market driving strategies - clickdimensions

1www.london.edu/fssm/

Drive innovation and creativity in your organisation and create new markets

Contents

Redefine your strategic approach 02

Drive and shape new markets 03

Programme overview 04

Fast-track business impact 05

Transformation through experience 06

Experts in the field 07

How it worked for me… 08

Take the next step 09

Which programme is right for you? 10

Market Driving Strategies


Redefine your strategic approach

“It’s through curiosity and looking at opportunities in new ways that we’ve always mapped our path at Dell. There’s always an opportunity to make a difference.” Michael Dell, Founder and CEO, Dell

In business, you can follow the market – or you can lead it. But to be in the driving seat, you need to know how to break the mould: how to come up with innovative products, how to reinvent the way you bring them to market, and how to deliver even more than your customers expect. In other words, how to think creatively about everything you do.

The Market Driving Strategies programme shows you how to embed innovation and creativity in your organisation, so you can break new ground in your existing market – and move into new ones. We foster an environment that encourages experimentation, tolerates mistakes, gives you inspiration, space to grow, the ability to see opportunities others miss, and think more broadly about how you capitalise on them. By widening your customer base, you’ll put your organisation in that leading position.

Studying at London Business School you’re in the company of world-class faculty, and you’ll hear from guest speakers with unique industry insights. You discuss and debate key topics with a diverse group of highly experienced peers from around the world so that by the end of the programme, you have all the techniques you need to make an immediate business impact.

I look forward to welcoming you to an exhilarating week of thinking, discussing and learning in London.

Rajesh Chandy, Programme Director and Professor of Marketing;Tony and Maureen Wheeler Chair in Entrepreneurship;Academic Director, Deloitte Institute for Innovation and Entrepreneurship

03 www.london.edu/mds

Some of the most successful companies in the world are driven by creativity. They come up with products that open up whole new markets, promote and sell them in ways no one else has thought of, and gain extraordinarily loyal customers by giving people exactly what they want, often before they know they want it. On the Market Driving Strategies programme, you’ll learn how to unlock creativity and innovation in your own organisation, so you can rethink your strategic approach, and create the kinds of products, services, processes and business models that bring long-term value.

Knowledge to transform industriesThe Market Driving Strategies programme is for senior professionals, who create strategies that drive their organisations forward. It isn’t just for marketing professionals: you may be a CEO, a sales director or business development manager. What matters is that you have the ambition, courage and commitment to think differently about how you do things and to put those new ways of thinking into action.

Bright Ideas by Rowan Ottesen “An array of vividly coloured ‘light-bulb’ hot-air balloons

playfully displays the enthusiasm of participants who attend London Business School. The dynamic movement also

highlights the energetic lifestyle of the participants, ready to launch their ideas to new heights.”

Read about the Find Your Voice art project on p9.

It’s an intensive and demanding week – but what you take away will be worth the effort. You’ll work with world-class faculty, who are influential, widely published academics, and fully engaged with the business world. They share insights and knowledge from their in-depth experience, as well as the latest cutting-edge research.

Hear from guest speakers who tackle the issues covered on the programme, and who know what works. Learn fresh perspectives on your own business situation from peers and professionals in a range of global industries. The result is an unparalleled mix of techniques and skills to use and share immediately.

An international reputationLondon Business School is ranked among the best business schools in the world, and we are in a unique position to deliver world-class management education with a global outlook. Based in the heart of a business capital, you’ll benefit from our contacts in the commercial world who will greatly enhance your experience.

Drive and shape new marketsInnovation and creativity make the difference between following the market and leading it. The Market Driving Strategies programme shows you how to energise your organisation so that new ideas flourish

“My aim in attending this programme was to discover the latest approaches to marketing and strategy. I learnt to be open-minded – to think creatively when developing strategies and not feel constrained by traditional thinking.” Elena Sacerdote (Italian), Head of Customer Care & Customer Service Centre CEO, Fiat Group Automobiles

Find out more about the Market Driving Strategies programme, www.london.edu/mdsOr call one of our Programme Associates on +44 (0)20 7000 7053

Programme at a glance• A five-day, full-time

programme, based in central London.

• For senior professionals who are looking to develop innovative strategies to drive their organisations forward.

• Runs from Monday to Friday, twice a year in May and November.

