Achieving Marketing Excellence

The next step for your organisation

Corporate Programme CA

MB

R IDGE MARKETING CO

LLEG

E

MARKETING KNOWLEDGE

MARKETING KNOWLEDGE

We will create a customised and high value marketing competence programme for your staff using the experience and knowledge of the leaders in marketing education.

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For more than twenty years, we have worked with organisations large and small, across all sectors including private, public and not-for-profit, to improve their marketing through skills and capability development.

Our clients look to us to develop and deliver tailored programmes for their staff, both in the UK and in their international locations. Our approach ensures the closest tailoring to sector specific issues and corporate cultures, as well as providing a consistent approach to marketing practice across the organisation.

In addition to tailored programmes we deliver CIM, CIPR and other recognised qualifications at Certificate, Diploma and Post-Graduate levels.

Having become one of the leading professional marketing colleges over the last 20 years we are now making our knowledge available via innovative and in-house programmes. The experience and skills of our 45 Fellows and tutors are now available through new delivery platforms and teaching methods.

Charles Nixon, Founder and Chairman

Organisational success depends on excellence in marketing – increasingly the driving force in business. Achieving team excellence means ensuring your people can rise to the challenge of today’s fast-paced markets.

Who we are

69% 63% 61%

40% 28% 27%

26% 22% 16%

Showing a return on investment

Which of the following will become a bigger part of a marketing leader’s role in the next five years?

Source: Hays, DNA of marketing leader, 2014

Unified customer experiance

Integrating new technologies

Commercial awareness

International expansion

Product development

Controlling costs Sustainability Employer branding

Our four-stage process enables us to create a match between your needs and a sustainable solution for more effective marketing across your organisation.

Working with us will deliver more than just marketing training – we will transform your team’s capabilities.

CONSISTENCY

We provide the ability to embed improved and recognised marketing practices across your team. This in-house branded approach gives these programmes enhanced internal credibility enabling them to be rolled out across divisions or territories creating further leverage and a true consistency in approach.

STRATEGIC FIT

We ensure that all of our delivery is tailored to the needs of your organisation. For senior marketers this can result in programmes in change management, team building or organisational development. Other marketing team members may benefit from skills development such as presentation skills, digital marketing implementation or market research best practice.

COMPETENCE BUILDING

We will design and deliver tailored Development Programmes that bring each team member up to a higher level of personal competence and confidence, enabling them and your organisation to focus on success. These competencies can be driven by in-house standards or can be matched to CIM, CIPR and other recognised courses, leading to Certificate, Diploma and Post-Graduate qualifications.

DESIGN PREPARE DELIVER SUSTAIN

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Our Process

Our marketing capability programme brings together new insights and ideas with enduring principles and practices. It stretches and stimulates your thinking, connecting and aligning your team, focusing on your issues and opportunities to deliver real business impact.

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A very inspiring and informative view of the challenge for GSK to achieve marketing excellence, and a great start to our new marketing community!

Mark Russell, Head of Marketing Community, GSK

With this inspiration and expert guidance, we have been able to develop a fantastic new set of propositions, solutions and experiences for our customers!

Darius Maikstena, VP Marketing, Teliasonera, Lithuania

The approach was thoughtful and provocative. An excellent bringing together of our business challenges that left our people energised and inspired!

Peter Thomas, Marketing Director, Accenture

A FRAMEWORK FOR MARKETING

CAPABILITY DEVELOPMENT

We have a multisector approach with an international perspective

A very inspiring and informative view of the challenge for GSK to achieve marketing excellence, and a great start to our new marketing community!

Mark Russell, Head of Marketing Community, GSK

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What we offerINSIGHT

& RESEARCH

Using our expertise in market research and insight, we can

provide you with the right information and knowledge to enable strategic decision

making.

STRATEGY WORKSHOPS

Using proven techniques and practical tools we can help

your team to create a robust market strategy and build your business capability.

COACHING

MENTORING

Leveraging our extensive network of practitioners, consultants and market

experts, we can help you sustain your marketing

capability through customised coaching and mentoring programmes.

FUNCTIONAL TRAINING

Using our experience and knowledge we can help

you to assess your training needs and deliver bespoke, functional training linked to appropriate qualifications, keeping the whole team up

to date with the latest theory and practice.

Our established framework provides a joined-up approach to improving marketing excellence. All the elements can be combined to suit your organisational or departmental needs.

