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Build significant demand for yourproducts and services by creating'compelling value propositions'14 CPD hoursCoursecode0190Level AdvancedDuration3 days* Venues and datesMoor Hall, Berkshire201119-21September201212-14March 15-17OctoberResidentialPrice£1,645+ VATCIM Member price£1,480+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,445+ VATCIM Member price£1,300+ VATWhat's includedTuition, course materials,lunch and refreshments*NoteCourse starts in the evening of Day 1, followedby 2 full days' tuitionRelated coursesßStrategic MarketingMasterclass (p35)ßFrom Market Insight toMarketing Strategy (p48) Compelling CustomerValue PropositionsA research-based investigation ofbest practice marketing in the G8economies that reveals win-winstrategies for senior marketing14 CPD hoursCoursecode0429Level AdvancedDuration2 daysVenues and datesMoor Hall, Berkshire201109-11November201209-10May 19-20NovemberResidentialPrice£1,425+ VATCIM Member price£1,282+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,325+ VATCIM Member price£1,192+ VATWhat's includedTuition, course materials,lunch and Saunders John Saunders isEmeritus Professor of Marketing, AstonBusiness School, AstonUniversity, England andDistinguished Professorat AUDENCIA GradeÉcole Nantes, France.His major researchinterests are evolutionarymarketing (theapplication ofevolutionary theory tomarketing), sustainablemarketing and the futureof marketing. He holdsdegrees from theuniversities ofLoughborough (BSc),Cranfield (MBA) andBradford (PhD). Overview Leading observers across the globe have declaredthat marketing is 'under siege', that the influenceof marketing departments is in decline, that itsresponsibilities are dispersed across theorganisation. Ten years ago marketing could claimdemonstrable and clear influence on the wayorganisations approached business. What wentwrong? This programme provides the answers tothat question and sets out in straightforward terms,backed by a wealth of research across leadingbusinesses in the world's major economies, howmarketing leaders can restore marketing'sstanding in the organisation and translate that intogenuine and sustainable business performance.Benefits to you and your company Senior marketing executives should berecognised as the cornerstone of a business'scommercial success. We will show you two waysfor your marketing department to influenceperformance - either a direct effect, where thebenefits of a strong marketing function flowimmediately into improved businessperformance, or an indirect effect, where a strongmarketing function increases marketingorientation. A strong and credible marketingfunction within the organisation counters short-termism and leads to the development ofsustainable strategies based on customer needs.Who this course is forThis course is for senior marketers at Head of orDirector level who are responsible for thedevelopment of high level plans and strategiesand who are charged with managementresponsibility for their organisation's marketingfunction.What you will learn ßThe three potential determinants ofmarketing's influence within a firm.ßWhy earning respect for your marketing outputsis a question of competences, not genius.ßHow to successfully integrate courage and creativity.ßWhy it's important to get even closer to the customer.ßHow to demonstrate that businessperformance and marketing orientation increasewith marketing's influence within a firm.ßHow to convert knowledge of customer needsinto new product development ideas.ßWhy it's important to champion customerneeds across the organisation ensuring thatthey are a foundation of corporate strategy.Learning approachAn interactive and thought-provoking high-levelexchange between Professor Saunders and the group, including case studies and groupdiscussion and analysis. Due to the calibre of people attending this course there areexcellent opportunities for peer-to-peer learning.Turning MarketingCapability intoBusiness Performance Strategy and Planning34Training bookings and advice +44 (0)1628 427200Residential optionResidential optionOverview This course is specifically designed to ensurethat you turn your offerings into compelling 'valuepropositions' and grow demand for yourproducts and services. The creation of your valueproposition will require you to think laterally aboutwhat you actually offer the market in order tocapitalise on sales and marketing opportunities.This will help you build demand generation,pipeline, revenues and profits.Benefits to you and your company You will learn how to construct value propositionsand become more effective in working with otherdepartments to realise the true potential of theproposition. You will benefit from applying thisnew and proven method of marketing to yourchosen portfolio of products and services.Your organisation will benefit in three ways. Firstly,by instilling a complete value process allowingyou to create compelling propositions, secondly,by empowering your employees to makeinformed decisions on the direction and shape ofthe proposition and finally, by providing guidanceon how to execute your propositions and directmarketing efforts to specific audiences/markets.Who this course is for This course is designed for practitioners or managers whose role (or a part of it) willinvolve the research, development and delivery of customer value propositions -defining anddeveloping offerings to a market/segment/audience/customer. It is likely that you will workas part of a dedicated or virtual team responsible for planning, business casedevelopment or implementation. What you will learn ßDefine and evaluate customer propositions inthe marketplace.ßUnderstand and apply key principles indeveloping customer propositions.ßWork more effectively with other functions inthe organisation to deliver successfulcustomer propositions.ßAlign multiple customer contact points behinda proposition to ensure consistent delivery.ßEvaluate and measure the effectiveness ofpropositions, both internally (team roles,process, internal barriers etc.) and externally(success in the marketplace).ßDevelop an understanding of, and the skillsrelating to, the formulation of compellingbusiness cases -ensuring that propositionscan be sold internally, before externally.Learning approachThe course is designed to be as interactive aspossible and includes individual and group workand presentations. A variety of learning media areused including video and slide-based materials.

