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Marketing Courses

Strategic Technology Marketing Framework

The five-day Strategic Technology Marketing Framework workshop provides your business with a proven roadmap and set of tools for developing strategic plans for technical products/services, portfolios and business units. This contemporary and practical approach will guides participants through essential marketing elements (i.e. planning assumptions, segmentation, targeting, positioning, value propositions, etc.) to help create powerful strategies that will resonate with customers, and differentiate from competitors. Participants will learn to apply concepts to their real-life marketing challenges during breakout sessions.

Upon completing this workshop, participants will be able to:

  • Take a Market-Driven approach to business planning and create differentiated strategies
  • Assess and gain insights based on the market sectors, customer groups, and competitors over short and longer term planning horizons
  • Systematically prioritize markets and customers so that you can optimize resources
  • Establish MVPs (Minimally Viable Products) and learn to pivot based on your learning
  • Create a compelling positioning that is sets your product/service meaningfully apart from the competition
  • Develop a holistic value proposition (beyond just the product)
  • Determine how to establish and manage pricing based on value
  • Create go-to-market plans with metrics
  • Link strategic requests to financial implications
  • Continue to create plans in the future utilizing the roadmap and set of tools

Instructor: Mary Abbazia

Creating the Customer Journey

The two-day Creating the Customer Journey workshop enables participants to help their organization become Customer Focused and gain valuable insights that are the foundation for differentiated value propositions. Participants learn to apply concepts to their real-life marketing challenges during individual and group breakout sessions.

Upon completing this workshop, participants will be able to:

  • Analyze the competitive situation of your market and scope the customer journey
  • Create a chronological detailed customer journey that explains all pre, during and post purchase activities
  • Understand who/what are the customer influencers for each step of the journey
  • Prioritize activities in the journey where change to a specific customer’s behavior will make a positive impact on your business
  • Develop customer insights to explain current behaviors and identify one or more insight that can be leveraged to motivate desired change

Instructors: Paul DiPrato, Mary Abbazia

Product Life Cycle Management

The one-day Product Life Cycle Management workshop is for people who are managing a portfolio and need to effectively allocate resources to grow their franchise. Participants learn to apply concepts to their real-life marketing challenges and begin to make critical decisions during individual and group breakout sessions.

Upon completing this workshop, participants will be able to:

  • Identify current and future key customer groups
  • Learn the key elements of lifecycle management at each stage
  • Identify ways to include Engineering, Software development, IT, and other key development functions in the decisions and implementation of product lifecycles
  • Learn about the newest tools and techniques available to manage the process
  • Build the business case to obtain resources and support

Instructors: Mary Abbazia, Sean Welham

Needs Based Segmentation

The two-day Needs Based Segmentation workshop focuses on uncovering and leveraging customer segments to better target and create a differential advantage. It will also help managers to allocate resources. Participants learn to apply concepts to their real-life marketing challenges during individual and group breakout sessions.

Upon completing this workshop, participants will be able to:

  • Identify current and future key customer groups
  • Determine ways to uncover and define customer needs
  • Utilize tools for segmenting customers based on their needs
  • Establish a hypothesis for a needs-based customer segmentation (moving beyond classification)
  • Leverage the segmentation scheme to develop differentiated strategies
  • Integrate segmentation into Value Propositions
  • Determine ways to implement within the organization and with the sales team

Instructors: Tom Spitale, Mary Abbazia, Sean Welham

Scenario Planning and Simulations

The two-day Scenario Planning and Simulations workshop guides the extended product or brand team through "war gaming" simulations. Teams develop strategies and contingencies that reflect external planning assumptions prior to "pressure testing" their plans against key competitors. Participants are assigned to either their own business or a competitor’s team where they role-play accordingly.

Upon completing this workshop, participants will be able to:

  • Develop scenarios and understand how they differ from a prediction
  • Identify planning assumptions that will shape possible futures
  • Prioritize planning assumptions based on likelihood of occurrence and business impact
  • Clearly articulate key assumptions and their future implications on customers and the business
  • Build expected outcomes into plans, and develop contingencies for those elements that give cause for concern
  • Use techniques to test plans and potential scenarios
  • Learn how to pressure test plans and contingencies through simulations (i.e. war gaming or scenario planning)

Instructors: Sean Welham, Mary Abbazia, Tom Spitale

Information Systems in Marketing

The one-day Information Systems in Marketing workshop focus on helping marketers to increase the speed of decision making within their organizations through systematic use of integrated data collection and visualization. Participants will learn to quickly assess informational needs, collect and develop the information from disparate data sources, and communicate insights to the appropriate decision makers. Marketers will apply these concepts to creation and measurement of their own current strategy/tactics.

