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DELIVERING A BLENDED-LEARNING MARKETING CURRICULUM AND COMMUNICATIONS PLAN

CLIENT: A MAJOR GLOBAL PHARMACEUTICAL COMPANY

THE SITUATION

The company had not launched a product for over 10 years and had a series of upcoming launches. They recognised a critical business need to upskill all marketers worldwide to drive robust strategic marketing plans for launch.

THE NEED

The request from the client was to identify what great marketing and brand launching looks like and educate their marketers at the global, regional and local levels on how to deliver this.

OUR APPROACH

PMA designed, developed and delivered a comprehensive programme to address the client’s need, covering the following elements:

Conducted a benchmarking exercise to identify the capability gaps

Designed an industry-leading branded marketing excellence academy curriculum, designed to meet the needs of marketers with different levels of experience and provide value for global, regional and local marketers

Developed training content for 13 individual academy modules across foundational and advanced marketing levels

Developed a training roll-out plan taking a blended learning approach, supported by the development of an integrated communications plan to drive engagement

THE OUTCOME

As a result of this extensive programme:

Robust strategic brand plans were developed with long term goals and local insights applied

Marketers reported increased confidence in their marketing capabilities

There was a successful launch of the first new product, with a clear strategy understood by cross-functional teams and field force