Department of Marketing

“Market Leadership through

Customer-Based Competitive Advantage”
What Every Executive Needs to Know©

Offering tools to increase customer loyalty and establish

competitive advantage through strategic brand management.

> Understand the importance of marketing decisions

> Create & manage value for your company
> Build a brand-focused organization
> Benchmark against best practices
> Lean from thought leaders

Executive Development Program

School of Business
The George Washington University
 “Market Leadership through
Customer-Based Competitive Advantage”
What Every Executive Needs to Know©

Background:

In order to make this proposed leadership development program responsive to

the needs of participating executives’ four pillars will be considered:

1)Integrating world-class managerial education standards with the needs of the

local market of your organization;

2) Evaluating opportunities that face local managers in responding to the

challenge of building market leadership;
3) Implementing an applied learning program that focuses on best-practice
applications;

4) Centering this applied learning experience on technology applications that

integrate the key functional areas of marketing.

Market Leadership through Customer-Based Competitive Advantage:

One of the key areas of leadership development is related to building sustainable

competitive edge for organizations in order to make the deference in today’s
changing global marketplace. This leadership development initiative is not only
benefiting the executives involved in this program, but also empowering their
sponsoring organizations with the latest tools to engage meaningfully with the
business and public sector entities in region. The main objectives of this program
are to:

(1) Providing the participants with an opportunity to draw on the expertise of a

leading management strategist and coach to build organizational leadership in
the areas of: Marketing Management, Customer Analysis & Satisfaction,
Strategic Brand Leadership, Integrated Marketing Communications (IMC), and
Marketing Action Plans (MAP).
(2) Develop the consulting capabilities needed to build market leadership and
plan for customer based-advantage.

The overarching emphasis of this executive development program will focus on

Executive Decision–Making and Market influence. The executive candidates to
participate in this program will be exposed to a unique learning experience in
order to raise their knowledge & skills to the level of world-class standard. This
experience will empower the executives’ productivity, performance, and
leadership. The main objective of this training program is to advance knowledge
& skills of the participating executives.

EXECUTIVE EDUCATION NEEDS:

• Broadening Personal & Professional Perspective

• Enhancing Leadership Competencies
• Growing one’s Knowledge Base & Experience
• Advancing Professional Careers
• Enhancing Professional Networks & Relationships
• Acquiring Tools and Business Solutions
• Making a Difference

PROGRAM FEATURES:

–Small Class Size (20-25 executives)

–Cohort Approach
–Study Teams
–Applied learning with Case Studies
PROGRAM STRUCTURE:

This program leader will be teaching five modules under the general theme
of “Market Leadership through Customer-Based Competitive Advantage”. The
proposed structure of the program is as follows:

The proposed time-line for teaching these five modules is as follows:

a. Marketing Management: (5 days X 5 hrs.) = 25 contact hours,

b. Customer Analysis (5 days X 5 hrs.) = 25 contact hours,
c. Strategic Brand Leadership (5 days X 5 hrs.) = 25 contact hours,
d. IMC (5 days X 5 hrs.)= 25 contact hours, and
e. Marketing Action Plans (MAP) (5 days X 5 hrs.)= 25 contact hours.
PROGRAM PARTICIPANTS:

This Leadership Development program is designed for mid-level and top

executives from leading private & public sector organizations. These executives
will be carefully selected through personal interviews in order to satisfy admission
requirements that include outstanding educational background, successful career
profile, and a well articulated statement of career objectives.
 Marketing of Services
& Customer Satisfaction (MSCS) Workshop
What Every Manager Needs to Know©

