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This three-day course is highly focused on the professional tools and
techniques you will need to be successful in marketing services within
today's technology marketplace. Presented by two of ITSMA's key personnel,
with a senior lecturer from Cranfield School of Management's service operations
faculty, the programme contains an invaluable blend of marketing techniques,
experience and best practice case examples.
Whether you are facing reduced budgets, a shortfall in personnel or a
lack of understanding in your organisation of what value marketing can
bring, this programme will help you to make the most of your resources
and to demonstrate the key role solutions marketing plays.
Our programme is designed to ensure that your marketing strategies and
activities are focused on the development of profitable client relationships.
The knowledge and skills provided through the course will help you to
identify the right set of clients, and ensure that the services and solutions
you develop meet these clients' needs and expectations.
The programme will also enhance your understanding of the impact of cultural
diversity on your clients' expectations and perceptions of quality. We
will help you to develop and execute marketing programmes that communicate
the value of your solutions in the marketplace, and maintain your reputation
in delivering those solutions.
Programme content and style
This Client-Centric Marketing programme presents many of the key issues
in solutions marketing, including: identifying and targeting profitable
clients; understanding clients' expectations and perceptions; designing
and managing your client's experience; managing integrated communications
to build your reputation; developing your value proposition; and getting
the most from your sales force. Most importantly, the programme will offer
guidance on how to make solutions marketing indispensable within your
organisation.
Uniquely, this programme is built on ITSMA research. It includes the
opportunity to learn through class discussion, teamwork assignments and
case studies. Additionally, the programme contains a structured action-planning
session, so that you can immediately apply the techniques you have learned
to your current business situation.
Deliverables
At the end of the programme you will have a comprehensive reference tool
presenting the input in terms of presentations, research and best practice
case studies. This will be accessible in hard copy format and CD-ROM.
You will also have access to the ITSMA programme leaders by telephone
and email for one hour of further advice and guidance on your own solutions
marketing plans.
By the end of the programme, you will understand:
- How to plan your solutions marketing programme within your business
context and in a strategic framework;
- How to segment clients in your market contextually or according to
service preferences;
- How to choose and use appropriate client research techniques that
will explore their expectations of solutions providers and their perceptions
of service quality;
- How to blueprint your service processes;
- How to manage the experiences your clients have of you and your service;
- How to engage with and support your sales force to increase solutions
sales and revenue;
- How to measure and justify solutions marketing activities internally.
Who should attend?
This programme will be valuable for individuals and teams responsible
for marketing a range of services and solutions within technology, communication,
and consulting industries.
Programme leaders
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Bev Burgess
Manager of Education and Advisory Services
ITSMA Europe
Beverley has over a decade of experience in marketing business-to-business
technology and professional services. She has created and implemented
a full range of corporate and marketing strategies in Europe, America
and Asia for companies such as BT, Biomni, Blakes Marketing Practice,
British Gas, Cable & Wireless, Dealogic, Epson, Ericsson, and
United Utilities.
Beverley holds an MBA in strategic marketing, gained in 1998 with
distinction and incorporating a study of the implications of cultural
diversity to perceptions of service quality. She also holds a BSc
Honours degree in business and psychology and is a member of the
Chartered Institute of Marketing.
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Steve Hurley
Vice President, Learning & Performance Excellence
ITSMA
Steve manages ITSMA's Learning & Performance Excellence activities,
including custom education programs, public programs, and the Services
Marketing Professionals Program. Since joining ITSMA, Steve has
worked on custom sales programs for over a dozen major IT and networking
companies. He came to ITSMA after spending over a dozen years with
a major international management consulting firm, Arthur D. Little.
His experiences in managing a professional services practice, as
well as designing sales training programs for Arthur D. Little's
nearly 2,000 consultants worldwide, has provided him with the insights
to help ITSMA's members excel at services and solutions selling.
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Graham Clark
Senior Lecturer in Operations Management
Cranfield School of Management, UK
Graham specialises in the development and implementation of service
strategies for organisations ranging from product and systems companies
through to professional service firms. He combines expertise in
the design of service operations with a passion for people development,
which he sees as essential for excellent service delivery.
Graham has co-written three books, Customer Service and Support
(1992), Inspired Customer Service (1993) and the latest,
Service Operations Management (2001) has been written with
Professor Bob Johnston of Warwick Business School. In Cranfield,
he teaches across MBA and Executive Education programmes in the
areas of operations, organisational behaviour, and personal development.
He has held appointments as Director of Quality and then as Director
of the Executive MBA programme at the School.
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Fees and Registration
| Event Date: |
12-14 November 2001 (Three-Day
Course) |
| Europe Member price: |
£1750 (EUR
2795, $2550) |
| Non-member price: |
£2050 (EUR
3295, $2950)
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The prices for this course cover tuition,
course materials, continental breakfasts, break refreshments, lunches
and one evening dinner.
(Register online and receive a 5%
discount)
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Check
to see if you are a member company |
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If payment is not received by
the start of the course, a credit card or other form of payment will
be required for admittance. |
| Course Location: |
Barnett Hill, Wonersh, Guildford, Surrey
GU5 0RF
Telephone: (+44) 01483 893361
Fax: (+44) 01483 895836
E-Mail: barnett@sundialgroup.com
Website: www.sundialgroup.com
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Accommodations:
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You are responsible for arranging
your own hotel accommodation. Please contact the hotel directly
for room reservations and ask for the ITSMA Europe special rate
of £60 per night (Sunday) and £85 per night (Monday
and Tuesday).
The Manor House & Conference Centre
Newlands Corner
Guildford, Surrey
GU4 8SE
Telephone: (+44) 01483 222624
Fax: (+44) 01483 211389
E-Mail: mail@manorhouse-hotel.com
The Manor House is approximately
10 mins drive from Barnett Hill.
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Register for this event online and receive a 5% discount.
To register by phone call Melanie Oakley at (+44) 01494 616027.
Schedule and Dress Code
The course will begin at 8:30 a.m. on Monday 12 November and finish
at 4 p.m. on Wednesday 14 November. During the course, in-class sessions
will start at 8:30 a.m. and end by 5:00 p.m. The evenings will include
reading and possible group work.
Dress code is business casual.
Cancellation Policy
Any cancellations or substitutions must be in writing and forwarded to
ITSMA Europe, Aston Court, Kingsmead Business Park, Frederick Place, High
Wycombe, Bucks, HP11 1LA, UK or via e-mail to moakley@itsma.com.
You may cancel your enrolment without penalty up to five business days
before the start of the event. A £165 administration fee will be
imposed for cancellations received after this date. Non-attendance without
cancellation will incur the full conference fee. Substitutions approved
by ITSMA are permitted up to the start of the conference.
Satisfaction Guarantee
ITSMA guarantees your complete satisfaction with this event. If, however,
you are not satisfied, we will provide you with a full refund of your
money or provide a credit towards another offering.
ITSMA Europe
ITSMA is a global advisor to companies that market and sell technology
services. Its members account for a significant portion of the world's
technology services revenue and include industry leaders such as Accenture,
Cisco Systems, Ericsson, Hewlett-Packard, IBM, Oracle, and Siemens. Through
research, events, education, and advisory services, ITSMA helps companies
achieve measurable results in terms of growth, profitability, and customer
loyalty. Founded in 1994, ITSMA is headquartered in Lexington, Massachusetts,
and has offices in California, the United Kingdom, and Japan. More information
about ITSMA can be found at www.itsma.com.
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