Creatorul celebrului model de planificare de business SOSTAC, PR Smith, a fost pentru prima oara in Romania, la invitatia Institutului de Marketing, pentru un training intensiv de planificare de marketing. Proiectul, numit Academia de Marketing, a reunit 30 de profesionisti implicati in strategia de marketing a BCR. Scopul propus a fost sa creasca alinierea intregii companii cu nevoile clientilor si folosirea de instrumente si de criterii comune in planificarea si masurarea performantei de marketing.
Modelul SOSTAC a fost votat cel de-al treilea cel mai popular model de marketing din lume in sondajul Chartered Institute of Marketing (CIM), cea mai mare asociatie globala a profesionistilor de marketing, deoarece este usor de retinut si asigura structurarea planurilor pentru diferite activitati de planificare.
Marketingul bine planificat si masurat, motorul principal al business-urilor performante
Motivele pentru care cele mai multe planuri de marketing esueaza, dincolo de bunele intentii, sunt lipsa de comunicare si colaborare interna si granitele dintre departamente. Din acest motiv, programul a fost livrat pentru o echipa cross-functionala, care a avut de realizat un plan prezentat si discutat cu reprezentantii celorlalte departamente si cu feedback de la vicepresedintele de Retail si Private Banking al companiei, Dana Dima (Demetrian).
„Pana nu stim sa justificam bugetele de marketing, sa aratam cum cream valoare si cum multiplicam fiecare investitie, nu putem sa avem credibilitate in fata board-ului.” – a insistat sa precizeze PR Smith la incheierea sesiunii de training.
Peste 30 de participanti multumiti si inspirati, planuri de actiune dezvoltate pentru un an de zile, colaborare si cooperare intre echipe, sunt doar primele rezultate ale unui program care va continua si va creste in cadrul companiei in urmatorii ani.
„Participam permanent la cursuri si conferinte, insa acest training si Paul ne-au adus “back to the basics”, inapoi la lucrurile esentiale, care ajuta echipele sa se concentreze pe ceea ce este cu adevarat important pentru a livra rezultate de business si valoare pentru client”, spune Laura Mihaila Andrei, Marketing Manager, liderul si initiatorul acestui proiect.
„Am primit deja primele reactii de la colegii mei si sunt foarte bune. Suntem foarte multumiti de ceea ce am inceput impreuna” – spune Ana Toma, Head of Learning Planning.
„Am raspuns cu bucurie provocarii lansate de BCR si ne-am mobilizat sa construim cea mai potrivita solutie si un training de marketing personalizat, adaptat nevoilor echipei si cu cei mai buni profesionisti” – spune Oana Sav, coordonator programe speciale la Institutul de Marketing.
Cine este PR Smith?
Practician in marketing, speaker, scriitor si consultant, Paul Smith este autorul modelului de marketing SOSTAC, care a fost votat in topul celor mai performante modele de business de catre Chartered Institute of Marketing (CIM). SOSTAC este folosit acum in intreaga lume ca un model de planificare de marketing usor de aplicat.
Paul este autorul a numeroase carti de planificare strategica, comunicare si digital marketing si este speaker TedX. Pe langa SOSTAC, specializarile sale includ: strategie de marketing digital, planificare digitala, managementul schimbarii, automatizare in marketing si creativitate in business si marketing.
Nu in ultimul rand, este creatorul “The Great Sportsmanship Programme”, care are ca scop mobilizarea comunitatilor in jurul valorilor din lumea sportului. Intre zilele de training, Paul a scris si publicat povestea emotionanta a lui Siya Kolisi, capitanul echipei de rugby a Africii de Sud, care a castigat in weekend cupa mondiala, o poveste despre ambitie si vointa care este convins ca ne poate inspira pe toti sa ne urmarim cu perseverenta visele.
Ce solutii aduce Institutul de Marketing companiilor din Romania?
Institutul de Marketing este unicul centru de training din Romania acreditat international, cu cea mai vasta retea de know how local si global si cel mai complex program de cursuri de specialitate, cu peste 20 de module specializate. Cursurile de marketing si programele de training asigura participantilor o abordare structurata cu accent pe insusirea si aplicarea imediata a celor mai noi instrumente si tehnici de marketing, in contextul concret al organizatiilor.
In ultimii 8 ani, la Institutul de Marketing s-au pregatit 2000 de cursanti, dintre care peste 400 au parcurs cel putin un modul certificat international. Dintre absolventii certificati, peste 10% lucreaza ca profesionisti de marketing in strainatate, in tari ca Marea Britanie, Franta, Cehia, Ungaria sau chiar Malawi.
