General presentation

The course content contains a unique combination of practical solutions for improving the performance of Marketing department and is informed by:

• Practical experience in implementing and using Key Performance Indicators as part of performance management systems in Marketing departments;
• Insights gained by researching and documenting hundreds of KPIs for Marketing department;
• Literature review of the most important published materials on the topic;
• Academic research on the key drivers of Marketing Department.

Countdown for attending this training course

• 10 sets of templates to support deployment of course learning;
• 9 insights into improving the performance in Marketing department;
• 8 essential concepts in performance management and measurement, explored in detail;
• 7 interactive exercises and group activities;
• 6 Key Performance Indicators widely used in Marketing department, explored in detail;
• 5 hours of technical training, complemented by over 1 hour of interactive discussions;
• 4 key areas of Marketing process analyzed: consumer and consumer portfolio analysis, market competition, communication and public relations, brand analysis and brand development;
• 3 quick reference guides;
• 2 months of free access to the www.smartKPIs.com premium content;
• 1 unique training course customized for Marketing specialists, managers and coordinators.

Schedule

Morning

Session 1

9:00-10:15 Introduction - Challenges and key aspects of improving performance in Marketing department

• Mind Mapping: Major challenges for the activities of Marketing department (brainstorming)
• Understanding performance management and measurement
• Performance management analysis at strategic, operational and individual level
• Deployment of the main tools used in performance management for Marketing: SWOT Analysis, BCG Matrix (Boston Consulting Group), Positioning / Perceptual Maps 

Session 2

10:30-12:30 Developing a performance management system for Marketing department

Simulation: Deployment of a performance management system based on Balanced Scorecard

• An integrated approach to performance management in Marketing department: from strategy to outcomes
• Architecture of performance management system in Marketing department - the analysis of the system components and the association between them
• Marketing Scorecard - an essential part of the performance management system in Marketing department

Case study: Performance review meeting in Marketing department and setting performance improvement initiatives

Afternoon

Session 3

13:30-15:15 Key Performance Indicators (KPIs) and Marketing Dashboard

Group exercise: Identifying the 5 most important KPIs for Marketing process

• KPIs - performance measurement tool
• Developing a KPIs catalog for Marketing: KPIs selection, documentation and communication
• Marketing Dashboard - an essential performance management tool at operational level

Group activity: The analysis of a completed Marketing Dashboard example

Session 4

15:30-17:00 Insights for improving performance management in Marketing department using KPIs

• 9 insights for optimizing the performance of Marketing department
• Review of the course material
• Deploying key templates in practice for performance improvement in Marketing department
• How to take back in organizations what was learned during the course

Questions & answers; open discussion