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

Classroom Activities and Exercises Web Based Pre and Post Quizzes PowerPoint Slides Software Tools Course Notes Instructor’s Manual “ Take Home” Templates Case Studies E-learning module Reference guides Courseware Overview

Market-Driven Behavior Skills Checklists Performance Contracts Agreements from team on implementation Leader Tools and Deliverables Market Responsiveness Index Results Courseware from Participation + Group Presentations Uncovers cultural and system inhibitors Allows easy rating of team on Skills implementation Provides a vehicle for Individual 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 Building a Market-Driven Culture in your Company

Objective Executives 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:
Why being market-driven is essential
How being market-driven can be measured
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)

Core Performance Improvement Programs A customised curriculum can be developed to address a company’s specific business needs and marketing skill development requirements. Learning Programs 1. Marketing Concepts and Practice 2. Strategic Market Analysis and Tools 3. Value Propositions that Stick 4. Pricing Strategy and Tools 5. Generating Marketing Profitability 6. Competitive Marketing Strategy 7. Strategic Market Management Market-Driven Skills Marketing Mix Strategies Market Analysis Marketing Profitability Strategic Marketing Suitability to Firm’s Marketing Roles All Marketeers Offer Development Specialists Product Specialists Segment Strategists Marketing Business Analysts Pricing Specialists Offer Development Specialists Product Specialists Segment Strategists Others 9. Marketing Leadership and Influencing Skills Digital Marketing Channels 8. Social Media Marketing 101 All Marketeers

Marketing Concepts and Practice Program – example (3 day agenda)
Objective
Participants to obtain a clear understanding of foundation marketing concepts and practices and the elements of a marketing plan
Outcome
Participants 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.
Format
Web preparation including pre-workshop quiz followed by a 3 day intensive workshop supported by reference materials
Blended Elements
Web 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 Areas
Day 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

Objective Participants and teams to be able to make more effective marketing decisions through the application of relevant market analysis 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 of market 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)

Value Propositions that Stick – example (1 day agenda)
Objective
To 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.
Outcome
Provides 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?
Format
Blended Elements
Web Preparation
Ongoing webinar coaching learning reinforcement
The Workshop
Company 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

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 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) 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.

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 and tools to relevant pricing and re-pricing as part of customer and market 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
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 Market Profitability’ course Pricing Strategy & Tools Program – example (2 day course) Software Tools Customer Trade-Off Analysis Perceived Value Pricing Analysis Economic Value Pricing Analysis Pricing Margins Analysis

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 Tools Competitive Forces Analysis Value Mapping Competitive Position Analysis Profit Impact of Market Share Competitive Marketing Strategy Program – example (2 day course)

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)

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
Outcome
Through 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
Format
Blended Elements
Web Preparation
The Workshop
This 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 Areas
WHAT 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

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.
Outcome
Participants to have the ability to put into practice skills essential to successful marketing leadership and positive influence.
Format
Blended Elements
Web Preparation
Short elearning introduction to key concepts
Market-Driven exercise completed by the participant
Content Areas MARKET-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

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Our Approach to Experiential Learning

by MarketCulture on May 12, 2010

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