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Bord Bia Marketing Fellowship (MSc International Marketing Practice)


Instructor: Professor Kamran Kashani, IMD Business School, Switzerland

The module takes the position that success in international markets has never been more difficult to achieve and that this is unlikely to change. To thrive in such an environment firms must develop differentiated products and services, based on sound customer insights and enhance their capability to effectively implement their strategy. The module will use a unique process/decision model for strategic marketing developed by Professor Kashani and will be taught using cases mainly written by Kamran on a variety of global firms and industries relating to a number of geographies.

This module covers the following essential elements of the programme: market entry, development/expansion strategies, strategies for growth, leveraging brands for growth, pricing and costing, innovation for export development and  innovation/new market offerings.

Instructor: Dr. Laurence Williams, Saïd Business School, University of Oxford

Sales strategy deals with the issues related to successful market entry, market penetration and customer retention in competitive environments. It addresses the individual components required for organisations to relate their sales team activities to their sales objectives. In particular it deals with the aspect of sales team alignment including: sales strategy, sales team culture, sales operations, sales performance measures and sales proposition innovation. 

This module covers the following essential elements of programme: key account management, customer relationship management, negotiations, management of international sales process, selling to the grocery, food service buyer, range management and incentivised sales target scheme/award.

Instructor: Professor Damien McLoughlin, UCD Michael Smurfit Graduate Business School

A prominent challenge facing many food and drinks firms is finding routes to market that will enable them to grow. There is a need to work through a process of establishing relevance to customers, building credibility and then scaling the business. This module will use a series of case studies to examine how firms in the food and drinks industry have dealt with these challenges.

The module will also consider two other themes:

  1. The nature of the agricultural supply chain and its influence on the ability of supply chain partners to participate in initiatives and activities which develop sales
  2. The appropriate role that branding should play in the development of customer value propositions in the food and drinks industry.

Instructor: Professor Mary Shelman, Harvard Business School, USA

The module is designed to provide fellows with an in-depth understanding of emerging and potential strategic shifts in the global food industry. With a strong emphasis on dynamic strategy, fellows will benefit by developing insights into the details of the challenges they face and how innovative organisations have been responding, thus increasing their effectiveness as organisational path-finders. The medium of learning employed is contemporary case studies on firms that are thought to be at the cutting edge of major issues. Each of the cases used in the programme has been published within the previous year. Many of the cases used are written by the instructor and bring additional insight and benefits to the classroom experience.

This module covers the following essential elements of programme listed in the ITT: innovation and strategic food marketing.
This module covers the following desirable elements of the programme listed in the ITT: Food consumer in global markets.

On completion of programme participants are expected to have developed in the following professional learning objectives underlying the MSc in International Marketing Practice (Bord Bia).

Assessment of learning is based on the Fellows’ performance and progress as follows:

  1. Knowledge
  2. Skills
  3. Personal Effectiveness and Development
  4. Behaviour
  5. Attitude
  6. Values

The Bord Bia Marketing Fellowship assignments, conducted on behalf of client companies, provide real-time problem-solving challenges for the participants on the MSc International Marketing Practice. The assignments include market research and business development objectives with a view to improving exports and the export potential of the clients. An assignment brief document is allocated to the fellow during induction and can evolve as deemed necessary by the client and/or fellow. Amendments should be agreed and approved by the client and Bord Bia and UCD stakeholders. The Brief sets out specific assignment objectives. This is used to track and evaluate progress.
The assignment process has three major components - market analysis, business development and client and stakeholder management.

Conducted over the course of the 18 months

Ireland’s food & drink sector is the country’s largest, indigenous industry, with great growth prospects, and is highly dependent on growing business in new, and existing, international markets.  Although the MSc International Marketing Practice facilitates the development of international marketing and sales expertise, it is frequently the case that participants inadequately prepare their jobs search strategy, and do not ‘market’ themselves effectively to prospective employers.

Upon completion participants will have:

  1. Clearly identified their medium and longer-term career goals.
  2. Linked their longer-term career plan to current professional objectives.
  3. Prepared a value proposition for delivery to prospective employers.
  4. Identified target prospective employer companies.
  5. Effective application of a sound plan of action in helping to secure a role that fits with career objectives. 

