SEEC Masters Certificate in Strategic Alliance Management

Strategic Alliance
See PAGE 2
for upcoming
Online
Information
Sessions
S c h u l i c h C e n t r e s o f E x c e l l e n c e
The Masters Certificate in
Strategic Alliance
Management
2008
TORONTO
4 Core Tracks in 13 days:
NOVEMBER 6, 2008 – FEBRUARY 21, 2009
SEEC is one of only four schools in the world ranked in the top tier
of both Executive Education categories (Open-Enrollment and Custom Programs)
by the Economist Intelligence Unit.
Maximize strategic partnership value with the
world’s first intensive alliance management program.

The Masters Certificate in Strategic Alliance Management
All four tracks take place in Schulich’s world-class Executive Learning Centre,
The Schulich School of Business, York University, 4700 Keele Street, Toronto, ON M3J 1P3
2008-2009 PROGRAM
4 Core Tracks in 13 days
Introductory Track > DAYS 1-3 Nov. 6-8
Introduction to Alliance Management 2008
Strategic Track> DAYS 4-6 Dec. 4-6
Strategy-Driven Alliance Management
Managerial Track> DAYS 7-9 Jan. 8-10
Individual Alliance Governance and 2009
Alliance Group Leadership
Operational Track> DAYS 10-13 Feb. 18-21
Optimizing Partner Relationships
Results Driven Alliance Management Capability *
Maximize Strategic Partnership Value
Delivering alliance success requires the
strategic thinking, leadership and
organizational capability-building skills of a
great business manager, combined with the
unique competencies required for alliance
management: trust building, relationship
management, conflict resolution and internal
influence. These are the specialized skills
you will learn through the Schulich
Executive Education Centre’s comprehensive
Masters Certificate in Strategic Alliance
Management program.
This program also prepares participants to
write the ASAP Exam for Certification
of Achievement-Alliance Management
(CA-AM) designation.
Our program curriculum has been developed in partnership with
Vantage Partners, and endorsed by the Association of Strategic
Alliance Professionals (ASAP).
The leading management consulting
firm specializing in negotiation and
management of alliances and critical
business relationships.
Master the strategies and techniques for building and
maintaining a productive, results-driven alliance portfolio.
The leading global professional
association dedicated to the formation
and practice of strategic alliances.
Join us for one of the following free 1-hour online
information sessions. (1-2 PM Eastern Standard Time)
The world’s only Alliance Management
Certification Program
(1) May 22, 2008 (4) August 21, 2008
(2) June 19, 2008 (5) September 25, 2008
(3) July 16, 2008 (6) October 16, 2008
Register online at:
www.seec.schulich.yorku.ca/infosessions
2
*Copyright © 2008 by Vantage Partners, LLC

PROGRAM DURATION:
13 DAYS
4 CORE
TRACKS
P R O G R A M F E AT U R E S :
Master
Alliance
BEST PRACTICES
■
Expert faculty and
guest lecturers drawn
from diverse industries
provide real-world
knowledge
Open the door to alliance success with the new paradigm
in partnership management training: the Masters Certificate
in Strategic Alliance Management
■
Targeted training in
the unique skills
required for effective
alliance development,
implementation and
management
■
Networking
opportunities with
other strategic
alliance executives
and professionals
■
Interactive, hands-on
learning through roundtable
discussions, group
projects, case studies
and expert panels
3

MESSAGE FROM THE
PROGRAM DIRECTORS
The number of strategic alliances grows
by 25% each year and for many leading
companies, alliances account for nearly
33% of revenue and market value.
Nancy Teodoro
Our Masters Certificate in Strategic
Alliance Management will equip you to
bring that same level of alliance success
Bryan Reid
to your organization. Nowhere else can
you obtain the range of skills needed to
evaluate strategic partners, structure
alliances, manage their lifecycles and
resolve challenges.
No matter what industry you work in,
your management career will benefit
tremendously from improving your
ability to identify, establish and manage
strategic alliance opportunities. Put
yourself and your company on the
cutting edge of this rapidly developing
field by seizing this unique opportunity
to master alliance best practices.
See you in class.
P R O G R A M D E S C R I P T I O N S
INTRODUCTORY TRACK
Introduction to Alliance Management
We begin by defining alliance management and the types
of alliances and their unique features and success factors.
Cross-industry case studies demonstrate the importance
of trust and communication.
DAY 1:
Understand the prevalence of alliances and consider
reasons for their success or failure.
■ Discover the many different types of alliances
and discuss why companies form alliances
■ Define the basic elements and stages of
alliance management
■ Discuss why strategic alliances succeed or fail
and learn from the real-life alliance experiences
of our expert cross-industry panel
DAY 2:
Examine the critical role of human interaction in
alliances.
■
Explore the alliance capability framework and alliance
success factors that form the basis of the program
Nancy Teodoro, CA-AM
Program Director
Masters Certificate in Strategic Alliance Management
Schulich Executive Education Centre
Schulich School of Business, York University
■
■
Contrast competitive and collaborative behaviour
in the context of business relationships
Understand the importance of communication,
commitment and trust to alliance success
DAY 3:
Explore how alliances work and develop a plan for
creating one.
Bryan Reid, CA-AM
Program Director
Masters Certificate in Strategic Alliance Management
Schulich Executive Education Centre
Schulich School of Business, York University
■
■
■
Discover the unique challenges and success
factors for go-to-market, R&D, supply chain and
outsourcing alliances
Understand the impact of competitive pressures,
power and size imbalances and cross-cultural issues
Apply new knowledge to create an effective alliance
business development plan
4