______________________________________
Executive Development Program (EDP)

TABLE OF CONTENTS

1. Program Overview..........................................................................................3

2. MSCS Workshop ............................................................................................4

3. Program Benefits............................................................................................4

4. Participants will Know the Answers .............................................................4

5. Program Take Away........................................................................................5

6. Applied Learning Experience.........................................................................5

7. Program Sessions & Themes........................................................................6

8. Program Map...................................................................................................7

9. Program Faculty..............................................................................................8
 Marketing of Services
& Customer Satisfaction (MSCS) Workshop
Every day the global marketplace is changing. New technologies and strategic
alliances are changing the face of the banking industry like never before. In every
world market, diversified modes of delivery are leading to proliferation and further
fragmentation of the marketplace. In the banking industry, the only constant is
change. This executive program is designed for bank and financial institutions
managers. It will help them examine best practices and develop new directions in
their local environment. In three intensive days, it challenges participants to
develop action programs and identify growth opportunities for their organization.
Designed to broaden perspectives and focus powerful new lenses on decisions
related to marketing of services, this program gives participants road maps and
leadership skills—required by a global industry in which convergence and
constant transformation are the norm.

Program Overview:
Banking executives and managers need to be ready for many possible futures.
To train executives to better lead and respond to both evolutionary and
revolutionary change, this MSCS Program focuses on marketing action plans for
different to uncover the dynamics of a variety of business models. Participants
will take away cutting-edge knowledge of marketing strategies and tactics. They
will understand how to create a strategic marketing plan for their organizations.
Each participant will develop a keen awareness of effective marketing programs.
During this intensive executive training program, each participant will examine:
• Identifying the situations, problems, and opportunities, which exist in
regard to the marketing and management of services as compared to
physical goods;

• Analyzing the role of the consumer as well as the service provider in the
creation and communication of the service offering;

• Understanding the design and management of service processes,

demand and capacity;

• Understanding the concepts of relationship building, loyalty creation,

service satisfaction, and service quality improvement;
• Formulating marketing action plans based on sound assessment of
market needs;
• Reaching target demographics, geographies, psychographics and service/
 media-use profiles utilizing integrated marketing communications modes
and styles that work;
• Making effective decisions in the face of increasing uncertainty; and
• Presenting Service Action Plans before a panel of industry experts.

Marketing Action Plans (MAP):

As a capstone of this executive program experience, attendees will work in
teams to develop marketing programs coached by the program faculty. Using a
living case model and case studies on best practices, each team of program
participants will identify the threats and challenges facing the banking industry,
and analyze opportunities for growth or collaboration with other organizations—
recommended by faculty or represented in the classroom. This Marketing Action
Plan (MAP) experience will give participants an excellent chance to synthesize
program insights into workable solutions that can be taken back to their bank for
future use and to receive feedback from expert faculty and senior executives.

Program Benefits

This program is a highly interactive learning experience in which banking

executives will test ideas, share perspectives, and create connections for future
collaboration (or competition!).

Each participant will bring to his bank fresh insights and an increased capacity to
embrace new business opportunities armed with new marketing strategies and
skills.

The Marketing Action Plans (MAP) created with a team of peers will aim to
provide a road map to drive your bank forward.

Participants will Know the Answers

• Do you have a marketing strategy that works in positioning your bank for
the most profitable growth?

• Are you able to conduct a SWOT analysis and audit your service brand
and market performance?
• What do your customers really want -- and how can you use this
information to improve services?
• Are your services positioned to maximize revenues & profitability?
• Are your Segmentation/ Targeting/ Positioning (STP) strategies working?
• Are you properly using your service brand equity to increase long-term
market share and build higher profits?

• This Executive Development Program (EDP) enables your bank managers

to answer these questions and more, with proven services marketing
 strategies and up-to-the-minute techniques for besting competition in a
competitive marketplace.
Program Take Away

• Align Marketing Action Plans (MAP) with organizational goals, increasing

marketing visibility and contribution to the bottom line

• Create and implement an integrated marketing communication plans that

optimizes competitive positioning and marketplace advantage
• Properly allocate marketing resources and measure marketing productivity
in order to get the right return on investment
• Create and deliver a total service experience, focusing on building,
measuring, and managing service brands that deliver value to customers
• Mine customer data and utilize technology to transform marketing
information into marketing intelligence
• Apply creative problem-solving techniques to make innovative decisions
and expand market opportunities.

