CICOM – GLP Marketing Mix (4 P’s) / Customer Relationship Management ... Stif ti ”Satisfaction ... Sony Corporation, NTT Docomo, Dell/Lenovo , Southwest Airlines, Wal

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<ul><li><p>CICOM GLPCICOM GLPCICOM Global Leadership Program</p><p>J l S t b 2011</p><p>CICOM BRAINS Inc.</p><p>July - September 2011Course Descriptions</p></li><li><p>CICOM BRAINS Inc.</p></li><li><p>Course Syllabuses</p><p>PreGLPBuildingConfidenceinEnglish 2LogicalThinking 4g gMarketing 6Finance 8Strategy 10LeadershipDevelopment 12</p><p>InstructorProfiles14</p><p>CICOM BRAINS Inc. 1</p></li><li><p>Th CICOM P GLP B ildi C fid i</p><p>Pre-GLP Building Confidence in English</p><p>Overview</p><p>The CICOM Pre-GLP course, Building Confidence in English, will provide students with a variety of communication skills and strategies that can be applied to their jobs and businesses as well as to other GLP courses. Classes will focus on hands-on activities including discussions, exercises, role-plays, and case studies that will give students the necessary tools (andstudies that will give students the necessary tools (and confidence) to communicate their ideas more effectively.</p><p> Brainstorming / Thinking Outside the Box Organizing Ideas Building an Argument</p><p>TopicsBuilding an Argument</p><p> Sharing &amp; Defending Ideas Participating in Meetings Being Assertive Using the Case Study Method</p><p>This course combines discussions with individual and </p><p>In-Classgroup exercises and role-plays as well as business case studies. Student preparation and participation will be the keys to success. All class activities (lectures, discussions &amp; role-plays) will be done in English. </p><p>2-3 hours per week reading and preparing for the class Pre-Class</p><p>p g p p gdiscussions / role-plays / cases</p><p>Class Times</p><p>Monday 19:0021:30 July 11September 12Thursday 19:00 21:30 July 14 September 15 Saturday 10:00 12:30 July 16 September 17*The Monday class of Week2 will be held on Friday 22nd July as the 18th i h lid</p><p>CICOM BRAINS Inc.</p><p>18th is a holiday.</p><p>InstructorsRichard Sheehan (Mon) / Terry Symonds (Thu/Sat)*See INSTRUCTOR PROFILE for professional background </p><p>2</p></li><li><p>Week 1 Generating IdeasTopic: Brainstorming / Thinking Outside the BoxIn-class Activity: The Parade exercise</p><p>W k 2 OWeek 2 Organizing IdeasTopic: Communication PyramidIn-class Activity: Rocky Mountain Mutual exercise</p><p>Week 3 Building an ArgumentTopic: Inductive vs. Deductive ReasoningIn-class Activity: Tulsa Factory Closure exercise y y</p><p>Week 4 Sharing and Defending IdeasTopic: DebatingIn-class Activity: Article 9 role play (debate)</p><p>Week 5 Participating in MeetingsTopic: Facilitating ConsensusTopic: Facilitating ConsensusIn-class Activity: PB Technologies role play</p><p>Week 6 Being AssertiveTopic: Assertive CommunicationIn-class Activity: Performance Interview role play</p><p>Week 7 Using the Case Study MethodUsing the Case Study MethodTopic: Balancing Profits &amp; EthicsIn-class Activity: Google and the Government of China case discussion / role play </p><p>Week 8 Using the Case Study MethodTopic: Analyzing a Market OpportunityIn class Activity: West Lake Home Furnishings caseIn-class Activity: West Lake Home Furnishings case discussion / presentation</p><p>Week 9 Using the Case Study MethodTopic: Developing a Sustainable StrategyIn-class Activity: Peace Winds Japan case discussion</p><p>CICOM BRAINS Inc.</p><p>Week 10 Using the Case Study MethodTopic: Developing a Sustainable StrategyIn-class Activity: Peace Winds Japan case presentation</p><p>3</p></li><li><p>The CICOM-GLP Logical Thinking course is for those </p><p>Logical Thinking</p><p>Overview</p><p>g gwho want to improve their ability to discuss business and non-business-related issues in a more logical manner. The course adopts a logical step-by-step approach, using Issue Maps, Decision Trees and Hypothesis Pyramids, and applies them to a variety of case studies.