Be the change conference – Marketing by demonstrating the authentic strengths


Be the change conference image

How do you market an executive master program that excelles by letting the participants shape the program themselves? At Master of Management Development, an executive program for experienced managers at Copenhagen Business School, the managers attending the program decide for themselves what to read, what they want to explore, what the content of their exams are and how they will implement their learning in the day-to-day work in their organizations. Every participant in the program is evaluated on six different parameters, among them are personal leadership, reflexivity and relational abilities. If you are to lead management development processes, you have to be able of developing yourself and to evaluate that process. To make things more difficult the market for executive master programs has become somewhat strained by the financial crisis. Most companies think about the budgets twice before they send their managers off to school.

The authentic strengths of MMD
In 2006 and 2008 Stagis helped the program get more attention in the media and fill up the program with curious leaders who want to develop themselves as well as their organizations. Since our longlasting collaboration with Copenhagen Business School began, some 40-odd articles in the Danish media has passed. We also created a series of podcasts with the participants and professors called ‘MMD Refleksion‘ in order to convey the people and the ideas in the program. This year we are helping the program get the much-deserved attention again. This time we are using the authentic strengths of the management development program by creating an experience that will help some 200 leaders, consultants and change agents see for themselves what the program is about. We are setting up the ‘Be the change’ conference. Three professors and two executives are the main attractors at a half-day conference on November 9th that will demonstrate the idea about changing your world (being Society, the company or your department) by changing yourself as a leader. The much-needed side-effect is framing the theme and creating an event that will generate several types of communication in the press, newsletters, word-of-mouth etc. The conference is set up with Danish newsmedia Berlingske Tidende on their platform where you can buy tickets.

Be the change
Working together with my colleagues Christel and Niels, I named the conference ‘Be the change’ with inspiration from Ghandi’s “You must be the change you want to see in the World”. In organizations, too, you can’t change anything if you’re not ready to change your own way of thinking or putting yourself to use in the transformation. During an intense three week period Christel booked professors John Christiansen (head of the MMD program), Jan Molin (founder of the program and CBS dean), Patricia Shaw and executives Jens Moberg (former Microsoft and Better Place) and Michael Christiansen (former Royal Danish Theatre and now head of DR). They all have theoretical or hands-on experience on how to transform yourself in order to change things. Personally, I’m looking forward to hearing Michael Christiansen talk about his experiences at the Danish Royal Theatre where he went from being what he calls ‘Napoleon’ to ‘Cousin Sensitive’.

Stagis is making it happen
We set up the conference at the Danish National Museum where 200 participants will experience a great mix of practical experience and advice and get a sense of the theoretical ideas flowing through the master program. Hopefully they will also partake in networking, getting inspiration from one another and talk about the experience to colleagues, employees and friends. The Stagis team is setting up invites and newsletters, dealing with the location, preparing talks and slideshows, posters, handouts, handling press, running the facebook and google platforms and documenting the event.

Want to be part of the change on November 9th?
If you want to know more or participate, take a look at the Be the change page on the MMD website where you can also sign up. The conference is in Danish except for Patricia Shaws part.