• Gain the theory and practical insights on strategy, how to instil innovation across an organisation and exceed customer expectations.

• A collaborative learning environment and peer group representing diverse industries and experience.


Benefits for your organisationGain a thorough understanding of how you can use creativity and innovation to drive growth in your organisation. Better use of customer insights will deliver a leap in customer value, and you’ll be able to share the tools and techniques for delivering in-house strategic planning that increases your market share, and adds long-term value to the company.

What the programme offers youLearn how to foster a culture of innovation and creativity that generates new ideas, and allows them to grow into ground-breaking products, services and industries. Hone the skills that enable you to spot customer needs, socioeconomic trends and technological developments, and turn them into business activity. You will also understand how to drive growth by moving into emerging and untapped markets.

Diverse and experienced groupsLondon Business School offers a unique opportunity to study alongside a widely experienced group of peers.

This programme has recently powered the performance of:AccentureAkzo NobelAtosBank MandiriBTEtihad Etisalat Company (Mobily)Fidelity InternationalGetronicsGoogleHeinekenKuwait Petroleum Corporation (KPC)MarsMicrosoftMobilyNestléOrascom GroupPhilipsRocheRoxtecSABICSaudi Telecom Company (STC)Savola GroupShell (Royal Dutch Shell)Suez GroupTelecom ItaliaThomas Miller InvestmentUniCreditVodafoneVolvoZain

Participants come from almost every area of industry and commerce – from telecoms to tourism and finance to food. And the School has a global reach with more than 90% of recent executives coming from outside the UK.

As a result, you’ll have an unparalleled opportunity to interact with a multicultural cross section of business talent, giving you valuable insights into working methods across a wide variety of industries and international borders.

Participants on this programme are: • Senior professionals, in a position to drive

their organisation forward • Senior marketing practitioners• Product, portfolio and general managers• CEOs and managing directors• Sales and business

development managers• Pricing specialists• Leaders of dynamic companies.

Programme overviewOn Market Driving Strategies, you develop the skills, knowledge and insights to define a vision, identify opportunities and unleash market-driving innovations within your industry

IT/Telecommunications 19%

Finance/Banking 12%

Healthcare/Pharmaceuticals 12%

Retail/Consumer goods 12%

Business services 8%

Consulting/Professional services 7%

Manufacturing 4%

Engineering/Construction 4%

Power/Utilities 3%

Education 3%

Aerospace/Aviation/Automotive 3%

Chemicals/Plastics 2%

Electronics 2%

Other 9%

IT/Telecommunications 19%

Finance/Banking 12%

Healthcare/Pharmaceuticals 12%

Retail/Consumer goods 12%

Business services 8%

Consulting/Professional services 7%

Manufacturing 4%

Engineering/Construction 4%

Power/Utilities 3%

Education 3%

Aerospace/Aviation/Automotive 3%

Chemicals/Plastics 2%

Electronics 2%

Other 9%

Europe (excluding UK) 40%

UK 27%

Asia-Pacific 10%

Middle East 7%

Africa 5%

Central/South America 5%

North America 5%

Australia/New Zealand 1%Europe (excluding UK) 40%

UK 27%

Asia-Pacific 10%

Middle East 7%

Africa 5%

Central/South America 5%

North America 5%

Australia/New Zealand 1%

Industry of recent participants

Nationality of recent participants

“I found the programme challenging and stimulating. The mix of nationalities produced a truly global perspective on the management of business through marketing.” Kim Vernau (British), Chief Executive Officer, Building LifePlans (BLP)

The Place to Connect by Sylvia Moritz (opposite).“London Business School is in one of the world’s most highly renowned financial, business and cultural cities. The choice of location for a participant is essential for their personal development and supports their ongoing studies and chosen paths. London provides endless opportunities to research, learn and develop.” Read about the Find Your Voice art project on p9.

05www.london.edu/mds

During this programme, you will acquire the skills to identify new business opportunities, even in the most saturated marketplace, and use those opportunities to increase your market share, diversify into new sectors, and even transform your industry. As a result, you will be able to drive the market, instead of being driven by it.

Innovation, creativity and valueOver five days, the programme focuses on the following key themes:• Leading breakthrough innovation –

recognise the industry, market and technology boundaries that exist in our minds, and explore ways to transcend these boundaries.

