Activity

Group &/or Division

Description

Marketing I

Group

Philips AsPac

Philips Latam

Fundamentals of Marketing

Introduces terminology and principles, illustrates the main tools and methodologies to design competitive marketing strategies and outlines the structure of the marketing plan.

Provided at Group level for participants from all Product Divisions, typically in the Netherlands. Also adapted and delivered in the Americas and Asia Pacific.

Marketing II

Group

Philips AsPac

Philips Latam

Marketing Strategy and Planning

Explains pro-active engagement with the marketing environment, how to design, implement and sustain competitive marketing strategies, how to formulate marketing plans and explores marketing's relationship and integration with other functions. Covers principles of innovation and branding.

Provided at Group level for participants from all Product Divisions, typically in the Netherlands. Also adapted and delivered in the Americas, Asia Pacific and Central and Eastern Europe.

Marketing III

Group

Philips AsPac

Marketing Strategy Alignment & Problem Solving

Identifies forces driving global competition, outlines a planned approach to managing stakeholder interests, provides insights regarding building an organisation with shared values and offers guidelines with reference to driving economic activities. Explores principles of advanced brand management and embraces fundamental drivers of strategic marketing planning.

Provided at Group level for participants from all Product Divisions, typically in the Netherlands. Also adapted and delivered in Asia Pacific.

Marketing IV

Group

Marketing Bootcamp: Solving Problems

Working with a 'live' marketing plan, reviewing its assumptions, aligning strategic and operational dimensions, addressing implementation issues and checking the marketing plan for integrity and validity.

Provided at Group level for participants from all Product Divisions and delivered in the Netherlands.

Marketing for non-Marketeers (MnM)

Integrating Marketing Within the Organisation (IMO)

Group

Philips Design (ASPAC)

Building a Customer-focused Organisation

Similar to Marketing I but targeted towards the broad church of non-marketing professionals throughout the Philips organisation (eg, legal, finance, production, HRM etc.).

Adapted for designers and client managers of Philips Design in Asia-Pacific.

CRM Workshop

Group

Customer Relationship Management: Strategies for Customer Profitability

Combines core marketing principles with the tasks associated with the implementation of traditional sales and key account management strategies. Development of management techniques, focusing on the identification of key buying influences and decision making processes of a sophisticated customer base. Aim is to professionalise the sales and marketing function based on trends in procurement and customer insights.

Delivered in the Netherlands, typically with relatively small groups addressing their own client base through a series of workshop activities.

International Marketing Implementation Course (IMIC)

Group

Strategic Marketing Consultancy

Based on a 'live' consulting case, blending the principles and practice of strategic marketing management in an international context.

Location is case-specific and has been delivered over a period of time or in an intensive workshop, for example, creating a new marketing strategy for Philips Car Systems at their headquarters in Wetzlar, Germany.

Product Management Course (PMC)

Lighting

Strategic Marketing

Ongoing contribution to a major annual international event held in the Netherlands.  Provide input on marketing principles and facilitate 'live' case assignments, providing input and coaching for presentations to Board of Management members at the climax of the course. Builds upon and integrates Philips' marketing processes with established marketing strategy principles.

Product Management Course (PMC)

Consumer Electronics

Marketing and Product Management

Similar to the Lighting PMC in combining Philips' marketing processes with established marketing strategy principles. Different emphasis in its focus on the role of Product Management at the interface between technology and customer-facing functions.

Delivered in The Netherlands, the USA and Singapore.

Building on Business Experience (BBE)

Group

Marketing Strategies for Profitable Growth

Provide two day input to an eight day course which includes organisation behaviour (team building etc.), finance and a business simulation.

The Marketing Strategies component also serves to integrate the other elements of the course.

Provided at Group level and delivered in the Netherlands for participants from all Product Divisions. Target group is senior middle management.

Adding Value to Business (AVB)

Group

Designing & Implementing Competitive Marketing Strategies

Provide two day input to an eight day course which includes organisation behaviour (team building etc.), finance and a business simulation.

The Marketing Strategies component also serves to integrate the other elements of the course.

Provided at Group level and delivered in the Netherlands for participants from all Product Divisions. Target group is middle management.

International Management Course (IMC)

Group

Competitive Marketing Strategies

Provide two day input to an eight day course which includes organisation behaviour (team building etc.), finance and a business simulation.

The Marketing Strategies component also serves to integrate the other elements of the course.

Provided at Group level and delivered in the Netherlands for participants from all Product Divisions. Target group is high potential younger middle management.

