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the world’s best marketing development portfolio

Marketing

Academy Leadership

Cambridge

Ista

nb

ul

Changing markets

Changing markets

world changing… game changing … mind changing

Changing markets 06/01/2012 3

the journey towards high performance marketing

Marketing

Academy Leadership

Cambridge

Ista

nb

ul

Driving

innovation

Changing

mindsets

Building

capabilities

Embedding

practices

Sharpening

expertise

Delivering

results

Programmes Development Qualifications

Issue-driven, action-driving

Fully embedded solutions

Delivering business results

Latest ideas, best practices

Stretching and practical

By marketers for marketers

Optional qualification paths

Individual and team study

For all levels of marketer

Customised Inspirational Professional

new insights … inspired people … practical action … faster impact

building high performance marketing teams

Changing markets new marketing new capabilities

Changing markets

Programmes




Customised

06/01/2012 5

Customised marketing capability framework …


Strategic

planning

Building

brands

Innovative

experiences

Customer

impact

7. Define market

and business

growth strategies

• defining the best

growth opportunities

• optimising market

and brand portfolios

• strongly influencing

business priorities

8. Manage integratd

marketing plans and

budgets

• defining clear goals

and targets

• developing clear

marketing plans

• building stretching

but realistic budgets

9. Develop plans

for marketing

activities

• planning specific

marketing activities

• testing new

marketing ideas

• allocating budget

and resources

10. Develop

powerful and

distinctive brands

• building strong

brand identities

• developing clear

market positioning

• deploying brand

strategies effectively

11. Articulate

compelling value

propositions

• developing target

propositions

• managing price by

perceived value

• aligning business

behind propositions

12. Build our brand

awareness and

reputation

• brand activation

across experience

• branding reputation

through effective PR

• engaging our

people in the brand

13. Drive

innovation across

the business

• challenging the

market conventions

• driving business

innovation

• exploring new

business models

14. Develop and

deliver great

products/services

• designing the

customer experience

• developing new

products + services

• packaging better

customer solutions

15. Champion the

total customer

experience

• improving the

customer experience

• making it personal,

time, location-based

• enhancing usability

and interaction

16. Deliver winning

marketing

programmes

• leveraging our

brand portfolio

• instigating new

customer initiatives

• aligning business

delivery to customer

17. Manage our

communications

and agencies

• develop integrated

campaigns

• partnering and

motivating agencies

• manage customer

contact and loyalty

18. Maximise our

return from each

customer

• executie fast and

flawlessly

• gain commitment

and best contribution

• drive retention and

advocacy

Customer

insights

1. Champion new

opportunities for

customers

• exploring new

customer contexts

• identifying new

trends and insights

• championing the

customer internally

2.Segment and

target the best

customers

• segmenting in

intelligent ways

• profiling customer

motivations

• identifying highest

value customers

3. Understand

customer needs

and wants deeply

• using full range of

customer research

• developing new

insights from data

• effectively using

customer databases

Business

analysis

4. Maximise our

business

performance

• optimising the

marketing mix

• completing and

reading a P&L

• articulating our

value to business

5. Evaluate the

effectiveness of

marketing actions

• customer lifetime

value and profit

• marketing impact

on market/business

• improving return

on investment

6. Analyse

markets and

business

• evaluating market

and competitors

• evaluating our

business/brands

• identifying ways

to improve

Programmes




Customised

Coca-Cola : fit and focused to shape the future


Lastminute.com : fit and focused to shape the future

Programmes




Customised


stretching and practical development workshops

essential training in

marketing, communications,

PR, digital and research for

future marketers

fast, fresh, and focused

updates on the hot topics

and critical disciplines of

today’s marketers

new ideas and insights,

emerging practice from

around the world for

marketing leaders

Marketing Spingboards

Marketing Slingshots

Marketing Labs

Development




Inspirational