Applied Learning Experience

One of the key challenges in training executives is bridging the gap from theory
to practice. Application of program learning to real-world scenarios is enhanced
through the use of living case project, best-practice case studies and small group
exercises in which participants will actively apply classroom concepts, determine
results, and get feedback from faculty.
In addition to the industry expert plenary session of the third day of this training
program will help broaden participants’ knowledge and fine tune specific
marketing tools. And, the program includes frank discussions in which a
prominent marketing coach shares his expertise through excellence in teaching,
coaching, and consulting that integrates best-practice perspectives with local
solutions.
Program Sessions & Themes:
In this highly interactive program, each participant will hone his/ her qualitative
skills in building customer analysis, service design, technology applications,
strategy formulation, integrated marketing communications, and creative problem
solving as these elements relate to each participant’s bank. From a quantitative
standpoint, participants will address data-driven marketing, return on marketing
investment, measuring and using customer preferences, and more!

Participants will share ideas, cultivate strategies, and form long-lasting

relationships.

Marketing Action Plans: Creating and Defending “Customer Advantage”

• Develop a strategic action plan that delivers and communicates customer

value at each segment of the value chain
• Analyze your company, your competitors, and your customers, and
refocus your marketing mix to maximize profit growth
• Determine the value relationship between your service and your customer
and customer relationship management

Maximizing Marketing Productivity: the Return on Marketing Investment

•
• Design segmentation strategies that increase marketing effectiveness
• Find out how to increase the effectiveness of direct-to-consumer
communications

Using Innovative Thinking to Solve Marketing Challenges

• process of "thinking and planning" can assist you in achieving current and
future goals Learn to unlock your true creativity to solve marketing
challenges

• Find out ways to unleash innovative thinking when you encounter internal
and external roadblocks

• Understand how the process of thinking and planning" can assist you in
achieving current and future goals
 Program Map:
DAY/ TIME TOPICS
Day One: Workshop Overview : Services Marketing at a Glance Orientation on Marketing Action Plans
9:00 am- (MAP)
12:00 am
1:00 am- Customer Satisfaction: Concepts and Vocabulary Read: "Making Your Pitch: Marketing to your
3:00 pm Customers” Case Study & Discussion: Emirates
Is the Customer Always Right?

How to Analyze Customer Values Measuring Customer Satisfaction Case Study & discussion:
3:00 pm- Nielson
4:00 pm
Day Two: Innovation & Service Development Think Strategically...Act Locally Case: HSBC
9:00 am-
10:00 am

Importance of Integrated Communication: Goals and Objectives Building Identity - Delivering the
10:15 am- Promise Read: “The Brand Score Card” Case Study & discussion: Auditing the Service Brand
12:00 pm

Live Case Briefing & Discussion

1:00 pm- Executive Briefing by GIC Senior Officer Discussion & Workshop Exercise
4:00 pm

Day Three: MAP TEAM PROJECT

Ideally, teams of the participants will be formed of 3-5 executives in each team address the marketing
issues facing their bank. Each team will develop a Written Report of their Marketing Action Plan using
a word processing program. Each team will make a formal presentation before a panel of judges
composed of program faculty and senior offices. Each team presentation will be 45 minute including
discussion. At the end of the day, the executive panel will deliberate who should be the winners and
present an award to each of the top three team Then, the panel of judges will hold an Executive
Forum to be moderated by the program faculty to discuss future directions and opportunities for
competitive & sustainable market performance for their bank.
 Workshop Coach:

Salah S. Hassan, Ph.D.

Chairman & Professor, Department of Marketing
________________________________________________________

Dr. Salah S. Hassan is Chairman & Professor of Marketing at the School of Business, The
George Washington University. He received his Ph.D. in 1984 from The Ohio State University.
Dr. Hassan was recognized in 2005 as an “Outstanding Marketing Teacher” by the Academy of
Marketing Science (AMS), one of the World’s largest associations of marketing professionals
and academics.

