babatraining

WORKSHOPS Strategic skills for mktg & communication

WHY BTRAINING? BTRAINING IS A BABA INITIATIVE TO SHARE THE INSTITUTE’S SPECIALIZED COMPETENCES (SEMIOTICS, TREND MONITORING, ETHNOGRAPHY, NETNOGRAPHY...) IN THE FIELD OF PROFESSIONAL TRAINING

WE GO THROUGH PROFESSIONAL TRAINING STARTING FROM MARKET SKILLS THANKS TO BABA’S RESEARCHERS PROFILES, WHO WORK IN B E T W E E N S T R AT E G I C C O N S U LT I N G A N D ACADEMIC COMPETENCES

2

WHY BTRAINING? BEACAUSE BTRAINING WORKSHOPS BUILD KNOWLEDGE TO FACE THE CONTEMPORARY SCENARIO WITH SELFCONFIDENCE AND CREATIVITY, GIVING A KNOW HOW THAT EMPOWERS:

ANALYTICAL EXPERTISE MANAGING EXPERTISE STRATEGIC EXPERTISE OPERATIONAL EXPERTISE

3

WHY BTRAINING? THE ADDED VALUE

UPDATE: LINK BETWEEN INTERNATIONAL TREND MONITORING AND STRATEGIC CONSULTING, BTRAINING COUNTS ON THE SPECIALIZED PRODUCTS OF THE INSTITUTE (ES. TRENDMONITOR®) ADAPTABILITY: FLEXIBILE PLANNING AND POSSIBILITY TO MODIFY STRUCTURE AND CONTENT OF OUR WORKSHOPS, DEPENDING ON CLIENT’S NEEDS OPERATIVITY: THANKS TO THE AMPLE SPACE DEDICATED TO PRACTICE, BTRAINING ALLOWS AN IMMEDIATE TRANSLATION FROM STRATEGIC COMPETENCES INTO OPERATIONAL TOOLS 4

WHAT WE PROPOSE THREE DIFFERENT FORMATS OF TRAINING:

CONFERENCES

METHODOLOGICAL WORKSHOPS

LABORATORIES

5

HOW - CONFERENCES PURPOSE: STRENGHTEN AND VALORIZE THE COMPETENCES FOR STRATEGIC THINKING TARGET: IN CHARGE OF STRATEGIC PROCESS (DECISION-MAKING LEVEL) TIMING: FROM 1 MEETING TO A CYCLE OF 3 OR MORE MODALITY: FACE2FACE OR ONLINE (WEBINAR)

* EVERY FORMAT IS TO BE INTENDED AS A PROPOSAL, POSSIBLE TO RE-PLAN AD HOC UPON CLIENT’S NEEDS (TIMING, CONTENT AND TARGET) 6

HOW - CONFERENCES OUR CONFERENCES PROPOSAL:

1. CHANGING AND INNOVATION

2. DIGITAL IDENTITY 7

HOW - CONFERENCES 1. CHANGING AND INNOVATION

UNDERSTAND THE PROCESS OF CHANGING/RESHAPING

GIVE NEW IDEAS/SKILLS TO SUPPORT STRATEGIC THINKING

8

HOW - CONFERENCES 1. CHANGING AND INNOVATION POINT OUT AND DESCRIBE THE SIGNALS OF MARKET’S CHANGE

WHICH STABILITY AREAS VS. MUTATION AREAS FOR BRAND AND CONSUMERS?

HOW TO DEFINE STRATEGIC PURPOSES AND GET BACK INSIGHTS?

9

HOW - CONFERENCES 2. DIGITAL IDENTITY

PERSPECTIVE AND LANGUAGES OF WEB 2.0 SCENARIO

FROM THE DEFINITION OF SELF IN WEB 2.0 CONTEXT TO MARKETING STRATEGY

10

HOW - CONFERENCES 2. DIGITAL IDENTITY PARTICIPATION, AGGREGATION, SHARING: THE FORMS OF PRESENCE IN THE WEB THE NEW SUBJECTVITY: FROM LOYALTY TO ENGAGEMENT FOR THE BRAND 2.0

