principles of brand building

4 WHERE On the shores of Lake Geneva in Lausanne, Switzerland, 40 minutes by road or rail from Geneva International Airport. WHEN DURATION PHASE I 1 MONTH PRE-PROGRAM DISTANCE LEARNING PHASE II 5 DAYS ON CAMPUS PHASE III OPTIONAL POST-PROGRAM OFFER (CHF 3,500) SMA 1 March * SMA 2 September * SMA 1 Dates to be confirmed 2017* SMA 2 Dates to be confirmed 2017* Fee 2016: CHF 9,900* *IMD reserves the right to modify the program dates, location and fee at any time. OPTIONAL POST-PROGRAM OFFER Build on your SMA experience, by joining one of our new Global Leadership in the Cloud programs: Leading Strategic Initiatives (LSI). Enjoy the flexibility that comes with an online program and learn to drive the strategic changes you need to make, to address your marketing challenges. TALK WITH US APPLY NOW

5 IT Strategic Marketing in Action (SMA) provides experienced managers with new marketing concepts and a framework to create and capture value:» Discover what customers really value» Create experiences that address customer needs» Capture value through intelligent pricing» Manage the transition from products to integrated solutions» Leverage your digital strategy to meet customers along their decision journey» Improve customer satisfaction and loyalty OVERVIEW OF PROGRAM TOPICS Relative time spent per topic in the program. For illustrative purposes only. Political Economy Strategy Economics/ Industry Analysis Marketing Innovation Finance Operations Sales STRATEGIC HR EXECUTION Governance Sustainability STAKEHOLDER SMA PERSONAL Design Organization Communications Negotiations Team Leadership Interpersonal Leadership Self Leadership Ethics Strategic Marketing in Action Benchmark your professional capabilities and discover your 4 top competencies

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: IMD and IMD INTERNATIONAL REAL WORLD. REAL LEARNING are trademarks of IMD International Institute for Management Development. Concept and design: Magic Pencil; Photography: Tim Sandock and Régis Colombo IMD 2015

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