The Client-Centric Marketing Course:
A Framework for Technology Services Marketing

With guest faculty from Cranfield School of Management
and The Chartered Institute of Marketing

[Registration Closed]

De Vere Bellhouse Beaconsfield, UK 25-27 November 2002

Overview

Services marketers need to work smarter today, refocusing their activities on creating powerful brand presence in the market; building stronger relationships with clients and getting a larger share of their spend; making service offers and value propositions more compelling; and increasing the effectiveness of sales teams and business partners moving to a services or solution-led sale.

Most technology-based companies are investing in ways to improve their capabilities in these areas, and have diverted budgets and resources to these key marketing programmes.

ITSMA's unique 'Client-Centric Marketing Course' will address all of these issues and more - providing a framework for technology services marketing and giving delegates the right tactics, case study examples, research data and skills to have an immediate impact on revenue. We guarantee delegates will leave the course with clear actions to improve the way their company is marketing and selling services and solutions.

Format

This course provides an accelerated learning experience that offers a combination of frameworks, methods, research, and ready-to-apply tools, which will have an immediate impact on your marketing performance. Participants consistently rate the Client-Centric Marketing Course very highly, and we continue to improve the programme's format and content with the latest ITSMA research and in-depth industry best practices. We also improve the course with academic insights and world-class entrepreneurial expertise from Babson College, Cranfield School of Management, and the Chartered Institute of Marketing.

Key Benefits       

Have more confidence, be more informed about services issues, and be more energized about tackling the exciting new approaches demanded in services marketing today-not a bad payoff for three days of work!

To accomplish this transformation, this course will help participants:

• Apply the latest techniques and tools of the trade
• Understand which tools are most effective for each phase of the marketing process
• Share experiences with marketers who face similar issues and challenges
• Build a network of new friends and professional colleagues

-Jim Barker, Premium Program Manager, Novell

Who Should Attend

This course is targeted at professionals with up to 5 years of IT/networking services marketing experience - it is the only one that is designed specifically to address IT/networking issues by using research, publications and cases from these industries.

Delegates who attend with team members will benefit most. We strongly encourage two or more participants from each organisation to attend in order to maximise the value of the breakout exercises during the course, and the transfer of learning back into the workplace.

—Gary Langlands, Senior Marketing Manager, NCR

Course Content   

The content of this course is organized according to the four key phases and support structure of the ITSMA Marketing Framework, shown below, which is continually tested and refined with ITSMA's member companies.

ITSMA Marketing Framework

• Marketing Framework
• Targeting profitable clients
• Understanding clients (including Voice of the Customer)
• Creating competitive brand positioning

• Designing compelling service offers
• Pricing strategies to protect margins

• Integrating Marketing communications for maximum effect
• Managing internal stakeholder communications

• Getting the most out of references
• Building client satisfaction and loyalty

• Measuring marketing ROI
• Increasing sales effectiveness
• Leveraging business partners