WEB COMMUNITY FOR MARKET RESEARCH: THE PROTECTED PANEL BABANET®

11

HOW - CONFERENCES HOW THE PROCESS WORKS? 1

CHOICE OF THE LECTURER(S) SUITABLE TO DEAL WITH THE TOPIC

2

CHOICE OF LOCATION: AT

BABA VENUE, AT THE CLIENT’S HQ, OR IN ANOTHER LOCATION

3

LECTURE

1 MEETING OR A CYCLE OF 3 OR MORE 4

INTERVENTIONS, DIALOGUE, QUESTIONS, DISCUSSION 12

HOW - METHODOLOGICAL PURPOSE: GAIN THE NECESSARY TOOLS TO BUILD AN EFFECTIVE MARKETING ACTION TARGET: ROLES OF MARKETING, PRODUCT, RESEARCH, COMMERCIAL: EVERYBODY INVOLVED IN THE STRATEGIC PROCESS IN AN OPERATIONAL WAY TIMING: - 1st DAY: THEORICAL PROBING - 2nd DAY: CASE STUDIES AND PRACTICAL EXERCISES MODALITY: FACE2FACE OR ONLINE (WEBINAR)

* EVERY FORMAT IS TO BE INTENDED AS A PROPOSAL, POSSIBLE TO RE-PLAN AD HOC UPON CLIENT’S NEEDS (TIMING, CONTENT AND TARGET) 13

HOW - METHODOLOGICAL

1. TRENDS MONITORING AND ANALYSIS

2. COMMUNICATION MIX ANALYSIS

3. ETHNOGRAPHIC/ NETNOGRAPHIC RESEARCH 14

HOW - METHODOLOGICAL 1. TRENDS MONITORING AND ANALYSIS

HOW TREND MONITORING: MODELS AND TOOLS

PRACTICE CASE STUDIES AND PRACTICAL EXERCISES (FROM BRIEF TO SCENARIO TO PROJECT)

15

HOW - METHODOLOGICAL 1. TRENDS MONITORING AND ANALYSIS WATCHING: SOURCES SELECTION AND SPOTTING OF TREND DRIVERS MAPPING: WEIGH AND VISUALIZE THE TRENDS WITHIN THE SCENARIO STRATEGY: FROM THE SCENARIO TOUCHPOINTS TO THE LEVERS FOR STRATEGIC ACTION

HOW 16

HOW - METHODOLOGICAL 1. TRENDS MONITORING AND ANALYSIS

BRIEF SIMULATION FOR SCENARIO RESEARCH READING AND ANALYSIS OF THE MAPPING (AMONG THE CASES OF THE INSTITUTE) EXERCISES OF CONCEPT GENERATION, FITTING WITH THE BRAND IMAGE

PRACTICE 17

HOW - METHODOLOGICAL 2. COMMUNICATION MIX ANALYSIS

HOW SEMIOTIC TOOLS FOR MIX ANALYSIS

PRACTICE CASE STUDIES AND AD HOC EXERCISES (FROM BRIEF TO ANALYSIS)

18

HOW - METHODOLOGICAL 2. COMMUNICATION MIX ANALYSIS THE MIX AS AN UNIVERSE OF SENSE (CODES, TONE OF VOICE, NARRATIVE, VALUES…) THE MIX AS AN ACTOR IN THE MARKET (DISTINCTIVE POINTS, COMPETITORS, POSITIONING) POTENTIALITY VS. WEAKNESS AREAS

HOW 19

HOW - METHODOLOGICAL 2. COMMUNICATION MIX ANALYSIS

BRIEF SIMULATION: ES. BRAND EQUITY BALANCE EXCERCIES OF DESK ANALYSIS (ES. COMPARING COMPETITIVE SCENARIOS)

OPTIMIZATION PROPOSALS

PRACTICE 20

HOW - METHODOLOGICAL 3. ETHNOGRAPHIC/NETNOGRAPHIC RESEARCH

HOW METHODS AND TOOLS TO ANALYZE CONSUMPTION PHENOMENA “LIVE”

PRACTICE FOCUSED EXERCISES OF FIELD OBSERVATION

21

HOW - METHODOLOGICAL 3. ETHNOGRAPHIC/NETNOGRAPHIC RESEARCH ETHNOGRAPHIC/NETNOGRAPICH METHOD: O B S E R VAT I O N , I N T E R V I E W A N D T E L L I N G TECHNIQUES ETHNOGRAPHY FOR MARKET RESEARCH: FROM OBSERVATION TO INSIGHT GENERATION FIELD OBSERVATION FROM “REAL” OFFLINE SPACES TO THE WEB

HOW 22

HOW - METHODOLOGICAL 3. ETHNOGRAPHIC/NETNOGRAPHIC RESEARCH PLANNING OF A SESSION TO VERIFY A PRODUCT/A SERVICE/ AN EXPERIENCE ANALYTICAL EXERCISES ON A PUBLIC OR PRIVATE SPACE CASE HISTORY: ANALYSIS OF AGGREGATION DYNAMICS OF A WEB COMMUNITY AND INSIGHTS GENERATION

