our approach to experiential learning

Building a Market-Driven Culture in your Company

OUR APPROACH TO EXPERIENTIAL

LEARNING

Our Approach

Typical Program Structure: 2 Days + 3-6 Webinars

A typical MarketCulture program is an intensive and memorable learning laboratory

Additional Program Elements Designed for Impact

Story Telling Stories get learners "hooked" right from the start and also help the learning "stick" over

time.

Engaging Visuals, Videos and Music Wall visuals, videos and music intrigue learners, make them want to learn, and provide

interesting clues and metaphors that help speed learning and make sessions more memorable.

Competitive Games Competition is a big driver of learning, participant’s will work harder and have more fun

resulting in a richer learning experience to invigorates morale. People learn from one another as well as from our facilitators. We use small-team activities

to create a natural environment for team building and additional learning.

Course Materials and Customization

•Typical Course Deliverables are presented on the following pages, these can be tailored to a client’s own look and feel•Customization•We have developed a modular structure to allow clients to mix and match relevant learning modules•We develop client specific materials in the following formats

•Customized Formats:•Vignette – a short article written about a client-specific business issue used to apply learning

•Mini-Case – a short client-specific case focused on a number of issues that need to be addressed concurrently

•Case Study – a Harvard style case study with multiple dimensions and complexity designed to challenge learners in an experiential manner

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Classroom Activities and Exercises

Web Based Pre and PostQuizzesPowerPoint Slides

Software ToolsCourse Notes

Instructor’s Manual“Take Home”

Templates

Case Studies

E-learning module

Reference guides

Courseware Overview

Market-DrivenBehavior Skills Checklists

PerformanceContracts

Agreements from teamon implementation

Leader Tools and Deliverables

Market ResponsivenessIndex

Results

Courseware from Participation

+Group Presentations

Uncovers cultural and system

inhibitorsAllows easy rating of team on

Skills implementation

Provides a vehicle forIndividual accountability

Provides reference materials for continued

reinforcement

MEASUREMENT AND ROI

We use a rigorous measurement process to track the progress of the MarketCulture Strategy Performance Improvement Programs which includes the following core elements:

Executive Program Outlines:

Business and Marketing Strategy

Executive Program Outlines:

Business and Marketing Strategy

Building a Market-Driven Culture in your Company

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ObjectiveExecutives learn the 7 behaviors of market-driven firms, how these link to business outcomes and how they can lead their adoption inside the organization

Outcome

•Become a change leader who understands how to model innovative thought and market-driven behavior

•Ability to adapt your leadership style for changes in people and circumstances

•Ability to develop a compelling communication strategy to drive market-driven change and align your organization

Format

This is a one-day program for executive leaders. It communicates in emotional and logical terms the reasons for change and a program for achieving the change.

Blended Elements

• This program includes a pre-program employee-wide survey called the “Market Responsiveness Index” (MRI) •Online Preparation – program overview and pre-readings. •Facilitated Workshop – short presentations combined with regular group exercises designed to apply skills

Content Areas• The program curriculum has been specifically designed to

address three critical and interrelated areas:1. Why being market-driven is essential2. How being market-driven can be measured3. How to manage the process of change to deliver on

the promise of a market-driven culture.

Topics Include:

• Creating a change leadership plan• The 8 step change leadership process• Using a knowledge of Social Styles and the 6 Principles of

Influence to create strategic alignment and cross-functional collaboration

• Building buy-in and team commitment around market-driven behavior

Who Is this Program for?• Designed for senior executives who have the authority to

initiate change across the organization.• A key benefit of the program is that participants use real

benchmarking data from the results of their own “MRI”.• Executives can then spend much of their time developing

strategies to address their own company-specific challenges.

• Teams should be composed of a decision-maker with profit-and-loss responsibility, along with other cross-functional members of the company's executive team.

Leading the Revolution: Creating a Market-Driven Organization (example)

LearningPrograms

1. Marketing Concepts and Practice

2. Strategic Market Analysis and Tools

3. Value Propositionsthat Stick

4. Pricing Strategy and Tools

5. GeneratingMarketing

Profitability

6. CompetitiveMarketing Strategy

7. StrategicMarket Management

Market-DrivenSkills

Marketing Mix Strategies

Market Analysis

Marketing Profitability

Strategic Marketing

Suitability toFirm’s Marketing

Roles

All Marketeers

Offer Development SpecialistsProduct Specialists

Segment Strategists

Marketing Business AnalystsPricing Specialists

Offer Development SpecialistsProduct Specialists

Segment Strategists Others

9. Marketing Leadership and InfluencingSkills

Core Performance Improvement ProgramsA customised curriculum can be developed to address a company’s specific business needs and marketing skill development requirements.

