Monday 13th – Friday 17th July 2015

Marketing in the Boardroom Masterclass

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As a successful Marketer you are the driver of growth through the creation of brand-value, and are responsible for putting the customer at the heart of your organisation. Getting this expertise to work for your organisation at the most strategic levels is a critical challenge.

This one week masterclass is a unique course for Marketers incorporating the five key skills needed to develop your impact and influence in the boardroom. You will be challenged with the latest leadership, marketing and business thinking from some of the UK’s foremost business academics and practitioners.

Guest speakers include:

Benny Higgins, CEO Tesco Bank

Andrew Duff, Chairman Severn Trent

Feilim Mackle, Head of Customer and Sales Telefonica O2

Steve Parish, Chairman Crystal Palace FC

Ciaran Devane, CEO The British Council

Jill McDonald, CEO McDonald’s

From Marketer to Boardroom

Becoming a Trusted AdvisorHaving a seat at the top table comes from having relevant technical expertise – being an effective board member comes from being able to influence the board effectively. You will focus on how to maximise your impact in the most senior group interactions and develop your ability to ensure that the marketing function is operating as a strategic business driver.

Elements that will be explored include:

• What are the components of trust?

• How can you be perceived as a trusted advisor?

• How can you develop your leadership voice in the boardroom?

• The skills to influence and collaborate

• What are the behaviours that make you more influential?

• The challenge of collaboration in the boardroom: How to build alliances and coalitions

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Professor Richard JollyAdjunct Prof. of Organisational BehaviourLondon Business School

Business Decision Making: The Internal PerspectiveUnderstanding the fundamentals of how businesses operate and how value gets created is a core skill for marketers at board level. This day will deepen your knowledge about the language of business and how decisions are made at the very top. We will also focus in on your company accounts and analyse what story they are telling to investors and the relevance of this to the marketing agenda.

Elements that will be explored include:

• What shareholders want and what drives value

• How value creation is measured

• Why financial numbers are so important

• How and why accounts work

• Mini-MBA Guide to Finance (without numbers!)

• Understanding and measuring intangible value

• What does a healthy business look like?

• Analysing the accounts of your organisation

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Rachel MurphyDirector RJM Consulting

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Understanding Value Creation: The External PerspectiveThe shareholder perspective is critical to understanding how organisations operate. Having looked at how businesses operate internally, we now turn to the external perspective about what business owners demand and how successful companies deliver against this agenda. We will spend a considerable amount of time analysing your own company against this external perspective.

Elements that will be covered include:

• Creating shareholder value: How and why

• Understanding value in business

• Driving value growth

• Funding growth: Debt versus Equity

• Measuring and monitoring value creation

• Decision making: Forecasting and Valuation Techniques

• Understanding your organisation: What have you learned?

• Company research: The short cuts

Rachel MurphyDirector RJM Consulting

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Creating Value Through Strategy and Organisation As the competitive environment changes rapidly, businesses succeed or fail not on the basis of how effective their positioning is, but on how well they are able to align their choices to create and capture value – in other words by building effective strategies. You will get a better handle on how strategy provides a great opportunity to drive the organizations’ actions, and leverage the skills needed to better understand the context you operate in. We will cover hot topics such as how to succeed in a complex ecosystem, where value migrates not only from one offering to the next but also from one part of the industry to the next.

Elements that will be covered include:

• Creating and capturing value: Tools and frameworks to understand the competitive context

• Managing value dynamics in complex ecosystems: succeeding and branding in sectors going through change

• From positioning to strategy: Linking marketing to your organisations’ overall goals, with application to your own companies

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Professor Michael JacobidesAssociate Prof. of Strategy London Business School

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Why Innovation Fails and How To Avoid The PitfallsWe will explore how innovation typically fails and how to overcome these obstacles. Participants will work in teams to build their own blueprints based on the models presented.

Elements covered will include:

• The innovation imperative (the shareholder and CEO viewpoint; the CMO’s new KPIs): The common pitfalls in alignment, strategy and execution

• Failproof innovation: The behaviours of effective in novators

• Building multi-layer, multi-weighted business cases

Afternoon session: Team presentation to Board of DirectorsYou will be tasked with working on a project in teams to consolidate your learning. This will be briefed and led by Suki Thompson, CEO of Oystercatchers. It will culminate in you presenting to a panel of senior business leaders.

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Professor Richard JollyLondon Business School

Suki ThompsonCEO, Oystercatchers

Ben SlaterFounder & CEO Bow & Arrow

Caroline DollarHead of Strategy Bow & Arrow

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Dates and costsThe Marketing in the Boardroom Masterclass is a five day non-residential intensive programme running from 8am to 5pm, Monday 13th July – Friday 17th July 2015. The course costs £6,000 ex VAT and includes all costs with the exception of hotel accommodation.

You should attend if:• You are a Marketing Director or CMO

• You want to develop your career at board level and need to develop your T-shaped skills

• You want to learn from peers from leading organisations, sharing experiences, challenges and best practices

• You would like to learn first-hand from some of the highest-rated faculty leaders at London Business School, both in terms of research and teaching, as well as leaders of companies such as Tesco, McDonald’s, Telefonica and Severn Trent

How to bookTo reserve your space on the programme or to find out more information, please contact Katia Sokolskaya at Oystercatchers: katia@theoystercatchers.com / +44(0)20 3595 1955

Preferential room rates at the Hoxton Hotel are also available – please let us know if you’d prefer this option.

All food and drinks, including an exclusive dinner every night of the programme (Monday to Thursday) form part of the delegate package.

For full Terms and Conditions and more information, please contact Katia Sokolskaya.

Oystercatchers are experts in accelerating marketing performance. We provide a wide range of specialist consulting services to deliver the optimum model for marketing excellence.

E suki@theoystercatchers.com / T + 44 (0) 20 3595 1955 W theoystercatchers.com / Tw @oystertweet

57-59 Beak Street, London W1F 9SJ UK