A 2 day conference by Singapore Institute of Management

1. Organised by:
mANAGEmENT PrACTICES SErIES
1
201
stRategiC MaRKeting FoRUM:
neW tRenDs & insigHts in CReating & sUstaining
CoMPetitiVe aDVantage
JULY 14 &15, 2011
NOVOTEL SINGAPORE CLARKE QUAY
register today at www.sim.edu.sg/marketingforum
www.sim.edu.sg/pd

2. intRoDUCtion
Enterprises today are tasked with challenges to successfully implement good strategies, initiatives and ideas to achieve
the desired results. Business needs are changing rapidly; active competition generates more choices and new technologies
alter the business landscape. Pressured with volatile economic climate, restructuring, privatisation, downsizing and stiffer
competition behind them, enterprises need to concentrate on growth and protect their business interests more than ever.
This should begin with the marketing strategy.
This two-day forum is designed to provide an ideal platform to learn about how today’s consumers think and behave, how
they react to the various media profiles and campaigns, where they search for information on products and services, what
values organisations should develop and highlight to best meet their customers’ expectations, etc.
This forum is not just about marketing mix, brand extension, communication strategies or channel marketing. It also
strives to look towards the future and provide insights for a successful relationship with the customers and clients. You will
also gain practical knowledge on social media, emerging trends and marketing ROI, as well as from real case-studies.
tHURsDay, jUly 14, 2011 (ConFeRenCe)
Product and Marketing Innovation Strategies
By Angela Koch, Chief Ideas Facilitator, Invitro Innovation
One of the few sources of organic growth left to many firms is through product or service innovation. But having a quality
pipeline of viable ideas for execution does not come naturally to companies. Fast-track your Innovation Quotient with
10 simple lessons borrowed from leaders in consumer innovation. Key lessons include separating innovation work from the
day-to-day pressures of work, involving everyone who can enable or derail progress, and fully engineering the innovation
process from discovering an Innovation Challenge to testing idea viability.
Revenue Accelerating Marketing and PR Strategies
By Frederic Moraillon, Executive Director & Co-founder, Anthony Alexander Partners
Where marketing generates revenue is where every marketer needs to focus in today’s environment. Now, more than
ever, marketing executives are focused on the core of marketing: to understand their competitive technology and market
dynamics, and put strategies into practice that drive greater brand recognition and revenue growth.
Strategic Marketing Research and Analysis
By Mike Sherman, Marketing/Insights and CRM Consultant
The increasingly competitive and fast-paced business environment creates a need for the use of data and information in
more rational decision making processes. This session will provide insights and strategies to plan, execute, analyse, and
deliver high-quality market research and analytics.
Aligning Marketing with the Corporate Business Strategy
By Rob Hardy, Managing Director, Rob Hardy Consulting Services
Different companies have different goals. The same company may have different objectives at different times. It
may be revenue growth, market share, customer file size, bottom line profitability. These goals are not necessarily
complementary. The marketing strategy needs to be aligned with the specific goals of the business at any given time.
All of that said, basic rules should be implemented to ensure that the marketing plan being executed is as effective as it
possibly can be.
Digital Marketing in Creating an Effective Brand Identity
By Lela H. McGregor, Managing Director, eventiveOne
Today, having a mere website is no longer enough. If your marketing communications plan does not include a strategic
digital marketing component, you are probably not doing your brand justice. This concise and informative session will
give you an excellent understanding on how your brand can strategically leverage the powerful medium of the internet
with current modern day examples to review, and how you can apply them to your brand today.
How to Create Brand with Emotions
By Shauna Li Roolvink, Principal Consultant, BrandHub
Recent evidence shows that decision making is often a fast, intuitive process with a very strong emotional component.
While brands must not lose sight of their rational benefits, the most successful brands are those which also evoke the
strongest positive emotions. This session will explain the role of emotion in driving brand equity, including shaping
feelings as well as other elements that make up the brand’s mental representation.

