OVERVIEW:

The digital transformation has forever changed how we do marketing and has rewritten the rules and foundational principles that have guided marketing for decades. This course addresses how to survive and thrive as a B2B Marketer in a post-digital world.

RECOMMENDED FOR:

All B2B Marketing and Marketing Communication Leaders, Practitioners, and their cross functional colleagues who support the Marketing Strategy and Plan execution.

FORMAT:

2-day interactive workshop mixing lecture, discussion, cases, and best practices.

OBJECTIVES:

Customer have more access, choice, power and needs than ever; marketers must manage an increasingly complex array of choices and channels; and everyone is tasked with taming the complexity of an “always on” digital environment. This course provides the marketer the framework and skills to thrive in our digital world.

• Old Rules and New Rules – the context and framework for modern marketing; the role of technology in modern marketing.
• The Intersection of Customer Experience, Business Strategy and Marketing.
• Marketing Strategy in a Digital World – setting the foundation for success.
• The CMO Handbook – how to plan and manage a modern marketing plan.
• Assessing Organizational Capabilities for Success.
• Rethinking your capabilities and marketing mix in an owned, earned, paid world.

INSTRUCTOR:

Ralph Cummins is the President & Managing Director, EMM Group, strategy practice leader and global engagement lead for DuPont, Pfizer, Samsung, and other key clients. He was also Executive Director, Customer Experience Practice, CapTech Consulting; VP, Global Brand Strategy, Genworth Financial, and Director of Account Management, The Martin Agency.  Ralph’ publications include:  On the Road to Marketing Excellence; Integrated Commercial Strategy The New Playbook for Growth (ebook); The CMO’s First 100 Days; Managing Marketing Talent for Growth; Harnessing the Business Power of Project Based Learning; Annual Planning (ebook); The New Marketing Mission; and Bust the Silos.

Ralph has designed and faciliated strategy workshops on various topices for managers and leaders around the world for leading B2B2C marketers including GE, Aditya Birla Group, DuPont, Pioneer, Samsung and many more. He is a frequent lecturer at the VCU Brand Center, the University of Richmond, the Darden School of Business, Financial Communicators Society of New York, AMA and other marketing associations. He is also a frequent collaborator with the Institute for the Study of Business Markets.

HOTEL INFORMATION:

There are no hotel room blocks reserved for this event.  Participants are free to book the hotel of their choice.  Here are some hotels closest to RLA Learning & Conference Center.