</p><p> Utilizing logical reasoning to identify and solve the right</p><p>Topics</p><p> Utilizing logical reasoning to identify and solve the right problem</p><p> Identifying key issues, alternatives, outcomes and solutions </p><p> Analyzing problems utilizing issue maps and decision tree models</p><p> Communicating logically using inductive and deductive Communicating logically using inductive and deductive reasoning </p><p>In-ClassThis highly interactive course features student-centered activities based around case discussions, presentations and role plays. Students will be given many opportunities to practice and improve their communication skillsto practice and improve their communication skills.</p><p>Pre-Class</p><p>2-3 hours per week preparation will be the norm: completing exercises, reading cases, and answering pre-assigned questions. The time requirements will be less at the beginning of the course but will increase once case studies are introduced.</p><p>Class Time</p><p>Tuesday 19:00 21:30 July 12 September 13Saturday 13:00 15:30 July 16 September 17</p><p>InstructorAndy White*See INSTRUCTOR PROFILE for professional background data.</p><p>CICOM BRAINS Inc. 4</p></li><li><p>Week1 Logical Thinking Tools (Problem Definition &amp; Logic Trees)Manual: p. 8-20</p><p>Week2 Logical Thinking Tools (Decision Trees)Manual: p. 21 33HBS Note: Decision Trees</p><p>Week3 Case Study: Freemark Abbey WineryTopics: Decision Tree Analysis</p><p>Week4 Case Study: C.K. Coolidge, Inc Topics: Decision Tree Analysis &amp; Information Accuracy</p><p>Week5 Case Study: Are Some Customers More Equal Than Others? Topics: Recommending AlternativesTopics: Recommending Alternatives</p><p>Week6 Case Study: ExxonMobil and the Chad Cameroon Pipeline Topics: Hypothesis Trees &amp; Economic vs Non-Economic Trade Offs</p><p>Week7 Case Study: Banyan Tree Hotels &amp; Resorts: y yGauging Investors Views of Corporate Social Responsibility Topics: Hypothesis Trees &amp; Investors Views of CSR</p><p>Week8 Case Study: P&amp;G Japan: The SK II Globalization Project Topics: Evaluating Global Market OptionsTopics: Evaluating Global Market Options</p><p>Week9* Case Study: Citibank: Launching the Credit Card in Asia Pacific Topics: Market Entry Strategies</p><p>Week10* Final Presentations / Course Wrap-upCase Study: Citibank: Launching the Credit Card in </p><p>CICOM BRAINS Inc.</p><p>y gAsia Pacific </p><p>*For weeks 9 and 10, participants will be working in the same groups. Therefore, they must come to the class they originally signed up for.(either Tue or Sat). This will allow enough time for the presentations,Q&amp;A and feedback in week 10. 5</p></li><li><p>The CICOM-GLP Marketing will provide students with a basic understanding and appreciation of the Marketing</p><p>Marketing</p><p>Overviewbasic understanding and appreciation of the Marketing function. The class will explore key elements of the Marketing process and apply them to a variety of business situations. The focus of the class will be on the students, allowing them to practice their English skills through case discussions and presentations.</p><p>Topics</p><p>Market AnalysisTarget Marketing / Product PositioningThe Marketing Mix (4 Ps)Product Launch StrategiesCustomer Relationship Management Cus o e e a o s p a age eSocial Media MarketingEmerging MarketsLuxury Branding</p><p>In-ClassThis course combines lectures (first two weeks) with case discussions and group presentations (weeks 3-9)In Class case discussions and group presentations (weeks 3 9), culminating in a final presentation in week 10. Student preparation (before class) and participation (during class) will be the keys to success. All activities (lectures, discussions &amp; presentations) in class will be conducted in English. </p><p>Pre-Class2-3 hours per week reading and preparing for the case discussions.</p><p>Class Time</p><p>Thursday 19:00 21:30 July 14 Sep 15Saturday 10:00 12:30 July 16 Sep 17</p><p>CICOM BRAINS Inc.