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Summary

MSM PictureIn today’s world customers are more demanding and competition is more tough than it has ever been. To be successful in contemporary markets organisations should fully understand the ecosystem in which they operate and be able to direct, formulate, execute and manage marketing & sales activities.

This masterclass will support you in achieving that goal. Achievements within reach are:

  • Understand the importance of directing marketing & sales for businesses in different industries and for creating shareholder value.
  • Know how to analyse the internal- and external marketing & sales environment and draw relevant conclusions.
  • Be able to analyse marketing & sales issues and apply relevant theories and models to formulate solutions.
  • Give direction to marketing & sales in an actionable and effectual way.
  • Know how to evaluate a marketing & sales activities.

After successful completion of the Masterclass you will have developed yourself in mastering Marketing & Sales on a managerial level, extended your professional network and shared intensively experiences with peer students.

Summary

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Your investment:
Price (exempted/free of BTW): Shortcode "Single Product Page Price". Please view Product after assigning Custom Template

In Company
This course can also be executed in company as an embedded learning process in which your staff is learning and earning (l’earning) mastering Marketing & Sales on the go: as a team and value chain, delivering immediate benefits in your change. Interested? Do contact us.

Subject

Business Situation
In today’s world customers are more demanding and competition is more tough than it has ever been. Customers are telling companies what product or services they want and when, where, and how they want to buy them. They are increasingly sharing product and company reviews with other consumers using all modern devices. The company’s messages are getting less and less attention.

In order to understand customers better database marketing and one to one dialogues are becoming common practice. Product standardisation is losing territory to product niches and customisation. Monologues are replaced by customer dialogues.  Adding value to customers and in an ethical and social way is key. Value Proposition Design is essential.

Companies now sell goods and services through a variety of direct and indirect channels, developing omnichannel distribution concepts and exploring new forms of communication in order to get customer’s attention, interest, desire and action, supported by strong brands.

Marketing is no longer a limited area. The online interaction with customers requires knowledge, skills and systems affiliate marketing, online customer relationship management, social media, search engine optimisation, web analytics. In fact Marketing is connecting to the Sales area in a planned, organised and performance monitoring way.

So to be successful in contemporary markets organisations should fully understand the ecosystem in which they operate and be able to direct, formulate, execute and manage marketing & sales activities.

Your situationwhats your plan
You are a managing professional or a professional manager involved (or to be involved) in Marketing & Sales. You need to be armed with actionable Marketing & Sales knowledge that is easily understood and delivered in business terms in order to enable you to master Marketing & Sales activities on an managerial level in an effectual way.

For Whom


Fotolia_51473578_XS-adjustedIntended for
This masterclass is intended for all professionals involved in Marketing & Sales activities; example given:

  • Entrepreneurs
  • Business Managers.
  • Business Analysts.
  • Programme Managers.
  • Portfolio Managers.
  • Business Architects.
  • Business Consultants.

Entry Level
We expect that you meet the entry requirements:

  • Higher education (or insight gained by experience).
  • Thinking and working on an academic level.
  • A work environment in which you can practice what you learn.
  • Strong motivation to learn.
  • Striving for being a reflective practitioner (reflecting upon thinking and acting).

In doubt? Get in contact.

Language
The masterclass language is English. In case only Dutch are participating, the classroom language will be Dutch; content remains mainly in English. Do leave your preference in the sign up form.

Interested in a incompany masterclass with Dutch content? Do contact us.

Result

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This masterclass aims for mastering Marketing & Sales: understanding and applying it on a managerial level.

After the masterclass you developed yourself in mastering Marketing & Sales. Achievements within reach are:

  • Understand the importance of directing marketing & sales for businesses in different industries and for creating shareholder value.
  • Know how to analyse the internal- and external marketing & sales environment and draw relevant conclusions.
  • Be able to analyse marketing & sales issues and apply relevant theories and models to formulate solutions.
  • Give direction to marketing & sales in an actionable and effectual way.
  • Know how to evaluate a marketing & sales activities.

All of these achievements are essential in realising the objective of becoming a reflective practitioner: reflecting upon (own) thinking and (own) acting in mastering Marketing & Sales in your daily practice.

Benefits
You have developed yourself in mastering Marketing & Sales and extended your professional network and shared intensively experiences with peer students. You are prepared for effectual Marketing & Sales!

Certificate
On successful completion you will receive a certificate of Management of Change.

Study Points
You earn with this Masterclass 5 study points, contributing to future master programmes of Management of Change.

Programme

Content
The Marketing & Sales Masterclass consist of 10 modules:

MSM modules

Lectures and durations
The programme consist of 8 lectures, with an overall duration of less than 6 months. Prior to the first lecture there is a Kick Off in which inform you about the ins and outs of the programme and start discovering the concept of Marketing & Sales.

An overview of the modules per lecture:

Lecture

Modules

1

  • Understanding the concept of Marketing & Sales
  • Capturing Marketing Insights

2

  • Connecting with Customers

3

  • Building Strong Brands

4

  • Shaping the Marketing Offering

5

  • Delivering Value

6

  • Communicating Value

7

  • Online Marketing

8

  • Creating Long Term Growth
  • Directing Marketing & Sales Organisation

Learning Product
In delivering a successful Marketing & Sales  Case Report you have shown the improved ability to master the management of Marketing & Sales.

Programme Outcome
After successfully completing this Masterclass you should be able:

  • to know and understand the MSM modules in order to provide a basis or opportunity for originality in developing or applying ideas in your own context.
  • to apply the knowledge and understanding of the MSM Modules through problem solving abilities applied in the valuation and assessment of change initiatives in your own context.
  • to show the ability to integrate knowledge and master complexity with respect to the BIM modules and do judgements based upon insufficient information.
  • to describe the conclusions and the knowledge with respect to the MSM modules for both specialists and ordinary people, peer students, the teacher and – last but not least – your own context, such as own management and other stakeholders.
  • to be able to continue to study for MSM modules almost independently by being a reflective practitioner: the ability to reflect, stipulate the lessons learned and formulating new learning objectives.