Institutul de Marketing a fost creat in parteneriat cu Oxford College of Marketing si More Marketing Solutions, pentru a oferi sprijin local in Romania tuturor marketerilor interesati de performanta profesionala la standarde internationale prin calificari CIM (Chartered Institute of Marketing).
Periodic, Institutul ofera acces la resurse de marketing, dar si webinare pe teme de interes din domeniu. Cei interesati pot gasi mai multe informatii pe site-ul dedicat, www.institutuldemarketing.ro, dar si pe portalul de resurse Marketing Focus, www.marketingfocus.ro. Chartered Institute of Marketing (CIM) este cea mai mare asociatie a marketerilor din Europa, cu peste o suta de ani de existenta. CIM traseaza standardele profesionale in domeniu, dezvoltand si actualizand permanent programele de studiu in functie de dinamica pietei muncii si de cerintele venite din partea angajatorilor.
20 de profesionisti de marketing au participat in acest weekend la Bucuresti la Institutul de Marketing la un training de marketing intensiv in masurarea si evaluarea performantei de marketing sustinut de Joe Shami de la Oxford College of Marketing. Acest curs face parte dintr-un program de certificare acreditat international la care sunt inscrisi. In ultimii 8 ani, la Institutul de Marketing s-au pregatit, perfectionat si certificat peste 400 de persoane, dintre care peste 10% lucreaza ca profesionisti de marketing in strainatate in tari ca Marea Britanie, Franta, Cehia, Ungaria sau chiar Malawi.
Cine sunt cursantii si de ce se reintorc la scoala?
O mare parte a celor care lucreaza in marketing vin din zone creative si au nevoie sa isi perfectioneze abilitatile strategice, dar si sa inteleaga implicatiile financiare ale deciziilor de marketing pentru ca propun si coordoneaza bugete deloc mici, pe care trebuie sa invete sa le vada ca investitii care aduc profit.
Training-urile si programele de certificare de la Institutul de Marketing se adreseaza profesionistilor cu experienta in marketing, iar cursurile sunt concentrate pe partea practica si insista asupra aplicarii notiunilor de marketing in organizatiile in care lucreaza cursantii. Ca si medicii sau profesionistii certificati in servicii financiare, multi sunt inscrisi intr-un program de pregatire continua, (Continuous Professional Development), iar aceste cursuri ii ajuta sa ramana permanent la curent cu ce este nou in industrie, la nivel international.
„Este o mare nevoie de astfel de suport si acest weekend a fost unul dintre cele mai bune cursuri la care am participat”, spune Ruxandra Constantin, Marketing Manager Stationery Central South-East Region”.
„O investitie binemeritata” – spune Angela Capatana, Regional Manager, Romania la The Juice Plus+ Company.
„ Spre deosebire de alte cursuri, acest tip de training te invata sa gandesti, sa vezi de ce faci un anume lucru. Altele iti arata doar butoanele sau ce sa faci.” – spune Ana Munteanu Popa, alta cursanta inscrisa la Diploma Profesionala in Marketing.
Ce beneficii aduce un program de certificare internationala?
O mare parte din programul de pregatire consta in dezvoltarea unor proiecte aplicate de marketing pentru organizatiile in care acestia lucreaza. Pe langa acestea, cursul si weekendul intensiv acopera instrumente de gandire si actiune din cele mai de incredere surse anglo-saxone, studii de caz si exemple. Intre companiile pentru care cursantii au exersat se numara compania Netflix, pentru care participantii au realizat cate un dashboard (n.r. un panou de control) pentru masurarea performantei de marketing, dar si pentru Aqua Carpatica, brand exportat cu succes in strainatate al companiei Valvis Holding care are cursanti inscrisi in program.
La sfarsitul unui program de training de unul sau doi ani, daca promoveaza cu succes trei probe, evaluate de specialisti din Marea Britanie, participantii primesc o diploma recunoscuta international si pot lucra in domeniul lor, oriunde in lume.
Cine sunt trainerii si tutorii?
Trainerii si tutorii nostri au atat experienta de predare si rezultate dovedite in pregatirea studentilor pentru examenele acreditate international, cat si experienta practica in calitate de oameni de marketing sau consultanti. Majoritatea dintre acestia au o cariera care combina in egala masura munca de predare cu pozitii de marketing si consultanta, pentru a oferi studentilor nostri suport, atat pentru partea teoretica, dar si pentru cea practica.
