Diploma of Advanced Studies in marketing & Methods HEC EXECUTIVE PROGRAMS marketing.unige.ch
Masters, Diplomas and Certificates at HEC Executive A wide range of masters, diplomas and certificates are offered at HEC. Contrôle de Gestion ° Créations de Luxe et Métiers de l’Art ° Entrepreneurship & Business Development ° Gestion des Ressources Humaines ° Gestion des Risques d’Entreprise ° Gestion et Management dans les Organismes sans But Lucratif ° Gestion Quantitative de Portefeuille ° Management de Projet ° Management des Institutions de Santé ° Management Durable - Gestion de l’Environnement et Entreprise ° Management Stratégique Achats, Logistique et Approvisionnement ° Sécurité de l’Information ° Stratégie Marketing, Communication & e-Business ° Aviation Management ° Commodity Trading ° Corporate Social Responsibility ° International Organisations MBA [IOMBA] ° Marketing & Methods ° Executive MBA
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THE FUTURE IS NOW The world of business today is incredibly high paced. After having endured significant challenges through the financial crisis, the trade is picking up, and the world is looking ahead. Volume growth is happening and technological evolution is helping to drive cost savings. Things are on the move. But where should you place yourself to keep up? HEC Geneva aims to equip you with the necessary tools to react to the challenges of now while getting ready to optimise on the growth of the future.
CONTENts Why Marketing & Methods? Course Descriptions in a Nutshell Brand Management Marketing strategy Managing & Marketing Innovation Advanced Pricing Marketing Research Marketing 2.0 Service Marketing Customer Relationship Management Optimising Return on Investment TEACHING PHILOSOPHY & FACULTY RIGOUR AND RELEVANCE who should attend Which path to choose practical information how to apply
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welcome to hec executive “ At HEC Executive we believe that knowledge is one of the most powerful assets in today’s highly competitive professional environment. We trust that we will be your choice for executive education and look forward to welcoming you on an exciting journey. Whatever your motivation; by having picked up this folder, you are on your way somewhere new. Perhaps you want to accelerate your existing career, or develop beyond your current technical expertise? Maybe you have ambitions to start your own business? Or you are looking to progress your exiting career? Indeed, you may just want to do things differently. Whatever you are thinking, you have decided to invest in your future and unleash your full potential. At HEC
Executive we let you turn your ideas into action – without interrupting your career, through formats that are designed to complement your working life. With the vast range of exciting opportunities in our programs, your options are endless. Join us in one of Europe’s most dynamic and fastest growing business centres. Geneva offers an international make-up of over 150 nationalities and a unique opportunity to build local and global networks while contributing to your learning experience. By joining HEC Geneva, you become part of a multinational community and a lifetime member of an extensive global network. Through the extensive range of programs in HEC Executive, our aim is to provide professionals with an
academic foundation as well as applied knowledge, allowing them to excel as the future leaders of the business community. The future is now; welcome on board.”
Professor Bernard Morard Dean of the Faculty, HEC University of Geneva
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WHY MARKETING & METHODS? Marketing today is no longer only acting on subjective instincts or opinions, but is increasingly based on objectively verifiable approaches and methods. The increasing amount of available information about markets and prospects, about media and channels, about customers, customer behavior and customer value offers the opportunity and the need to data- and factbased decision-making. As marketers and chief executives are increasingly focusing on measuring return on marketing investment (ROMI), the knowledge about return on marketing investment is becoming more crucial. Marketing is, and will be in the future more and more about information, models, facts and accountability.
data requiring analysis have multiplied even as the time for analysing them has shrunk”. Therefore marketing managers must master the science of quantitative marketing. Quantitative marketing applies a combination of analytical tools, quantitative models and approaches to provide the fundamental knowledge and insights about customers, competitors, and markets. This fact-based decision-making leads to an improvement of marketing performance and to the optimisation of marketing investment. Forrester Research2 believes that “quantitative, analytical skills are eclipsing media and creative talent to become the most important elements in the discipline of marketing.”
