Fast-evolving markets and heightened competition are the norm in today’s globalizing economy. Under these circumstances, competitive advantage often results not from the most ingenious product design, the best marketing strategy, or state-of-the-art production technology, but rather from successful branding of a company.

This seminar begins with the strategy necessary to build a successful branding campaign with a special emphasis on reputation and trust. The course concludes with a capstone workshop that provides the insights and tools departments and organizations need to implement/execute the strategy.

THE ACTIVATION PROCESS: FROM IDEAS TO IMPLEMENTATION
There is nothing more elemental to the work of leaders than producing results. Leaders are the force that ignites change. All too often, however, the desired results are not achieved and a new initiative falls flat. Walt Disney said, "If you can dream it you can do it." Not so fast, Walt. Many brilliant ideas have floundered or even died due to the lack of an activation-implementation strategy. Moreover, leaders get little credit for their brilliant ideas unless they can also bring them to market.

The Forces of Change model demonstrates the dominant market dynamics driving the future of health care. This interactive session will present the fourth phase of the Forces model, the Comprehensive Activation & Management Program (CAMP). The workshop explores activation in clinical practice as it relates to patient compliance, and then links it to activation in organizational settings. CAMP offers a set of activation mechanisms for stakeholder groups to use both internally and externally. These mechanisms increase the likelihood of success for new initiatives. Special emphasis will be placed on the pre-launch and initial launch components within the project lifecycle. We will spotlight four prerequisites necessary to overcome pervasive inertia, resulting in greater organizational effectiveness and efficiency.

Participants engage the activation material through a case study written on an important health care matter facing a real health system: how to improve influenza vaccination rates among health care personnel. Using the data and background information provided in the case, participants explore the strategies to move from abstract ideas to successful implementation.

The workshop concludes with an ending well exercise, prompting participants to draft a plan of action for bringing the lessons and strategies of the activation process to bear on their particular organization. We explore mechanisms for translating ideas into specific actions. The participants draw upon their collective experiences to evaluate techniques for enlisting the support and advice of colleagues.

We look forward to your active participation in CAMP.

DETAILS ON THE ACTIVATION PROCESS WORKSHOP STRUCTURE
The Activation Process is a capstone workshop that utilizes several approaches to actively engage participants. The workshop uses a case study to explore an original model for creating infrastructure to utilize for future new projects and initiatives. The Activation Process model offers a useful rubric for increasing the success of new initiatives.

The workshop focuses on the critical, yet less well-defined "fuzzy front end" of a new project, rather than the more established project management process. Classic project management makes a series of pre-launch assumptions and then begins further along in the project life cycle. The Activation Process focuses particularly on the process of moving an initiative from ideation to implementation.

The workshop begins by introducing a live case describing a current problem facing the health care industry. Participants explore the Activation Process through the lens of a case study involving increasing hospital staff adherence to required influenza vaccinations.

This case will challenge the conventional wisdom relative to causality of adherence rates and will explore strategies to significantly increase adherence levels. The workshop frames the discussion seeking to answer questions such as:
How do we overcome inertia and gain buy-in for the launch of the new initiative?

After the case is introduced, participants complete an assessment instrument to determine the readiness of stakeholders to pursue the new initiative. The assessment instrument identifies dimensions that must be developed, thus providing guidance and actionable steps necessary to improve potential success of the initiative.

Next, we will introduce the Activation Process model, outlining the elements and stepwise procedures. We explore each model element to solidify its position and purpose. The model includes strategies for disseminating the initiative throughout the department or organization, and methods for benchmarking progress. Participants will apply the model to the case, gaining insight into how to put the model into practice.

At the conclusion of the program, participants will be able to:

• Identify the prerequisites for launching a new initiative
• Recognize and remedy concerns among team members before the initiative is launched
• Understand the steps of the Activation Process model, and how to implement them
• Benchmark the progress of the initiative.

This Capstone Workshop allows participants to explore the model, and gain experience applying the model through the lens of the case study. Participants gain insights, understanding and, most importantly, tools they can use for their future new projects and initiatives.

Dr. David A. Shore is an Associate Dean at Harvard University, where he created and teaches the very popular graduate course, "Strategic Marketing: Gaining Competitive Advantage Through Positioning, Branding, and Building Trust. Dr. Shore frequently delivers keynote addresses and seminars and has consulted on six continents. He chaired the first, second and third Executive Conferences on Branding, Positioning and Competitive Strategies and also holds the distinction of being invited on four occasions to deliver the keynote address for the American Management Association's Annual Corporate Branding Conference. Dr. Shore is often called upon to give guest lectures and special seminars throughout Harvard University. At Harvard Dr. Shore is the Founding Director of the Trust Initiative and also the Forces of Change Program - both look at strategies to improve effectiveness and efficiency and thereby to gain competitive advantage. His 2005 book, The Trust Prescription focuses on building your reputation with consumers and will be provided to all participants. His 2007 book, The Trust Crisis published by Oxford University Press is already a management best seller. Dr. Shore is well known internationally for building constructive links between theory and practice; creating ideas and providing a path to action.

Conrad Hong Kong Hotel
The program will be held at the prestigious Conrad Hong Kong Hotel. Pacific Place affords all amenities, including three international five-star hotels, luxurious department stores. Conveniently located in Hong Kong’s Admiralty district, Pacific Place is easily accessible by MTR, bus, tram and taxi.

School of Public Health, Harvard University
The School has established several institutes and centers to advance research in areas of importance to public health. These efforts tend to be multidisciplinary in their approach, bringing together faculty members from several HSPH departments and in some cases from several faculties at Harvard University. Faculty affiliated with the centers offer courses in their field of interest through the school's academic departments and often provide opportunities for student involvement in research.

• Center for Biostatistics in AIDS Research (CBAR)
• Center for Health Communication
• Center for Quality of Care Research and Education (QCARE)
• EPA/Harvard Center on Ambient Particle Health Effects
• Francois-Xavier Bagnoud Center for Health and Human Rights
• Harvard Center for Cancer Prevention
• Harvard Center for Population and Development Studies
• Harvard Center for Risk Analysis
• Harvard Center for Society and Health
• Harvard Education and Research Center for Occupational Safety and Health
• Harvard Injury Control Research Center
• Harvard Malaria Initiative
• Harvard NIEHS Center for Environmental Health
• Harvard Prevention Research Center
• Harvard School of Public Health AIDS INITIATIVE
• Harvard School of Public Health Center for Public Health Preparedness
• John B. Little Center for Radiation Sciences and Environmental Health
• Program on the Global Demography of Aging
• Program in Health Decision Science

Students who have completed the course with satisfactory performance will be awarded a Certificate of Completion from the Extension School, Harvard University.

Once you have been admitted to one of our programs, an acknowledgement letter will be sent within one week. Registration does not guarantee admission; an Admissions Committee will review all complete registrations and confirm with the applicant within one week.

To register, please complete and fax or email the registration form (DOWNLOAD HERE) to:
The Association of Business Management Academics
Fax : (852) 3427 3372
Email : joyce@abma.org.hk

Successful Branding & Other Incredible Intangibles Brochure

英國商業管理專業人員學會
The Association of Business Management Academics
Contact：Joyce Wong | Tel：(852) 3428 8585 | Fax：(852) 3427 3372