• Thinking differently – develop your ability to energise creativity.

• Strategising differently – create strategies that actually make a difference.

• Marketing differently – radically differentiate your products, services and brands in B2C and B2B contexts.

• Building new market capabilities – transform markets by leveraging resources from inside and outside your organisation.

• Entering and dominating markets – manage the take-off of new products and services, and pioneer new markets.

• Building a culture of innovation – foster an environment in which novel ideas flourish.

“My thinking was constantly challenged, and I acquired many fresh ideas, which I have since discussed and developed back in the workplace.”

Jason Keane (Irish), President, Saffron Digital

2 Skill-building case studies

We look at three real-life case studies*, which challenge you to think about which strategies work and why, and how you might deal with similar situations. Previous case studies have included: M-Pesa, which examined the mental boundaries preventing us from seeing the opportunities around us; Royal Hygiene Care, which looked at how to drive markets on the back of socioeconomic change; and Red Bull – the Anti-brand Brand – which focused on driving markets from the inside out, and the outside in.

1 Real-world insights from business leaders

Our guest speakers on this programme share their experience of working with ground-breaking new products and services across diverse sectors. Previous speakers have included: Nick Hughes, founder of the M-Pesa mobile money scheme; Christian Hernandez, Managing Partner at White Star Capital; and Savio Kwan, the former President and Board Member of e-commerce specialist Alibaba.com.

3 Practical interactive learning A key part of the programme

is an off-site visit which gives you an opportunity to see how theory is put into practice. For example, the unique collection of branded material at the Museum of Brands acts as a stimulus for interactive group discussions, as you consider the impact of connectedness, previously through radio and television and now through social media.

*Case studies subject to change.

Spotlight on learningLearning on the streetLondon Business School’s location is an important component of your learning experience. We take full advantage of our connections to retail and business organisations to give theoretical models a dynamic real-world context.

Fast-track business impact Learn to spot gaps in the market, find creative ways to make the most of them, and deliver customer value that exceeds expectations


Focus Each of our programmes is designed with a clear set of objectives and actionable outcomes. You take away the skills, knowledge and networks to improve your business performance.

Learn The learning journey provides you with the latest business thinking from faculty and practitioners. You rapidly build the knowledge, skills and competencies to question the status quo and evaluate your strategic approach.

Apply Your learning experience provides you with new tools and knowledge that can be directly applied to your organisational challenges. We place learning on its feet, both

Flare™ is our process for ensuring Market Driving Strategies is centred on you and that every learning experience relates back to your role in the real world. It is made up of five key principles:

figuratively and literally, so you can confidently experiment in a safe environment where you have freedom to make mistakes.

Reflect Time is built in for individual reflection and peer-to-peer discussion. This is essential to your ability to personalise the experienceto your unique business challenges.

Experience Post-programme follow-through to your workplace is part of the design and delivery of each programme. The focus on actions that result in business impact is as important as personal change and transformation.

Introducing Flare™ – how your objectives drive our solutions

Studying at London Business School gives you lifelong access to a range of assets that can deliver solutions for your business challenges of the future

Customised learningWe can tailor our open programmes to support your strategic goals by delivering learning experiences to a large number of people in your organisation. We also offer fully bespoke customised company programmes for single organisations delivered to multiple cohorts, often in a number of global locations. They are key to delivering long-term strategic aims, be that improving strategy execution, accelerating management innovation, handling change or preparing for growth.Visit www.london.edu/execed

Fresh business thinkingStay ahead with latest business thinking, insight and analysis from our global faculty in our thought-leadership publication, Business Strategy Review. Visit www.london.edu/bsr

You can also access the latest findings from our world-class research centres: the Deloitte Institute of Innovation and Entrepreneurship, the Aditya Birla India Centre, the Centre for Corporate Governance, the Institute of Leadership, the AQR Institute of Asset Management, and the Coller Institute of Private Equity.

Networking and sharingUpon completion of the programme, you can access the Virtual Learning Environment for three months. You are also invited to join our LinkedIn community group where past and present participants knowledge-share and discuss key developments in their field.

