IBA Masterclass

The IBA Masterclass is designed to meet the development needs of both aspiring and current managers in the public and private sectors. It is a vocationally-focussed academic programme, which enables participants to become more effective leaders.

This Masterclass gives delegates the opportunity to learn the key aspects of Intelligent Behaviour Analytics (IBA). It enhances and sustains the effectiveness of other management techniques and integrates the ‘Why’ and ‘How’ that is so often lacking.

Full knowledge of IBA will enhance your overall effectiveness. The IBA content is the core component of a new 2018 MSc in Transforming and Leading in Health Care.

Click to enlarge

IBA Masterclass Residential Weekend

1st & 2nd December 2018

 Keynote Speaker

Dr Paul Coulter, MBChB, DRCOG, DCH, DFFP, MRCGP (MERIT), DIP. PAL. MED., MRCP (UK) (Palliative Medicine). 


College Court Conference Centre, Leicester, LE2 3UF

Sat Nav – LE2 3TQ

Course Overview


Intelligent Behaviour Analytics is a unique management tool. It enables each person to develop an accurate insight into their own behaviour and that of others. Using this insight we can then understand:


  • the ways in which people differ;
  • how they are likely to act and respond;
  • the effect we have on them;
  • how to interact more effectively.


While each person is unique, and patterns of behaviour are infinitely variable, the key aspects of IBA can be readily grasped and applied.


Effective leadership and management is a skill that can be learned. The process starts with accurate self-assessment, and a personal report, unique to each individual.  It then builds on this self-knowledge to understand how our behaviour is typically perceived by others.   The process is then extended, with an exploration of techniques designed to understand the behaviour of others. This develops strategies to get the best out of people.


What motivates one person does not necessarily motivate another, and what stresses one person need not stress another.  Understanding why some people are bored by inaction, some like competition and challenges, while others prefer routine and a quiet life are largely predictable, and important to know.


Not all work place behaviour is acceptable, and strategies are provided for recognising this and dealing with it, without it escalating to unnecessary disciplinary levels.

Terms and Conditions

How is the Masterclass delivered?


This Masterclass begins before attendance. Prior to arriving, delegates will be required to complete an IBA questionnaire online to ensure the programme is tailored to individual needs.


This IBA Masterclass is delivered as a residential weekend which includes accommodation, meals and all course materials. There is the opportunity to discuss the actual issues that occur on a day-to-day basis, and consider alternative ways of dealing with them to achieve win/win outcomes.


Embedded in the course is a team building element:  in the 21st century there is a greater need to build teams that are flexible, responsive, co-operative and effective from the outset.  As leadership has been shown to be the most influential factor in shaping organisational culture, it is fundamental to develop the necessary leadership qualities, behaviours and strategies.


There will be an open Forum where people can share their particular issues and work out effective and sustainable solutions, going forward.

 Terms and Conditions

Keynote Speaker

The keynote speaker for dinner on Saturday 1st  December 2018 will be


Dr Paul Coulter, MBChB, DRCOG, DCH, DFFP, MRCGP (MERIT), DIP. PAL. MED., MRCP (UK) (Palliative Medicine).


Dr Paul Coulter is a Consultant in Palliative Medicine for Gateshead Foundation NHS Trust.  He covers a palliative care unit, the acute hospital and the community of Gateshead, which has a population of 220,000.


Trained in both primary and secondary care, Paul initially trained as a GP and accepted a post in the Scottish Highlands as a GP Partner.  Here he participated in an on call 24/7 rota which enabled the local patients to be looked after closer to their home.  In addition to his GP duties and responsibilities he also covered a rural community hospital and a rural A+E department.


As well as being the youngest ever President of the Highland Medical Society, Paul has held a series of management roles including being a member of the local negotiating committee. He represented the Royal College of GPs on the end of life care bill.  Furthermore, he became BASICS (British Association of Intermediate Care) Scotland trained. This is a charity based in Perthshire which promotes the provision of high quality pre-hospital emergency care to health professionals in Scotland.


In 2011 Paul was awarded the prestigious runner up Royal College of General Practitioners Scottish GP of the year. He then retrained as a physician.


Paul is the Medical Lead for Hillcroft House and is a member of the core team behind Intelligent Behaviour Analytics. He is also a Q member, which is an initiative connecting people with improvement expertise across the UK, led by the health foundation and supported and co-funded by NHS Improvement.


