master classes
All conference participants have a chance to choose from one of two master classes taught by leading professors in the field.
Master Class I: “No one ever got rich by making money”
Tim Ambler, Senior Marketing Fellow at London Business School
Marketers are being called to account with financial metrics, such as ROI, increasingly seen as totemic ways to express what marketing does. Rich companies started poor so it wasn't money that made them rich. Global companies are preoccupied by money and metrics but what separates the successful from the fading are their "Dynamic Marketing Capabilities" (DMC), namely the processes that transform money and other resources into cash flow and improved resources for the future. Money is the consequence of success not the cause or even the product. This session addresses the practical issues of turning DMC theory into real profits.

Biography
Tim Ambler is Senior Fellow at London Business School, specialising in international marketing and marketing metrics. Previously Joint Managing Director of International Distillers and Vintners (now part of Diageo), he was involved in the launch of Baileys, Malibu and Archers and the development of Smirnoff vodka worldwide. His books include Marketing and the Bottom Line, The SILK Road to International Marketing, and Marketing from Advertising to Zen. He is also a qualified Chartered Accountant.
Master Class II: "Targeting a global segment with global business capabilities"
Nirmalya Kumar, Professor of Marketing and Centre for Marketing Director at London Business School
The session will use the Zara case video to highlight the essence of successful global marketing strategies. Zara reaches a global segment across 48 countries and has built global business capabilities to serve them profitably. They create customer value by integrating global strategy, innovative marketing, and a global supply chain. And, this has helped make its owner the 18th richest person in the world, worth $12.5 billion.

Biography
Nirmalya took his PhD at Kellogg (winning the Marketing Science Institute's Alden G. Clayton Award) and has previously taught at Harvard Business School, IMD, and Northwestern University.
As a coach and consultant, Professor Kumar has worked with almost 50 Fortune 500 companies, and currently serves on the board of directors of Bata India and Zensar Technologies.
Aside from his 35 cases and teaching notes, he has written for the Financial times, the Harvard Business Review, and recently written Marketing As Strategy: The CEO's Agenda for Driving Growth and Innovation, published by the Harvard Business School.



12 May 2006