Recruit our talentWe produce exceptional graduates capable of working in diverse and exciting organisations all over the world. Visit our talent bank and recruit to build strengths in your business where you need them.Visit www.london.edu/recruitourtalent

Learning to move you forward The Flare™ methodology in action

“The key benefit of this programme was that it forced us to view our current business models in a completely new light. Only with this knowledge and experience can you start to move forward.” Jaume Miquel (Spanish), General Manager, Women’secret (Grupo Cortefiel)

Programme timetable

Monday: • Leading breakthrough

innovation• Thinking differently;

energising creativity.

Tuesday:• Motivating the purchase• Doing things right vs

doing the right thing.

Wednesday: • Driving markets on the

back of socioeconomic change

• Co-creating new market space.

Thursday:• Driving business markets• Hindsight, insight,

foresight.

Friday:• Shaping the future • Driving markets.

FOCUS LEARN

APPLY

REFLECT

EXPE

RIENCE

IMPACTThe Market Driving Strategies programme is a unique mix of cutting-edge theory and practical insight, that shows you how everything you learn applies in real life. Our experts share the latest thinking and research in interactive presentations, with question and answer sessions. You also work on relevant case studies, where you can see how other companies have come up with new and creative ideas, understand the barriers that were in their way and how they’ve overcome them, and think about how you might deal with similar opportunities and challenges.

Guest speakers from a range of industries give you the benefit of their experience and knowledge, and you’ll take part in group exercises and discussions too, learning from your peers, and gaining fresh perspectives on business issues. Together, these learning experiences give you the practical skills to put what you’ve learnt into action.

The teaching is concentrated because we believe taking a focused period away from the office gives you space to really absorb and think about everything you’ll learn. Plus, you are back at your desk quickly, ready to get started.

Circular learning Underpinning all our programmes is our Flare™ methodology (see right), which ensures that everything you learn is embedded in reality, is practical, centred on your needs, and focused on delivering impact for your organisation. Flare™ turns the theoretical into the applicable, through a variety of classroom teaching techniques, speaker sessions, discussions and off-site visits.

Transformationthrough experienceOur teaching methods are grounded in real-life experience, and specifically designed to give you practical techniques and strategies that you can start using straight away


“I expected to learn frameworks and tools that I could use in my daily work, but I got much more than that. I took away practical and handy material, rather than just learning from an academic format, which enabled me to challenge my ideas within the market.”

Dr Florian Forst (German), Senior Vice President, UniCredit Management Consulting

Market Driving Strategies is presented by leading thinkers, who bring both cutting-edge research and real-world experience to the programme

Experts in the field

Right Up Down Left by Sylvia Moritz“There are many opportunities for participants and it may

feel like a maze of confusion until they find their own voice. Staircases and corridors show the School’s departments

and the participants’ journey towards their individual goals.” Read about the Find Your Voice art project on p9.

John Mullins, Associate Professor of Management Practice in Marketing and EntrepreneurshipNationality: AmericanWhat John brings

to the programme: John’s numerous Best Teacher Awards reflect both his 20 years of executive experience in the retailing industry in America and his award-winning research focused on fast-growing entrepreneurial companies. He is the author of two best-selling books, The New Business Road Test and, with Randy Komisar, Getting to Plan B. Research and experience: John has consulted with and taught executive education on five continents for organisations such as Novartis, the Young Presidents Organisation, Kenya Airways and the International Finance Corporation (IFC). Co-founder of several start-ups, his entrepreneurial work includes helping on the expansion of the retail chain Gap.

Nader Tavassoli, Professor of Marketing Nationality: German/IranianWhat Nader brings to the programme: Nader was the recipient of the

London Business School 2009 Excellence in Teaching Award. He is an expert on brand strategy, internal marketing and consumer psychology, with an emphasis on cross-cultural differences in behaviour.Research and experience: Consultant to more than 30 of the Global Fortune 500 companies, with particular expertise in branding. Non-executive Chairman of consulting firm Brand Inside.

Richard Hytner, Adjunct Associate Professor of MarketingNationality: BritishWhat Richard brings to the programme: Richard teaches on both the

degree and executive education programmes and is also an executive fellow at London Business School.Research and experience: Richard is Deputy Chairman of Saatchi & Saatchi Worldwide. He has 30 years’ experience working with a diverse range of brands including Unilever, Virgin, Nestlé, the British Army, Renault, Toyota, T Mobile and Diageo. Richard speaks to clients, conferences and business schools around the world on Lovemarks, creativity, leading strategic transformation, and corporate strategy. He also chairs Planting Promise, a sustainable educational enterprise in Sierra Leone, is a Trustee of the British Heart Foundation and Chairman of its £50 million Mending Broken Hearts appeal.