The management bible, the Harvard Business Review1 concedes that “The choices facing managers and the
Today, fact-based quantitative marketing is used by an increasing number of companies of all sizes and sec-
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Bonabeau, E. (2003), “Don‘t trust your gut“, Harvard Business Review, May, pp. 116-123 Forrester Research (2004), “Database Marketers Gain Influence But Lack Enterprise Coordination“
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tors. Thus demand for quantitatively trained marketers will continue to grow. The marketing & methods diploma in the Executive MBA at HEC Geneva is one of the few executive programs today that offers this distinct quantitative and fact-based diploma. Participants will acquire solid knowledge about the latest analytical tools and techniques as well as best practice from industry to base their leadership and make better marketing decisions.
Marketing today is no longer only acting on subjective instincts or opinions
fast forward
Why sit and wait for something to happen when you can choose to move yourself forward as part of our group? In HEC University of Geneva, we believe that unity is the key to success, and your professional development will be based on your skills in combination with the input of your peers. As the European seat of United Nations and a vast number of international companies, Geneva’s diversity provides a fascinating context for your learning experience, and allows you to develop in a truly international environment. To understand business you need to understand the world around you. It’s all here.
Course Descriptions in a Nutshell Courses in the marketing & methods diploma cover key marketing topics. Following Harvard Business Review the overall motto across all courses is "Don’t trust your gut!", use marketing research and analytics instead of relying only on instinct. Thus the general approach in all courses is to provide participants with necessary frameworks, analytical tools and best industry practices to make better decisions in the respective areas.
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Brand Management
Managing & Marketing Innovation
Provides participants with relevant and comprehensive theoretical knowledge (mostly rooted in consumer psychology), analytical techniques and tools as well as current best practices to make more informed brand management decisions.
Examines the strategies, processes, tools and techniques used by leading companies for new-product development. Typical marketing problems and decisions for different stages of the new product development process from idea generation to market testing will be discussed in detail.
Marketing Strategy Exposes participants to the key concepts and tools that are critical to build winning marketing strategies. Discusses planning frameworks and tools for strategic marketing such as customer, competitor and company analysis.
Advanced Pricing Establishes a foundation for effective pricing decisions by teaching key economic, analytical and behavioural concepts associated with costs, customer behaviour and competition. Advanced pricing techniques and practical applications of these approaches within specific industry contexts will be presented.
Marketing Research
Service Marketing
Optimising return on investment
Gives a solid understanding of the marketing research process and provides the knowledge and skills to both determine the scope and direction of research activities conducted, as well as to leverage research findings to make key decisions and support managerial recommendations.
Focuses on the peculiarities of service marketing. Among other topics, this module covers service design, managing service encounters, capacity management and customer relationship management in the service industry.
Introduces the participant to necessary tools and techniques to measure return on marketing investment. Topics include proposing and (re)allocations of marketing budgets, benchmarking of marketing effectiveness, developing marketing dashboards.
Marketing 2.0 Provides know-how to integrate digital channels into the traditional marketing mix. Participants get familiar with the latest trends in e-marketing and learn to leverage this knowledge for effective marketing decisions/campaigns.
Customer Relationship Management Introduces the participant to the latest best practices, analytical tools and approaches in modern customer relationship marketing. Topics include satisfaction measurement and tracking, customer loyalty programs, customer value analysis, etc.
�Don't trust your gut!� HEC EXECUTIVE • FORMATION CONTINUE
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brand management Detailed course description In a world where the consumer faces a variety of alternatives to choose from, a strong brand can have a dramatic impact on his/her purchase decision. While it is often possible to imitate manufacturing processes, the beliefs, attitudes and associations established in the consumer’s mind that represent the brand cannot simply be imitated. Therefore more and more firms and organisations of all types have realised that the brand name associated with their products or services is one of the most valuable assets they own. Branding is a key course that builds upon the lessons learned in the marketing core and the marketing research courses and provides deeper insights on two interrelated issues: consumer psychology and brand management. The concepts of branding taught in this
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class are relevant for any type of organisation (public or private, large or small, etc.).