stretching and defining, practical and applying

Marketing Labs

Development

Marketing Springboards




Inspirational

Marketing Slingshots

Brand Lab

Digital Lab

Strategy Lab

Creative Lab

Leadership Lab

Smart Strategy

Smart Insights

Smart Branding

Smart Communication

Smart PR and Sponsorship

Smart Digital & Social Media

Smart Products & Services

Smart Experiences

Smart Relationships

Smart Finance

Business leaders

Exploring the new

ideas and

emerging global

practices

2-day workshops

Lead practitioners

Refreshing

knowledge

With the latest

techniques

1-day workshops

New marketers

Accelerated study

ands support

programmes

3 to 12 months

Can lead to

professional

qualifications

Customer Essentials

Brand Essentials

Marketing Essentials

Innovation Essentials

Business Essentials


11

inspiring case studies, global best practices …

Evaluating the best markets

Deciding where to focus

Being different

Building strong brands

Seizing discontinuities

Co-creating innovation

Launching new solutions

Reshaping the market

Development




Inspirational new insights, new attitudes, new skills, new action

06/01/2012 12

… stimulating new ideas, and practical application


what works, what’s hot, what’s best, what’s next

Development




Inspirational

Learning, exploring … innovating, improving … delivering, performing …



the journey towards high performance marketing

Marketing

Academy Leadership

Cambridge

Ista

nb

ul

Driving

innovation

Changing

mindsets

Building

capabilities

Embedding

practices

Sharpening

expertise

Delivering

results

Certificates

Accreditation

Marketer

Designed exclusively for

your business, establishing

internal excellence

Bringing together all the

professional qualifications

from CIM, CIPR, CAM etc

recognising your leading

marketers though continuous

professional development

Cambridge

Professional

Chartered

Qualifications




Professional fast and integrated routes to accreditation

Qualifications




Professional

CIM Postgraduate Diploma in Marketing

CIM Professional Diploma in Marketing

Specialising in B2B Marketing

Specialising in Arts Marketing

Specialising in Pharmaceuticals Marketing

Specialising in Professional Services

Specialising in Sports Marketing

CIM Professional Certificate in Marketing

Specialising (as above)

Specialising in Agri/Rural Marketing

Specialising in Charities Marketing

CIM Introductory Certificate

CAM Diploma in Marketing Communications

CAM Diploma in Digital Marketing

Specialising in Digital Campaign Planning

Specialising in Digital Media and Planning

Specialising in Mobile Marketing

CIPR Diploma in Public Relations

CIPR Advanced Certificate in PR

CIPR Foundation Award in PR

bringing together all the qualifications

local, residential and online study support

Qualifications




Professional

Cambridge Marketing College is

Europe’s leading professional

marketing college

Participants from over 100

countries worldwide.

Widest Range of Marketing

Qualification, accredited by all

major Marketing Bodies

Over 60 Tutors , all practicing

Professional Marketers .

thought leaders, publications and reviews

Qualifications




Professional

http://youtu.be/P81bb0Tzwbo

Costas Markides

Innovation Strategy Peter Fisk

Marketing Innovation

John Grant

Green Marketing

Shaun Smith

Customer Experiences

Charles Nixon

Cambridge

Andy Milligan

Brand

Hany Mwafy

Market Research

Diana Verde Nieto

Positive Luxury

Gerd Leonard

Media Futurist

Ruth Saunders

Strategy

Niall McKinney

Digital Marketing

Martin Thomas

Crowdsurfing Laurie Young

Service Marketing

David Haigh

Finance David Magliano

London 2012

Magnus Lindkvist

Futurist Bill Carney

Sales Management

Global experts and local facilitators … … by marketers for marketers

… enabling you to develop the leading marketers and teams

Understand

business

drivers

Explore

marketing

ambitions

Prioritise

development

needs

Customise

learning

pathways

Develop

content and

programme

Manage

logistics and

admin

Schedule

workshops

and tutors

Launch and

engage

marketers

Deliver

inspirational

workshops

Support

study towards

qualifications

Enable CPD

to chartered

marketers

Embed to

sustain and

perform

22


Global ideas and best practices … … local insights and applications

For more information about how Cambridge MLA

can help to develop and inspire your people

to deliver extraordinary results,

contact the MCT team …

Erhan FERIDUN

[email protected]

Didem GÜRCÜOĞLU TEKAY

[email protected]

Tanyer SONMEZER

[email protected]

Marketing

Academy Leadership

Cambridge

Ista

nb

ul

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