Meet the Faculty

UCD Michael Smurfit Graduate Business School has one of the most highly regarded faculties of any business school in the world and the most productive researchers in the country. Rigorous, interactive, and dynamic, they present topics via a range of engaging methods, including case studies, simulation exercises, self-assessment and small group discussions. The programme’s faculty offer a blend of academic excellence, real-world relevance and practical application that provides participants with unparalleled opportunities to expand their capabilities

Damien McLoughlin is Anthony C. Cunningham Professor of Marketing and Associate Dean at UCD Michael Smurfit Graduate Business School. He has previously served on the faculty of the S.C. Johnson Graduate School of Management at Cornell University and the Indian School of Business. For the past three years he has been a faculty member on the Harvard Business School Agribusiness seminar, an annual programme attended by 200 CEO’s and leaders from global food firms which seeks to highlight the best growth opportunities and most pressing challenges facing the industry. In the 2013 programme he wrote and led a case discussion on the strategy issues arising from Russia’s accession to the WTO. Damien has published more than seventy papers and a book on strategy and marketing issues. He has also written more than a dozen case studies, mainly relating to leadership and strategy issues in the food and agribusiness sector.

Kamran graduated with an MBA from the University of California, UCLA, and gained his Doctorate in Business Administration at Harvard Business School. He is Professor of Marketing and Global Strategy at IMD Business School, Switzerland. He teaches topics in marketing, brand building, global strategy and international management. His special interests span across industrial, business­to­business, and consumer marketing. Kamran has worked as a consultant and management educator with a large number of international companies including: ABB, Avon, Ciba­Geigy, Citibank, Coopers & Lybrand, Electrolux, General Electric, Hewlett­Packard, Honeywell, Merck, Medtronic, Nestlé, Orkla, Philip Morris, Reuters, Richardson Vicks, Sandoz, Sulzer, Uponor, Tetra Pak. He has written extensively on the subject of marketing and global strategy. His publications have been translated into more than a dozen languages around the world. He is the winner of several awards for best paper and case writing. Kamran’s current research centres on marketing innovation and innovative marketers.

Laurence has worked extensively with organisational clients in the private sector assisting them in developing and implementing business, sales, leadership and international commercial strategies. Regularly working within Europe, Middle East, Far East and the USA, he provides development and consultancy to major clients including Barclays, Irish Stock Exchange, Kellogg, Dubai (Dubal) Abu Dhabi National Investment Authority, Continental, Bayer, Merck, Wafi Dubai and ThyssenKrupp. He also works with senior commercial teams to assist them in their approaches to strategy development and implementation. He teaches international commercial strategy at UCD Smurfit School and is a Visiting Professor at Rotterdam School of Management and the Higher Colleges in the UAE.
Prior to moving into management development in 1997, Laurence worked for fifteen years in major multinational companies in a number of international sales & marketing, business strategy and management roles with Dow Chemicals and ICI. He has direct commercial, strategic and business leadership experience in business-to-business, business-to-consumer and service sectors.
Laurence’s research areas include the impact of leadership styles and personality on business performance – recently publishing “Performance in Sales – Does Personality Matter” – based on research in the Financial Services Sector. He holds a BSc (Hons) and PhD, as well as an MBA. He is also qualified with the British Psychological Society to Level A & B and is an accredited practitioner in MBTI (Steps I and II), FIRO-B, SDI and ESCI.

Mary L. Shelman is Director of Harvard Business School’s Agribusiness Programme. She leads the annual Agribusiness Seminar in Boston which is attended by more than 200 CEO’s and senior managers from the world’s leading agribusiness firms. She has led similar programmes in Europe, Latin America and Asia. Mary is known as a strategic pathfinder in the global agribusiness sector. She offers a particular competency in identifying and diagnosing the forces of change-shaping global agribusiness. Actively engaging with these themes she has served as Chairman of the Board of RiceTec Inc. a fully integrated agribusiness and packaged food company headquartered in Alvin, Texas, and on the boards of RiceTec AG, Stiftung Fürst Liechtenstein, and the USA Rice Miller’s Association. She has also authored more than 50 case studies highlighting situations of strategic change in leading global agribusiness firms. She is a member of the editorial board of the International Food and Agribusiness Management Review and a board member of the International Food and Agribusiness Association (IAMA). A native of Kentucky, Mary holds a Bachelor of Science degree in Chemical Engineering with High Distinction from the University of Kentucky and an MBA with Distinction from Harvard Business School, where she was awarded a Dean’s Doctoral Fellowship for research in economics and marketing.

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