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.
"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."
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."
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."
Director, Business Strategy
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:
Professional Services (16%)
Defense Contractor (8%)
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.
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.
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