MANAGERIAL TRACK
Individual Alliance Governance and
Alliance Group Leadership
Master the management of multiple alliances by building
problem-solving and negotiation skills and analyzing
models of alliance governance. Learn the art of managing
alliance personnel.
STRATEGIC TRACK
Strategy-Driven Alliance Management
Learn why and how to leverage alliances to achieve
strategic imperatives. Acquire the tools to manage
alliances and alliance networks holistically.
DAY 4:
Examine the importance of aligning partnerships with
corporate strategies.
■ Discover the significance of aligning alliances with
corporate and partner strategies
■ Learn to analyze alliance value and optimally allocate
resources across an alliance portfolio
■ Discover how to build a value proposition, consider
opportunities and profile and choose alliance partners
DAY 5:
Explore internal alliance organizational structures,
including responsibilities of personnel.
■ Examine alternative structures for alliance management
and understand how leading organizations evolve their
alliance programs over time
■ Study individual roles, accountabilities and reporting
lines essential to a healthy alliance management
program
■ Consider factors that help or hinder change in alliance
structure and address internal alignment challenges
DAY 6:
Appreciate the value of partner ecosystems.
■ Analyze alliance ecosystems: value chain, industry and
cross-industry networks
■ Discuss the data and tools required to create and
assess a partner ecosystem map
■ Leverage your knowledge of alliance ecosystems to
maximize strategic decision-making
DAY 7:
Establish the critical importance of negotiations to
alliance success.
■
■
■
Explore assumptions about negotiations and problem
solving: what works and what doesn’t, and why
Practice using the seven elements of negotiation and
joint problem-solving throughout the alliance lifecycle
Review strategies for dealing with power imbalances
and competitive tensions in alliance negotiations
DAY 8:
Accelerate alliance results with effective governance
and alliance group leadership.
■ Examine and implement governance models for different
partnership types
■ Discuss alliance governance methods that work –
and those that don’t
■ Discover the importance of understanding your alliance
partner’s business and develop a joint business plan
DAY 9:
Discover the keys to creating a high-performance
alliance team.
■ Understand key management and executive roles in an
alliance and learn to recruit, motivate and evaluate
alliance managers
■ Explore the design and implementation of alliance
management programs: segment alliances, blueprint
your organization’s approach to management and build
enhanced alliance capability
■ Discuss why companies haven’t made alliance
management an organizational capability and share
advice on how to fill this void
HOW TO RESERVE YOUR PLACE:
Complete the program registration form and fax to the Schulich
Executive Education Centre at 416.736.5689 or register online at
www.seec.schulich.yorku.ca.
If you have questions pertaining to the program content, please
call 416.736.5079, toll-free 1.800.667.9380, or e-mail
execinfo@schulich.yorku.ca.
5

