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Executive Education: Open Programmes

Marketing and Sales Optimisation in Power and Gas
Gianfranco Scalabrini
Programa corto
Duración: 2 days
Idioma: Inglés
Campus: Londres
Fechas: May 2018

Taught by:

Gianfranco Scalabrini
Partner, 3H Partners

All enquiries:

Francesco Morrone

Deputy Head of Executive Education
Mobile: +44 (0)7702 930635
Office: +44 (0)20 7443 8816
Email

Descripción


The key objective of the Marketing & Sales Optimisation course is to enhance your skills in developing a structured and market-based commercial strategy (for both commodities professionals and general strategists), giving you a clear methodology to create this strategy starting from working hypotheses and testing them continuously on the real market.

Perfil


The course is designed for professionals, executives, consultants and professionals involved in Marketing and Sales decision-making and strategic planning, and those who have an interest in sharpening their analytical approach to commercial strategy development.

Average participants in class: 10

Criterios de Admisión


All enquiries:

Francesco Morrone
Deputy Head of Executive Education
Mobile: +44 (0)7702 930635
Office: +44 (0)20 7443 8816
Email

Dirección Académica


Dr Gianfranco Scalabrini is Italian and graduated from the University of Naples 'Federico II' in 1997 in Mechanical Engineering. He also has a PhD in Thermo-Mechanic Engineering Systems with a thesis on Public pipelines management.

Soon after his graduation, Gianfranco became affiliate professor in Rome, Naples and Aversa Universities, and was involved in a number of collaborations between Utilities and Academia. In the meantime he developed many international entrepreneurial initiatives.

In 2000, Gianfranco joint Mckinsey & Co. where he held the position of Associate Partner working on a number of projects in the industrial sectors, mainly in power and oil, gas, and Basic Material. He was the European leader of the Marketing & Sales Competence Center in Power and Oil. Gianfranco was responsible for recruitment in Southern Italy and Milan regions.

Gianfranco left McKinsey in 2010 and joined the Azimut Benetti Group, world leader in luxury yachts production, as Central Director and CEO of their foreign companies, mainly in Brazil, Turkey and China. He was responsible for the key areas of the business, from production to Marketing and Sales.

After 18 months Gianfranco decided to leave the Group to come back to consulting to serve, as an Independent Professional, his key clients in the industrial sectors. He has since moved to 3H partners, where he covers a wide range of industries, such as Energy, Oil, Telecommunications and Assembly.

Gianfranco is also very active in Corporate Relations and Communication. In 2003 he founded, with other young entrepreneurs and managers, Auriga, a permanent observatory of the new management class. In 2007 Gianfranco founded Vera, a small firm working in Corporate Communication and Corporate Social Responsibility, in close collaboration with Bocconi University of Milan.

Gianfranco's interests are also in management transformation. He is the author of numerous articles, published on newspapers (Management Matters, Corriere della Sera), magazines (I campioni della crescita, Global Competition) and case studies. Gianfranco is also author of many scientific publications on the main international magazines in the Technical Physics sector.

Gianfranco speaks fluent English and Italian. He lives in Rome with his wife Laura and his son, Francesco Giovanni.

Costos y Financiación


Registration fee for participants is £2,500.
Early bird discount 10% applicable until the end of March.
Discounts for PhD students available upon request.

Category

Discount

B2B

10%

ESCP Europe Alumni

10%


Puntos Clave
  • Development of a clear methodology for the identification of market potential through the analyses of influencing factors and potential risks

  • Development of a structured analytical approach for the analysis and design of the best business model for approaching a market

  • Discussion of the traditional and innovative segmentation and sub-segmentation approaches, and the pros and cons therein

  • Analysis of the key drivers for a successful offering, looking at both cost plus and value-based approaches

  • Definition of a methodology for designing the best channel strategy, mixing traditional and innovative channels. Principles of channel-performance improvement (e.g. Irrational Customer Behaviour technique) are included

  • Discussion of the guidelines for development of an effective communication plan, addressing brand and product communication for the various segments

  • Fundamentals of setting up the key business systems (e.g. from the commercial back-office to the incentive systems)
Contenido


Learning Outcomes
This course will enhance your capability to develop a market-based strategy, and help develop the mindset to test and adapt it based on ongoing input from the market.


Pedagogical Approach
This is a case-based course whereby participants structure their learning activities in response to a specific real-world challenge. As such, the course offers an opportunity to develop both subject-specific and transferable skills. As a result of the challenge-based learning approach, a new mindset for the development of commercial strategy is presented in an intuitive way with the minimum of theoretical concepts.

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