1. What role do you think goals would play in planning for this training event? List some goals you think might be important. (Make sure these goals have the characteristics of well-written goals.) 2. What types of plans would be needed for actually doing the event? (For instance, strategic or operational or both? Short term, long term, or both?) Explain why you think these plans would be important. 3. What challenges might there be in doing such an event? How about doing such an event in different global locations over a short time frame? How could they best prepare for those challenges?
1. What role do you think goals would play in planning for this training event? List some goals you think might be important. (Make sure these goals have the characteristics of well-written goals.) 2. What types of plans would be needed for actually doing the event? (For instance, strategic or operational or both? Short term, long term, or both?) Explain why you think these plans would be important. 3. What challenges might there be in doing such an event? How about doing such an event in different global locations over a short time frame? How could they best prepare for those challenges?
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Transcribed Image Text:CASE
APPLICATION
MasterCar
Hologram on MasterCard credit card.
Mastering the Plan... Priceless
When MasterCard became a public corporation in May
2006, the momentous occasion signified the start of a new
way of doing things for the company's 4,600 employees
around the world. Company executives wanted to ensure
that every employee understood what such a change
meant and how MasterCard would be different after the
initial public offering (IPO). To do that, they decided to
hold the "largest single learning event in the company's
history."
This learning event, dubbed the Road Map to the
Future, was to be a series of intensive, 4.5-hour seminars
conducted in 110 workshops in 36 cities over a three-
week time frame. Rebecca Ray, the company's senior vice
president for global learning, was put in charge of the
event. She recognized that pulling it off effectively and
efficiently would require some serious and detailed plan-
ning. Dozens of company human resource (HR) special-
ists and hundreds of local managers around the world
would be serving as trainers and facilitators. They would
be the ones face-to-face with employees, teaching them
about what being a publicly traded company meant and
what changes they could expect. Preparing these individ-
uals for such an important task would require significant
planning. The goal of the training was to ensure that
every employee understood the business strategy and
how MasterCard would be different after the IPO.
The training program was to be anchored by three
"learning maps" or topics. The first, called "Universe of
Opportunity," would describe the company's competi-
tive landscape and industry challenges/opportunities.
The second, titled "How We Make Money," was to focus
on MasterCard's financial models and how it fit into the
industry. The final one, titled "New Climate, New
Culture, New Company," would be very detailed about
the company's strategy as a public company and what it
would take to successfully pursue that strategy.
Discussion Questions
1. What role do you think goals would play in planning
for this training event? List some goals you think
might be important. (Make sure these goals have the
characteristics of well-written goals.)
2. What types of plans would be needed for actually
doing the event? (For instance, strategic or operational
or both? Short term, long term, or both?) Explain why
you think these plans would be important.
3. What challenges might there be in doing such an
event? How about doing such an event in different
global locations over a short time frame? How could
they best prepare for those challenges?
4. What did this case story teach you about planning?
Sources: J. Gordon, "MasterCard's Master Plan," Training.
October 2007, pp. 58-62.
1-
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