OPERATIONAL TRACK
Optimizing Partner Relationships
Incorporate best-practice tools and methodologies
for managing and evaluating strategic relationships
to ensure their ongoing success.
PROGRAM FACULTY
Jon Hughes
Partner
Vantage Partners
Laura Visioni
Principal
Vantage Partners
6
DAY 10:
Apply the theory and bring an alliance to life.
■ Review key alliance activities, including goal
alignment, business planning and protocol creation
■ Identify factors for successful transition from
negotiation to execution and share advice for
effectively launching alliances
■ Develop value propositions, identify target markets
and create joint marketing plans; identify metrics
to build an alliance “scorecard”
DAY 11:
Nurture a thriving alliance with influence,
communication and conflict resolution skills.
■ Understand the importance of good working
relationships in an alliance and learn to manage
relationships day to day
■ Share experiences of strong and weak working
relationships and reflect on their impact on
alliance implementation
■ Develop a diagnostic framework for identifying the
roots of challenges and learn advanced behavioural
tools for conflict resolution and remediation
DAYS 12 & 13:
Crystallize the course learnings with a final
group project.
■ Participate in a group alliance simulation: from
business case to scorecard design to renegotiation
and trouble-shooting hypothetical challenges
introduced along the way
■ Present the simulation to the group, telling the
full alliance story
■ Benefit from feedback from a panel of experts
■ Prepare for the ASAP Exam: Certification
of Achievement – Alliance Management
P R O G R A M
Nancy Teodoro, CA-AM
Program Director
Centre of Excellence
in Strategic Alliance
Management
Nancy Teodoro is a Channel
Development Manager at Microsoft
Canada, where she is responsible for
enhancing the value of Microsoft’s
Partner Ecosystem by recruiting
leading and influential technology
partners. Nancy is the Founder and
Past President of the Association of
Strategic Alliance Professionals
(ASAP) – Toronto Chapter, launching
the first ASAP Chapter in Canada.
D I R E C T O R S
Bryan Reid, CA-AM
Program Director
Centre of Excellence in
Strategic Alliance
Management
Bryan is the President of Altitude
Management Inc., where he
assists B2B companies to develop
productive strategic alliances
and leverage their most valuable
customer relationships. Bryan has
over 14 years of experience in
marketing and developing alliances
for technology, Internet and
travel-based firms and helped to
form ASAP’s Toronto Chapter as
its founding Marketing Director.
Jon Hughes has worked with clients
around the world to develop strategies
built on collaboration between suppliers,
customers and competitors. Jon has
written numerous articles on alliance
management, for publications including
The Harvard Business Review and Global
Business and Organizational Excellence.
Jeff McDowell
Vice President
Global Alliances,
Research In Motion
Jeff McDowell leads RIM’s alliance
program, which seeks partnerships
with software and content providers
and system integrators to further the
BlackBerry platform. Previously, as
Manager of Wireless Data Solutions at
Rogers, Jeff helped launch Canada’s
first BlackBerry solution.
Larraine Segil
Founder The Lared Group
Partner, Emeritus
Vantage Partners
Accomplished author and renowned
alliance expert Larraine Segil
is a regular commentator for CNN
and CNBC and speaks frequently on
alliances, mergers and business
relationships. Larraine’s latest book,
Measuring the Value of Partnering,
is the first on alliance metrics.
John Buckingham
Senior Vice President
Alliance Management,
Endo Pharmaceuticals Inc.
After 28 years with Johnson & Johnson,
primarily in global marketing and
licensing, John Buckingham joined Endo
in 2004 and established an industryleading
alliance management program,
recognized in 2007 by the Association
of Strategic Alliance Professional’s
Alliance Excellence Award.
Ann E. Trampas,
CA-AM
Certification Program
Director
Association of Strategic
Alliance Professionals
Ann Trampas is an Adjunct Professor
of Marketing at the Keller Graduate
School of Business. She was formerly
the Vice President of Global Alliances
for SPSS. Prior to that, Ann held
various management positions with
BCE, including Vice President of Partner
Marketing-Teleglobe.
Laura Visioni is a leader of Vantage’s
alliance practice and a Board member
of the Association of Strategic Alliance
Professionals – New England chapter.
Her consulting work includes turning
around underperforming alliances and
enhancing alliance management
programs for leading corporations. Laura
co-wrote the relationship management
chapter for Mastering Alliance Strategy.
Robert E. Spekman, Ph.D.
Tayloe Murphy Professor
of Business Administration
Darden Graduate School
of Business, University
of Virginia
Author of Alliance Competence:
Maximizing the Value of Your
Partnerships, Robert is a recognized
authority on strategic alliances,
distribution channel design and
go-to-market strategy implementation.
Working with numerous Fortune
100 and international firms, his
experiences range from pharmaceuticals
to aerospace to manufacturing.
Renee A. Jansen, J.D.
Senior Consultant
Vantage Partners
Renee Jansen works in Vantage’s
pharmaceutical and life sciences
practice. A former litigator, Renee
has worked with companies to
enable their alliance management
capabilities and has intervened in
alliances in crisis. Renee co-founded
Vantage’s pro bono program.
Anton Gueth
Managing Director,
Merchant Banking
Burrill & Company
Anton Gueth began his management
career in business and alliance
development 25 years ago at Eli Lilly
and Company. While at Lilly, Anton
led the company’s renowned efforts to
become “the pharmaceutical partner
of choice.” Anton joined Burrill in
2006 and continues to consult, write
and lecture on the topic of strategic
alliances.

