Is your marketing team fit and equipped for the future?

Global markets, digital technologies, changing attitudes, high expectations, emerging competitors, disruptive innovation, new challenges and opportunities … Are you ready to shape and win in this new world? With a leading team? To be a new market leader?

This is a unique portfolio of new marketing ideas and practices, leading-edge training and development, interactive workshops and the best qualifications. Delivered locally by marketers for marketers, as customised solutions for your business …

Customised professional development for your business

Marketing Leadership is a unique customisable programme of marketing training and development, workshops and qualifications, for senior business leaders through to junior marketers. Customised to your challenges, delivered around the UK by marketers for marketers, as in-company solutions …

·         Labs: new ideas and insights, challenges and opportunities, emerging practice from around the world for marketing leaders

·         Slingshots: fast, fresh, and focused updates on the hot topics and critical disciplines of today’s marketing for middle to senior marketers.

·         Springboards: essential qualifications in marketing, communications, PR, digital marketing and market research for future marketing leaders.

The programmes are developed with you for your teams (and agencies can join in too), and delivered as customised, in-company programmes … Now is the time to rethink, refocus, revitalise and reenergise yourself and your people.

New insights, inspired people, practical action, faster impact

The portfolio would be an important component of the Marketing Society’s corporate proposition, offering a practical and relevant way of doing more for members and their companies, and endorsed by the Society’s advisory board of leading marketers.

It will be delivered by the best marketing experts and facilitators in partnership with Cambridge Marketing College which is Europe’s leading specialist college and includes 12 Study Centres across the UK, and partners throughout the world.

Workshops can be delivered within your business, including internationally, or at our specialist study centres, with special retreats, and off-site locations around the UK where residential courses and weekends are also possible. There is also an online learning format.

Exploring and shaping

“Marketing Labs” are about searching for the edge, in a rapidly changing world.

They are intensive, exploratory, facilitated workshops addressing the new frontiers of marketing, the big issues for your business, and bringing together the very latest theory and techniques, ideas and insights, into practical ways forward for you and your business. They go beyond the conventions, and defined practices, to learn from the leading-edge companies, thought leaders and practitioners.

What is the right social media strategy for your business? How could you learn from P&G’s Sense & Connect approach to innovation? Which new business models would work best in your market? How could you reshape your markets like Alibaba, Better Place or iPod? How could you integrate physical and digital media in more compelling ways? What can you learn from the strategies of competitors from emerging markets? What are the bold ways to drive new growth, reduce costs and improve ROI?

Labs are typically for top-teams to explore new possibilities, or solve complex problems. Each is facilitated by one or more leading experts (see above) in the relevant topics. They might take the form of a multi-day retreat, or a series of one-day workshops supported by project implementation. Example recent projects include using IdeaLab to help Visa develop their London 2012 sponsorship strategy and implementation plan, using Brand Lab to help Tata develop a new brand strategy and options for activation, and Digital Lab, which helped senior marketers in Vodafone develop a social media strategy.

Customised and accredited

For those seeking formal accreditation for their people there are two options:

“Slingshots” can be brought together in a relevant and structured way for your business, and lead to individual Cambridge Marketing Certificates, and the overall Cambridge Marketing Diploma. They are for in-house teams, and each slingshot is typically an intensive one-day workshop, supported by preparation and application work.

They are designed to address your business strategy, marketing priorities and people’s capabilities and can be customised in structure, content and format. Our process includes capability diagnostics and frameworks, benchmarking against similar organisations and the MSSSB professional standards framework, and against defined curricula for formal qualifications. 

“Springboards” are accelerated coaching routes to the professional marketing qualifications of the Chartered Institute of Marketing (CIM), the Chartered Institute of Public Relations (CIPR), the CAM Foundation, and Market Research Society (MRS). They are for individuals (directly, or through companies) and involve a period of personal study and seminars leading up to qualifications.

“Slingshots” can be brought together in a relevant and structured way for your business, and lead to individual Cambridge Marketing Certificates, and the overall Cambridge Marketing Diploma. They are for in-house teams, and each slingshot is typically an intensive one-day workshop, supported by preparation and application work.

They are designed to address your business strategy, marketing priorities and people’s capabilities and can be customised in structure, content and format. Our process includes capability diagnostics and frameworks, benchmarking against similar organisations and the MSSSB professional standards framework, and against defined curricula for formal qualifications.

A range of tools are used to support learning. These include hundreds of selected articles, book extracts, case studies, workbooks, tools and templates, all available to delegates electronically. It also customised pocket books on each marketing topic, a synthesis of the best theory packaged together for collection and easy reference.

Marketing Labs

Searching for the edge … two-day “rethinking” experiences for marketing leader

• Creative Lab … exploring futures, creativity, scenarios, innovation, design and impac
• Brand Lab … exploring new attitudes, priorities, positions, models and activation
• Digital Lab … exploring digital strategy, technology, channels, and social media
• Strategy Lab … exploring new markets, business models, scenarios and plans
• Leadership Lab … exploring the leader mindset, as a person, team and business

Marketing Slingshots

Fast, fresh and focused … one-day intensive in-company workshops for marketers

·         Smart Strategy … analysis, planning, integration, positioning, business models

·         Smart Insights … research, information, analytics, segmentation, targeting

·         Smart Brands … positioning, architecture, development, propositions, activation

·         Smart Products … co-creation, customisation, NPD, innovation, pricing

·         Smart Communication … advertising, direct marketing, integration, management

·         Smart PR and Events … media relations, reputation, corporate affairs, sponsorship

·         Smart Digital … digital media, social networks, blogs, websites, SEO, CPM

·         Smart Experiences … design, multi-channel integration, sales, service, delivery

·         Smart Relationships … CRM, loyalty, NPS, relationship building, communities.

·         Smart Finance … analytics, metrics, business cases, optimisation, scorecards

·         Customised development of any part or combination of the above.

Marketing Springboards

Faster routes to professional qualifications … combining study and local support

·         CIM Postgraduate Diploma in Marketing

·         CIM Professional Diploma in Marketing

o   Specialising in B2B Marketing

o   Specialising in Arts Marketing

o   Specialising in Pharmaceuticals Marketing

o   Specialising in Professional Services

o   Specialising in Sports Marketing

·         CIM Professional Certificate in Marketing

o   Specialising (as above)

o   Specialising in Agri/Rural Marketing

o   Specialising in Charities Marketing

·         CIM Introductory Certificate

·         CAM Diploma in Marketing Communications

·         CAM Diploma in Digital Marketing

o   Specialising in Digital Campaign Planning

o   Specialising in Digital Media and Planning

o   Specialising in Mobile Marketing

·         CIPR Diploma in Public Relations – the highest level of specialist qualification

·         CIPR Advanced Certificate in PR

·         CIPR Foundation Award in PR

The Cambridge MLA is already developed and available as customised solutions

For more information contact peterfisk@peterfisk.com