Why this Course is Important
The convergence of the internet, IT and other communications technologies is changing the way in which business is conducted for all businesses, giving rise to enormous opportunities for some businesses and threatening the existence of others.

This course will provide the modern business executive with all he needs to know and understand to help position his company for success in this changing world. We examine how the internet can be used to strategically reposition your company and the key principles which need to be understood before this can be done. Examples and case studies of many companies are used to illustrate key points, some of whom are achieving considerable success.

Whether you are interested in using the internet to consolidate existing strategies or to develop new ways of creating wealth, this course will equip you with the tools knowledge and approaches to help you achieve success.

In addition, each day of the course will feature a presentation on the latest technologies by industry leaders – like Microsoft, Hewlett Packard and Cisco – and the opportunities presented by these technologies.

We will explore traditional management tools and approaches for setting strategy and looking at how they can be modified to work in the modern world. Focus will be put on using the internet to consolidate our existing strategies and to develop new strategies for wealth creation.

The course will examine the tools we have for delivering improved customer service and how we can use CRM (Customer relationship management) techniques to gain new sales, improve loyalty and increase profits.

We also explore using the internet to improve our marketing . At the strategic level by using the internet to develop new markets, and at the operational level, through the use of new internet marketing techniques which can be integrated within our marketing mix to maximise success.

Cost reduction and elimination is also a key theme, showing what we need to do in order to integrate the internet within every business function in our value chain for increased efficiency. Automation of sales transactions and purchasing is explored and the use of e-procurement tools.

Finally we focus on the new technologies which are allowing use to create new business models for wealth creation and in particular the rapid rise in mobile and associated technologies for totally new ways of interacting with our customers.

After the course the delegates will:-

• Understand the way in which the internet and associated technologies are changing his industry landscape and competitive environment
  
• Understand how traditional approaches to setting strategy can be modified to present new tools for setting strategy in the modern world
  
• Be aware of the key principles of the internet which can be used to innovate with our business model and approach
  
• Understand how the internet can be used to develop proactive relationships with our customers for increased profits and loyalty – eCRM approaches
  
• Understand the new marketing techniques we have with the internet to enable us to improve our existing marketing and to develop new markets
  
• Know of the different degrees with which we can use the internet to cut costs, improve efficiencies and also improve the effectiveness of our people
  
• Know how business processes – like sales and supplier transactions - can be improved through the internet
  
• Be aware of the latest technologies and how they can be deployed to change or create new business models
  
• Understand how the internet and mobile communications are converging to provide new opportunities for our business

Day 1
Existing ways of thinking about business strategy

• Porter’s approach and others
  
• How relevant are they in today’s world
  
• How can the approaches be modified to embrace business innovation
  Market Positioning and strategy – the business paradigm of the 90’s
  
• How can it be adapted to the modern business environment
  

The changing business landscape and how Porter’s 5 Forces are relevant in the new e-conomy

Using the internet to bolster our current strategic positioning

Using the internet to develop a new strategic positioning

The 7 key principles of business model innovation with the internet

• how we can use the principles to re-energise or redefine our business
  

Some cases of companies who are achieving tremendous success by innovation in their thinking and strategies

• Some start-ups
  
• Some existing businesses
  
• Some spin outs from existing companies
  
• What can we learn from these examples

Technology update: Microsoft

ASP – Application service providers
Using different types of ASP services
Web hosting and content Management options for our website,
company intranet and extranet

The internet and business development strategies - 1
Customer service on the internet

• New models and approaches – ‘self help’, tracking, product configuration
  

Customer relationship management

• Different types and approaches to eCRM
  
• ECRM in different industries

Fundamental principles enabling CRM – interactivity, database technology, personalisation techniques

Creating a multichannel e-business strategy – case study and examples in different industries – finance, telecoms, auto

Using the IDIC approach – Identify, Differentiate, Interact, Customise – to plan and implement CRM strategies

Building a one to one learning relationship with our customers – case study and examples in different industries

Technology and solutions suppliers in CRM
Beyond CRM

• The ‘customer scenarios’ approach
  
• Techniques and approaches to engage the value chain of our customers, and their customers
  
• Examples and cases – NEC, Autodesk

Technology Update: Webservices, the new possibilities and the associated technologies – XML, SOAP, UDDI

Segmentation strategies and the web

Internet marketing and traffic driving techniques

• Search engine positioning
  
• Banners and interstitials
  
• Affiliation
  
• E-mail, permission and viral marketing
  
• Electronic directories, portals, e-marketplaces and malls

Principles of effective web sites and ‘stickiness’

• Using the 4 C’s - community, content, communication, commerce
  
• Navigation and usability

Putting together and integrated marketing campaign

• Using i-marketing methods as part of the marketing mix
  
• Balancing conventional marketing methods with i-marketing
  
• The Saab case study

Brand development strategies and the web

• Pepsi case study

Some success stories and approaches which work

• Compaq and Tesco cases

Technology Update: Security strategies and payment methods

Integrating the value chain

• The 4 levels of integration
  
• From e-mail ordering to a complete e-cosystem

Integration with suppliers

• Examples and cases – Adaptec, Vitra, Chasestead
  
• Integrating with our internal systems

Complete integration and the e-cosystem

• The Cisco case study
  

From value chains to value networks

• Outsourcing and the B-web

E-marketplaces

• Buy side, sell side, neutral

E-procurement and MRO e-marketplaces

• the Barclays B2B case, GE

E-commerce – automating our transactions

• Business to business, Business to consumer, B2B2C
  

Some technologies and suppliers
Technology update: Helwett Packard: Mobile, wireless and GPS technologies and how the are changing the way we do business.

Business model innovation and the internet

• What do we mean by business model innovation
  
• Some examplesWeb services and the emergence of the B-web
  
• Palm example

Some new business models and approaches

• ‘New world with old’
  
• Extended enterprise
  
• Bricks and clicks approach – Grainger, GM
  
• Data aggregation agents and infomediaries

New ways of doing business once a ‘digital nervous system’ is in place

• eg ‘microinsurance’

The new possibilities through wireless and GPS technologies

• Location based marketing
  
• Examples - GM OnStar, Starbucks, Federal Express
  
• Manchester United Foootball Club, Michelin Guides
  
• Hewlett Packard’s ‘Cooltown’

The course leader will present topics using powerpoint presentations and will illustrate key learning points using video clips and demonstrations of web sites.

Case studies of successful companies are used throughout to emphasise key learning points

The ‘Technology Update’ feature will be presented by a leading IT company to communicate the latest technologies and how they can help us.

Delegates will be given the opportunity of applying the concepts and tools to their own business through the use of team exercises, group discussions and individual working on exercises and action planning

jan@janklin.com     Tel: +44 1928 788100