With the Mental Health at Work Report 2016 reporting that 29% of employees have been diagnosed with a mental health condition, Paul has a passion to objectively improve the UK work place culture. He believes that if leadership and communication skills were improved by just a small percentage it would result in:


  • better staff well-being
  • higher levels of patient care
  • a reduction in the cost of poor mental health to the UK economy

Terms and Conditions

Benefits and Outcomes


Key benefits include:


  • how to maximise personal efficiency;
  • enhancement of management skills by providing techniques to deal with the challenges of managing others;
  • how to respond to those around you: your team and fellow professionals;
  • how to rapidly engage with others, positively deal with their personal concerns, offer interventions and listen out for any hidden agendas;
  • how to effectively work with other stakeholders and maximise your outcomes;
  • access to the IBA Stage 1 software for 2 years.



  • Reframing challenges to provide clear, achievable and sustainable solutions;
  • Increased confidence and resilience;
  • Reduced stress;
  • More effective day to day management;
  • Lower levels of sickness and stress in the team;
  • Ability to respond to new challenges and initiatives in a positive way.

Terms and Conditions

Who should attend?


  • Public and Private Sector Managers who wish to develop their leadership and management skills.
  • Anyone who needs to negotiate as part of their work.
  • Doctors and therapists who want to become an Accredited IBA Practitioner to complement their current practice.
  • Anyone wishing to advance their career and get on the ladder for a PG Cert or MSc in Transforming and Leading in Health Care.
Click to enlarge

Terms and Conditions



  • The Masterclass is held as a residential weekend.
  • The next event will be on Saturday 2nd & Sunday 3rd December 2017.
  • Start: 9.00am Saturday 2nd December 2017.
  • End: 4pm Sunday 3rd December 2017.

All accommodation and meals are included

Terms and Conditions

Course Facilitators

Angela Zvesper BSc (Econ); MBA.

Angela has an extensive background in the delivery of strategic management training and development. She was a former Director of the MBA programme at De Montfort University, and has contributed to many training programmes both in the UK and abroad, including Russia and the Far East.


She has worked extensively on Government Research programmes and is an expert on consultation and public attitude. She is the Academic Lead at Hillcroft House, and one of the core team that has contributed to the research and development of Intelligent Behaviour Analytics. Her current research interests lie in transformative change using the structured analysis of behaviour and emotions.

Ryan Marcovich BSc (Hon), Msc, BABCP, BPS

Ryan is Mental Health Lead for Hillcroft House. He has a long history of work experience in the social sector starting back in 1997 in roles mostly working with adults. These began with special needs/vulnerable adults in a private capacity, within specialist services, but include the voluntary sector, Primary Care psychology services in the NHS and in private practice with a team of chartered psychologists and other health professionals. He completed an Undergraduate degree in Psychology, a Certificate in Counselling skills and a Masters degree in RECBT. He holds membership with the British Association for Behavioural and Cognitive Psychotherapists (BABCP membership no. 150206) and the British Psychological Society (BPS membership no. 157428.)


Adam Crizzle

Adam is the Managing Director of Hillcroft House and has over thirty five years’ experience in strategic, operational management and leadership development. He has worked within both the public and private sectors including national and international clients.


In addition to delivering leadership masterclasses and team building programmes working with hundreds of people from varied walks of life, Adam has worked extensively on a one-to-one level to help clients increase their confidence and resilience levels. He originated the concept of Intelligent Behaviour Analytics (IBA), which has been perfected by the Hillcroft House team over the last decade. He has used the principles of IBA not only to help people take their career forward but also to help them overcome traumatic events and life challenges.


Adam’s career has included extensive research on public awareness levels of organ donation which resulted in meetings with the Health Minister in 2006.  This led to UK Government funding provision for an education programme in schools, promoting the importance of organ, blood, tissue and bone marrow donation in life and after death.


CPD, PG Cert and MSc


IBA is a core component within the 2018 MSc Transforming and Leading in Health Care from Birmingham City University. Attending the IBA two day Residential Masterclass, will automatically give you recognised Continuous Professional Development.


Additional Options:


Option 1 (20 Academic Credits)

You will have the option to continue your development and complete the first module of the MSc. This is titled “Understanding and managing behaviour of self, teams and organisations”. This module offers 20 level 7 academic credits upon completion and is designed to suit the needs of both Private and Public sector organisations.


Option 2 (60 Academic Credits)

If your field is specifically within health care, after you have completed Module 1, you can complete two more modules and achieve a PG Cert in Transforming and Leading Health Care.


Option 3 (180 Academic Credits)

You can then take your knowledge and career further. By completing three further modules and a research dissertation you will achieve an MSc.

Click to enlarge

Terms and Conditions

IBA Accredited Consultant or IBA Practitioner?


