Advanced Concepts in Business Consultancy

Strategic Marketing
Consultation
Zarny Zaragoza
Program: PhD in Business Management
When a company
needs to outsource
marketing efforts, it
is often time to
seek out marketing
consultants.
Who is a
A marketing consultant is an outside
advisor who works with companies to
create and implement marketing

Marketing
strategies.

Consultant?
A consultant helps in:
1. Creating a detailed marketing
plan
2. Identify appropriate marketing
mix
3. Implement marketing strategies
Types of Marketing Consultants
Brand Consultant Outbound Consultant Inbound Consultant
1. Helps in establishing 1. In - charge of pushing 1. Attracting customers to
identity messages your website and socmed
2. Helps in positioning 2. Direct marketing, properties
3. Manage creating logo & traditional media 2. Content marketing -
other design elements informercials, etc.
3. Build relationships
Operations Consultant
1. Helps make an
organization run smoothly
2. Align marketing and
company's goals
3. Ensure ROM & ROI
Issues that
will require
a Strategic
Marketing
Consultant

Specialized skills External Prompt a new

and expertise viewpoint to perspective on
that the company internal issues customers or
lacks marketing
strategies
Marketing Operations
Marketing Operations is a
relatively new function in
the marketing organization
that enables the
department to operate
efficiently and deliver the
desired business outcomes
through people, processes,
technology, and data.
The future of Strategic Marketing Consulting
1. Need for continuous innovation
2. Growing social media and online platforms that
requires certain expertise (apps, smart ads,
etc.)
3. Ever changing contents
4. Shifts in generation - Millennials to Xennials;
from collections to minimalism; from the West
to the East
Human Resources in
Organization
Consulting
Zarny Zaragoza
Program: PhD in Business Management
The Human Resource Consulting
discipline deals with the practice of
delivering all aspects of human resource
management as an external provider,
and with the professional and business
issues associated with operating such a
practice, including client development,
contracts and client management. It also
includes matters that focus on
consulting careers, communications,
legal and regulatory issues,
technology, metrics, and outsourcing,
as well as effective consulting
practices and global consulting issues.
HR Specialties
Compensation & Benefits HR Consulting Recruitment & Staffing
1. Benefit Packages 1. Companies that cannot 1. Hiring top employees
2. Ever - changing afford a full HR 2. The conduct preliminary
environment - remote department interviews
work, technological 2. Strategic HR Operations 3. Often cheaper than an
requirements internally done hiring
process
Training Specialist Executive Recruitment
1. Programs for employees 1. For the executives - CFO,
2. Growth and development CMO, CEO, COO, CTO
3. Loyalty 2. "Pirating"
4. Standards and Laws
Issues that
will require
an HR
Consultant
Policies and Solutions to Government
Processes obsolete Regulations
programs

HR activities and Revision of HR Partners

Audit training sessions
The future of Human Resourcing Consulting
1. Business Process Outsourcing
2. Changes in work environment
3. Competitive workforce
4. Growing employee concerns (racism, LGBTQ,
demands)
5. Human Resources Management to Human
Assets Management
Consulting to CEOs
and Boards, Global
Clients, Public, and
Non - profit sector
Zarny Zaragoza
Program: PhD in Business Management
Consulting to CEOs
and Boards
The role of boards has become
increasingly complex in recent years
and investors, academics, legislators,
regulators and the general public are
increasingly concerned about how
effectively boards and individual
directors are performing. For both
these reasons, many boards are
utilizing the assistance of outside
consultants to audit or review their
governance structures and
processes, as well as to evaluate the
overall effectiveness of the board and
of individual directors.
Governance consultants are skilled at looking at the scope of the board’s
needs and they help devise strategies to help them improve their performance
which transcends into improving the company’s performance. Boards may enlist
the help of governance consultants to assist them in one or more areas.
Assistance with Board Develop existing board director talent and
managers or recruit new ones
Effectiveness Help devise programs to evaluate the CEO and the
board
Effective risk management
Enlisting the proper people, tools, and processes
Helps in identifying problems with board dynamics
and culture
Diversity and Quality of board performance
Find people that have a diverse set of perspectives
Consulting Roles and backgrounds
By focusing on diversity and inclusion, boards are
also demonstrating to shareholders and
stakeholders that board takes its duties seriously
and they're intent on performing to the best of their
ability
Executive Assessment Governance consultants will likely have the
appropriate resources to evaluate executive teams
and Development Consultants can be instrumental in helping to
develop a solid succession plan
Benchmarking to help companies decide about the
timing of an action
Consulting to Global
Clients
Global consulting
firms are companies
that are capable of
offering international
consulting support to
corporations,
worldwide non-profit
organizations, and
even governments
with international
holdings.
Global
IT Solutions
Designing a workable network that unites
locations around the world.

Business Finance and Accounting

Consulting
Allows a firm to function anywhere in the world -
invoices, receiving payments, reporting, and
paying taxes.