</p><p>InstructorCaroline Tan*See INSTRUCTOR PROFILE for professional background data</p></li><li><p>Week 1 Marketing FrameworkMarket Analysis / Target Marketing</p><p>Week 2 M k ti F kWeek 2 Marketing FrameworkThe Marketing Mix (4 Ps) / Customer Relationship Management (CRM)</p><p>Week 3 Case Study: Mobile Language Learning: Praxis Makes Perfect in ChinaTopic: Using Technology to Differentiate</p><p>Week 4 Case Study: Tata Nano: The Peoples CarTopic: Product Launch Strategies</p><p>Week 5 Case Study: Dell Outlet: How Dell Clears Inventory through Twitter &amp; Amplifying Perceptions: How JetBlue Uses Twitter to Drive Engagement and S ti f ti SatisfactionTopic: Social Media Marketing</p><p>Week 6 Case Study: CommunispaceTopic: Building Online Communities</p><p>Week 7 Case Study: Best Buy: Dual Branding in ChinaT i D l B di St t iTopic: Dual Branding Strategies </p><p>Week 8 Case Study: Super Shampoo Products and the Indian Mass MarketTopic: Emerging Markets</p><p>Week 9 Case Study: Louis Vuitton in JapanTopic L r BrandingTopic: Luxury Branding</p><p>Week 10 Final Presentations / Course Wrap-upStudents to analyze the marketing strategy of a specific product or brand.</p><p>CICOM BRAINS Inc.</p></li><li><p>The CICOM Finance course is for those who want to i h i bili di fi i l l d i i</p><p>Finance</p><p>Overviewimprove their ability to discuss financial-related topics in a business situation and understand how to assess the financial health of a company. Case studies will be used as the basis for exploration and discussion of key financial issues. By the end of the course, students should feel more comfortable looking at financial t t t d ti th i i i thstatements and presenting their opinions on them.</p><p>Topics</p><p> Balance Sheet, Income Statement &amp; Cash Flow Statement </p><p> DuPont (Ratio) Analysis Company / Industry Analysis Discounted Cash Flows / Cost of CapitalDiscounted Cash Flows / Cost of Capital</p><p>In-ClassThis interactive course features student-centered activities based around case discussions, presentations and role-plays. Students will be given many opportunities to practice and improve their communication skillscommunication skills.</p><p>Pre-Class</p><p>2-3hours per week preparation will be the norm: completing exercises, reading cases, and answering pre-assigned questions. The time requirements will be less at the beginning of the course but will increase once case studies are introduced.</p><p>Class Time</p><p>Wednesday 19:00 21:30 July 13 September 14 Saturday 13:0015:30 July 16 September 17</p><p>InstructorRichard Sheehan*See INSTRUCTOR PROFILE for professional background data.</p><p>CICOM BRAINS Inc. 8</p></li><li><p>Week1 Balance Sheet / Income StatementManual p. 2-14</p><p>Week2 Cash Flow Statement / DuPont AnalysisManual: p. 15-28</p><p>Week3 Case Study: Financial Statement Analysis: Identify the IndustryT i C i Fi i l St t t / R tiTopics: Common-size Financial Statements / Ratio Analysis</p><p>Week4 Case Study: California ChoppersTopics: Use and Calculation of Ratios</p><p>Week5 Case Study: Home Store incWeek5 Case Study: Home Store incTopics: Financing Options / Working Capital </p><p>Week6 Case Study: Dell Inc. in 2009Topics: Investment Strategy / Financial Ratio Analysis</p><p>Week7 Case Study: Costco Wholesale: Financial Statement Analysis (A)Topics: Benchmarking Ratios</p><p>Week8 Case Study: Costco Wholesale: Financial StatementWeek8 Case Study: Costco Wholesale: Financial Statement Analysis (B)Topics: Financial Projections / Discounted Cash Flows</p><p>Week9 Case Study: FedEx Corp vs. United Parcel Service: Who Will Deliver Results from China?</p><p>CICOM BRAINS Inc.</p><p>Topics: Comparative AnalysisWeek10 Final Presentation / Course Wrap-up</p><p>Each student will choose a company to analyze.