Intelligent Behaviour Analytics (IBA) is a cutting-edge model which complements and enhances all accepted therapies and supports the development needs of professionals in:


  • Psychological Therapy
  • Mental Health
  • Human Capital
  • Human Resources

Developed over 20 years, IBA is a truly holistic programme fusing Eastern and Western ideas.


As the core component of a new 2018 MSc in Transforming and Leading in Health Care from Birmingham City University, full knowledge of IBA will enhance your knowledge, skills and profitability.


Psychologists or Psychotherapists


If you are a professional therapist, training in the use of IBA in your practice, will enable you to become an accredited IBA Practitioner. You will be able to:


  • Identify client and patient needs faster
  • Increase the probability of positive and sustainable outcomes
  • Become more effective in your field
  • Be a leader in your field
  • Have a unique selling point (USP) that enables you to draw in even more clients and patients

Human Resources or Human Capital Professionals


If you are a Human Resources or Human Capital Professional, you can become an IBA Accredited Consultant. You will be able to:


  • Keep your high performing staff
  • Quickly identify new talent who will contribute to your profitability
  • Help your management team to reduce organisational conflict quickly and cost effectively
  • Reduce the probability of employees taking action against your organisation for bullying and harassment
  • Reduce absentee and sickness rates
  • Have a unique selling point (USP) so that your employees and stakeholders know you are a first-rate employer

Click here to read the prerequisite qualifications to become an IBA Accredited Consultant or IBA Practitioner 


Terms and Conditions

BURSARY APPLICATION: Public Sector Future Leader £1455

Should your application be approved, you will be entitled to a full bursary valued at £1,455 to be used towards your attendance at the IBA Masterclass on Saturday 2nd and 3rd December 2017.




The deadline for this application is Friday 10th November 2017 @ 5pm.


There is only one full Bursary available for the IBA Masterclass Residential Weekend.


To meet the eligibility criteria for this Bursary you must:

  • Hold a position in any UK Public-Sector organisation, equivalent to an NHS Band 7.
  • Receive and submit written authorisation from your line manager showing ways in which you have shown commitment to your organisation and the needs of the public sector. You will also need to show your commitment to progress your leadership skills further in your career, along with your current plans.


To ensure each application meets the eligibility criteria, your application will be submitted to be reviewed by the following panel members:

  • Dr Paul Coulter, MBChB, DRCOG, DCH, DFFP, MRCGP (MERIT), DIP. PAL. MED., MRCP (UK) (Palliative Medicine).
  • Angela Zvesper, BSc (Econ); MBA.
  • Ryan Marcovich, BSc (Hon), MSc, BABCP, BPS.


  • The Bursary can only be used towards the attendance of an IBA Masterclass being held on Saturday 2nd and 3rd December 2017
  • The Bursary covers all IBA Masterclass attendance costs, accommodation and meals.
  • The Bursary does not cover any travel costs to get to the venue.
  • You cannot use the Bursary towards any other Hillcroft House Course or Programme.
  • The decision of the panel is final.






Image result for college court leicesterWith easy road and rail links, the IBA Masterclass Residential Weekends are held in the Midlands, at Leicester’s only purpose-built conference centre, boasting 16 versatile meeting rooms, 123 bedrooms, on-site restaurant, free high speed Wi-Fi, a city centre location and free onsite parking. From the power shower to the tasteful décor, all standard rooms are fully equipped with everything you need to enjoy a great night’s sleep.


Owned by The University of Leicester, this £17.5m project transformed a group of Grade ll listed buildings into Leicester’s leading residential conference venue.




College Court Conference Centre, Knighton Road, Leicester, LE2 3UF, Sat Nav – LE2 3TQ

Terms and Conditions




This IBA Residential Weekend includes:


  • Accommodation (standard room at College Court)
  • Lunch on Saturday 2nd December
  • 3 course dinner on Saturday 2nd December with keynote speaker Dr Paul Coulter 
  • Breakfast and lunch on Sunday 3rd December
  • Unlimited refreshments
  • Networking opportunities
  • Course materials
  • 60 minutes of individual personalised support after the IBA Masterclass via phone or SKYPE
  • 2 years of access to the IBA Software for Stage 1 


Total fee £1455 (incl VAT)




  • Option to arrive on Friday 1st December and book an additional room with breakfast on Saturday 2nd December (additional cost is £75.00)
  • Option to upgrade to to an Executive Room on Saturday 2nd December (additional cost is £10.00)
  • Upgrades to suites are an additional £30.00


*Upgrades are limited and need to be booked in advance

Terms and Conditions

Reserve your place