Senior Management Programme (SMP)

Group

Leading a Marketing Organisation

Provided two day input to a three week Senior Executive Leadership Programme, the highest-level in-house course delivered by Corporate HRM. Content was designed more around facilitating the implementation of competitive marketing strategies rather than processes for their creation.

Provided at Group level and delivered in the Netherlands for executives from all Product Divisions. Target group was senior executives, up to and including board level participants.

Trade Marketing Workshop

Consumer Electronics

Domestic Appliances (DAP)

Designing and Implementing Trade Marketing Strategies

Workshop emphasis allows the adaptation of trade marketing principles to local market conditions.

Created for consumer marketing BUs in emerging markets and delivered in Hong Kong, Singapore, South Korea, Taiwan, India and Poland.

Marketing Principles and Management (MPM)

Group

Philips Design

Marketing Essentials

Similar to Marketing I but shorter and targeting non-marketing professionals, providing insights and practical knowledge to support a customer focus throughout the organisation.

Delivered in the Netherlands, Hong Kong and Brazil.

EuroPool

Consumer Electronics

Professional Development of Young Marketing Graduates

Combined management development consultancy to Corporate HRM  with the design and delivery of an innovative pan-European graduate development programme. Business students from European universities were recruited on graduation and given a commercial role for two years, typically in a different country than their own. They were then given a series of marketing and strategy modules combined with managing a 'live' pan-European project (eg., launch of CD-R technology). Essentially this was a fast-track professional development programme.

"Walking the Bottom Line"

Philips Design

Marketing & Project Management Workshop

An intensive global initiative targeted at the entire population of the Philips Design organisation, approximately 200 people. There were three key themes: (i) shift of Philips Design from being a cost centre to a profit centre; (ii) more freedom to operate commercially, i.e., to target non-Philips customers; (iii) to integrate the three key functions of Creative Design Managers, Client Account Managers and Project Managers.

Delivered in six months during 2007 in the Netherlands, Hong Kong, Singapore and the USA.

Building Trade Marketing Competencies

Consumer Electronics ASPAC

Trade Marketing Strategies for the ASPAC Region

A competencies development programme for Trade Marketing Key Account Managers in the ASPAC region. Used a 'train-the-trainer' approach with an ultimate target audience of up to 600 commercial employees across the region, including India, China, South Korea, Australia and New Zealand. Separate content designed for trainers and trainees which was translated by Philips where necessary (eg, Chinese, Korean).

Strategic Marketing & Innovation Workshop

Philips Optical Technology Group

Market-Driven Product Development

An adaptation of Marketing II to include a greater emphasis on innovation for the technology group whose customers are all internal. The Workshop focus allowed the preparation of tangible outputs for the group along insights to a new, less technology focused way of working. Delivered in the Netherlands.

Strategic Marketing Communications Workshop

Philips Research

Internal Marketing

An adaptation of Marketing I and CRM to include a shaper focus on communications and internal marketing strategies. Delivered in the Netherlands.

Strategic Marketing Workshop

Philips Research (China)

Market-Driven Product Development

Very similar to the Workshop designed and delivered to the Optical Technology Group but modified slightly for a broader target audience. Delivered in Shanghai.

Sustaining Growth by Creating Excellence in Marketing Execution & End-user Insights

Philips Lighting

End-user Insights and Market Leadership

Input to a conference of sales and marketing managers given the responsibility for a greater emphasis on 'consumer pull' and more effective implementation of marketing strategies.

Delivered in Belgium.

Strategic Key Account Management Workshop

Philips Semi-Conductors

Strategies for Customer Profitability

A series of business-to-business key account management shops. The workshop emphasis allowed the adaptation of account management principles to local market conditions and customer requirements.

Delivered in the Netherlands, France, Indonesia and South Korea.

Senior Executive Briefing: Creating Excellence in Marketing

Philips ASPAC

Leading a Marketing Organisation

A series of leadership briefings focused on the facilitation of marketing strategy implementation.

Delivered in Hong Kong and Singapore.

Brand Management & Communications

Consumer Electronics

Advanced Brand Management

An adaptation of Marketing II to emphasise principles of strategic brand management and the design of efficient and effective communication programmes, both to the distribution channel and end-user.

Delivered in the Netherlands.

Crossing the Chasm: DLP Projectors as a Consumer Product? (Workshop)

Segmentation, Channel Management and Brand Positioning

Consultation project exploring the strategic marketing issues associated with commercialising a predominantly business-to-business product in a consumer market environment.