Digital Marketing Channels 8. Social Media Marketing 101All Marketeers

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Marketing Concepts and Practice Program – example (3 day agenda)

ObjectiveParticipants to obtain a clear understanding of foundation marketing concepts and practices and the elements of a marketing plan

OutcomeParticipants to have the ability to define marketing, its basic concepts, mentality and tools and the marketing planning process as well as use a common marketing language.

FormatWeb preparation including pre-workshop quiz followed by a 3 day intensive workshop supported by reference materials

Blended ElementsWeb Preparation

– Marketing article and pre-workshop quiz– Market-Driven exercise completed by the participant

The Workshop

Eight vignettes (4 company, 4 non-company)

Company mini-case

Marketing plan template

Post-workshop quiz

Feedback on marketing plan case work

The Workshop Structure Two and a quarter days (9 sessions) covering concepts and practices using vignette applications.

Remainder of day 3 for marketing plan case study work, reporting and evaluation

Content AreasDay 1: The Market-Driven Organization and Key Concepts• Features of the Market-Driven organization (Vignette)• Analyzing Markets – Quantifying and Qualifying Markets• Selecting Target Markets: Segmentation Process and

Practice (Vignette)• Targeting and Positioning: Linking Segmentation, Targeting

and Positioning (Vignette)• Developing Value Propositions for internal stakeholders and

external customers

Day 2: Developing the Marketing Strategy and Mix• Creating a Marketing Strategy• Designing the Marketing Mix

• Product/Service• Pricing (Vignette)• Channels Management (Vignette)• Marketing Communication (Vignette)• Service

Day 3: Marketing Planning and Competitive Advantage• Marketing Planning – Process and Plan Content, Case Brief• Marketing Planning Group Exercise – Company Mini-case

Application• Marketing Plan Presentations and De-brief• Delivering differentiated value

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Objective

Participants and teams to be able to make more effective marketing decisions through the application of relevant marketanalysis in the business.

Outcome

Format and Target Group

Blended Elements

Content Areas

Pre-work activity plus a 2 day intensive application workshop.Intact teams comprising marketing managers, product managers, channel managers and marketing support professionals covering functional roles of market research, forecasting, competitive analysis and marketing communications, who need as individuals and teams to make marketing decisions on soundly based market analysis.

Provides participants with a knowledge and understanding ofmarket analysis tools relevant to their business situation, practice in application of tools and experience of various outcomes.

Day 1 – Learning the frameworks and tools• How market analysis fits• Consequence of a lack of sound market analysis• Market analysis framework• Market definition and market potential• Links to life cycle analysis• Penetration/share growth options• Market segmentation attractiveness assessment• Competitive positioning analysis• Customer value analysis• How the tools fit together to help decision making

Day 2 – Application of Market Analysis• Application of various tools in a real client situation using customized company case studies or real business projects.• Developing strategies and tactics as a consequence of sound market analysis.

Software Application Tools• Market Potential & Share Analysis• Segment Attractiveness Assessment• Competitive Position Analysis• Customer Value Analysis

A pre-workshop web module requiring 45 minutes individual preparation prior to the face-to-face workshop. Two days of lecture/discussion, instructional exercises and team application to a generic and a client specific case study. One year license to use Interstrat’s market analysis software tools.

Strategic Market Analysis Tools Program – example (2 day agenda)

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Value Propositions that Stick – example (1 day agenda)

ObjectiveTo enable cross-functional teams to develop superior and profitable customer value propositions through the application of relevant value proposition development processes in the business – with the result of sustainable business profitability and growth.

OutcomeProvides participants with tools to help decisively answer three

questions:

How can I evaluate an existing value proposition?

What should my value proposition be?

How can we improve the capability of our organization and partners to effectively deliver our chosen value proposition that outperforms our competitors?



– Marketing article and pre-workshop quiz– Ongoing webinar coaching learning reinforcement

The WorkshopCompany mini-case

Value Proposition Development template

Post-workshop quiz

Feedback on value proposition development work

The Workshop Structure A one day program (4 sessions) covering concepts and practices using four team exercises.

Day is concluded with team presentations related to new value propositions

Content Areas•Evaluate an existing value proposition•How to create an effective customer based value proposition – the process and components: segment target - differential benefits – costs to the customer – trade-offs by the customer•Assessing which intermediate customers and end customer segments should be developed and with which value propositions•Evaluating value delivery requirements for a value proposition•Developing a segment positioning strategy – objectives – positioning – value proposition – resource requirements•Communication mixes to effectively communicate the chosen value propositions

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Day 1 – Learning the Frameworks and Tools• Marketing Pricing and Profitability Models• The Generating Market Profitability framework• Profit Sensitivity Analysis and Break-even• Competitive Cost Structures• Market Share Movement Costs• Penetration/share growth options• Discounted Cash Flow Concepts • Customer Satisfaction, Retention and Lifetime Value of

a Customer• Profit Impact of Customer Acquisition and Retention

Day 2 – Application of Marketing Profitability Tools• Application of various tools in a real client situation

using customized company case studies or real business projects.