David Arnold, Adjunct Professor of MarketingNationality: BritishWhat David brings to the programme: David’s research interests include marketing

strategy, innovation and market evolution, brand management, and global customer management.Research and experience: He consults to multinational companies on various aspects of international marketing. His publications have included The Mirage of Global Markets (2003), Can Selling be Globalized? (2001), Seven Rules of International Distribution (2000) and The Handbook of Brand Management (1992). David also holds adjunct faculty positions at two other business schools.

Rajesh Chandy, Programme Director, Tony and Maureen Wheeler Chair in Entrepreneurship; Academic Director, Deloitte Institute for Innovation and

Entrepreneurship; Professor of MarketingNationality: AmericanWhat Rajesh brings to the programme: Rajesh’s areas of expertise include innovation, technology management, emerging markets and marketing strategy. His research and writings have received several awards, including the Journal of Marketing’s Harold Maynard Award for contributions to marketing theory and thought.Research and experience: Rajesh has provided advisory services and executive education to a wide range of internationally-known companies, including: Toshiba, Vodafone, 3M, Philips, Microsoft, Nordea, Telenor and Wrigley.

“Rather than competing in the same marketplace, with the same strategy as your competitor, discover how you can create greater value for your company.”Rajesh Chandy, Programme Director and Professor of Marketing


How it worked for me…A previous participant explains how outstanding input from faculty and a diverse peer group has generated a shift in organisational focus

Having completed a number of programmes at other business schools, my expectations going into this one were extremely high, but I have to say that Market Driving Strategies exceeded them all. The thing that really differentiated my London Business School experience was the way it combined the theoretical knowledge of strategic marketing with practical business cases and specific company studies. I took on board a canon of knowledge that every manager should possess, at the same time as learning how to innovate outside my standard business models. The faculty were outstanding and used an unconventional approach that stimulated lateral thinking.

One of the challenges currently facing us at illycaffè is how to develop a strategy that works at both a global and a local level. Italy has been hit particularly hard by the financial crisis, so we are having to adapt our business and products to suit new countries and customers, whilst maintaining our existing brand identity. Coming to study for a week with a peer group representing so many different nationalities, professional sectors and business environments was enormously useful in this respect.

The faculty encouraged a very cohesive atmosphere so I always felt comfortable with my group, whether in the classroom, at dinner, or on a trip to the Museum of Brands. Since the programme has finished, I have continued to exchange messages and emails about specific business challenges with fellow participants, and I hope that this network will stay with me.

My overriding benefit from the programme is that it has changed my mind-set. My strategic vision is now more structured, but I also make an effort to bring fresh ideas to every new project and business framework. Innovation is increasingly important as illycaffè moves to meet current market challenges, and my role, like that of so many

“To surpass market rivals, you must identify, master and apply strategic tools in a breakthrough way. This programme equips you to overcome today’s constant threat of fierce competition.” Yiorgos Mylonadis (Greek), Adjunct Professor of Strategic and International Management

“My experience on Market Driving Strategies has done a lot to shape the way I think and maybe even more to shape our organisational strategy for the future.” Roberto Morelli (Italian), Senior Manager, Business Development Executive Director, and Member of Strategic Committee, illycaffè

managers today, requires me to be more adaptable and flexible. My experience on the Market Driving Strategies programme

has done a lot to shape the way I now think and maybe even more to shape our organisational strategy for the future.


“A very engaging and insightful programme – the sessions were brought to life and you could see how the principles were applicable for your company.”Joanna Cheryan (British), Director, TM Organic Farms

Take the next step

We meet the individual needs of participants at multiple levels and in multiple disciplines including finance, HR, marketing, strategy and leadership. See p10 for further details of our full portfolio of marketing and strategy programmes.

Speak to one of our Programme Associates for guidance on selecting the programme that best supports your career development and business goals. You can also speak to a past participant in a relevant country and sector. If your organisation plans to send multiple delegates on a programme, we will work with you to understand which ones will be most valuable in meeting your business challenges and developing your talent.