</p><p>9</p></li><li><p>The CICOM-GLP Strategy course is for those who want to improve their ability to choose the best strategy to solve problems </p><p>Strategy</p><p>Overviewp o e t e ab ty to c oose t e best st ategy to so e p ob e s</p><p>and take advantage of new opportunities. Course emphasizes strategic concepts and overviews finance and marketing. Case studies used as the basis for exploration and discussion of strategy issues. By the end of the course, students will be more skilled in analyzing business situations and presenting their recommendations about the best strategy selection, given the context.BASIC SKILL BUILDING (2 sessions)Basic strategy framework (Where now, where to go,</p><p>how to get there)Stakeholder priorities, Vision/mission, Situation analysis SWOT / 3Cs (Company,</p><p>customers, competitors)Situation analysis STEEP / PEST context analyses</p><p>Topics</p><p>y ySituation analysis Industry (Porters Five Forces) /</p><p>Lifecycle analysisValue chain positioning / Business Revenue modelsComparative advantage / TOWS matrixGrowth options and strategies (Differentiation / Low cost)Portfolio matrix and corporate strategyCase Discussion, Presentations, Role Prays (8 sessions)Applying strategy concepts in the real worldIntroduction to finance, marketing &amp; competitive strategyFinal week presentation project pulls-it-all together (Week 10)Cases: Starbucks Japan, Sony Corporation, NTT Docomo,Dell/Lenovo , Southwest Airlines, Wal Mart , Thomson </p><p>I ClInteractive course combines short lectures with practical in-class activities and business cases Classes end with teamIn-Class activities and business cases. Classes end with team projects/presentations.</p><p>Pre-Class2-3 hours per week preparation: reading cases, answering pre-assigned questions. The time requirements will be less at the beginning of the course and will increase once case studies are introduced.</p><p>Class Wednesday 19:00 21:30 July 13 September 14</p><p>CICOM BRAINS Inc.</p><p>Class Time</p><p>Wednesday 19:00 21:30 July 13 September 14Saturday 13:00 15:30 July 16 September 17</p><p>InstructorNigel Denscombe*See INSTRUCTOR PROFILE for professional background data.</p><p>10</p></li><li><p>Week1 BASIC SKILL BUILDING PART 1Strategy framework, goals/stakeholders, SWOT/3Cs, STEEP/Industry matrix*Strategy team exercise (In class hand out)Strategy team exercise (In-class hand-out)</p><p>Week2 BASIC SKILL BUILDING PART 2Value chain, business model, growth options, generic strategies, TOWS*Strategy team exercise (In-class handout)</p><p>Week3 Case Study: CEO Stringer at Sony: Delivering American results for a Japanese co.Topics: Strategy framework, corporate strategy, portfolio matrix, growth</p><p>Week4 Case Study: Starbucks in Japan The Growth StrategiesTopics: Competitive advantage, business model, growth </p><p>ti / i itioptions / priorities</p><p>Week5 Case Study: NTT DoCoMo Beyond iMODE and FOMA Topics: Sustainable advantage, technology innovation, value chain position</p><p>Week6 Case Study: "Dell vs. Lenovo Competitive strategies in y p gChinaTopics: Globalization, competitive advantage, business model, new market</p><p>Week7 Case Study: "Southwest Airlines 2008Topics: Competitive advantage, low cost business model, new market</p><p>Week8 Case Study: "Wal-mart in Japan Survival and future of its Japan businessTopics: Competitive advantage, new market, Japan localization, positioning</p><p>Week9 Case Study: Transformation of Thomson (France)Topics: Portfolio matrix, corporate strategy, vision /</p><p>CICOM BRAINS Inc.</p><p>Topics: Portfolio matrix, corporate strategy, vision / mission, value creation</p><p>Week10 FINAL TEAM PRESENTATIONCompany to be determined</p><p>11</p></li><li><p>Leadership Development</p><p>Overview</p><p>This course utilizes Kellogg &amp; Dartmouth Business School role plays / business scenarios to provide students with a variety of opportunities to improve their leadership development skills in a global business environment.</p><p>Topics</p><p> Team leadership Power relationships Information sharing Conflict resolution Privacy issues</p><p>Cross functional teams Cross-functional teams Cross-cultural communication Coaching / mentoring</p><p>I Cl</p><p>This course combines class discussions with individual and group exercises and role-plays. Student preparatio...</p></li></ul>