Joe Shami este expert in vanzari si in marketing, lector la Oxford College of Marketing si Profesor Asociat la University of Perpignan din Franta, unde tine in mod regulat cursuri de marketing strategic la nivel de Master si MBA in Europa, Orientul Mijlociu si SUA.
Joe Shami a incheiat cursul de la Bucuresti cu multumiri adresate chiar participantilor. „Vin de fiecare data cu bucurie in Romania si sunt impresionat de implicarea cursantilor, de atitudinea si entuziasmul lor de la cursuri, care il depaseste adesea pe cel pe care il vad in mod obisnuit in Marea Britanie.„- a spus Joe Shami.
Institutul de Marketing a fost creat in parteneriat cu Oxford College of Marketing si More Marketing Solutions, pentru a oferi sprijin local in Romania tuturor marketerilor interesati de performanta profesionala la standarde internationale prin calificari CIM (Chartered Institute of Marketing). Periodic, Institutul ofera acces la resurse de marketing, dar si webinare pe teme de interes din domeniu. Cei interesati pot gasi mai multe informatii pe site-ul dedicat, www.institutuldemarketing.ro, dar si pe portalul de resurse Marketing Focus, www.marketingfocus.ro. Chartered Institute of Marketing (CIM) este cea mai mare asociatie a marketerilor din Europa, cu peste o suta de ani de existenta. CIM traseaza standardele profesionale in domeniu, dezvoltand si actualizand permanent programele de studiu in functie de dinamica pietei muncii si de cerintele venite din partea angajatorilor.
Institutul de Marketing - http://www.institutuldemarketing.ro
Chartered Institute of Marketing - http://www.cim.co.uk/Home.aspx
Marketing Focus – platforma online IM- http://www.marketingfocus.ro/
How to grow organizations with a strategic marketing approach? How could a certified marketing training and examination could help companies grow while growing marketing talent in their organizations? And who are the international trainers helping students to get an international marketing certification? We’ve talked with our lead Tutor Jack Roberts, the marketing trainer and mentor for a large number of students who successfully passed advanced international marketing trainer programs.
Jack has over 30 years experience in marketing roles including Marketing Manager for Halifax plc and has the Diploma of the Institute of Direct Marketing as well as the CIM’s Certificate in eMarketing Excellence. As well as lecturing, training and assignment mentoring with the Oxford College of Marketing, he lectures part-time at Manchester Metropolitan University Business School. He believes that marketing is not just a set of communication tools and techniques – it is a way of doing business.
In this noisy digital and experience world why is it Strategic Marketing among the key still needed skills for the marketers?
Strategic Marketing creates the ability to think sensibly, widely and deeply within a logical framework. The reason why the world seems noisy is that there is too much reactive behaviour, whereas a clear strategy gives the marketer the ability to understand what’s really important and what they are trying to achieve. Then, when a possible opportunity arises they don’t have a knee-jerk immediate reaction but can see clearly how something fits so that they know whether it really is a valuable opportunity or just the latest new fad.
Strategic Marketing creates the ability to think sensibly, widely and deeply within a logical framework.
Oxford College of Marketing have embedded a very useful mock exam within its training support for Strategic Marketing Students that some students miss due to their busy schedule but it’s like an epiphany the vast majority that take it and successfully pass the exam after it? What are the key benefits of this useful learning process and why students should undertake it?
The exam is a nerve-racking event. Everyone is nervous before they sit it, no matter how well prepared they are or how much they know. If you add in the lack of knowledge of how to sit exams and answer questions, then the chances of passing start to become low. But doing the mock lets students see how to answer questions and they will have experienced an exam before having to do it ‘live’. So doing the mock gives both knowledge and confidence before sitting the exam, meaning they are more likely to pass it. It’s the act of doing the mock that gives the benefits though, rather than the result achieved in it.
What are still the key challenges we’re struggling with or manage to overcome while studying for a CIM accredited training?
Time, it’s always time. There are actually very few students who struggle academically (although many think they are), it always seems to be time that causes the real problems. However long you think you need to spend studying a session or working on an assignment, increase it. Sometimes we are asked how long students should spend studying but the answer is always the same – as long as you have. More is better, but even a little is better than none.
More is better, but even a little is better than none
The second issue with time is how long a period it takes. I would say that from a group of classroom learners who start the qualification on day 1, around 50-60% will complete it within 12 months, most students need longer. Life happens and there are events that will stop students from studying. This is natural and to be expected. Take as long as it needs rather than rushing it and the issues with understanding the subject will vanish as the student then takes as long as necessary to gain the understanding.