° know the topics, techniques, and decision options in analysing, planning and managing brands
Learning Objectives Brands are some of the most valuable assets companies own. The overall goal of the course is to analyse the brand management decisions that have to be made to build, measure, and manage a brand. Particular emphasis is put on understanding psychological principles at the consumer or customer level that will improve managerial decision-making with respect to brands. Upon completion of this course participants are expected to:
° be able to apply the acquired knowledge to make informed and more successful decisions in realworld branding problems
° have attained a thorough understanding of the consumer and of how consumers develop brand attitudes and behaviours
Branding is rather an art than a science and most branding decisions and problems, which companies face in the real world, have no definitive “best solution”. Still by providing participants with relevant and comprehensive theoretical knowledge (mostly routed in consumer psychology), analytical techniques and tool as well as current best practices they will be able to make more informed decisions with a higher probability of success.
Marketing strategy Detailed course description Organisations operate in a dynamic marketplace — competition, consumers, technology, and market forces redefine industries every day. Staying competitive means continuously adjusting and adapting the marketing strategy to meet changing needs and expectations. Effective strategic market management has become a key determinant of competitive advantage and business performance. This course exposes participants to the key concepts and ideas that are critical in order to build winning marketing strategies. It aims at equipping managers with fresh ideas and practical tools to generate, deliver and capture customer value. In order to make effective strategic decisions, managers must identify and measure consumers’ needs and wants, assess the competitive environment, select the most appropriate customer
targets, and then develop marketing programs that satisfy consumers’ needs better than the competition. Learning Objectives The goal of this course is to help participants develop a comprehensive understanding of how marketing strategies can be developed and executed in dynamic and competitive global marketing environments. ° to provide in-depth knowledge of competitive dynamics and how to integrate marketing strategy into the overall business strategy ° to introduce participants to marketing strategy and the elements of marketing analysis: customer analysis, competitor analysis, and company
° to introduce state-of-the-art theories and methods, analytical techniques, and current best practices for analysing customer preferences and enhancing customer relationships ° to familiarise participants with the elements of the marketing mix (product, pricing, advertising and promotion, and distribution), and to enhance their problem-solving and decision-making abilities in these operational areas of marketing
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Managing & Marketing Innovation Detailed course description The development of new products and services is probably the most important but also most risky activity within a firm. Across companies many years and millions of dollars are spent developing products that on average fail far more often than they succeed. On the other hand, leading companies manage to bring out successful new products year after year. The primary purpose of this course is to provide marketers with an in-depth understanding of current best practices in new product development. This course examines the strategies, processes, tools and techniques used by leading-edge companies for newproduct development. It examines different stages of product development, from idea generation to market testing. Participants will learn about and apply
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Learning Objectives The goal of this course is to make participants familiar with the methods and frameworks for: ° identifying and evaluating opportunities for new products
tools for effective new product development including stage-gate processes, ethnographic market research techniques, ideation/brainstorming techniques, idea scoring models, concept statements, conjoint analysis, forecasting models, and new product business cases. This course will also highlight the different roles and functions required for effective new product development. Although the primary focus of the course is on physical products, much of the material is also relevant for the design of new services.
° structuring the process of new product development (NPD) ° designing business models for new products ° constructing and testing product concepts ° understanding the principles of prototyping and user-centered design ° consumer testing and launching new products
advanced pricing Detailed course description To improve performance, firms spend considerable resources on trying to increase sales volume (e.g. through advertising) or decrease costs (e.g. through process re-engineering), but very little on trying to optimise price. This widespread tendency is in many ways perplexing because price affects the bottom line of an income statement like no other variable. After all price, is the only element of the marketing mix that produces revenue; all other elements represent costs. Successful pricing decisions involve an understanding of both supply side factors (such as costs) and demand side factors (such as willingness to pay). A thorough understanding of the determinants of pricing decisions demands knowledge of economic, behavioural, and strategic considerations. This
course establishes a foundation for effective pricing decisions by teaching key economic, analytical and behavioural concepts associated with costs, customer behaviour and competition. Advanced pricing techniques such as dynamic pricing, segmented pricing, pricing structures and promotions as well as practical applications of these approaches within specific industry contexts will be presented. Participants will also be equipped with the analytical tools and conceptual frameworks needed for making profitable pricing decisions across industries. While the focus of this class is on pricing, pricing decisions will also be evaluated in the context of other marketing activities and marketing strategy.
