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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