Who should attend?
The Masters Certificate in Alliance Management is for:
■
■
Individuals seeking to improve their understanding of
strategic alliance management and increase their ability
to generate value from alliances
Executives and managers responsible for the success
of research-driven, market-facing or operations-related
alliances
Program benefits
Key Benefits for Organizations:
■
Dramatically improve your alliance success
rate by incorporating the unique skills
and best practices required for effective
partnership management
■
■
■
People involved in alliances who have backgrounds in
sales, marketing, business development or procurement
Those new to strategic alliance management seeking
the skills to successfully manage partnerships
Consultants and mediators who deal with alliances
■
Create the optimal network of partners
to achieve your strategic objectives
by improving your ability to identify
and establish alliances
■
Secure a competitive advantage by
providing your alliance management
personnel with focused, in-depth
training – before your competitors
Key Benefits for Individuals:
To maximize educational value, this
complete executive learning experience
is packed with the following:
■
■
■
Increase your value to your organization
and set yourself apart by acquiring
highly specialized alliance management
competencies and frameworks
Gain cross-industry perspective and take
advantage of alliance-targeted networking
opportunities
Empower yourself with a Certification
of Achievement – Alliance Management
(CA-AM) designation from the Association
of Strategic Alliance Professionals
■
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Case studies presented by experts from a wide range of industries
Group projects that reflect real alliance challenges
Engaging hands-on exercises and simulations
Application sessions to apply new ideas to your real alliance
problems and receive expert coaching
Panel, round-table and facilitated discussions
Communication exercises
Brainstorming sessions
Role-playing scenarios
■
Feedback from experts and colleagues
7

REGISTRATION DETAILS
Program Dates
November 6, 2008 – February 21, 2009
■
■
Unless otherwise announced, all modules of the
Masters Certificate in Strategic Alliance Management
commence at 9:00 a.m. and end at 5:00 p.m.
Seating for each program is limited, please register early.
Program Location
Schulich Executive Learning Centre
Schulich School of Business, York University
4700 Keele Street, Toronto, Ontario M3J 1P3
Tel: 416.736.5079 Fax: 416.736.5689
Toll Free: 1.800.667.9380
Program Fees
■
■
■
■
■
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$10,950 CDN + 5% GST = $11,497.50 CDN
Current ASAP members will receive a $250 discount off
the cost of the program
Non-ASAP members will receive a one-year basic
membership to ASAP
Program fees include the registration fee for the
Association of Strategic Alliance Professionals (ASAP)
Exam. Passing this exam will provide you with the
Certification of Achievement-Alliance Management
(CA-AM) designation
Program fee includes program tuition, teaching materials,
lunches and refreshments.
Schulich Executive Education Centre’s liability is limited
to reimbursement of paid tuition fee.
To obtain discount for multiple registrations from one
organization, please contact Errol Cyrus at 416.736.5079.
Full program fee is payable prior to start of program.
Registration Process
To be accepted into this program, please submit your
completed registration form by:
MAIL
The Schulich Executive Education Centre
Schulich School of Business, York University
4700 Keele Street, Toronto, ON M3J 1P3
FAX
Schulich Executive Education Centre, 416.736.5689
ONLINE REGISTRATION
www.seec.schulich.yorku.ca
Deposits, Cancellations, Replacements
and Transfers
IMPORTANT: A deposit of $1,000 CDN is required to enroll in
the program. Please include your credit card information
on faxed or online registrations, or mail a cheque along
with your completed program registration.
■
■
■
■
If you are unable to attend the program you may
transfer to the next session, subject to the 21-day
written notification requirement or your organization
may name a replacement candidate.
Only one module transfer to another session will be
permitted (subject to space availability) without
penalty. Each subsequent transfer request has a $200
administration fee.
A full refund will be issued for written cancellations
received a minimum of 21 days before the program
start date. Written cancellations received after
October 16, 2008 will incur an administration charge
of $1,000.
Non-attendance or withdrawal after program start
date will incur a full program fee.
Certificate of Program Completion
■ Participants must attend all program modules
and fulfill all program requirements in order to
receive a certificate.
■
Upon completion of The Masters Certificate in
Strategic Alliance Management, you will receive a
framed certificate, stating you have successfully
completed the program.
For Further Program-Related Information
Please call 416.736.5079, or toll free 1.800.667.9380.
or email execinfo@schulich.yorku.ca.
Visit www.vantagepartners.com/seec to request a
complimentary copy of the recent Harvard Business
Review article, “Five Simple Rules for Making Alliances
Work”, co-authored by Jon Hughes of Vantage Partners.
8
Modules, speakers, topics, dates, fees and locations are subject to change.

Design: Genesys Creative Inc.
The Masters Certificate in
Strategic Alliance Management
2008 Program Registration
Register me immediately for the following session:
November 6, 2008 – February 21, 2009
Three Ways to Register:
MAIL this form to Schulich Executive Education Centre,
The Executive Learning Centre, Schulich School of Business
York University, 4700 Keele Street, Toronto, Ontario M3J 1P3
Please make cheque payable to York University – Schulich Executive Education Centre
FAX this registration form to Schulich Executive
Education Centre at 416.736.5689
REGISTER ONLINE
www.seec.schulich.yorku.ca
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9 YK3263 A B C D E

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