° familiarise participants with the necessary theoretical background and analytical tools required for profitable pricing decisions ° provide an opportunity to apply these tools and concepts to solve business problems Participants can expect to get their hands dirty and work with real data and analyse real-world managerial pricing problems.
Learning Objectives The goals of this course are to:
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Marketing Research Detailed course description The marketing research course gives participants a solid understanding of the marketing research process and the practical skills to do qualitative and quantitative research. It looks in detail at data collection methods, measurement instruments, sampling procedures and data analysis techniques. The emphasis of the course is on solving marketing problems using marketing research. The goal of this course is to provide participants with the necessary theoretical knowledge and skills to conduct empirical research. The skills covered in the course are not only applicable to marketing but to any type of empirical research problem. This class provides the foundation for more advanced classes in the marketing & methods diploma in the Executive-MBA .
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Learning Objectives Upon completion of this course participants are expected to be able to: ° translate marketing problems into research question ° decide on the appropriate marketing research to answer these research questions ° determine the research design (data collection methods, sampling etc.) ° analyse and interpret data ° make effective decisions based on the results of data analyses Participants may not become methodological experts, but will be introduced to the basics of empirical research
such as questionnaire design, measurement and scaling, sampling and selected multivariate analysis techniques. Participants will acquire the knowledge and skills to both determine the scope and direction of research activities conducted on their behalf, as well as to leverage research findings to make key decisions and support managerial recommendations.
Marketing is
and will be in the future more and more about information, models, facts and accountability. The marketing & methods diploma in the Executive MBA at HEC Geneva is one of the few executive programs today that offers this distinct quantitative and fact-based diploma.
Marketing 2.0 Detailed course description For any traditional business digital channels have become a vital part of a multi-channel approach to marketing. This course will explore the Internet as a source of product information, an advertising medium, a customer relationship management tool, and a customer service channel. The Internet is a place to “do business,” to set up shops and to communicate with customers and to handle transactions. There are new roles the Internet is playing - for example, distribution channel for music, surrogate for the press (blogs) - that have changed the landscape of whole industries and confront companies with new opportunities and challenges. Within this course, topics such as social networking, mobile marketing, online communities, viral marketing, wikis, and blogs will
Learning Objectives Upon completion of this course participants are expected to: ° integrate digital channels into the traditional marketing mix be examined. Furthermore the major B2B, B2C and C2C business models of E-commerce are illustrated. In the selecture, a well-founded knowledge of the key properties and mechanisms of electronic markets and their application in today’s businesses is elaborated. Auction mechanisms, pricing of information goods, economic network effects for information technology and dynamics of standardisation processes are discussed.
° become familiar with the latest trends in e-marketing and knowhow to make more effective marketing decisions/campaigns
The Internet is a place to ”do business”and to
communicate
with customers and to handle transactions
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Service Marketing Detailed course description Service industries dominate most advanced economies and a growing number of service organisations compete in the global market. Managers working in the service industry – for example, those working in the financial, retail-ing, hospitality and public sectors – will find the services approach to marketing particularly relevant in planning and implementing marketing strategy.Service organisations differ in key aspects from manufacturing organisations, requiring a distinctive approach to planning and implementing marketing strategy. This course develops an appreciation of how service marketing systems operate, addresses service-related issues such as service design, capacity management and customer relationship management. It is intended to increase managers’ capability for innovative development and
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implementation of marketing strategy in the service environment.
° targeting customers, managing relationships and building loyalty
Marketing practice in the service sector continues to evolve rapidly and a growing number of service industries now find themselves competing internationally. Service industry managers report that manufacturing-based models are not always useful and relevant. In this course, the importance of understanding service organisations on their own terms is stressed.
