Call us: +44(0)20 7594 3772
Call us: +44(0)20 7594 3772
TBC
3 Days
4-6 hours per day
Cracking brand growth isn't just about what you don't know. It's about what you believe to be true, but isn't.
Every business aims to increase revenues and reduce customer acquisition costs in an attempt to chase growth. But what if flawed assumptions are holding back your brand from reaching its full potential? Just like the hard sciences, there are laws that govern the social sciences too. The three critical knowledge pillars that all marketers should be aware of are:
- Brain Science
- Decision Science
- Buying Behaviour
Everyone agrees that marketing can be a source of competitive advantage. But if everyone is playing by the same old rules, where’s the edge? You’ve found it. Welcome to Strategic Brand Transformation.
This live virtual programme is designed for business leaders, whether a senior executive, or head of strategy, innovation or marketing who seeks a roadmap for achieving breakthrough brand growth. The diverse programme cohort will include participants from a range of countries, job functions and industries. Representative roles include:
- C-Suite Executives and senior leaders
- Marketing, communication and creative leaders
- Brand Managers and Directors
- Brand ambassadors such as Customer Experience Managers
- Growth and strategy leaders, including consultants
- General Managers
- Founders/Entrepreneurs
At Imperial College London, our world-leading experts have combined scientific rigour with practical experience and the latest research to develop immersive virtual programmes – delivered in real time – in several areas of commerce, leadership and innovation so you can define the very future of business. Let us meet you where you are – and take you where you want to be.
- Learn in real time through live interactive sessions from Imperial faculty and industry leaders
- Intensive approach that fits into your busy schedule
- Up to two live sessions per week, 90 minutes with Q&A
- Engaging, cutting-edge learning platform with mobile access
- Limited seats available; secure your seat early
- All live sessions are recorded so you can view them again at any time during the programme
Complete more than eight programme days or equivalent hours (56) for online and virtual programmes to claim 'Associate Alumni' status and join our active alumni community. Some of the benefits of becoming an Associate Alumni include:
- 25% discount on future Imperial College Executive Education open programmes for up to three colleagues from your organisation per year
- Access to the Imperial College Business School Alumni LinkedIn group
- Invitations to Executive Education and Business School events and webinars
- Invitations to worldwide alumni events
- Receive the monthly IB Knowledge newsletter
There is a three-day orientation period from the programme start date where you will have the opportunity to familiarise yourself with the learning platform, meet fellow participants and prepare for the programme ahead. We continue to accept bookings during the orientation period until live teaching sessions begin.
Note: Please download the brochure for full session schedule.
In the first session, your programme director will set the scene, facilitate introductions, outline the programme and establish core metrics that brand owners need to drive to be successful in today’s markets and categories across the world.
Tap into buying behaviour data, where science has discovered ‘law like’ patterns of buying behaviour in over 170 B2C and B2B markets. These laws govern how brands grow and decline, who they are competing for and what they are competing for – even though they are not widely known.
Delve deeper into the science of buying behaviours and identify opportunities for applying knowledge in specific contexts prompted by some interesting and surprising case studies.
Learn strategies to address typical barriers that may stop customers from buying brands or might make it more difficult for them to do so. Assess the merits and limitations of marketing metrics in the context of driving profitable growth and why marketers should ignore some of the better-known marketing metrics.
Join Dr. Omar Merlo to hear about Imperial’s latest research on innovation and marketing. Understand and discuss how the latest academic thinking supports exciting new approaches to Strategic Brand Transformation.
Examine the concepts of mental and physical availability and demonstrate the relationship between brand size and brand availability across multiple categories.
In any given market, there are probably about 15-20 different reasons why customers or potential customers, don’t buy a particular brand or don’t buy from the category. Learn how well-known retailers, manufacturers, financial services companies and others have used ‘nudges’ to add value to their brands.
Foundations of Risk Finance Theory
Robert Kosowski, Associate Professor of Finance at Imperial College Business School
This module deals with two fundamental problems in finance and risk management:
Robert Kosowski, Associate Professor of Finance at Imperial College Business School
Financial Markets and Instruments
Robert Kosowski, Associate Professor of Finance at Imperial College Business School
Bond pricing and interest rates
Robert Kosowski, Associate Professor of Finance at Imperial College Business School
Introduction to Option and Swap Markets
Robert Kosowski, Associate Professor of Finance at Imperial College Business School
Market Risk Management
Enrico Biffis, Associate Professor of Actuarial Finance at Imperial College Business School
Analytical VaR case studies
Enrico Biffis, Associate Professor of Actuarial Finance at Imperial College Business School
Portfolio VaR case studies
Enrico Biffis, Associate Professor of Actuarial Finance at Imperial College Business School
Market Risk Management
Enrico Biffis, Associate Professor of Actuarial Finance at Imperial College Business School
Other approaches to the computation of risk measures
Enrico Biffis, Associate Professor of Actuarial Finance at Imperial College Business School
Practical insights from a Chief Risk Officer in the non-financial sector
John Ludlow, CEO of AIRMIC (Association of Insurance and Risk Managers in Industry and Commerce)
Credit Risk Management
Damiano Brigo, Chair in Mathematical Finance at Imperial College London
Firm Value Models
Damiano Brigo, Chair in Mathematical Finance at Imperial College London
Intensity Models
Damiano Brigo, Chair in Mathematical Finance at Imperial College London
Multi-name Products and Models
Damiano Brigo, Chair in Mathematical Finance at Imperial College London
Counter-Party and Funding Risk
Damiano Brigo, Chair in Mathematical Finance at Imperial College London
Counterparty and Funding Risk
Damiano Brigo, Chair in Mathematical Finance at Imperial College London
Introduce CVA, DVA, FVA, KVA, and XVA
Thomas Bayne is Founding Director of MountainView Learning, a London-based firm that balances science and skill to grow brands. He has two post-graduate degrees and has contributed to the book How Brands Grow based on his passion and expertise on marketing’s contribution to growth.
Dr. Omar Merlo is an Assistant Professor at Imperial College Business School. As a consultant and executive educator, Omar has worked with many organisations around the world, such as McKinsey & Co., Samsung, Airbus, ARM, ING Bank, The Gap, among others. His main teaching, research and consulting interests are in the areas of growth engineering, services and relationship management, customer engagement and customer management.
Paolo is Professor in Financial Econometrics at Imperial College Business School. He has a Summa Cum Laude degree in Economic Statistics from Roma and holds a PhD in Econometrics from the London School of Economics. He is also teaching at the University of Rome La Sapienza and has previously taught at the London School of Economics and at the University of Cambridge.
Guy has 30+ years of experience in organisation and leadership development in multi-cultural contexts and across public, private and government sectors. Guy has held senior positions at various business schools helping clients find the untapped overlap between what brings the individual to work with energy and what the organisation needs from the individual.
Jose Ribeiro is a seasoned CEO, managing director, and board member with a demonstrated history of working in financial services globally. He is currently developing a non-executive director portfolio in the financial services industry whilst managing personal investments and pursuing academic interests.
Professor Damiano Brigo holds the Chair in Mathematical Finance at Imperial College London, where he co-heads the Mathematical Finance research group and is part of the Stochastic Analysis research group. Damiano brings a wealth of experience to the Imperial Risk Management programme in areas such as valuation, risk management, credit risk, funding costs, stochastic models for commodities and inflation, among others.
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Upon completion of the programme, participants will be awarded a verified Digital Certificate by Imperial College Business School Executive Education.
Note: As a live executive education programme, participant attendance and contribution is key to the learning experience and value of the programme. As such, participants are required to attend (or watch recordings of) 80% of the live sessions to receive their Certificate.