| Marketing
CoPilot is Imparta's advanced software, designed for marketing practitioners and
other managers who need to ensure marketing decisions and activities have a positive
impact on the organization's objectives and bottom line. Viegas
Bennett Consulting,
in partnership with Imparta, produces two or three day workshops centred on this
world beating software simulation. The software is in English but we deliver the
workshops in English or Portuguese, according to client needs. Marketing
CoPilot accelerates learning by combining an extensive tutorial
- distilling core concepts and principles of marketing, finance and business strategy
that underpin strategic marketing decisions - with the chance to apply these to
build practical skills. You do this in a rich simulation that typifies the conditions
faced in today's dynamic markets. It's the ideal way to practice integrating various
marketing decisions and activities to align with your company's goals and market
changes. We
mix sessions of Marketing CoPilot with feedback, workshop discussion and group
exercises, tailored to your business and sector needs. Marketing
Tutorial  A
leading academic from London Business School and a team of experienced marketing
practitioners combined key concepts that form the pillars of strategic marketing
thinking and linked these with recent developments in marketing practice.
The
tutorial is organized in a hierarchy around a strategic marketing decision-making
process. Over 55 animated tutorials use humour and analogy to explain core concept
clearly and memorably. More than 160 detail pages, case studies and interactive
exercises further explain the topic and test your understanding. By
using the index, you can also use the tutorial as a reference tool on individual
topics at any time. And if you need to look up theory while tackling simulation
tasks, you can access it instantly via built in 'hot links'. Realistic
business simulation  'Marketing
CoPilot - the strategic marketing challenge' simulation is set in a long-established,
broadly based technology company (Abatex) that has expanded in recent years from
specialist business sectors into consumer markets. As a newly-arrived Marketing
Director, you find a new entrant known for its marketing flair may be about to
target Abatex customers. Dealing with this, and improving Abatex's marketing focus
and effectiveness is vital. The
simulation is in 3 phases averaging 2.5 hours each. (7.5 hours total approx).
You
begin Phase 1 with rapid review of Abatex's organizational, financial and marketing
situation and overview of the industry dynamics and issues. Phase 2 reveals other
consumer-led issues - such as will the existing strategy achieve the company's
objectives? Are there chances to target new segments? Could the value and brand
positioning be improved? In Phase 3 you also factor into your thinking the likely
changes in the competitive and external environment. Synthesizing your earlier
findings, you can then decide how to improve growth prospects through revised
targeting, and repositioning the brand. You note the broad implications for the
marketing mix, in areas such as channel roles and mix, the product/service offers,
and communications. Artificially
Intelligent Coaching The
virtual 'mentor' coaches and advises throughout. You set your preferred level
of coaching, but the program monitors progress and adjusts this, if necessary,
so you stay in your 'learning sweet spot' - where work is neither too easy, nor
too difficult to hinder learning.
Tailored Feedback
The
mentor's 'real time' advice is supplemented by written feedback after each phase.
This rates overall performance in different learning areas and specific instances
where you performed well, or could improve. Action points provide initial ideas
to build skills in weaker areas.
Application support
Marketing
CoPilot includes a series of templates and frameworks to help you apply what you
learn to specific situations in your organization or industry. These are useful
to stimulate team-thinking with colleagues or to provide short cuts when thinking
through issues on your own.
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© Clive Viegas Bennett 1999-2005 | 
