| Market
Driving Strategies
Who is it for?
General managers and senior marketing practitioners who want to learn
more about how they can develop innovative marketing strategies to drive
their company and their industry forward.
Programme
overview
Market driving companies use radical innovation to change industry rules,
by educating customers about their offering, they can transform market
place behaviour and gain competitive advantage.
Moving
beyond the current strategic logic of market driven companies, such as
"the customer is king" and "relationship marketing",
this programme is about re-invigorating strategic marketing thinking.
Participants will examine how marketing innovation can be used to develop
market driven strategies that deliver a leap in customer value.
The
prgramme covers three core themes:
- identifying overlooked customer
needs
- reinventing the marketing
mix
- delivering a leap in customer
value
Using
case studies and group discussions, participants re-evaluate the way they
approach their customers and markets. They discover how they can
redefine expectations by creating innovative solutions that seize advantage.
Who
leads the Programme?
Nirmalya
Kumar joins London Business School as a Professor of Marketing in
2004. He is currently Professor of Marketing at IMD, Switzerland and has
also taught at Harvard Business School and Northwestern University.
His
experience includes working with 40 Fortune 500 companies (e.g., Akzo-Nobel,
IBM, Sara Lee) as well as several retailers (e.g., Auchan, Foodworld)
and emerging companies (e.g., AOL, Siebel Systems). He serves on the Board
of Zensar Technologies.
Dates
and Fees
The
programme will run at London Business School on 27 June – 2 July
2004. The fee is £4,950
Overview
Time Table
Sunday
27 June |
Monday
28 June |
Tuesday
29 June |
Wednesday
30 June |
Thursday
1 July |
Friday
2 July |
|
0845
- 1230
Identifying
overlooked segments and unhappy customers
Faculty
1230
Group
Photograph |
0845
- 1230
Research
techniques for thinking outside the box
Faculty
|
0845
- 1230
From
traditional advertising to buzz marketing
Faculty
|
0845
- 1230
Distribution
innovation to overturn industry positions
Faculty
|
0845
- 1230
Redefining
customer expectations
Faculty
|
|
Lunch
|
Lunch
|
Lunch
|
Lunch
|
Close
1200 |
1830
Easyjet
Case
Nirmalya
Kumar
Pre-dinner
drinks |
1330
- 1730
Articulating
latent consumer needs
Faculty
|
1330
- 1730
Developing
value propositions that deliver a leap in customer value
Faculty
|
1330
- 1730
Crossing
the chasm
Faculty
|
1330
- 1730
Pricing
to drive competitors crazy
Faculty
|
1330
- 1730
From
market driven to market driving
Faculty
|
Dinner
|
Dinner
|
Dinner
|
Dinner
|
Programme
Dinner |
|
2000
- 2130 |
1930
Guest
Speaker |
1930
|
1930
Guest
Speaker |
|
|
.
Please
note that this time table may be subject to change.
Request
Market Driving Strategies brochure
|