Assessment
During the Masterclass you will be teached and tested in developing the gained competencies. The Final assessment is – under Exam Board supervision – a Case Exam and an End Assignment: Marketing & Sales Case Report in which you create/reflect upon a Marketing & Sales in your working environment, using the insights of this Masterclass.

The main assessment criteria are:

  • Subject of the Case Report, its setting and its complexity.
  • Argumentation of the Case Report.
  • Depth and quality of the Case Report.
  • Understandability.
  • Connection to the theory.

The detailed criteria as present from the start of the Masterclass. In case you want to discover them upfront: do get in contact.

Deadlines
All lectures assignments have to be delivered before the given dates (usually the lecture date) with a reattempt possibility one week after the due date (not delivered assignment) or grading date (delivered assignment).

Deadline for the End Assignment is 4 weeks after the last lecture with a Reattempt Deadline 12 weeks after the last lecture. The Case Exam is held online 2 weeks after the last lecture, with one Resit 6 weeks after the last lecture.  Teachers grade your assignments and exams within 3 weeks after delivery.

The Exam and End Assignment deadlines will be extended with the holiday periods following the “Voortgezet Onderwijs” holiday periods as stated by the Dutch Ministerie van Onderwijs, Cultuur en Wetenschap.

Relation with other Masterclasses
The Marketing & Sales Masterclass can be followed independently or as a stepping stone towards a complete portfolio of Management of Change, such as our Innovation & Change Management (ICM) Portfolio:

BIM Portfolio Position

Extend your learning
You can deepen/broaden this masterclass with:Marketing & Sales Masterclass (MSM).

  • Marketing & Sales Masterclass (MSM).
  • Operations Management Masterclass (OMM).

Approach

Driven by your objectives
visionWithin the context of the course students pro-actively defines personal learning objectives in order to give direction to their learning. So your learning is not a matter of chance, but of choice!

Action Learning
In order to maximize the effectuality of your learning, we use action learning in which complex business issues, problems and challenges are solved by students, using the theory in practice. Getting to the underlying root cause (upstream analysis), reflecting upon thinking and acting (evaluate) and dare to create solutions (create) gives you the ability to develop your problem solving capability and change leadership. You and your organisation will see the benefit of this.

Multichannel Learning
We use a state of the art virtual learning environment in which students and teachers also meet virtually, co-create in learning activities, read study material, do tests and so on. Available for ons desktop, tablet and if you like on your mobile: so anytime and anyplace learning is within your reach.

Due to our belief that the real learning starts when the course stops, you have free access to your course for at least 2 years after your start. So your learning remain supported by the virtual environment, enabling you to stay in contact with peer students.

Learning Groups
Between classroom sessions you organise yourself in Learning Groups (4-5 members) in order to execute group assignments: you will learn a lot from peer students.

Classroom Sessions
Our classroom sessions are really flipped: building upon what you learned in our virtual learning environment and the beforementioned learning groups we have highly interactive sessions meeting with a mixture of dialogue, knowledge, cases and so on. So you won’t see a lot of slidewire in class; they are available in the virtual envrionment.

Teachers
Our Teachers are trained and experienced masters of change. They have a master degree in Change Management and teach it on Universities receiving an excellent teacher rating. They have a business background in order to connect the theory with the practice in organisations.

Number of Students
We aim for classes with at least 10 students.

Investment

Price
Price (exemption/free of BTW): Shortcode "Single Product Page Price". Please view Product after assigning Custom Template

Study Load

ActivityEstimating methodStudy load (hours)
Classroom sessions8 sessions of each 3 hours24
Learning Group Meetings8 sessions of 3 hours24
Exam2 hours preparation and 2 hours execution4
Self Study6 hours per classroom session48
End Assignment40 pages, building upon self study results.40
Total140
Average:Duration 30 weeksAverage 4-5 hours per week

Learning Material
A rich virtual learning environment with articles and cases is provided for 24 months, counting from the start of the masterclass. It is included in the price.

You need to have the books (excluded from the course price):

Kotler Book

Philip Kotler, Kevin Lane Keller – April 2015, Pierson Education, Marketing Management

ISBN 9781292092621

Indicative price: € 90,=

Quotes

junges paarQuotes from students of the previous editions of our Masterclasses:

  • “This is really helping my job getting done!”
  • “Every day I use what I have learned in this module”
  • “Theory in Practice!”
  • “Intensive and Valuable.”
  • “I can recommend this Masterclass with the full 5 stars.”
  • “I want to do all Masterclass in this programme!”
  • “Multiple angle views!”
  • “Enrichment of leadership style”
  • “Direct applicable in practice”“Inspiring and motivating”
  • “Empowering Critical Thinking”
  • “Beyond models”.
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When & Where

When 

planningThe lectures of this masterclass are not yet planned. Do contact us for planning details

Where

20140404_Brasserie-Zonnestraal_001-1Brasserie Zonnestraal (Termeulen paviljoen)
Landgoed Zonnestraal
Loosdrechtsebos 15
1213 RH Hilversum

Route Description

Advice

Questions? 

Need advice? In doubt whether this course fits your need? Interested in a In-Company edition and/or discount price? Get in contact with our programme manager:

bertvanderhooft

Bert van der Hooft MCM
Phone: +31(0)611119405 or
mail: info@managementofchange.nl

See how to contact us or use the contact form:

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Price (exemption/free of BTW): Shortcode "Single Product Page Price". Please view Product after assigning Custom Template

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