Services Marketing
International Brand, Integrated Marketing
Communications
Diverse
issues
related to
globalization Changing client Profitability New Competition
consulting behavior Demands for greater value Technologies, growing
and fliexibility at lower local and international
More demanding.
prices. market.
Globalized comparison.

Project Complexity Cybersecurity

Enormous volume of confidential
Global nature. Planning,
client information is a target for
government requirements,
hackers & data breaches.
varying tastes.
 Public Sector
Consulting & Non -
profit sector
Public sector
consulting specifically
refers to achieving
these goals for
government agencies
at the local and
national level and
other non-profit
entities.
Uniqueness
1. Wide reach impact of work (private
and public)
2. Public sector consulting work helps

of Public keep citizens safe and ensures they

have access to the government

Sector
services they need.
3. The work could impact organizations
ranging from defense to intelligence

Consulting to civilian and military health.

4. Public sector consultants work to
improve daily life in cities across the
country or even work with the
Department of Defense or
Transportation Safety Administration
or any government agencies.
Volunteerism in non-for-profit sector
Nonprofit CEOs and executives should understand the valuable role
of volunteers in a nonprofit organization and how to recruit, manage
and retain them.
A skilled leader’s approach to volunteers can mean the difference
between having active, engaged volunteers or constant turnover that
disrupts the organization’s programs and morale.
Volunteers often help keep the doors open and enable nonprofits to
deliver vital programs and services. They lend their expertise on the
board of directors, to fundraising campaigns and special events, and
often work in direct customer service roles.
Collusion
between client
and consultant
 1. Consultants who work within
Issues 'an organization while holding
on to their outsider's
perspective.
2. Consultants risk becoming
over-involved if they identify
too strongly with the
organization's agenda and
issues, and can fall into the
trap of trying to 'manage' the
situation
Proctor's
Framework
The supervisor
acting to support
individual
consultant Normative Formative Supportive
development
the supervisor accepts the supervisor acts to the supervisor is there to
through 3 lenses (or more accurately provide feedback or listen, support, confront
shares with the direction that will enable the supervisee when the
supervisee) responsibility the supervisee to inevitable personal
for ensuring that the develop the skills, issues, doubts and
supervisee's work is theoretical knowledge, insecurities arise – and
professional and ethical, personal attributes and when client issues are
operating within whatever so on that will mean the 'picked up' by the
codes, laws and supervisee becomes an supervisee
organizational norms increasingly competent
apply practitioner
Consultants as
Change Agents
 For major organization-wide changes,
companies frequently will hire external change
agents. Because these consultants are from the
outside, they are not bound by the firm's
culture, politics, or traditions. Therefore, they
are able to bring a different perspective to the
situation and challenge the status quo. This can
be a disadvantage, however, because external
change agents lack an understanding of the
company's history, operating procedures, and
personnel.
Successful
Hemophily
The more alike the change agent and
employees are, the more likely it is that the

Change
change agent will be successful.

Empathy

Agentry
The skill of understanding the feelings of
another person that improves communication
and understanding.

Linkage
The greater the collaborative involvement, the
more likely the change agent will be successful.

Structuring
The ability of the change agent and organization
members to clearly plan and organize their
activities concerning the change effort.
Successful
Capacity
Refers to the company's capability of providing
the resources needed for a successful change

Change
effort.

Openness

Agentry
The degree to which the change agent and
organization members are willing to hear,
respond to, and be influenced by one another.

Reward
Nature and variety of potential positive
outcomes of the change efforts.

Synergy
Involves the variety of people, energies, and
activities involved in interacting in the change
effort that mutually support success.
References
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growing-specialties-in-human-resources/

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Eisenstein, L. (2020, March 5). How Can Boards Leverage a Governance Consultant? BoardEffect.
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governance-consultant/
References
Greenfield, A. (2018, June 29). What is Public Sector Consulting? Career Advice & Interview Tips | WayUp
Guide. Retrieved November 25, 2021, from https://www.wayup.com/guide/public-sector-consulting/

Introduction to Consulting. (2018, May 23). SHRM. Retrieved November 23, 2021, from
https://www.shrm.org/resourcesandtools/tools-and-
samples/toolkits/pages/introductiontoconsulting.aspx

Lake, L. (2021, January 8). The Role, Responsibilities, and Skills of a Marketing Consultant. The Balance
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Oberthaler, K. (2021, May 13). Marketing operations (A-Z Guide): What it is, key roles, and Pillars of
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References
Ohio University. (2019, October 8). Harnessing the Value of Volunteers in the Nonprofit Sector. Retrieved
November 25, 2021, from https://onlinemasters.ohio.edu/blog/harnessing-the-value-of-volunteers-in-the-
nonprofit-sector/

Sarangam, A. (2021, March 30). HR Consultant: A Guide In 4 Simple Points. Jigsaw Academy. Retrieved
November 23, 2021, from https://www.jigsawacademy.com/blogs/hr-analytics/hr-consultant

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