Delivering organisational successby putting the customer at the heartof planningStrategic Marketing MasterclassBook 35Strategy and PlanningHow to justify marketing expenditureto the board7 CPD hoursCoursecode0428Level MasterclassDuration1 dayVenues and datesLondon201101November201212April08NovemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and ProfessorMalcolm H.B.McDonald MA (Oxon),MSc, PhD, D.Litt.FCIM FRSA Malcolm McDonald is anEmeritus Professor atCranfield and a VisitingProfessor at Henley,Warwick, Aston andBradford BusinessSchools. He is Chairmanof Brand Finance plc andfive small companies, butalso spends much of histime working with theoperating boards of theworld's biggestmultinational companies,such as IBM, Xerox andBP. He has written 43books, including the bestseller 'Marketing Plans;how to prepare them; howto use them'. Apart frommarket segmentation, hiscurrent interests centrearound the measurementof the financial impact ofmarketing expenditureand global best practicekey accountmanagement.Overview This masterclass is very much about marketing inthe boardroom. As marketers we must serve twodistinct groups: firstly, customers who want themost value for the lowest outlay and, secondly,shareholders who want the greatest return for thelowest investment and risk. Neither of these groupswill remain loyal if they can achieve better valueelsewhere. This research-based masterclass,delivered by one of the world's leading marketingthinkers provides a way of measuring the riskassociated with a marketing strategy and the likelyvalue it will create for shareholders. Benefits to you and your company You will use the processes we reveal to identifywhether or not you have either a robust strategythat you can prove to the board, or to discoveryou haven't and have to go back to basics andreformulate your strategy. You will learn how todevelop robust value creating strategies thatbreak away from the vapid forecasting andbudgeting that characterises most marketing plans.Marketing Accountability involves the carefulevaluation of the business plan and what liesbeneath it. It is an objective process that pays noheed to opinion and provides a research-based,objective answer to the questions: is ourbusiness plan world class?; can we justifymarketing expenditure?; does this business plancreate shareholder value? Who this course is for This course is for senior marketers at Head of or Director level who are responsible for thedevelopment of high level plans and strategies. What you will learn ßHow to develop a world class winning strategy.ßHow to justify your marketing expenditure tothe board.ßHow the marketing due diligence process isdeveloped and applied.ßHow to develop the implications of the strategyand conduct rigorous and logical analysis.ßWork through the 15 risk factors and assessthe probability of them occurring.ßHow to identify with absolute accuracy theweaknesses in a particular strategy along withappropriate corrective action.ßHow to assess whether or not the strategydelivers shareholder value.ßHow to create a substantive piece of evidencethat can be used in negotiations with investorsor in connection with other sources of finance.Learning approachßAn interactive and thought-provoking high-levelexchange between Professor McDonald andthe group.ßCase studies and group discussion.ßDue to the calibre of people attending, thereare excellent opportunities for peer-to-peerlearning.Residential optionMarketing Accountability35 CPD hoursCoursecode0174Level MasterclassDuration5 days (split *3+2)Venues and datesMoor Hall, BerkshireModule 1 (3 day)+Module 2(2 day)201111-14October+21-22November201214-17February+ 26-27March15-18May+ 25-26June18-21September+ 29-30OctoberResidentialPrice£3,845+ VATCIM Member price£3,460+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£3,445+ VATCIM Member price£3,100+ VATWhat's includedTuition, course materials,lunch and refreshments*NoteModule 1 starts in theevening of Day 1, followedby 3 full days' Mayer Richard Mayer is activelyinvolved in marketingtraining for a range ofclients. His main interestlies in improvingprofessional marketingstandards, with aparticular focus on B2B marketing andstrategic marketingplanning in both theprivate and public sector.Overview The main challenge facing many organisationstoday is how to ensure their activities arecustomer focused and their strategy externallydriven. A challenging business environmentdrives the continual search for competitiveadvantage and this masterclass is designed toprovide delegates with the knowledge, tools andtechniques to achieve this. Benefits to you and your company This masterclass provides you with an opportunityto review your current approaches and comparethese with good practice and other sectors. Theprocess will help you build your confidence andprovide the evidence needed to make a businesscase in order to support stronger externalorientation and customer led planning. This masterclass will provide your manager withthe time and catalysts to help them identifyopportunities that could directly improve yourcompetitive advantage and your planning process.The programme is split (3 + 2 days), allowingparticipants to reflect on experiences and learningfrom the first module, before returning to addressthe specific strategic marketing challenges facingtheir own organisation. Who this course is for Delegates need to be experienced managers,from a marketing or non marketing background,involved with business planning and strategydevelopment and/or who have the authority todevelop and implement marketing plans andstrategy. What you will learn ßStructure and write strategic and operationalmarketing plans.ßAssess your organisation's use of strategicmarketing and make constructiverecommendations to maximise 'business'benefits from a customer orientatedperspective.ßAppreciate the customer-focused planningprocess and be able to map yourorganisation's decision-making against it.ßUse tools and techniques that ensure planningis externally focused.ßManage segmentation analysis and decisionmaking.ßRecognise barriers to achieving highperformance organisations and teams, and beable to recommend practical steps toovercome these.ßBe able to recommend a range of controlmetrics in financial and marketing terms.Learning approachThe non-competitive environment is a balance oftraditional delivery from a highly experiencedconsultant practitioner, with clinic sessions, groupactivities and social learning amongst peers.