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Workshops and Webinars


Advancing Negotiation Skills Workshop


2 ½ Days of Intensive Training

+++ Course provides an average 9.86 x ROI within 3 months +++

The ICA's Advancing Negotiation Skills course in partnership with Scotwork is the ultimate in negotiation skills development. It provides participants with the core skills they need to negotiate confidently in a professional, ethical and competent manner.


The Scotwork 8-Step Approach

You’ll learn both the theory and practice. The unique Scotwork method is based upon an understanding that all negotiations have an underlying structure: The 8-Step Approach. With their unique Case Play method, participants are actively involved in realistic negotiating exercises. Cases are selected to replicate real-life issues and are combined with a series of engaging 45-minute lectures. In a typical half-day module, participants take part in team preparation and team negotiation, followed by a video replay to evaluate performance.


Experience five opportunities to learn:

  • From the lecture
  • By preparing to negotiate
  • By watching others negotiate
  • By negotiating
  • From video analysis and expert coaching

The course also provides a group discussion session. This session is vital because that is when problems, difficulties and issues can be raised and debated. It is also when our expert and engaging tutors will provide individual negotiation advice.


Maximum Return on your Investment

How can we be so sure? Because Scotwork run an ongoing survey of participants and managers. Average ROI within the first three months is nearly ten times the course fee.


It consistently reveals:

  • 96% of participants reported improved negotiating performance
  • 98% of managers say that the training investment was worthwhile
  • 71% report more satisfying negotiations plus an improved level of confidence
  • 99% would recommend the course
  • 51% say the benefit increases over time

Unlike many training courses, the benefits of the Scotwork course increase over time.


Over 100 powerful, practical and effective teaching points covering:

  • Negotiate your way out of conflict
  • Consider the five major issues in preparation
  • Use active listening techniques to pick up signals
  • Use constructive questioning
  • Make, pitch and respond to proposals
  • Re-package deals without spending any more
  • Assess concessions and identify priorities
  • Effectively trade and bargain
  • Improve recognition and use of closing opportunities
  • Handle agreement and implementation stages
  • Make and respond to multiple-pointed claims
  • Defuse aggression and confrontation
  • Handle deadlocks
  • Use team negotiating skills
  • Respond to common negotiating tactics
  • Build partnership relationships with clients or suppliers
  • Learn the secrets of win/win deals

Who Should Attend?

This course is appropriate for anyone who has authority to negotiate or vary the terms of any arrangement; indeed, any detail on price, timing, priority, specification or employment can benefit. Scotwork industry experience and training covers all sectors of commerce, industry and corporate negotiation.


Testimonials

Click here to hear Rick Brook, SVP Global Client Operations, WPP on his experience with this course.

"If you have negotiators on your payroll and do not offer this opportunity, then you are giving away substantial revenue off your bottom line." - Michael Neale, Chief Commercial Officer, Mediacom Canada.




Registration Policy:

  • Registration is not refundable but is transferable. Please notify us if you plan on transferring your registration ticket to another attendee.
  • ICA reserves the right to cancel this program should enrolment levels fall short of guidelines and in the case of program cancellation by ICA all registration fees will be returned in full.

Strategy in the Age of Google


This new ICA strategy course is aimed at senior account handlers, delivering basic tools to create better business connections with clients.

How brand strategy has changed in the digital age is the master theme of this course, which combines classic brand planning and the new behavioral big data led planning associated with Google - all in one day.

The course is practical, packed with useful planning tools and features some of the very latest examples of creative work from around the world as well as short films with industry leaders.


Course Outline:


Module 1: What is strategy?

  • The roles of the strategist in the digital age
  • The power of ideas

Module 2: Defining the client problem

  • What is the problem, really?
  • The essential research questions

Module 3: Understanding motivation

  • Techniques to uncover motivation

Module 4: Understanding behaviour

  • Starting with the user- Google thinking

Module 5: Latest thinking on effectiveness

  • Interruption model
  • Engagement model
  • Content model

Who should attend?

The course is specifically designed for Account Directors and Senior Account Managers who are looking to take more strategic leadership of their accounts. It recognises that account people are very busy and short of time and so need fast ways to get to the strategy and ways of having better and more strategic meetings with clients.


Benefits:

  • Confidence: to take strategic leadership on accounts
  • Fast Strategy: workshop techniques to use with the team to get quickly from client brief to solution
  • Practical & Useful: planning tools covering such issues as the problem, insight, brand definition & media neutral planning, all of which can be used in meetings
  • Inspiration: the latest and best creative examples from around the world courtesy of Directory and The Big Won
  • Concentrated Learning: delegates receive a selection of the best articles on brands effectiveness and communication that have been published

The Trainer

Julian Saunders was a Strategist in The Zoo at Google UK and was previously a Planning Director at Ogilvy and Executive Planning Director at McCann-Erickson.

This course blends the best of classic brand planning with the latest thinking engendered by the digital revolution. He has a front-line seat in the latest thinking about effectiveness from his role at Google.




Registration Policy:

  • Registration is not refundable but is transferable. Please notify us if you plan on transferring your registration ticket to another attendee.
  • ICA reserves the right to cancel this program should enrolment levels fall short of guidelines and in the case of program cancellation by ICA all registration fees will be returned in full.

Smart Strategy for Comms Planning


This new ICA strategy course is aimed at agency planners and strategists with up to 5 years’ experience.


What Will You Learn?

You will get to grips with a heap of new skills to give you the confidence to tackle apparently complex or difficult client challenges with new energy. You will learn an approach that takes you through all the key moments in developing and applying your strategy effectively, and using the most up to date digital tools and models to help you do so.


Course Outline:

  • Tackling a business problem or opportunity by asking the right questions
  • Reframing client briefs as workable and effective comms challenges
  • Defining the role and opportunity for comms across media using a range of tools and approaches
  • Defining and locating target audience(s) at their most receptive
  • Working out when and where they are available and applying that thinking to digital channels
  • Bringing your ideas and thinking to life on-line using the latest communications and digital tools
  • Understanding and planning the role for comms across the customer journey and the ‘ecosystem’ of touch points

It will take you through the key questions you should ask at each stage and show you how to turn your ideas into an effective communication plan.

The course will be highly interactive and hands-on with preparation set in advance and team and group work during the day.


Who should attend?

Practicing planners and strategists with up to 5 years’ experience who want to develop their skills in turning client briefs into effective strategy and enhance their practical comms planning and digital skills. Whether you work for a ‘creative’, integrated, or other kind of agency there will be plenty for you to get grips with and lots of tools to take away and apply the next day to your job.


The Trainer

Julian Saunders was a Strategist in The Zoo at Google UK and was previously a Planning Director at Ogilvy and Executive Planning Director at McCann-Erickson.

This course blends the best of classic brand planning with the latest thinking engendered by the digital revolution. He has a front-line seat in the latest thinking about effectiveness from his role at Google.




Registration Policy:

  • Registration is not refundable but is transferable. Please notify us if you plan on transferring your registration ticket to another attendee.
  • ICA reserves the right to cancel this program should enrolment levels fall short of guidelines and in the case of program cancellation by ICA all registration fees will be returned in full.

 

 

 

For more information, contact:
ICA Professional Development Office
By email.