Upon completing this workshop, participants will be able to:

  • Understand the purpose and benefits of a Marketing Information System (MKiS)
  • Define and build linkages between strategy/tactics, data collection and information development and visualization of insights
  • Understand the skill sets needed to create, implement and maintain and MKiS
  • Articulate the relationship between a MKiS, the Internet of Things, Big Data, Business Intelligence and Analytics, Agile and Content Marketing

Instructors: Sean Welham, Paul DiPrato

ROI and Finance for Marketing Professionals

The two-day ROI and Finance for Marketing Professionals workshop is a "must have" for any professional who needs to quickly gain a foundation of financial skills, to drive more robust business cases. Participants learn to apply concepts to their real-life marketing challenges during individual and group breakout sessions.

Upon completing this workshop, participants will be able to:

  • Understand common financial terms and how they relate to marketing
  • Analyze financial statements: Net Income Statement, Balance Sheet, Cash Flow
  • Identify and influence the drivers of working capital
  • Use discounted cash flow to calculate ROIs and Net Present Values of projects
  • Create financial models for calculating marketing project/activities ROIs and NPVs
  • Understand all elements (ROI, strategic initiatives, resources, etc.) that impact marketing activity choices

Instructor: Paul DiPrato

Project Management in Marketing

This three day Project Management in Marketing workshop enables someone new to project management to understand all the key elements. Participants learn to apply concepts to their real-life marketing challenges during individual and group breakout sessions.

Upon completing this workshop, participants will be able to:

  • Work with key internal stakeholders to identify the scope and key deliverables of the project
  • Determine the work streams with responsibilities and milestones
  • Assess the budget of the project – with risks and opportunities
  • Utilize tools to schedule and manage the project
  • Enable change management techniques and tools

Instructor: Paul DiPrato

Behavioral Leadership

The two-day Behavioral Leadership workshop focuses on the critical leadership skills needed for success in today’s highly competitive business. Participants will learn the tools and models leaders need to accurately assess themselves, their colleagues, and the situation that arise in the workplace to help improve leadership skills. They will also learn to apply concepts to their real-life leadership challenges during individual and group breakout sessions.

Upon completing this workshop, participants will be able to:

  • Enhance leader trust and credibility
  • Utilize the skills, talents, and energies of each individual on the team and align them with customers' needs and values
  • Provide positive team direction
  • Assess personal leadership styles and skills
  • Manage the culture—the beliefs and values of the organization to promote growth
  • Create a vision for each leader and help the leader to instill that vision/direction into his/her team
  • Assess your organization's mission, core competencies, and vision
  • Identify how your organizational culture builds trust
  • Determine your customers' needs and values
  • Align and engage competence and commitment to meet customer needs
  • Assess your leadership style and challenges

Instructor: Ray Thorn

Building and Sustaining High Performance Teams

High performance teams are essential for organizations to respond to the competitive pressures in changing domestic and global markets. High performance teams include virtual teams, project teams, product development teams, and autonomous work teams.

During the two-day Building and Sustaining High Performance Teams workshop, participants will learn a proven process with tools to help improve their teaming skills. They will also learn to apply concepts to their real-life team building and team sustaining challenges during individual and group breakout sessions.

Upon completing this workshop, participants will be able to:

  • Lead effective virtual teams
  • Build team member capabilities and contributions
  • Develop a collaborative team culture and reduce conflict
  • Recognize and deploy team member strengths
  • Anticipate issues and facilitate team member interaction
  • Deal with the special challenges of virtual teams, project teams, and self-directed teams
  • Enhance team problem solving and decision making in high performance teams
  • Understand the role of teams for leading change
  • Build high performance teams
  • Overcome obstacles to team performance
  • Achieve the full potential of virtual teams
  • Understand motivation and behavior in teams
  • Enhance team problem solving and decision making
  • Provide effective team leadership

Instructor: Ray Thorn

Influencing Without Alienating

Professional success depends upon the ability to influence people at all levels of the organization. The three-day Influencing Without Alienating workshop emphasizes how to increase personal competence in the areas of communication, influence, and problem solving. The focus of this course is on real-life problems and challenges that individuals face in the workplace. Throughout this workshop, participants practice techniques on videotape, critique themselves, and receive coaching on how to enhance their effectiveness in getting things done while building positive working relationships with others.

