New courses in 1990
New Corporate Management Training courses
SMASH
REMARK
MATCH
25-28 March
SMASH 1
6-19 May
HIMAC
16-21 September
REMARK
23-28 September
MATCH la
30 September - 19 October
HIMDEC
29-31 October
MATCH lb
11-14 November
SMASH 2
25-30 November
MATCH lc
Corporate Management
Training is heading for a busy
year. There has been a big
increase in the number of
courses for 1990, with par
ticular emphasis on interna
tional marketing training
courses. The department will
also continue to organise the
well-known HIMDEC and
HIM AC courses.
HEINEKEN INTERNATIONAL MAGAZINE NR23 PAGE 6
MATCH,
SMASH and REMARK
It was Philip Naert, professor of
marketing at the European training
institute Insead, who came up with
a number of recommendations in
consultation with Corporate Mar
keting. He proved to be firmly in
favour of an increasing integration
between all Heineken marketing
departments in Europe. As a result
of this European integration within
Marketing, a need has arisen for
different marketing systems.
Greater coordination between Cor
porate Marketing and the 'market
ing departments in the operating
companies and efforts to introduce
one single 'marketing language'
for all concerned should ensure
improved harmonisation of
activities.
Naert's recommendations
prompted Heineken to launch an
action programme, also covering
the Management Development
area. One of the projects was an
exchange of young managers be
tween the various operating com
panies. With these recommenda
tions in mind, Corporate Manage
ment Training and other parties put
their thinking caps on last year.
And they came up with a number
of new courses, called SMASH,
MATCH and REMARK.
SMASH might sound like the
name of a tennis or a volleyball
club. But it stands for Strategic
Marketing for Senior Heineken
Managers. Basically, what that
means is: a short workshop in
'long term marketing planning'
intended for general managers and
members of the management
an interim report on their progress.
Each group is asked to give a brief
presentation about how things
stand. These reporting sessions
also provide an opportunity to
devote attention to presentation
techniques.
At the end of November the par
ticipants come to Holland again for
a final five-day meeting. Each
group then presents the solution it
has found to the problem. The solu
tion is presented to the person who
set the assignment (usually a mar
keting/sales manager) and to his
colleagues from other operating
companies. The quality of the pre
sentations and solutions will be
judged by a forum of experts.
Two of the five days are spent by
the group in the Zoeterwoude brew
ery learning exactly how the brew
ing process works.
Work is also done on product
know-how to gain a better idea of
quality problems and complaints
about the beer. This will certainly
also involve sampling the various
beers brewed by Heineken operat
ing companies. Lastly, the com
munication between marketing
and sales will also be examined
with the aid of case studies.
REMARK stands for Retail
Marketing. It is clear that, in
Europe above all, much attention
must be devoted in the years ahead
to the specific form of marketing
aimed at (multiple) retail stores.
teams of Heineken operating com
panies. In the first instance, the
course is mainly aimed at manag
ers from Europe; later on, manag
ers from operating companies out
side Europe will also be taking
part. SMASH will be organised
twice this year, in March and in
November.
Keeping in the sporting vein, the
course called Marketing Training
for Operating Companies of Heine
ken has been shortened to
MATCH. This course is specially
aimed at young product and sales
managers in Heineken operating
companies who have had several
years of experience in their job.
The first MATCH group will
meet in Holland three times at the
end of this year. The first meeting
is at the end of September and will
last five days. In the first part a
more detailed look will be taken at
marketing concepts, the Heineken
marketing policy and the brands
policy for Heineken beer, Amstel
and Buckler. Heineken speakers as
well as external experts will be
contributing to this course.
After those five days the partici
pants will return to their own loca
tion, taking an assignment with
them. In small project groups (one
per operating company) a solution
has to be found for a certain prob
lem using the course material. Inci
dentally, each group is given the
same problem to solve.
One month later they get
together again in Holland to make
The influence of these businesses
is growing all the time and a role is
also played in this by that magic
year '1992'. In consultation with
Heineken, Insead in France is busy
compiling a course for marketing
and sales managers.
Alongside all these new
activities, Corporate Management
Training is this year organising its
eighth edition of HIMAC: the
Heineken International Manage
ment Course. HIMAC is intended
for people in higher management
functions.
Junior managers can participate
this year in HIMDEC, or the
Heineken International Manage
ment Development Course. Every
year reveals growing interest for
this basic course for young manag
ers who have future growth pros
pects within Heineken. This year's
HIMDEC will be the fifth.