• New Product/Service Investment Analysis• Marketing Profitability Metrics – Marketing

Performance

Software Application Tools• Perceived Value Pricing Tool• Economic Value Pricing Tool• Profit Impact of Market Share Tool• Profit Planning Tool• Customer and Product Investment Evaluation Tools

Objective

Participants and teams to be able to apply specific market-related financial tools through practice on a relevant case study as well as experience various financial outcomes in relation to different marketing strategies

Outcome

Format and Target Group

Blended Elements

Content Areas

Pre-work activity plus a 2 day intensive application workshop.Intact teams comprising marketing managers, product managers, channel managers and marketing support professionals covering functional roles of market research, forecasting, competitive analysis and marketing communications, who need as individuals and teams to make marketing decisions that impact profitability.

Provides participants with a knowledge and understanding of pricing strategies, how marketing profitability is generated and the financial analysis tools relevant to their business situation

A pre-workshop web module requiring 45 minutes individual preparation prior to the face-to-face workshop. Two days of lecture/discussion, instructional exercises and team application to a generic and a client specific case study. One year license to use Interstrat’s pricing and profitability software tools.

Generating Market Profitability Program – example (2 day agenda)

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Objective

Participants to obtain a clear understanding of segmentation and pricing concepts, strategies and tools for value based pricing with reference to customer value analysis, perceived value pricing and economic value pricing

Outcome

Participants to have the ability to apply these strategies andtools to relevant pricing and re-pricing as part of customer andmarket segment strategies

Format

Web preparation including pre-workshop quiz followed by a 2 day intensive workshop supported by reference materials

Blended Elements

Content Areas

Web Preparation • Marketing article and pre-workshop quiz

The Workshop • Vignettes (Company and non-company)

• Company case study• Post-workshop quiz

• Framework for pricing strategy – segment focused• Situational analysis:

- market conditions (life cycle, customer needs, price elasticity)- competitive position (sources of advantage, cost position, capacity)- business objectives

Pricing strategies- market-based pricing (segment pricing, uncovering value drivers, perceived value pricing, economic value pricing)- cost-based pricing (cost markup, cost leadership, pricing competitive bids)- profit-based pricing (target margin, ROI pricing)

• Pricing strategies for new and existing products/solutions• Impact of market-based pricing strategies

- customer impact (customer value, customer acquisition, customer retention)- market impact (new customer demand, market share, competitive position)- profit impacts (unit margin, net marketing contribution)

Sustaining segment pricing strategies & competitive advantage• Segment strategies and segment profitability• Application of pricing tools to the business

Ideally, participation in this course should take place before participation in the ‘Generating MarketProfitability’ course

Pricing Strategy & Tools Program – example (2 day course)

Software ToolsCustomer Trade-Off AnalysisPerceived Value Pricing AnalysisEconomic Value Pricing AnalysisPricing Margins Analysis

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Objective

Participants and teams to be able to apply competitive analysis tools to develop a sustainable competitive marketing strategy.

Outcome

Participants and teams to have conducted a competitive analysis and developed a competitive marketing strategy for their business or a part of their business.

Format

2 day intensive workshop applied to the business

Blended Elements

Content Areas

Preparation • Marketing article • Pre-workshop quiz

The Workshop • Company application projects/case studies• Post-workshop quiz

This course is for business teams who have the need to develop a competitive marketing strategy for the business or a part of the business. Attendees would be team members of one business or several business units where the competitive threat is common or where there is a need for a joint competitive strategy.

• Competitive analysis frameworks• Analysis of the competitive environment – competitive forces analysis• Mapping the competitive environment• Competitive analysis of key competitors portfolio analysis,

augmented offerings model, perceptual value mapping• Evaluating and ranking competitive threats• Competitive position analysis – application to key

competitors, competitive positions and identifying competitive advantage

• What-if scenarios – game theory and reactions• Anticipating competitor actions and reactions• Strategies for new value creation• Dynamic competitive strategies of leaders and

challengers• Next steps in embedding competitive strategy within the

business

Software ToolsCompetitive Forces AnalysisValue MappingCompetitive Position AnalysisProfit Impact of Market Share

Competitive Marketing Strategy Program – example (2 day course)

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Objective

Participants to learn how to implement profitable marketing strategies using a real business project

Outcome

Participants have application experience in developing and implementing integrated marketing strategies using key tools of market, competitive and profitability analysis in a competitive marketplace.

Participant learnings will be transferred to the business context through specified company sponsored business projects applied in a team environment.