—Stuart Wilson, IT Europe

Course Leader
	Beverley Burgess Professional Services Director, ITSMA Europe With over a decade of experience in marketing, the majority spent in business-to-business technology and professional services, Beverley brings a wealth of knowledge and enthusiasm to this course. She has created and implemented a full range of corporate and marketing strategies in Europe, North America and Asia for companies such as Biomni, BT, Cable & Wireless, Centrica, Dealogic, Epson, Ericsson, Pitney Bowes, Russell Reynolds, and United Utilities. Beverley has direct experience of building and implementing service marketing programmes. She has successfully designed and run training courses on services marketing since 1996, and built individual competency through mentoring and coaching programs. Beverley holds an MBA in strategic marketing, gained in 1998 with distinction, a BSc Honours degree in business and psychology, and is a chartered marketer and full member of the Chartered Institute of Marketing.
Session Leaders
	Graham Clark Senior Lecturer in Operations Management Cranfield School of Management 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, then as director of the executive MBA programme at the School.
	David Wright Head of Marketing Chartered Institute of Marketing David holds responsibility for the marketing of the Institute's activities from the corporate brand to each of the three main divisions of CIM—Training, Education and Membership. CIM is the world's largest professional marketing body, boasting some 60,000 members worldwide. CIM educate 30,000 students each year in Marketing qualifications in 250 study centres spread throughout the globe. CIM also train 8,000 marketers each year at their purpose-built training centre in Cookham, Berkshire. Prior to joining CIM, David was the marketing manager for Safeway's ABC loyalty card scheme, and has also worked with Lloyds Chemists PLC, Save PLC and Exxon-Mobil.
	Derek Hardman Marketing Director, Fujitsu Services Derek is marketing director at Fujitsu Services, with responsibility for marketing to Fujitsu Services' strategic customer base, Fujitsu Services corporate marketing, and leading the company's marketing professional community. He was responsible for the brand change, in April 2002, from ICL to Fujitsu Services. Hardman has 28 years experience in the IT industry, and joined ICL in 1978, where he ran ICL's datacentre business. In the early 1980's, he worked in a number of consultancy and marketing roles in ICL's expert systems group and utilities division. In 1998, Hardman was appointed to lead the marketing and business strategy activities for the Central Europe Division, including retail, financial services, travel, utilities, government, and telecoms sectors, plus international countries. Most recently, before his appointment as marketing director, he was director of business development for ICL's government business, responsible for global strategies, with specific business management responsibility for the education sector.
	Sara Sheppard Consulting Associate, ITSMA Europe Sara Sheppard brings a wealth of services marketing expertise to this course, including over 10 years in the IT industry working for Digital and more recently as a senior marketing manager for Microsoft. Her expertise has touched most areas of marketing, but her particular passion is service development and launching new service offers to a market. At Digital and Microsoft, she was involved in a number of exciting new service offer ventures, often taking the companies into new investment areas requiring significant business justification. Sara has an MBA from Cranfield, is a chartered marketer and full member of the Chartered Institute of Marketing. She has been an examiner for the Chartered Institute of Marketing's Diploma course, and was actively involved on the Institute's Advisory Board for a recent Canon of Services Marketing.

Past participants have rated this course very highly. More importantly, we know that the course takeaways - a variety of tools, methodologies, and marketing frameworks, together with a personalised action plan - have helped them do a significantly better job of marketing their services. This has been a huge benefit for both their companies and their individual careers.

Registration Information

Event Date:	25-27 November 2002
ITSMA Europe Member price:	$2,395 (approximately €2,473)
Non-member price:	$2,845 (approximately €2,938)
	Only 25 places are available on this course You can also register by phone at +44 (0) 1892 523060
Event Location:	De Vere The Bellhouse Oxford Road Beaconsfield Bucks, HP9 2XE, UK Phone: +44 (0) 1753 887211 Fax: +44 (0) 1753 888231 Website: http://www.devereonline.co.uk
Hotel Information:	Situated in the heart of leafy Buckinghamshire, The Bellhouse offers a warm and friendly welcome complemented by professional service and attention to detail that leads to a truly relaxing stay. This 136-room hotel offers top class conference facilities, elegant dining and a fully equipped Leisure Club in which to unwind after a hectic day.
	The Bellhouse is conveniently located close to the M40 and M25, only 20 minutes drive from Heathrow and a short journey into central London.
Room Rates:	Hotel accommodation is the responsibility of the registrant. A block of rooms has been reserved on a first-come, first-served basis at the De Vere Bellhouse. We encourage making arrangements as soon as possible to ensure room availability.
	Please indicate that you are attending ITSMA Europe's course to receive the specially negotiated room rate of £115 Bed & Breakfast. Rate is available through 28 October 2002.

Fees include continental breakfasts, lunches, course materials and a special networking reception. Please note that if payment is not received by the start of the event, a credit card or other form of payment will be required for entry to the course. Dress code is business casual.

Cancellation Policy          

Any cancellations or substitutions must be in writing and forwarded to ITSMA Europe, 8 Mount Ephraim, Tunbridge Wells, Kent, TN4 8AS, UK, or via email to info@itsma.com.

You may cancel your enrolment without penalty up to ten business days before the start of the event. A £200 administration fee will be imposed for cancellations received after this data. Non-attendance without cancellation will incur the full event fee. Substitutions approved by ITSMA Europe are permitted up to the start of the event.

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.