Upon completing this workshop, participants will be able to:

  • Increase influence by reducing aggressive/abusive interactions
  • Remain calm when dealing with conflict and difficult situations to set the stage for growth versus residual hostility
  • Exercise personal power to positively impact co-workers and the organization
  • Work more effectively with others through honest and open communication
  • Participate proactively in meetings
  • Understand others' underlying concerns and creatively problem solve to achieve alignment and commitment
  • Value one's own needs and the needs and differences in others
  • Listen to understand
  • Understand internal obstacles to effective management
  • Build esteem and confidence
  • Initiate and maintain change

Instructor: Ray Thorn

Strategic Pricing

The two-day Strategic Pricing workshop focuses on how to strategically price products and services based on customer value versus cost or competitor benchmarking. Participants will learn a proven process with tools to help improve pricing decisions. They will also learn to apply concepts to their real-life marketing challenges during individual and group breakout sessions.

Upon completing this workshop, participants will be able to:

  • Create pricing strategies to increase profits
  • Understand the impact of Value-Based Pricing
  • Determine how costs, competition and customer values can and should influence the pricing strategy
  • Use practical tools to measure customer value, conduct break-even analysis, analyze price relative to perceived value, measure price sensitivity, determine the highest and lowest pricing options and conduct trade-off analysis
  • Determine when and how to raise and lower prices and set price throughout the product or service life cycle
  • Establish steps to integrate strategic pricing in your business environment

Instructors: Mary Abbazia, Sean Welham, Tom Spitale

Developing Innovation

The two-day Developing Innovation workshop is an energizing session lead by seasoned working professionals that can share the best (and worst) practices. During this interactive session, you will learn several creative and analytical techniques that you can immediately share with your associates – that should drive greater innovation in your business. We address such issues as new product development, strategic planning, marketing, operations, branding or strategic alliances.

Upon completing this workshop, participants will be able to:

  • Manage by Imagining – gain techniques for helping your team be more imaginative problem solvers (i.e. Opportunity Redefinition, Wishing, Sacred Cow, Questioning Assumptions, Positioning Continuums, Mindmapping, Triggered Brainwalking, etc.)
  • Create a Total Innovation Enterprise – learn ten principles and practices for creating a successful, company-wide innovation program.
  • Apply The Ideator’s Quest, A Mythic Journey from Imagination to Innovation – you will learn how to use the hero's mindset to become the leader of successful innovation initiatives!

Instructors: Bryan Mattimore, Tom Spitale

Launching New Products and Services

The three-day Launching New Products and Services workshop provides participants with a proven methodology and tools for developing strategies for launching new products and services. The team learns how to target segments based on the company's ability to differentiate versus the competition. Participants learn to apply concepts to their real-life marketing challenges during individual and group breakout sessions.

Upon completing this workshop, participants will be able to:

  • Use a systematic approach for launching new products and services
  • Successfully launch new products and services in new or existing markets through a customer-driven process utilizing proven tools and techniques
  • Identify and evaluate your market(s) potential
  • Use customer segmentation to help uncover untapped market niches
  • Expand beyond market niches by developing the brand
  • Create compelling value propositions to capitalize on unmet customer needs during launch and throughout the life stages
  • Develop and communicate compelling value propositions and communications
  • Assess launch readiness, develop sequencing/timing, monitor progress post launch and avoid the pitfalls of launch failures

Instructors: Mary Abbazia, Rob Hoctor

Digital Strategy

The two-day Digital Strategy workshop provides participants with digital concepts, tools and approaches that complement traditional marketing plans and activities. Participants will learn to apply concepts to their real-life marketing challenges during individual and group breakout sessions.

