content overview of b4b by this fluid world

8/7/2019 content overview of b4b by this fluid world

http://slidepdf.com/reader/full/content-overview-of-b4b-by-this-fluid-world 1/3

www.thisfluidworld.com

content overview of b4b by this fluid world

b4b is a mini masters in business. the foundation of the course is basedon business theory. all subjects covered are related to how they areconnected to people, business, marketing and advertising. this will beillustrated by real life examples, case studies and brand activities

sessions will include interactivity and break out sessions to ensureattendees are challenged to think about new ways of working withclients and the agency in a profitable way

session one: macro world

session one is aimed at ensuring the awareness and importance ofmacro events. the objective is to give an overview of the world in whichwe live, operate and do business in. our methodology defines the macrotrends, breaking them down to their impact on regions, companies,marketing and communication, in addition to their affect on people

outline

10 macro trends affecting the world we live in, business and marketing:

1. the recession (its effect on marketing and business)2. centres of economic activity is shifting (globalisation)

a. the consumer landscape is changing and expandingsignificantly (where consumers of tomorrow are and whatthey ‘look’ like)

3. public-sector activities are ballooning (effects on consumerismsand demographics)

4. the battlefield for talent is shifting5. demand for natural resources is growing, as is the strain on the

environment (effect on organisations, brands andcommunications)

6. new global industry structures are emerging (effect on howcompanies and people work)

7. the role and behaviour of big business has come underincreasingly sharp scrutiny

8. management is going from art to science (the role and impactof data and measurement)

9. access to information is changing the economics of knowledge




10. technological connectivity is transforming the way people liveand interact

a. digital

b. mobilityc. interactivityd. physical and virtual

in addition to the macro trends, we also cover the ten top challengesfacing marketers

session two: business strategy

this session sets out to raise the understanding of how businesses arerun and the ramifications and implications involved in strategicdecisions

1. purpose of an organisation2. components of a corporate strategy3. defining and benefitting from a vision4. business strategy and the difference between objective,

strategy, tactics and execution5. situation analysis, including competitive analysis, key success

factors, understanding the value chain, product analysis, core

competencies, gap analysis and points of differentiation6. strategic options (price, differentiation, innovation strategies)

session three: organisational management

new technology, customer expectation, outsourcing, low costcompetitors and needs for higher performance is making moreinnovation from employees and an ability to change a must. this sessionis aimed at increasing the understanding of an organisation’s

behaviour, in addition to the people within it, so that the aboveparadigms can be addressed in a productive, profitable and powerfulway

1. leadership and motivation2. barriers to organisational performance, ability to innovate and

change - common risks, challenges and pitfalls that organisationsoften face will be discussed in detail, supported by real lifeexamples, taken from a variety of industries and regions

3. how to stitch innovation into the fabric of an organisation - a

detailed overview of the ways in which innovation can beencouraged, harnessed and exploited within a company




4. the psychology of change5. change management

session four: international marketing

this session is aimed at increasing the understanding of the extendedmarketing mix and although this covers theory, the emphasis is on theemerging challenges and opportunities presented in the context of anever-changing world of modern marketing

1. marketing theory2. major changes, opportunities and challenges throughout the

extended marketing mix:a. productb. pricec. placed. promotione. physical spacef. peopleg. process

3. execution of modern day marketing4. data - sources and uses of increased technology, interaction and

information

5. market research

throughout this session, participants will be asked to walk in the shoesof a marketing director and assess and uncover ways in which theirrole and mission could be better supported and amplified

for more information, please contact:

jonathan macdonald ( [email protected])

l iri andersson ( l ir [email protected])

+44 207 224 4284

content overview of b4b by this fluid world

Documents