What benefits brings the new Leadership Program to experienced marketers? How is it different from the other CIM certified training programs? To what kind of needs, both individual and corporate or industry needs does it cater? What are the key learning points or key achievements your students got during this training?
It teaches students to think in the way that a Board of Directors would think. A Board wants clear, well thought-out proposals with relevant justification and no waffle or general background. So that’s exactly what the assignments ask students to provide – good clear analysis with sensible justifications, written in a very clear way – and with fewer words rather than more. Drawing out the pertinent points is a vital skill in doing this and it helps to ensure that we focus on what’s important in life, as well as work. We listen when people are clear and focused and it’s the essence of strong leadership. The level 7 qualifications help students develop this ability to identify what’s truly important and then focus on it.
In Romania, Philip Kotler’s classical book is the bible for marketers? What would you add to it if you had to choose just one title?
I think Kotler is fine for understanding day-to-day marketing but it’s not enough for strategic-level marketing or understanding the full suite of organisational impacts or analysing the internal environment. My favourite for that is Exploring Strategy by Johnson, Whittington and Scholes or there is a new book for the Marketing Leadership Programme which I like called Strategic Marketing: Creating Competitive Advantage by West, Ford and Ibrahim. These books have less on tactical delivery and more on strategy and internal analysis which are necessary for the subjects I look after.
In a more and more digital world, strategic marketing planning remains on of the top of the skills that employers need and value. Every year, a new cohort of ambitious Romanian marketing professionals study with Institutul de Marketing and Oxford College of Marketing within a robust and structured marketing training program that includes eight weeks of consolidating theory and key strategic planning, implementation and monitoring tools, an intensive weekend with a trainer from UK . Then the theory is put into practice as they apply everything within a strategic marketing plan done in the context of their organization. To get an international certification with Chartered Institute of Marketing (CIM), the largest and most reputed global professional organization in the UK , they need to also pass a written exam at the British Council.
Karl Sinnott from Oxford College of Marketing is returning in Romania for the second time to work with the Romanian practitioners on this issue and help them improve their strategic planning skills while advancing also on a career path as international certified practitioners. Karl has an extensive experience both as a teacher and as a marketing practitioner and is Head of PostGraduate Programs at the University of Chester.
Which are the main knowledge and skills gaps and how does the Chartered Institute of Marketing (CIM) marketing training provides to support both marketing practitioners and their organizations?
Employers tell me all the time that they need marketers who understand strategy. The greater complexity of the worlds we live in demands more focus on strategy and considered reactions, rather than a continuous stream of operational and potentially conflicting, short-term decisions. Employers also need people who understand 'the numbers' and in a market place where digital is opening up opportunities, understanding metrics and return on investment (ROI) is also something that employers really value.
What are the main does and dont's for those aiming to complete Professional Marketing Diploma certification program from your experience as a tutor?
I think there are some obvious points such as 'read the brief' and 'answer the question' and not what you think is the question. Your tutors and the support you are given should help with these potential challenges. I'd also say that justification is really important. The assessment briefs are written to test your knowledge and understanding of key concept so you must approach the questions in the brief with this in mind. If you can't find relevant concepts and theories in every part of your draft you need to review before you send on for comment.
In Romania, Philip Kotler's books are the bible for marketing professionals? Which would be the top three books you would add to this?
I like Nigel Piercy so any of his books on Marketing Strategy are good and we offer plenty of videos with him in our training program, as well as the free textbook within the CIM account. Malcom McDonald, Academic Advisor at Oxford College of Marketing is great for the details around planning. Johnson and Scholes is a very good more general text for strategy and covers many of the models and concepts in the CIM syllabus.
Which are the key changes impacting upon strategic marketing planning in this fast changing world that brings about the need for an "emergent strategy" and a continuous quest for sustainable competitive advantage sources?
As consumers are provided more choice through digital the importance of brand and brand loyalty is challenged.
From GDPR to digital disruption, the world is a lot more complex and understanding the context in which we are developing strategic solutions, as well as how to develop relevant solutions for our marketing challenges is absolutely vital. I'd say that the digital environment is a key challenge and opportunity. As consumers are provided more choice through digital the importance of brand and brand loyalty is challenged. Finally from a global perspective, there are obviously some key challenges as we sway from a more global, open market place to one which, albeit temporarily (hopefully!), becomes more local and more difficult to enter.