Why You Should Attend This Course:

Innovation – How to Grow Your Business
Why You Should Attend This Course:
Innovation is how brands grow and remain relevant in light of ever faster moving and changing times. The effort it takes
you to just keep up is enormous, how do you even move the needle on your brand? Innovation is certainly one of the
key tools and this course focuses on how you can harness this power to the advantage of your brand!
Where do you start? Who should be involved? Just marketing? R&D? When is the right time? How do you go about
that? Do you have an innovation funnel? How do you feed it? How do you manage your innovation process? How do
you generate ideas? How do you go about testing innovations which consumers don’t know they need? These and
many questions are answered as the focus of this course.
Learning Outcome:
This is a very rich field, which has dramatic impact on a company’s top and bottom line. Here we will examine
examples from different product categories, provide insights as to how they came to life, give you tools to drive and
manage innovation and challenge the participants to start their own innovation plans during our course.
This two-day course is based on MNC best practice, which can be applied as easily to an SME as it can to a big MNC,
because the principles are identical, even if the execution will differ based on your brand and market circumstances.
Don’t miss out on the opportunity to keep your brand alive in the long term.
Course Outline:
Why the Need to Innovate?
Innovation in context. The impact of innovation or lack of it.
Before you Start
Understanding what your market really is
The importance of your Brand’s POV
Innovation: How To
The Innovation Brief and The Team
Consumer Insights and Consumer Insight Generation
Ideation process and concept writing
Innovation testing, Measuring potential
Managing Innovation
Managing your Innovation Funnel, Prioritising
Brand centric Innovation vs. Consumer centric Innovation
Avoiding the Pitfalls of Innovation
Company myopia
Real innovation vs. perceived innovation vs. me too
These sessions will work in a combination of high energy presentation, discussions, role-play, case study discussions
and hands-on work so participants are capable of applying their learning back on the job. This will be an
unconventional, intense and demanding course – come prepared to be challenged!
Trainer’s Profile:
Mário Braz de Matos is a seasoned Marketer in FMCG with Unilever and durable goods with Nokia, who has recently
transitioned into consultancy and entrepreneurship. He has extensive experience in Brand Management, Brand
Activation and Brand Development. As part of his local and European roles he was responsible for multiple innovation
projects, brand identity exercises, strategic brand repositionings including extensive graphical and structural design
work, across a number of different brands (Blue Brand, Rama, Flora, Calvé, Hellmann’s, Knorr, etc) which led to
multiple success stories including turning around declining brands and achieving category leadership.
His experience across both Innovation Centers and local companies, developed markets (like UK or Germany) and
developing markets (like Nigeria or Pakistan), small countries (Portugal) and large countries (Brazil) provide him with a
unique breadth of marketing experience across multiple product categories.
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Speaking five languages and now living in his 10 country (Singapore), his international exposure and regional work
across Europe, Middle East, Africa and Latin America provide for a very strong understanding of the challenges of the
marketing function and the uniqueness of consumers across landscapes, as well as their deep commonalities. Having
worked extensively in regional roles, he also understands better than many, the intricate difficulties in managing multicountry matrix organisations.
He remains involved in FMCG through his Consultancy and is developing an entrepreneurial project in the US.
REGISTRATION FORM
EXECUTIVE DEVELOPMENT PROGRAMMES
Register for 3 or more
participants and enjoy
5% discount!
Register online at www.mis.org.sg/seminars or fax form to 6327 9741
Innovation – How to Grow Your Business
18–19 Aug 2011
27–28 Oct 2011
S$780 (subject to 7% GST)
Participant(s) Name
(9.00am to 5.00pm)
Includes lunch & refreshments
*Approved for SDF funding
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Administrative Details
Registration & Payment
SDF Training Grant (for SDF-Approved Courses)
Register Online @ www.mis.org.sg/seminars
The fastest and most effective way to register for our courses is via our online
registration form.
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Register via Email or Fax
A place will be reserved for you upon receipt of your registration and payment.
Registrations should be sent at least two weeks before course commencement.
A confirmation email will be sent to you two weeks before the course. Please
make your payment either by cheque or GIRO upon receiving our invoice. All
cheques should be crossed and made payable to “Marketing Institute of
Singapore” with the invoice no. indicated on the back of the cheque. Fees are
subject to prevailing GST. Fees are inclusive of course materials, certificate of
participation, lunch & tea breaks.
MIS Member Discount
Corporate and Individual Members of MIS are entitled to 20% discount on all
Executive Development Programmes. For membership enquiries, email:
[email protected].
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To apply for SDF funding, companies have to submit the training grant
application for their employees on SkillsConnect within the stipulated
period. SDF funding is subject to WDA’s approval. For details, please
visit www.skillsconnect.gov.sg.
In the event that the SDF funding is rejected, the company will be
liable to pay MIS the balance amount.
GST payable will be based on the gross fee (i.e. before the SDF
funding).
Withdrawals
There will be no cancellation fee if notice of withdrawal is given 14 days
before commencement of course, after which a cancellation fee of 25% of
the course fee will be levied. The full fee will be charged for withdrawal or
no-show on the course commencement date. Replacements from the same
company are allowed.
Cancellation
Group Discount
Marketing Institute of Singapore reserves the right to change or cancel the
course due to unforeseen circumstances.
Companies are entitled to 5% discount for sending 3 or more participants to the
same course on the same date.
In-House & Custom Design Courses
Course Venue
Courses can be custom-designed to suit your department/organisation’s
unique training requirements. Please contact us for enquiries. Email:
[email protected] or call 6327 7586 / 583 / 582.
All courses will be held at the Marketing Institute of Singapore, 51 Anson Road
#03-53 Anson Centre Singapore 079904 unless otherwise stated.