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EDUCATION

Over 20 years we have grown to become Europe’s leading provider of professional marketing qualifications with over 8,000 delegates studying with us.

We offer a wide range of professional courses and are accredited by the CIM, CAM, MRS and CIPR. We have also pioneered a range of specialist courses including Certificates and Diplomas for Arts, B2B, Professional Services and Sports Marketers, a programme for High Technology companies and the Cambridge Chartered Programme.

KNOWLEDGE

In order to provide support for all marketers, whether studying or involved in strategy and delivery, the College has developed a number of knowledge sources that deliver the latest in tactical and strategic knowledge. These include the Cambridge Marketing Review which is a quarterly, peer-reviewed, journal which highlights developments, challenges and solutions in the current and future marketing environments, as well a series of Marketing Handbooks, Guides and radio shows focused on specific marketing topics.

CONNECTIONS

The College has developed an unrivalled network of practising marketers, academics, authors and speakers who together represent the cream of current thinking in marketing theory and implementation. The College brings this network together through its Cambridge Marketing Lecture held each July and at the annual Digital Marketing Conference which both provide significant opportunities for marketers to network with peers and experts from leading organisations and agencies.

RECOGNISED LEVELS OF ABILITY

New Professional Standards of Marketing 2014

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Our Assets

We have consistently pioneered improvements in delivering marketing knowledge and have built a reputation for quality and success.

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I have been associated with Cambridge Marketing Colleges since it was founded. Throughout this period I have been so impressed with the quality of their teaching and their total commitment to their students and delegates, that I was delighted to accept their invitation to become Academic Advisor, a role I take very seriously. As a Professor at Cranfield, Henley, Warwick, Aston and Bradford Business Schools, as well as being Vice-Dean of CIM’s Academic Senate, I keep fully abreast of the latest developments in marketing practice and education and I have no hesitation in recommending CMC to anyone interested in furthering their career in marketing. I say on the cover of CMC’s brochure “A fantastic success story. A deserved market leader” - I mean every word!

Emeritus Professor Malcolm McDonald

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Clients stories

THE CHALLENGE: ARM has developed into a company full of highly qualified and technically gifted individuals and teams encompassing multiple cultures and disciplines. As a leader in the development of new technologies, ARM has been at the forefront of the thinking around the ‘Internet of Things’ which was being driven by the value of the technology rather than the need of the customer. It was feared that forward-looking market insight had been obscured and this had affected the ability to develop appropriate customer propositions – specifically to understand the parameters driving price and ultimately the ability of seeing the world as a set of different but connected markets.

THE SOLUTION: In response to this challenge, CMC collaborated with the VP of Marketing Systems and the Director of Systems IP (an alumnus of the College) in the design of a programme that focused on identifying the context of the customer and their wants and needs in the light of what technology could provide.

The programme revolved around three main concepts of Market Orientation, New Product Development and Proposition Development. Together these led to a greater understanding of how the organisation could better match their technical capabilities to actual customer demand and define more appropriate proposition and pricing frameworks. For those staff at a higher level, a separate programme is being developed to mentor them towards CIM Chartered status.

THE CHALLENGE: Astra Zeneca had detected that there was a variable level of basic marketing understanding in many parts of the business from field-based groups through to the teams based in Headquarters. One of the key issues was that staff were engaged in such a wide variety of roles that it was hard to provide them all with a consistent and flexible solution with focused training that maintained consistency and quality.

Astra Zeneca had previously tried to develop an in-house programme with another provider but was unhappy with the support and mentoring that was supplied alongside the base curriculum sessions.

THE SOLUTION - in response to this challenge, CMC developed a flexible core programme that could be accessed in a range of ways. These included options to study through distance learning, via intensive face-to-face interactions or via a blend of evening classes and individual learning.

CMC provided a pool of tutors that had relevant sector experience and who understood many of the compliance issues. It also provided the opportunity for Astra Zeneca staff to either attend dedicated classes on Astra premises or open classes held by CMC at any of our 6 study centres. This approach accommodated those who were travelling extensively as well as those that were office-based, and the overall process assisted many staff from one level of qualification through to the next.

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Contact:

Charlotte Lestienne

Cambridge Marketing College

telephone: +44 (0) 1954 234941

email: charlotte@marketingcollege.com

www.marketingcollege.com