Upon completing this workshop, participants will be able to:

  • Understand the key elements of Digital Strategy – listening, speaking and connecting
  • Determine which digital concepts, tools and approaches are useful to your business and industry
  • Create your own Digital Strategy for your target audiences ("listen" to customers...dip into the conversations they may already be having, "speak" to customers in a more relevant way, "connect" with customers in more effective and efficient ways, "learn from what you learned"
  • Utilize concepts, tools and approaches that can be used during the session, as well as after the session

Instructor: Sean Welham

Branding and Re-Branding

The two-day Branding and Re-Branding workshop focuses on developing and leveraging brands for products, services, brands, categories or companies through addressing customer needs. Participants will learn to apply concepts to their real-life marketing challenges during individual and group breakout sessions.

Upon completing this workshop, participants will be able to:

  • Establish meaningful branding for products, platforms, or business categories that sustains value for the future
  • Create compelling positioning and full-solution value propositions that address customer needs better than competitive alternatives
  • Benchmark your brands to other brands and identify best and worst practices
  • Solutions to successfully address launching products and services into complex markets, despite short runways

Instructor: Sean Welham

Critical Issues in Global Marketing

The two-day Critical Issues in Global Marketing workshop focuses on the many layers within a global company – and presents best practices that participants can utilize in their organization to be more productive. Participants will learn to apply concepts to their real-life marketing challenges during individual and group breakout sessions.

Upon completing this workshop, participants will be able to:

  • Identify and assess issues that are relevant in established and emerging markets – understand the potential risks and opportunities
  • Establish Global Products and Services strategies versus Regional and/or Country specific strategies
  • Create and manage Global Value Propositions that are truly differentiated and resonate with the target customer groups.
  • Assess Global Initiatives; utilize Prioritization Techniques
  • Understand your customers; Global, Regional and Country
  • Gain global organizational alignment
  • Collaboratively build and manage Global Strategies on-going

Instructors: Sean Welham, Rob Hoctor

Integrating Marketing in the Business Enterprise/System Design

The two-day Integrating Marketing in the Business Enterprise/System Design workshop focus on helping marketers bring science to the art of marketing by integrating the four main components of the marketing process– strategy and operations, marketing analytics, multichannel execution, and digital intelligence capabilities - into one system. Participants will learn to assess Enterprise Marketing Management (EMM) system for best fit and how to implement the system without overwhelming the budget. Case studies will be utilized for this course.

Upon completing this workshop, participants will be able to:

  • Understand the purpose and benefits of an EMM
  • Define and build linkages between strategy and operations, marketing analytics, multichannel execution, and digital intelligence
  • Evaluate the characteristics of an EMM that fits best with your needs and corporate infrastructure
  • Prioritize modules for streamlined implementation
  • Build an ROI case for implementing an EMM
  • Understand the skill sets needed to create, implement and maintain and EMM

Instructors: Mary Abbazia, Sean Welham

Agile Marketing

This two-day Agile Marketing workshop focuses on helping marketers increase the speed in which they help their organizations find, test and commercialize profitable product, service, packaging, distribution, promotional and price innovations. Participants will leverage their own real-life products and services in applying tools that will generate an abundance of creative marketing strategies, help prioritize the best strategies, organize marketing experiments to test the commercial viability of strategies and detail scalable execution plans.

Upon completing this workshop, participants will be able to:

  • Master a set of tools for generating an endless list of potential product, service, packaging, distribution, promotional and price ideas
  • Utilize customer-centric frameworks and approaches for determining which of these ideas have the highest potential and should be tested
  • Design experiments with powerful metrics that quickly determine the market reaction to marketing experiments while proving positive Return on Investment (ROI), for fast-failing or scaling
  • Know how to develop a champion/challenger culture that constantly tests the status quo and quickly capitalizes on success

Instructors: Sean Welham, Tom Spitale, Mary Abbazia

Creating Compelling Value Propositions

The two-day Creating Value Propositions workshop provides skills and tools for creating value propositions for products, services and/or brands that resonate with the target audiences. Participants learn to apply concepts to their real-life marketing challenges during individual and group breakout sessions.

Upon completing this workshop, participants will be able to:

  • Create compelling value propositions to grow the business through a clear understanding of customer needs and product/service point of difference
  • Apply the elements of a Value Proposition to the business
  • Understand how to develop the "complete product" to link the product/service point of difference to the target audience
  • Understand placement - channel and distribution alternatives
  • Learn the key elements of the promotional mix
  • Learn how to price based on value vs. competitor or cost benchmarks
  • Use digital activities to enhance your value propositions
  • Conduct flawless execution of your value propositions

Instructors: Mary Abbazia, Tom Spitale