Format

Three one-day intensive workshops using strategic marketing tools applied to a business project with review meetings and project presentations

Blended Elements

• Online Preparation – article, toolbook, software and pre-workshop quiz

• Workshop – lectures, business application exercises, strategic market plans, business review meetings, analysis, planning and review tools and templates

• Prizes for best performing teams and post workshop quiz

Content Areas• Strategic marketing framework and process• Market driven strategies• Market analysis – segmentation, customer value, positioning, growth opportunities, forecasting• Portfolio analysis – segment and product portfolios, investment, opportunities• Growth options – offers and markets, segment attractiveness, analysis• Market driven innovation – products, solutions and markets• Competitive analysis – competitive position, advantage and strategies• Strategic market planning and putting strategies together• Profitability analysis – pricing, margins, cost structure analysis, return on marketing investment, segment based marketing contribution, product life cycle profit analysis, portfolio investment assessment• Leader, challenger, follower and niche marketing strategies and sustainable competitive advantage

Strategic Marketing Management Program – example (3 day course)

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Social Media 101 – example (2 day agenda)

Objective• Learn about the social media landscape

• Develop a full understanding of the social media marketing tools in

use and on the horizon

• Select the tools that will align with your customer base and develop

a plan for integrating them into your marketing plans

• Learn how to execute a marketing campaign using the new social

media tools and techniques outlined in the program

OutcomeThrough interactive presentations and exercises, case examples in

both the B2C and B2B areas, and best practice implementation

reviews, participants will leave with a comprehensive understanding

of how they can profit from the latest techniques in social media

Marketing



– Marketing article and pre-workshop quiz– Ongoing webinar coaching learning reinforcement

The WorkshopThis program is customized based on the needs of the audience in

two ways:

1. By use of company and industry specific case studies

2. By structuring content focus on most relevant social

media tools and techniques

Content AreasWHAT IS SOCIAL MEDIA MARKETING?• How is the customer landscape changing and what does

this mean for marketers?

HOW MARKETING GETS DONE• Traditional Marketing Versus Social Media Marketing• Why social media is here to stay, and what to do about it• How to monitor market conversations in your own market• How to prepare and launch social marketing initiatives• How to integrate social media with traditional marketing

programs• Important opportunities to leverage and pitfalls to avoid

SOCIAL MEDIA MARKETING INTEGRATION• Where to begin with social media• Social Media Marketing by Objective:• Customer Insight—what can be learned by listening in on

social media• Customer Awareness/Communication—reaching customers

on social networks• Social Media Promotion—how do you successfully promote

online?• Customer Acquisition and Retention—how does social

media help get and keep more customers?• How to measure social media marketing progress

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Marketing Leadership and Influence Program – example (2 day agenda)

Objective• Learn the universal components of effective leadership, identify the

characteristics of a successful leader by comparing your choice of a

“good” or “poor” leader in each of the universal components,

evaluate your own leadership strengths and weaknesses by

comparing yourself with the “good” and “poor” leader, and how to

develop an action plan for improving your leadership skills and

abilities in your role as a marketer.

• Learn about the psychology of persuasion and to inspire others to

comply with your requests using six influence tools that have been shown to work in all human endeavors.

OutcomeParticipants to have the ability to put into practice skills essential to successful marketing leadership and positive influence.



– Marketing article and pre-workshop quiz– Short elearning introduction to key concepts– Market-Driven exercise completed by the participant– Ongoing webinar coaching learning reinforcement

Content AreasMARKET-DRIVEN CULTURE: THE FOUNDATION OF SUPERIOR

BUSINESS PERFORMANCE

• Examining this important strategic concept and its short-run

and long-run link to superior business performance.

• Developing strategies to use a market-driven culture to grow your sales

and profits.

HOW MARKETING GETS DONE

• Responsibility without authority

• Interdepartmental dependence and its implications

• The role of emotional connection for all stakeholders

THE UNIVERSAL COMPONENTS OF LEADERSHIP

• Six Major Task Components of Organizational Leadership

1. Vision

2. Management

3. Empowerment

4. Diplomacy

5. Feedback

6. Entrepreneurialism

• Three Personal Components of Organizational Leadership

1. Personal Style

2. Personal Energy

3. Multicultural Awareness

THE SIX PRINCIPLES OF INFLUENCE

• Liking—People like those who are like them, and like them

• Reciprocity—People repay in kind

• Social Proof—People follow the lead of similar others

• Consistency—People fulfill written, public, and voluntary commitments

• Authority—People defer to experts who provide shortcuts to

decisions requiring specialized information

• Scarcity—People value what’s scarce

• MarketCulture Mentor• We Use Tools and Knowledge to Drive Behavior

Change and Improved Performance

The Mentor Website contains: Best Practice Articles Case Studies Checklists Analysis Tools www.marketculturementor.com