As a consultant, Dr. Hassan completed over fifty national and international consulting
assignments and executive development programs for organizations such as: The World Bank,
Winrock International, GW Solutions, Porter/Novelli, USAID, the Fulbright Commission,
International Food Institute in Australia, Saudi Arabian Airlines, the American University in
Cairo, the Dubai School of Government, the American Chamber of Commerce in Egypt, the
German-Arab Chamber of Commerce in Egypt, and the Chamber of Commerce and Industry in
Bahrain. Also, he served as chairman of the board for several international conferences and
distinguished visiting professor and guest speaker for leading international universities such as
Northwestern’s Kellogg School of Management; Bahrain University, Bahrain; University of
Puerto Rico; LA-Universidad de Los Andes, Columbia; LA-Universidad San Ignacio De Loyola,
Peru; Georgia State University, USA; Griffith University, Australia; Victoria University, Australia;
The American University in Cairo, Egypt; University of Nevada-Las Vegas, and William F.
Harrah College of Hotel Administration, USA.
Recently, Dr. Hassan led a professional delegation to the UAE that included executive briefings
and site visits on international business operations in Dubai & the UAE in general (e.g. DIFC,
Booz/Allen/Hamilton, Schnieder Electric, Dubai Chamber of Commerce, Emirates Airlines,
Dubai Holding, Dubai Internet City, JAFZA, HSBC).

Dr. Hassan served on the consulting teams of several major international assignments that
focused on such projects as media segmentation, healthcare communications,
telecommunications segmentation, and strategic brand management. He served on the speaker
program of USIA as an expert on the effects of globalization and The World Trade Organization
on Bahrain and other Gulf States. Having lectured, consulted, and conducted research around
the world, Dr, Hassan achieved the status of an “International Professor”.

Also, Dr. Hassan secured a “University Partnership Program” grant from the Fulbright
Commission to lead a faculty team from the GW School of Business to mentor Alexandria
University in designing and launching the first Executive MBA program of its kind in Egypt.

Dr. Hassan is recognized internationally for his research on globalization of consumer markets,
strategic brand positioning, and international market segmentation. Dr. Hassan has published
well over 40 articles and papers in academic and trade journals. He was granted the “Highly
Commended” best paper award by the Journal of Consumer Marketing in 2004 for an article
entitled “Understanding the New Bases for Global Market Segmentation”. Dr. Hassan’s research
and writings appeared in leading refereed journals, including the Journal of Consumer
Marketing, Journal of International Consumer Marketing, Journal of International Business and
Economic Research, Journal of Travel Research, Journal of Database Marketing, Journal of
Global Competitiveness, Journal of Euromarketing, and International Journal of Bank Marketing.
Also, Dr. Hassan served as a reviewer and an editorial board member of the Journal of Global
Marketing, and Journal of International Marketing. Dr. Hassan’s publications have been cited in
leading trade publications, such as Advertising Age, AdWEEK, Campaign, and Marketing News.
He has two edited books; Globalization of Consumer Markets and Global Marketing
Perspectives and Cases.

In recognition of his achievements, Dr. Salah Hassan received several awards from the
Academy of Marketing Science, The American Marketing Association, Beta Gamma Sigma, and
Ohio State University. Previously, Dr. Hassan served as President of the “International Student
Association”, an umbrella organization for 35 national groups that represent 2,500 students from
100 nationalities at the Ohio State University.

At present, Dr. Salah Hassan is an active member of the American Marketing Association, The
Academy of Marketing Science, the Academy of International Business, Beta Gamma Sigma
(The National Honor Society in Business and Management), and Phi Beta Delta Honors Society
for International Scholars.

As Chairman of the Marketing Department at the GW School of Business, Dr. Hassan provides
visionary leadership to encourage excellence in innovative research, teaching and services; to
design, implement and review programs; to advance professional development of faculty; to
promote productive relationships with all constituencies including students, alumni, business
and government organizations; and to foster productive interdisciplinary relationships with a
variety of entities across the University community and throughout the world.