° complaint handling and service recovery
Learning Objectives The goal of this course is to make participants familiar with the methods and frameworks for: ° distinctive aspects of services management ° managing service encounters
° pricing services ° enhancing value by improving quality and productivity ° balancing demand and capacity ° developing strategies for transnational operations
Customer Relationship Management Detailed course description Managing customer relationships has become critical as the firm’s ability to know the needs, desires and behaviors of its customers and to communicate with them individually has increased through the use of information technology, and it has become feasible to customise products/services to meet each customer’s needs. This course will cover analytical approaches for customer relationship management and customer valuation at each stage of the customer lifecycle, dealing with problems such as: identification of good prospects for customer acquisition, customer development via up-selling or cross-selling; and customer attrition/retention management. The course will introduce issues, techniques and terminology associated with database marketing and data
mining for analytical CRM. Techniques covered will include decile analysis, RFM (recency/ frequency/monetary) analyses, and response modeling using logistic regression and machine learning algorithms. A major component of the course will be a series of hands-on analysis of customer databases using statistical software. Specific analyses will address the following CRM problems: measuring customer lifetime value; estimating return on marketing investment; identifying prospects for crossselling; and building predictive models to select the best targets for a marketing campaign. Learning Objectives The goal of this course is to make participants familiar with the methods and frameworks for:
° measuring and managing the customer experience along all relevant touchpoints ° estimating customer value and differentiating the marketing mix accordingly ° designing loyalty program ° leverage warehouse data for churn analysis and response modeling
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OPTIMIsING RETURN ON MARKETING INVESTMENT Detailed course description Both marketers and chief executives are increasingly focusing on measuring return on marketing investment (ROMI) and the knowledge about return on marketing investment is becoming more and more crucial. Thus marketing managers need tools to determine the impact of marketing activities on the bottom line. In a world of media fragmentation and multi channel management this has become a more and more difficult task. This course will provide the participants with the necessary tools and techniques to measure return on marketing investment. It will enable the participant to assess marketing accountability and effectiveness, to calculate ROMI for product, price, channel and promotion actions, propose and defend marketing budget (re)alloca-
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tions, to integrate leading performance indicators into marketing dashboards. The course will be highly interactive, based on action-oriented cases and tools and will deliver new perspectives for immediate application.
Learning Objectives The goal of this course is to make participants familiar with the methods and frameworks for: ° measuring and evaluating return on marketing investment ° communicating these insights effectively through relevant metrics and dashboards
This course will provide the participants with the necessary
tools and techniques to measure return on
marketing investment
° taking decision to improve marketing effectiveness
MBA MAJOR
IN MARKETING & METHODS The completed diploma can also be validated as the specialisation year of the Executive MBA at the University of Geneva. More information on mba.unige.ch
KEY FACTS of hec executive
move
international 2 Alumni year Executive MBA
10.000+ students
average age participant
things are on the
Heart
At the of Geneva’s Business Community
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35 37
nationalities
WORK/STUDY
programs
39%
women in HEC Geneva
TEACHING PHILOSOPHY & FACULTY The philosophy of the the Diploma of Advanced Studies in Marketing and Methods is based on the two principles of analytic rigour and practical relevance. Participants will learn and apply a combination of analytical tools, quantitative models and approaches that provide the fundamental knowledge and insights about customers, competitors, and markets and that will help them to make better decisions. Teaching in this program is not following a “classic lecture style”. In order to ensure an effective learning experience, teaching will be interactive and discussions in class will be encouraged through case studies and group work. Relevance of the topics covered is guaranteed through the selection of the faculty: professors with extensive practical experience and high-level
managers with a strong academic background (PhD). In addition external practitioners will enrich every course by sharing their expertise and by explaining how tools and concepts learned are applied in managerial practice. Faculty The faculty for the Diploma of Advanced Studies in Marketing and Methods in the Executive MBA at HEC Geneva is composed of leading academics and high level practitioners in the respective field of teaching. Academic instructors have been selected based on their research AND commercial experience in the courses that they will teach. Our professors integrate the latest results from their research and bring their extensive commercial experience into the courses. This approach guarantees state-of-the art and relevant content. Our practi-
tioners have all completed a PhD at a leading university or business school in the respective fields that they will teach in the program, but opted for a management career. They now cover high management level positions in industry directly related to the course they teach.
Our professors integrate the latest results from their research and bring their extensive commercial experience into the courses. This approach guarantees state-of-the art and relevant content.
