IMD GLOBALLEADERSHIP

IN THE CLOUD

S T R A T E G I C L E A D E R S H I P

Marketing ManagementA value-based approach

NEWL E A R N O N L I N E WITH IMD

Personalized feedback with your coach Online learning with IMD faculty Stefan Michel

» IMD WORLD-CLASS PROGRAM » DEDICATED PERSONAL COACH » DELIVERED ONLINE

GLOBAL LEADERSHIP 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!

WHATTo 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

WHOYou 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 | Professor of Marketing & Service Management | Dr. oec. publ. University of Zurich

Watch video

MARKETING AND SERVICE MANAGEMENT

http://www.imd.org/MM-intro

FacultyStefan MichelSwissMarketing and Service ManagementDr. oec. publ.University of Zurich

HOWYou 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.

BECOME AN IMD ALUMNI

Become part of IMD’s exclusive alumni network of 100,000 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.

DATESDURATION: 8 WEEKS

MM 1 April 30 - June 22 2018 MM 2 October 1 - November 23 2018

FEE 2018

For individual participants

CHF 3’900 / CHF 3’500 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 + 41 21 618 07 00 or at info@imd.org.

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