3. mANAGEmENT PrACTICES SErIES JULY 14 & 15, 2011
stRategiC MaRKeting FoRUM: NOVOTEL SINGAPORE CLARKE QUAY
neW tRenDs & insigHts in CReating & sUstaining CoMPetitiVe aDVantage
WHo sHoUlD attenD
This forum is also a good opportunity to interact Chief Marketing Officers (CMOs), VPs/Directors/GMs/Managers/
with a leading panel of speakers, and learn about: Team Leaders/Senior Executives who are in charge of Strategic
• New Perspectives on International Marketing Marketing, which includes the areas of Branding, Marketing
• How to Align Marketing with the Corporate Communications, Advertising & Promotions, Customer Experience,
Business Strategy Market Research, Business Development & Sales, etc.
• Getting Valuable Customer Understanding from
Your Research Through open discussions and share of knowledge, you will get a
• The Rise and Wherefores of Social Media practical perspective that shapes today’s marketing strategies and
• How to Create Brands with Emotions best practices:
• Defining and Measuring True Marketing • Thought leaders providing insights into forthcoming
Success Metrics marketing trends
• Why Everything in Marketing Has Changed and • Designed around your needs through industry research
What to Do About It, etc. and analysis
• Interactive workshops focused on practical solutions
tHURsDay, jUly 14, 2011 (ConFeRenCe)
Measuring True Brand and Marketing ROI
By Angela Sim, Managing Director, Roi Strategy Consultants
Marketing has evolved into a results-driven industry. With the variety of marketing options available, Return On
Investment (ROI) analysis must form the basis for marketing decisions, just as it does for other departments like
sales, finance or manufacturing. This session will focus on how to measure the true value of your brand, and the
mechanics of developing a workable Marketing ROI plan for your business.
Leveraging Social Media
By Simon Ashwin, Regional Head, Social Media & Production Services - Asia Pacific, China & India, GroupM
Gone were the days when a carefully placed newspaper or radio ad was the answer to building or maintaining
customers. Today, your target audience receives their marketing and sales messages through an ever-growing
number of media channels – with social media and networking sites at the top of that list. This session will show
you how to listen to, connect with, influence and keep the attention of your audience by leveraging the key social
media tools which are right for you. You will learn how to integrate social media into your current marketing
channels so that it becomes part of your everyday marketing mix.
FRiDay, jUly 15, 2011 (WoRKsHoP)
Workshop I:
Designing and Implementing A Strategic Marketing Plan
By Rob Hardy, Managing Director, Rob Hardy Consulting Services
The importance of an effective marketing plan cannot be stressed enough. A well-conceived and properly
implemented marketing plain is the foundation of your business’ success. Customers want to know what’s in it
for them. At such, your marketing efforts should be less about you and your business than they are about your
prospects, clients or customers. In this first workshop, you will learn practical insights and strategies on how
to develop an effective plan that will enable you to demonstrate why your client should choose you over your
competitors.
Workshop II:
Designing and Implementing An Effective Integrated Marketing Communications Plan
By Lela H. McGregor, Managing Director, eventiveOne
In this second workshop, you will work through a step-by-step insight to build your very own effective integrated
marketing communications plan with your own product/service, utilising the Marketing Toolbox reviewed during
the session. The end product is your own concise executive summary and integrated marketing plan that you can
implement straight away into your workplace. You will get to clarify your brand, revenue and cost objectives.

4. ADMINISTRATIVE INFORMATION 1. Hotel Reservations (for foreign delegates) the programme title(s) indicated on the back of the cheques.
Please contact us for assistance in hotel reservations. Mailing address can be found at the bottom of this brochure.
Date July 14 &15, 2011 2. Registration and Payment 3. Refund of Fees
Time 9.00 am – 5.00 pm A place will be reserved for you upon receipt of your registration If notice of withdrawal is given in writing.
(Registration starts at 8.15 am) by fax/e-mail. Please inform us in writing of any change in your • 100% refund for written notification 14 days before
registration 14 days before commencement of programme, commencement
Venue Novotel Singapore Clarke Quay after which 25% of programme fee will be chargeable. • 75% refund for written notification within 14 days before
If no notification is received by commencement date, the full commencement
Closing June 30, 2011 • After commencement/No show – No refund
programme fee will be charged.
Date 4. Changes to Programme
For foreign delegates sponsored by their companies, GST is not
Programme Annie Tan / Dawn Foo applicable. If payment is made through a local company, GST Changes in programme date, time, fees and speakers may occur
Secretariat will apply. due to unforeseen circumstances. However, SIM will ensure
Payment must be made by the closing date stated. All cheques/ that every effort will be made to inform participants of the
Tel : (65) 6248 9422 / 6248 6137 bank drafts must be made payable to ‘Singapore Institute change. SIM reserves the right to cancel the programme due to
Fax : (65) 6467 4401 of Management’, crossed and marked ‘A/C payee only’ with unforeseen circumstances.
E-mail : exec@sim.edu.sg
For more information on SIM programme and services, please visit our website at www.sim.edu.sg/pd
*Qualifying companies may apply for Productivity and Innovation Credit (PIC). For more details, please visit
www.iras.gov.sg or email picredit@iras.gov.sg
register today at www.sim.edu.sg/marketingforum
RegistRation Form mANAGEmENT PrACTICES SErIES
stRategiC MaRKeting FoRUM:
neW tRenDs & insigHts in CReating & sUstaining CoMPetitiVe aDVantage
I am attending ( √ Please tick ) SIM Members Non-Members
2-day programme S$1,350 + 7% GST = S$1,444.50 per person S$1,500 + 7% GST = S$1,605.00 per person
1-day Programme (Please tick one below)
Conference Workshop S$800 + 7% GST = S$856.00 per person S$900 + 7% GST = S$963.00 per person
Group Discount of 3 or more participants
from the same organisation attending same
2-day/1-day programme
2-day programme S$1,100 + 7% GST = S$1,777.00 per person S$1,200 + 7% GST = S$1,284.00 per person
1-day Programme (Please tick one below)
Conference Workshop S$650 + 7% GST = S$695.50 per person S$750 + 7% GST = S$802.50 per person
Fee includes two Tea Breaks, Lunch and Programme Materials
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EC – A B C D E GST registration No. MB-8200000-8
Please fax or send registration form and cheque (by mail) to Ms Annie Tan / Dawn Foo (PGM).
RMM.MAY11
Singapore Institute of Management, Management House, 41 Namly Avenue, Singapore 267616 Fax: (65) 6467 4401.
We will acknowledge receipt of your registration by post, e-mail or phone.