Strategic Marketing Management

Winning in the marketplace requires managers to have an in-depth understanding of all areas of marketing - from formulation to execution. A firm's adeptness in understanding markets and creating, capturing and sustaining unassailable customer value determines its growth and sustainability. Strategic Marketing Management offers a solid grounding in marketing management and strategies, equipping participants to enhance the profitability and position of their companies, even amidst continuous change in the markets and technologies.

Program Overview

Today, businesses thrive if they can adapt in an evolving corporate environment. Strategic marketing and technological expertise are paramount to retaining customers and enhancing profitability. As competition, consumers, market forces and technology evolve and redefine industries, leaders face new challenges in their efforts to effectively market products and services. Strategic Marketing Management is an intensive course which examines the major marketing strategy components and their integration. The curriculum helps participants:

Learn: Participants study concepts critical to building the winning strategies that help garner market leadership. The course teaches strategy specific to the importance of understanding:

  • Competitors and customers
  • Building customer relationships
  • Creating value
  • Developing enduring brand strategies
  • Marketing analytics
  • The ROIs of marketing

Apply and Act: Participants put lessons into practice through simulations and role play. Most importantly, they leave with a coherent, comprehensive strategy and personalized action plan, as well as a complete marketing strategy toolkit to help carry out that plan.

Related Articles:

"The Value of Knowing If Your Customer Is Happy
("Thought On" paper by program faculty member Rajkumar Venkatesan, March 2010)
"The Use of Social Media in a Business-to-Business Context
("Thought On" paper by program faculty leader Robert E. Spekman, January 2010)


"The class was excellent. It related very well to what we do as a business. I left with many new ideas that will improve the company - increasing our focus on the customer."
Paul Dueringer
Strategic Business Leader
Longview Fibre Paper & Packaging Inc.

"Don't be scared to attend, whether you think you know nothing or a lot about marketing. The course provides significant learning no matter where you are in your marketing continuum."
John Parran
Director, Marketing, Automotive Refinish U.S. & Canada
PPG Industries Inc.

"This course provided a great deal of practical information and methods that I will find immediately useful."
Curtis Pearson
Director, Business Strategy
Northrop Grumman


This course is intended for mid- and upper-level marketing executives who work across a broad range of industries, including business-to-business, business-to-consumer and the nonprofit sector, and non-marketing executives who are transitioning into marketing or general management roles.

Companies are encouraged to send teams so they can not only learn a common vocabulary, but work together on current organization challenges. (A multiple-participant discount is available.)

Sample participant titles:

  • Vice President of Marketing and Sales
  • General Manager
  • Director of R&D
  • Director of Manufacturing
  • Director of Engineering
  • Director of Finance
  • Director of Business Development
  • National Account Manager
  • Channel Manager
  • Senior Product/Brand Manager
  • Manager/Director of Marketing Research

Recent Industry Representation: 

Banking/Finance (18%)
Professional Services (16%)
Education (10%)
Chemical (8%)
Defense Contractor (8%)
Bio/Pharmaceutical (6%)
Insurance (6%)
Nonprofit (4%)

Oil/Refineries (4%)
Technology (4%)
Tobacco (4%)
Auto (2%)
Construction (2%)
Hotel/resort (2%)
Manufacturing (2%)
Supermarket (2%)



Robert E. Spekman (Faculty Leader)

Tayloe Murphy Professor of Business Administration
An internationally recognized authority on business-to-business marketing, supply chain management and strategic alliances, Spekman has published extensively in these areas, including seven books and numerous articles and case studies. In addition to teaching for nearly 40 years, he has consulted for many businesses on marketing topics, with an express interest in "messy" problems that cross business functions.

Faculty Bio Page

Photo of Marian Moore

Marian Chapman Moore

Professor of Business Administration
The founding associate dean and designer of the MBA for Executives format of Darden's MBA program, Moore has conducted pioneering marketing strategy research on consumers' emotional responses to advertising and marketing managers' strategic decision-making processes. She consults with major law firms, providing expert testimony in cases involving marketing-related issues such as brand infringement, brand meaning, dilution and competitive activity.

Faculty Bio Page

Raj Venkatesan

Rajkumar Venkatesan

Bank of America Research Associate Professor of Business Administration
Venkatesan is an award-winning researcher in the marketing field. Recognized as a top rising scholar in marketing and as one of the best 40 business professors under 40 worldwide, he has consulted with firms (e.g., IBM) in the technology, retailing and pharmaceutical industries on their marketing analytics initiatives.

Full bio

Key Takeaways

All participants take home an essential tool kit for developing successful marketing strategies and creating profitable long-term customer relationships. Specifically, participants will:

  • Evaluate new business organizational models and situate their own businesses within those models.
  • Determine shifts in industry regulations and trends, including changing technological and cultural contexts.
  • Identify the drivers of their firms' competitive advantages.
  • Build an effective, fully integrated strategic marketing plan, focused on value creation, brand equity and consumer sustainability.
  • Learn to incorporate a marketing strategy into an overall business strategy.
  • Investigate competitor dynamics and be able to detect competitor strengths and weaknesses.
  • Understand marketing program development and implementation.
  • Improve decision-making processes by better linking marketing tools and techniques.
  • Gain analytical tools and techniques to gain insights about consumer preferences and buying behavior.
  • Learn to partner with collaborators to build go-to-market power.
  • Master how to build and manage brands that endure.
  • Gain one week of credit toward a Certificate of Specialization.


  • Applying Customer Lifetime Value to Strategy Formulation
  • Being Market Focused
  • Brand Evolution - Building, Monitoring and Using Brand Equity
  • Customer and Competitor Analysis
  • Designing and Managing Channels
  • Positioning and Value Creation
  • Product Life Cycle and Market Evolution
  • Product Portfolio Analysis
  • Segmentation and Targeting
  • The Marketing Value Proposition
  • Taking It Home: Your Action Plan


Program activities include:

  • Daily classroom sessions and personal action plan/toolkit
    Attend daily, primarily case-based sessions, including one focused on developing your individualized action plan. See Topics section for details.
  • Business case role play
    Immediately apply thoughts, skills and techniques acquired through the course.
  • Simulations
    Practice marketing strategy development and witness the immediate impact of your decisions. Compete in teams to explore managerial roles in various corporate situations.
  • Faculty and peer interaction
    Take advantage of the opportunity for one-on-one interaction with, and feedback from, top-ranked faculty who are experts in the field of marketing management and strategy, as well as with other executives from around the world.

Participants are encouraged to bring a set of challenges they face, which will be addressed during the program.


  • Day one kickoff reception and dinner
  • Daily sessions and meals at the Darden School
  • Evenings spent in group discussion and/or individual preparation
  • Final day session and lunch

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  • Course Information

    TBD 2015

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    $7,750 covers materials, meals and accommodations at the Inn at Darden

    Managers responsible for enterprise performance and mid- and senior-level marketing executives

    Gain one week of credit toward a Certificate of Specialization

    Darden School of Business
    Charlottesville, Virginia

    Additional Information:
    +1-434-924-3000 or contact the program director.