3M - Marketing Councils programme
Support the development of skills and expertise in Marketing teams
Why this programme?
3M testes the knowledge of its marketing community every two years. Individually, it enables each individual to develop their training plan, and by compiling these results it gives ideas for themes to examine in-depth. This community meets every quarter to discuss these themes, including outside speakers. This promotes exchange within the marketing community and broadens the vision of the concepts discussed.
It involves constantly listening to the customer and meeting their expectations through work with technical bodies. The ESCP programme has focused on the evolution of marketing functions while revising essential notions necessary for ensuring our marketers stay the course.
The goal was to strengthen the functional skills of the French subsidiarys marketing teams so as to:
- embody the Groups marketing values better in their everyday work
- facilitate behavioural change and the acquisition of greater efficacity.
We have in-house experts for some marketing themes, but not all! We therefore sought a partner to develop ad hoc training modules for our teams. And it is not easy considering the diversity of our company: from the health industry and the general public to security, electrical and telecom; we all have every different business model imaginable!
The Academic Director, Fabrizio Zerbini, immediately identified our problems and managed to create a competent team to meet the various expectations of our marketers. Our early interaction convinced us of the future success of this programme, as the ESCP team was both attentive and flexible. And our marketing community would like to thank them.
Marie PERROT, Head of 3M France Marketing Excellence Project
What the participants liked
“Enriching, with concrete methods and immediately usable tools”
“I loved the concrete/usable-in-our-business part of this training”
“Great examples, fantastic interaction and accessible even to new marketers!”
“Excellent day, introducing new analytical tools and and different vision for my business”
The Academic Director’s point of view
Each council is ritualised, it is composed of 3 identical sessions:
- A state of the art based session: presentation of the framework, tools and applications
- A second session based on a business case; participants work in groups of 5 and the results are given in a plenary session
- A final session to conclude
I especially enjoyed the process of joint creation that shaped the preparatory phase and 3Ms idea of using around ten facilitators. As part of the training (they attend Marketing Councils sessions), they are selected from the participants managers and support them in their learning and work in sub-groups. This teaching method also enabled us to welcome a large number of participants while still maintaining workshops. In advance, each facilitator receives the business case that will be worked on in the afternoon; ESCP professor/ facilitator synergy is ensured by a half-day meeting.