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Welcome to the University of Geneva’s Marketing and Methods Specialisation in the Executive MBA. In recent years marketing has undergone a rapid transformation towards a more data- and fact-based approach. This specialisation is one of the few executive programs that meet companies growing demand for quantitatively trained marketers. Participants will be equipped with solid knowledge about the latest analytical tools and techniques and with best practice examples from industry to make better marketing decisions and to accelerate their careers in the marketing field. We have selected renowned business school professors and high level practitioners to guarantee our students a rich and challenging learning experience. Prof. Dr. Marcel Paulssen
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Rigour and Relevance High Level Practioners
Excellent academics
Managing and Marketing Innovations
Optimising Return on Marketing Investment
°° Manager of the User-Driven Innovation Divi-
°° Associate Professor at the Tuck School of
sion at the Deutsche Telekom Laboratories
Business at, PhD. in Management, UCLA
°° Consulting experience with Bombardier,
°° Advisory board member of AIlMark, Marke-
McKinsey & Co., Roche
ting NPV, MarketShare Partners and YouCastr.
Dr. Fee Steinhoff
Prof. Koen Pauwels, Ph.D.
Marketing 2.0
Service Marketing °° CEO of Hyve AG
°° Assistant Professor of Marketing,
°° Lecturer of Marketing at the Innsbruck University - School of Management °° Consulting experience with Adidas, Nestlé,
HEC Lausanne °° Consulting experience with Roland Berger Strategy, Bayer Schering Pharma, Julius Baer
PriceWaterhouseCoopers
Dr. Johann Fueller
Asst. Prof. Dr. Felicitas Morhart
The program combines academic excellence with practical and current content from high level practitioners
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who should attend Executives with a minimum of 3 years work experience, wishing to broaden and deepen their education and skills with state of the art topics, tools, techniques and practical approaches or those who are considering a career change and who would like to work in marketing. Professionals who wish to complete their knowledge with just a few particular subjects can take individual modules, for each of which an official certificate will be delivered. For students who wish to continue their studies, this program can count towards the Executive MBA at HEC, University of Geneva.
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WHICH PATH TO CHOOSE PROFESSIONAL EXPERIENCE
1st year Executive MBA
Full diploma program in Marketing & Methods
Diploma of Advanced Studies in Marketing & Methods
Any chosen number of modules from the diploma program Marketing & Methods
Individual Course Certificates Marketing & Methods
Full diploma program in Marketing & Methods
MBA Degree specialised in Marketing & Methods
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practical information The program consists of 9 modules. Each module is based on a compulsory 24-hour class and requires presence in Geneva and cannot be completed as distance learning. A mandatory exam takes place at the end of each module.
How much Fees : CHF 12’500* (Includes all 9 modules) Individual modules can be undertaken at a price of CHF 2’400* per module. * PRICES ARE SUBJECT TO CHANGE WITHOUT PRIOR NOTICE
Where University of Geneva Uni Mail 1211 Geneva
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When Courses take place over two weeks on Fridays 14h15-21h00 and Saturdays 8h15-13H00. Some modules can be scheduled on 3 consecutive full days from 9h00-19h00, to optimise the learning experience.
How to apply Admission criteria
What to submit?
Contact us
°° Strong command of both written and
Applications must include the following documents:
Diploma of Advanced Studies in Marketing & Methods
°° Application form* completed and sig-
HEC University of Geneva Uni Mail Boulevard du Pont d'Arve 40 CH-1211 Geneva 4 Switzerland
spoken English
°° A minimum of 3 years professional experience
°° Proficiency in Microsoft Office The ideal candidate has a university degree or equivalent
ned °° Your updated CV in English °° 2 passport photos °° A cover letter in English °° Letters of recommendation °° A copy of your ID Card or Passport
marketing.unige.ch +41 (0)22 379 81 40
*AVAILABLE ON MARKETING.UNIGE.CH
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notes
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Diploma of Advanced Studies in Marketing & Methods HEC, University of Geneva, Uni Mail Boulevard du Pont-d’Arve 40 CH-1211 Geneva 4 Switzerland
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Faculté des sciences économiques et sociales
marketing.unige.ch
©
University of Geneva, HEC Executive
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