the world’s best marketing development portfolio
Marketing
Academy Leadership
Cambridge
Ista
nb
ul
Changing markets
Changing markets
world changing… game changing … mind changing
Changing markets 06/01/2012 3
the journey towards high performance marketing
Marketing
Academy Leadership
Cambridge
Ista
nb
ul
Driving
innovation
Changing
mindsets
Building
capabilities
Embedding
practices
Sharpening
expertise
Delivering
results
Programmes Development Qualifications
Issue-driven, action-driving
Fully embedded solutions
Delivering business results
Latest ideas, best practices
Stretching and practical
By marketers for marketers
Optional qualification paths
Individual and team study
For all levels of marketer
Customised Inspirational Professional
new insights … inspired people … practical action … faster impact
building high performance marketing teams
Changing markets new marketing new capabilities
Changing markets
Programmes
Issue-driven, action-driving
Fully embedded solutions
Delivering business results
Customised
06/01/2012 5
Customised marketing capability framework …
Changing markets 06/01/2012 6
Strategic
planning
Building
brands
Innovative
experiences
Customer
impact
7. Define market
and business
growth strategies
• defining the best
growth opportunities
• optimising market
and brand portfolios
• strongly influencing
business priorities
8. Manage integratd
marketing plans and
budgets
• defining clear goals
and targets
• developing clear
marketing plans
• building stretching
but realistic budgets
9. Develop plans
for marketing
activities
• planning specific
marketing activities
• testing new
marketing ideas
• allocating budget
and resources
10. Develop
powerful and
distinctive brands
• building strong
brand identities
• developing clear
market positioning
• deploying brand
strategies effectively
11. Articulate
compelling value
propositions
• developing target
propositions
• managing price by
perceived value
• aligning business
behind propositions
12. Build our brand
awareness and
reputation
• brand activation
across experience
• branding reputation
through effective PR
• engaging our
people in the brand
13. Drive
innovation across
the business
• challenging the
market conventions
• driving business
innovation
• exploring new
business models
14. Develop and
deliver great
products/services
• designing the
customer experience
• developing new
products + services
• packaging better
customer solutions
15. Champion the
total customer
experience
• improving the
customer experience
• making it personal,
time, location-based
• enhancing usability
and interaction
16. Deliver winning
marketing
programmes
• leveraging our
brand portfolio
• instigating new
customer initiatives
• aligning business
delivery to customer
17. Manage our
communications
and agencies
• develop integrated
campaigns
• partnering and
motivating agencies
• manage customer
contact and loyalty
18. Maximise our
return from each
customer
• executie fast and
flawlessly
• gain commitment
and best contribution
• drive retention and
advocacy
Customer
insights
1. Champion new
opportunities for
customers
• exploring new
customer contexts
• identifying new
trends and insights
• championing the
customer internally
2.Segment and
target the best
customers
• segmenting in
intelligent ways
• profiling customer
motivations
• identifying highest
value customers
3. Understand
customer needs
and wants deeply
• using full range of
customer research
• developing new
insights from data
• effectively using
customer databases
Business
analysis
4. Maximise our
business
performance
• optimising the
marketing mix
• completing and
reading a P&L
• articulating our
value to business
5. Evaluate the
effectiveness of
marketing actions
• customer lifetime
value and profit
• marketing impact
on market/business
• improving return
on investment
6. Analyse
markets and
business
• evaluating market
and competitors
• evaluating our
business/brands
• identifying ways
to improve
Programmes
Issue-driven, action-driving
Fully embedded solutions
Delivering business results
Customised
Coca-Cola : fit and focused to shape the future
Changing markets 06/01/2012 7
Lastminute.com : fit and focused to shape the future
Programmes
Issue-driven, action-driving
Fully embedded solutions
Delivering business results
Customised
Changing markets 06/01/2012 8
stretching and practical development workshops
essential training in
marketing, communications,
PR, digital and research for
future marketers
fast, fresh, and focused
updates on the hot topics
and critical disciplines of
today’s marketers
new ideas and insights,
emerging practice from
around the world for
marketing leaders
Marketing Spingboards
Marketing Slingshots
Marketing Labs
Development
Latest ideas, best practices
Stretching and practical
By marketers for marketers
Inspirational
Changing markets 06/01/2012 9
stretching and defining, practical and applying
Marketing Labs
Development
Marketing Springboards
Latest ideas, best practices