PRACTICE 23

HOW - METHODOLOGICAL HOW THE PROCESS WORKS? THEORIC INTRODUCTION

2

CASE ANALYSIS

1° DAY

1

3

BRIEF SIMULATION GROUP OR INDIVIDUAL EXERCISES

5

2° DAY

4

RESULTS AND COMMENTS 24

HOW - LABORATORIES PURPOSE: PROBLEM SOLVING EXERCISES STARTING FROM THE KEY TOOLS OF STRATEGIC COMMUNICATION TARGET: THE WHOLE MARKETING AREA, IN PARTICULAR THE NEW ASSUMPTION LEVELS TIMING: 1 DAY (8 HOURS) OR CYCLE OF 4 MEETINGS OF 2 HOURS MODALITY: FACE2FACE OR ONLINE (WEBINAR) * EVERY FORMAT IS TO BE INTENDED AS A PROPOSAL, POSSIBLE TO RE-PLAN AD HOC UPON THE CLIENT’S NEEDS (TIMING, CONTENT AND TARGET) 25

HOW - LABORATORI

1. BRAND BUILDING AND CORPORATE IMAGE

2. E-RESEARCH AND MARKETS

3. TAILORED BUSINESS PROBLEM

4. GAME TO LEARN

26

HOW - LABORATORIES 1. BRAND BUILDING AND CORPORATE IMAGE

BALANCE OF THE COMMUNICATIVE BRAND MIX: WHAT WE HAVE, HOW TO DESCRIBE IT

EXERCISES TO PLAN A COMMUNICATIVE ACTION, EFFECTIVE AND CONSISTENT WITH THE BRAND STRATEGY

27

HOW - LABORATORIES 1. BRAND BUILDING AND CORPORATE IMAGE ANALYSIS OF THE BRAND: FROM VISUAL IDENTITY TO VALUES EVALUATION OF POSITIONING VS. COMPETITORS (FACING THE SCENARIO) SPOTTING OF STRATEGIC LEVERS FOR THE DEVELOPMENT OF THE BRAND

LAB 28

HOW - LABORATORIES 2. E-RESEARCH AND MARKETS

BALANCE OF THE COMPANY’S E-COMPETENCE

PROPOSALS AND EXERCISES TO INTEGRATE THE WEB IN THE BRAND MARKETING STRATEGY

29

HOW - LABORATORIES 2. E-RESEARCH AND MARKETS IMPROVING DIGITAL COMPETENCE: WHICH IS THE ACTUAL WEIGHT OF WEB WITHIN THE BRAND STRATEGY? FROM BRAND TO WEB: E-PRODUCT, E-RETAIL, ECOMMUNICATION FROM WEB TO TARGET: E-CONSUMER

LAB 30

HOW - LABORATORIES 3. TAILORED BUSINESS PROBLEM

TO FOCUS ON A SPECIFIC BUSINESS PROBLEM OF THE BRAND

INDIVIDUAL AND GROUP EXERCISES OF STRATEGIC PROBLEM SOLVING AND EVALUATION OF THE RESULTS

31

HOW - LABORATORIES 3. TAILORED BUSINESS PROBLEM MACRO TRENDS OF THE REFERENCE/INTERESTED FIELD BRAND ANALYSIS VS. COMPETITORS TO EVALUATE AND SUGGEST SOLUTIONS TO THE PROBLEM CONCEPT GENERATION IN A PERSPECTIVE OF INNOVATIVE PROBLEM SOLVING

LAB 32

HOW - LABORATORIES 4. GAME TO LEARN

ORGANIZATION OF A GAME AIMED TO BUILD GROUP INTERACTIVITY AND INVOLVEMENT

LAUNCH OF CHALLENGES TO ENCOURAGE THE PRODUCTION OF STRATEGIC AND CREATIVE PROPOSALS

33

HOW - LABORATORI 4. GAME TO LEARN ENGAGEMENT AND IDENTIFICATION OF THE ATTENDEES AROUND A CHALLENGE/MISSION CREATIVITY, SPONTANEITY, PROJECTION AND IMAGINATION FOR PROBLEM SOLVING BUILDING OF A COMMON STRATEGY THROUGH DYNAMICS OF PARTICIPATION AND SHARING

