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Programme
The programme is characterised by an excellent balance between theory, with lectures
from internationally-renowned academics, and practical cases, in sessions chaired by
leaders from the sector, including directors of leading manufacturers, senior figures from the
European Commission and representatives of international motoring organisations.
The programme will examine key issues for the industry and current trends through a number of modules.
Module 1 : Strategy and management in the car industry
Leading Professor : Paul Verdin
- Strategic management issues
- Executive overview of the key strategy fundamentals (What is strategy - The five forces model (M. Porter) - The value chain (Norton/Kaplan) - SWOT analysis -Value creation - Special business models
- Overview of the global car industry (Key figures – Key players – Key trends – hot topics)
- The changing forces in the car industry (threats, opportunities and synergies) The European perspective – The Asia-Pacific prespective – The global perspective
- The car industry in Europe in 2020
Module 2 : The business environment
Leading Professor : (to be confirmed)
Legal issues
- EU block exemption system : today and tomorrow
- Belgian legal issues (importer’s responsibilities – dealer’s responsibilities – sales of connected products)
Environment issues
- The global and EU perspectives
- Sustainable development issues (Product life-cycle management - Vehicles end of life - CO² and transport - New engine norms - New materials)
Module 3 : Marketing in the automotive business
Leading Professor : Bernhard Adriaensens
- “State of the Art” marketing principles : marketing in 2008
- The customers in 2008
- Market research : Customer satisfaction surveys (CRM – JD Power – From/To research – Brand identification)
- Planned customer approach
- Key interfaces between the public and the car industry
- Branding issues
- Advertising : the media landscape (Belgian and Europe)
- Geo-Marketing techniques
- Sponsoring and New media
- Meeting the Press
- Crisis management
Modules 4 : Managing the sales forces and the dealer network
Leading Professor : Claude Boffa
- The full sales process
- Training and coaching the sales process
- Motivating remuneration systems
- Overview of the distribution circuit : from producer to consumer
- Parallel imports: where are the limits?
- Dealer automotive activities : used car sales, after sales service, quick service, spare parts and accessories, the multibrand dealer
Module 5 : Managing people
Leading Professor : Patricia Garcia-Prieto Chevalier
The most important instrument of leadership is the self: developing self-awareness
- understanding the impact of your own diversity on your capacity to exercise leadership
- understanding your personal professional profile. Leadership=Relationships
- understanding how leaders can work with (and not against) diversity in groups and how they can manage conflict and cooperation between groups
- understanding how leaders can foster a strong collective identity to mobilize people
Module 6 : Finances, insurances and performances management
Leading Professor : Matthias Schmitt
- Review of the major financing techniques in use in the car industry – New trends
- Insurances in use in the car industry – New trends
Module 7 : Managing operation better – plant visit – operational excellence t product development
- Manufacturing and supply
- Supply chain management
- Cost leadership
- Managing by processes
Module 8 : Personal project
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