Stretching and practical
By marketers for marketers
Inspirational
Marketing Slingshots
Brand Lab
Digital Lab
Strategy Lab
Creative Lab
Leadership Lab
Smart Strategy
Smart Insights
Smart Branding
Smart Communication
Smart PR and Sponsorship
Smart Digital & Social Media
Smart Products & Services
Smart Experiences
Smart Relationships
Smart Finance
Business leaders
Exploring the new
ideas and
emerging global
practices
2-day workshops
Lead practitioners
Refreshing
knowledge
With the latest
techniques
1-day workshops
New marketers
Accelerated study
ands support
programmes
3 to 12 months
Can lead to
professional
qualifications
Customer Essentials
Brand Essentials
Marketing Essentials
Innovation Essentials
Business Essentials
Changing markets 06/01/2012 10
11
inspiring case studies, global best practices …
Evaluating the best markets
Deciding where to focus
Being different
Building strong brands
Seizing discontinuities
Co-creating innovation
Launching new solutions
Reshaping the market
Development
Latest ideas, best practices
Stretching and practical
By marketers for marketers
Inspirational new insights, new attitudes, new skills, new action
06/01/2012 12
… stimulating new ideas, and practical application
Changing markets 06/01/2012 13
what works, what’s hot, what’s best, what’s next
Development
Latest ideas, best practices
Stretching and practical
By marketers for marketers
Inspirational
Learning, exploring … innovating, improving … delivering, performing …
Changing markets 06/01/2012 15
Changing markets 06/01/2012 16
the journey towards high performance marketing
Marketing
Academy Leadership
Cambridge
Ista
nb
ul
Driving
innovation
Changing
mindsets
Building
capabilities
Embedding
practices
Sharpening
expertise
Delivering
results
Certificates
Accreditation
Marketer
Designed exclusively for
your business, establishing
internal excellence
Bringing together all the
professional qualifications
from CIM, CIPR, CAM etc
recognising your leading
marketers though continuous
professional development
Cambridge
Professional
Chartered
Qualifications
Optional qualification paths
Individual and team study
For all levels of marketer
Professional fast and integrated routes to accreditation
Qualifications
Optional qualification paths
Individual and team study
For all levels of marketer
Professional
CIM Postgraduate Diploma in Marketing
CIM Professional Diploma in Marketing
Specialising in B2B Marketing
Specialising in Arts Marketing
Specialising in Pharmaceuticals Marketing
Specialising in Professional Services
Specialising in Sports Marketing
CIM Professional Certificate in Marketing
Specialising (as above)
Specialising in Agri/Rural Marketing
Specialising in Charities Marketing
CIM Introductory Certificate
CAM Diploma in Marketing Communications
CAM Diploma in Digital Marketing
Specialising in Digital Campaign Planning
Specialising in Digital Media and Planning
Specialising in Mobile Marketing
CIPR Diploma in Public Relations
CIPR Advanced Certificate in PR
CIPR Foundation Award in PR
bringing together all the qualifications
local, residential and online study support
Qualifications
Optional qualification paths
Individual and team study
For all levels of marketer
Professional
Cambridge Marketing College is
Europe’s leading professional
marketing college
Participants from over 100
countries worldwide.
Widest Range of Marketing
Qualification, accredited by all
major Marketing Bodies
Over 60 Tutors , all practicing
Professional Marketers .
thought leaders, publications and reviews
Qualifications
Optional qualification paths
Individual and team study
For all levels of marketer
Professional
Costas Markides
Innovation Strategy Peter Fisk
Marketing Innovation
John Grant
Green Marketing
Shaun Smith
Customer Experiences
Charles Nixon
Cambridge
Andy Milligan
Brand
Hany Mwafy
Market Research
Diana Verde Nieto
Positive Luxury
Gerd Leonard
Media Futurist
Ruth Saunders
Strategy
Niall McKinney
Digital Marketing
Martin Thomas
Crowdsurfing Laurie Young
Service Marketing
David Haigh
Finance David Magliano
London 2012
Magnus Lindkvist
Futurist Bill Carney
Sales Management
Global experts and local facilitators … … by marketers for marketers
… enabling you to develop the leading marketers and teams
Understand
business
drivers
Explore
marketing
ambitions
Prioritise
development
needs
Customise
learning
pathways
Develop
content and
programme
Manage
logistics and
admin
Schedule
workshops
and tutors
Launch and
engage
marketers
Deliver
inspirational
workshops
Support
study towards
qualifications
Enable CPD
to chartered
marketers
Embed to
sustain and
perform
22
Changing markets 06/01/2012 23
Global ideas and best practices … … local insights and applications
For more information about how Cambridge MLA
can help to develop and inspire your people
to deliver extraordinary results,
contact the MCT team …
Erhan FERIDUN
Didem GÜRCÜOĞLU TEKAY
Tanyer SONMEZER
Marketing
Academy Leadership
Cambridge
Ista
nb
ul
how can you build turkey’s best marketing team?