LAB 34

HOW - LABORATORIES ES. LAB GAME TO LEARN 1

PRE LAB: ANALYSIS OF CLIENT’S NEEDS

2

PLANNING OF THE SERIOUS GAME MODEL

3

GAME 5

POST LAB: CONFRONTATION

4 PRODUCTION OF STRATEGIC SOLUTIONS, PROMOTING THE SENSE OF BELONGING AND COMPETITIVENESS

ON THE RESULTS AND TRADUCTION OF THE GAME OUTCOME IN OPERATIVE ACTIONS 35

HOW - LABORATORIES HOW THE PROCESS WORKS? 1

PRE LAB: MEETING BABA-

CLIENT TO FIX THE OPERATIONAL FOCUS OF THE TRAINING

2

SHARING OF PREPARATORY MATERIALS

3

BRIEF

4

GROUP AND INDIVIDUAL EXERCISES

5

POST LAB:

DISCUSSION AND EVALUATION OF THE EXERCISES 36

SUM-UP ü  CONFERENCES (THAT CAN BE ARRANGED AS SINGLE MEETINGS OR SERIES OF SESSIONS) ü  METHODOLOGICAL WORKSHOPS ü  LABS ü  FLEXIBILITY TO PLAN SCHEDULE AND TOPICS ON DEMAND ü  PAPER AND MULTI-MEDIA CONTENT SUPPORTS ü POSSIBILITY TO CONDUCT THE WORKSHOP AT BABA LOCATION, AT THE VENUE OF THE CLIENT OR IN ANOTHER LOCATION ü  ALL THE WORKSHOPS AVAILABLE ALSO AS ONLINE WEBINAR ü  FROM 10 TO 20 ATTENDEES

37

BTRAINING ONLINE/STRUCTURE STARTING FROM THE SAME TOPICS, WORKSHOP AND LABORATORIES CAN BE ACTIVATED ALSO AS ONLINE COURSES: •  A TUTOR WILL BE ASSIGNED TO THE ATTENDEES AND SHE/HE WILL FOLLOW THEM THROUGH ALL THE STEPS OF THE COURSE •  BETWEEN THE FIRST AND THE SECOND SESSION (DURING ONE HOUR EACH) WE WILL PROPOSE EXERCISES, REPORT AND UPLOADS, TO VERIFY STEP BY STEP THE CORRECT ACQUISITION OF THE ANALYTICAL TOOLS •  IN CASE OF SINGLE ATTENDEES OR SMALL GROUPS (3-5 PARTICIPANTS) THE LESSONS WILL TAKE PLACE IN THE FORM OF WEBINAR OR VIDEO CONFERENCE

38

BTRAINING ONLINE/TECHNICAL DETAILS 1) WEBINAR: ü  PLATFORM: CITRIX-GOTOWEBINAR ü  REQUIRED FOR PC-BASED ATTENDEES: Windows® 7, Vista, XP or 2003 Server ü  REQUIRED FOR MAC-BASED ATTENDEES: Mac OS® X 10.5 o più recenti ü R EQUIRED FOR MOBILE ATTENDEES: iPhone®/iPad®/Android™ smartphone or tablet

2) WEBCONFERENCE ü  PLATFORM: LIVESTREAM ü  JUST AN INTERNET CONNECTION NEEDED 39

THAT’S BABA BTRAINING! 40

Clienti •  •  •  •  •  •  •  •  •  •  •  • 

Alcantara Alfa Romeo Amadori Arclinea Armando Testa Artsana Allaxia Barilla Bassetti Beiersdorf Bolton Manitoba British American Tobacco •  Candia Italia •  Carré Noir •  Cevico •  Costa Crociere

•  •  •  •  •  •  •  •  •  •  •  •  • 

Due Tigli Ebay Edizioni S.Paolo Eidos Enel Essenza Fiat Frette Futurebrand Geox Grey Italia Heineken H3G Henkel Hachette

•  IGP Decaux •  Interfashion

•  •  •  •  •  •  •  •  •  •  •  •  •  •  •  •  • 

•  Klein Russo •  L’Oreal •  Il Sole 24 Ore •  Intesa Sanpaolo •  La7 •  LG •  Lovable •  Luxottica •  Manifatture Bianchetti •  Metro •  Mediaset •  MTV •  Nespresso •  Nestlé •  Novartis •  Oviesse •  Paglieri • 

Pasquali Philip Morris Italia Pinko Publicis Pupa Rai Recordati Saffirio Tortelli Vigoriti Sara Lee Sigma-Tau Sistema Moda Italia Spirale Arte Telecom Italia TotalErg Unicredit Vichy Zambon Zucchi

baba Ricerche e scenari di mercato Alzaia Naviglio Pavese 52 20143 Milano Tel.+39.02.83241678 Fax +39.02.89419298 www.babaconsulting.com https://www.facebook.com/babaconsulting?fref=ts