Provisional places can be reserved online. Applications are password protected and contain full instructions so you can save your work as you go before you finally submit your application. To secure your place at the best time for you and your organisation, we recommend applying three months before the programme starts.

Our open enrolment programmes are a powerful way to move an organisation and its individuals to new perspectives and behaviours

Apply today

1 Check out the website for the latest programme dates and fees www.london.edu/mds

2 Reserve a provisional place Contact a Programme Associate Email: [email protected] Tel: +44 (0)20 7000 7053

3 Complete your application online


Drive innovation and creativity in your organisation and create new markets

Contents

Redefine your strategic approach 02

Drive and shape new markets 03

Programme overview 04

Fast-track business impact 05

Transformation through experience 06

Experts in the field 07

How it worked for me... 08

Take the next step 09

Which programme is right for you? 10

Market Driving StrategiesConnecting art and businessThe dynamic artwork in this brochure was created by students at Camberwell College of Arts for the Find Your Voice competition, launched by London Business School to represent visually the embodiment of the School’s aim: to give every participant a voice and the opportunity to make their mark on the world. From the works submitted, 35 were selected by a joint panel of judges to be exhibited at London Business School’s Regent’s Park campus, and used across its communications. View and download the work at www.facebook.com/LondonBusinessSchool


Early career Mid-career Senior career Board level

Career Transition

Leadership

Strategy

Strategic Marketing

HR

Finance

Customised programmes for organisations

Financing the Entrepreneurial Business (5 days)

Project and Infrastructure Finance (5 days)

Masterclass in Private Equity (3 days)

Advanced Corporate Finance (5 days)

Corporate Finance: Financial Strategies for Value Creation (evening and daytime)†

Corporate Finance: Valuation (evening and daytime)†

Corporate Finance: Accounting and Financial Analysis (evening and daytime)†

Strategic Investment Management (5 days)

Investment Management: Derivatives, Markets and Models (evening)†

Investment Management: Fixed Income Markets and Bond Portfolio Management (evening)†

Investment Management: Equity Portfolio Management (evening)†

Financial Seminar for Senior Managers (5 days)

Human Resource Strategy in Transforming Organisations (5 days)

Strategic Branding: From Behavioural Insights to Business Growth (5 days)

Market Driving Strategies (5 days)

Mergers and Acquisitions (4 days)

Developing Strategy for Value Creation (5 days)

Leading Change (5 days)

Leading Teams for Emerging Leaders (5 days)

Leading Businesses into the Future (5 days)

Negotiating and Influencing Skills for Senior Managers (5 days)

High Performance People Skills for Leaders (5 days)

Essentials of Leadership (5 days)

Accelerated Development Programme: Transition into General

Management (2x2 weeks)

Senior Executive Programme (4 weeks or 2x2 weeks)

Proteus (6 days)

Executing Strategy for Results (5 days)

Making Innovation Happen (5 days)

Which programme is right for you?Our Strategic Marketing programmes (below) energise new perspectives and innovative ways of thinking. See how our complete Executive Education portfolio (right), can give your people the skills they need to meet critical business challenges at every stage of their career

Note: We understand that responsibilities and level of job complexity may differ depending on your organisation. We carefully select participants to ensure that everyone gains the maximum possible benefit from our programmes.

† Investment Management and Corporate Finance evening programmes run one evening per week over 10 weeks.

Mid-career/Senior career

Both of our Strategic Marketing programmes are appropriate for senior marketing and non-marketing executives and managers. Choose between Market Driving Strategies and Strategic Branding according to your business need and what you are trying to achieve.

Strategic Branding: From Behavioural Insights to Business Growth (5 days)

• Build and manage brands to drive profits and organic growth.• Gain managerial and consumer insights, and leverage these insights to

identify and strengthen your brand positioning.• Embed the voice of the customers when developing your brand strategy

and implement this to grow your business.

Market Driving Strategies (5 days)

• Equips participants to identify and leverage opportunities to drive and shape new markets, break frontiers and create new ways of understanding customer behaviour.

• Learn to build a culture of innovation and develop strategies for growth.• Reinvent the marketing mix through differentiation of products and

services and redefine customer experience and expectations.

Our complete Executive Education portfolio

market driving strategies - clickdimensions

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