ESADE Business School

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About the course

Marketing strategy has become one of the most complex areas within a firm. While its main role is to create value for customers and capture a share of that value for the firm, a number of changes in the market -new players, technology shifts, explosion of media and channels, hyper-connectivity, customer divergence, etc- have shaped an extremely complex scenario for managers and their brands


Advanced Marketing Strategy deals with the challenges that executives face today and helps them to develop a meaningful understanding of markets, customers and prospects, and to use this knowledge to develop and deliver superior offerings in order to capture value.

With this in mind, the principal objectives of this program are:

  • To provide a solid, down-to-earth and updated perspective to strategic marketing thinking.
  • To explore some of the newest frameworks and approaches to solve the crucial marketing and commercial problems that firms are facing today.
  • To provide executives some of the latest tools to articulate meaningful value propositions for customers
  • To develop analytical skills to formulate actionable marketing plans across industries


By the end of the program participants will be equipped with concepts, frameworks and some of the latest tools to successfully compete in today’s marketplace. We will address a number of important questions, including:

  • How to evolve from a “product oriented” paradigm to a “customer oriented” organization?
  • How have customer journeys evolved in consumer and business markets? How should firms adapt their strategies to gain influence?
  • What are the most relevant criteria to segment markets and to select target markets? How have new technologies influenced the way how companies approach consumers and customers?
  • How can firms articulate differentiated and meaningful value propositions? Is it possible to fight and win against low-cost challengers?
  • How can brands be built and managed to stay relevant for customers? Can social-media and omnichannel strategies contribute to brand equity?
  • How can go-to-market and pricing strategies help capture value for the business?
  • What internal capabilities are necessary for marketing to contribute to corporate strategy?


DAY 1 – May 30

Session 1: Customer orientation

  • Shifting the paradigm: from product centricity to customer centricity
  • Value creation and value capture

Session 2: Value creation through value propositions

  • Identifying the right customers
  • Defining competitive positioning
  • Finding the brand promise

DAY 2 – May 31

Session 1: Capturing value from customers

  • The three Cs of superior monetization
  • Constant profit analysis
  • The pricing “thermometer”

Session 2: Identifying market opportunities globally

  • The challenge of customer and market diversity
  • Exploring customer and market diversity while exploiting the company’s capabilities

DAY 3 – June 1

Session 1: Building brands based on customers’ truths

  • Crafting and creating the brand
  • Aligning brand identity with customer insights
  • Building brands inside-out

Session 2: Co-creation: building brands together with customers

  • Using co-creation for insight exploration
  • Co-ideating new business opportunities
  • Uncovering the potential of co-creation

DAY 4 – June 2

Session 1: Understanding and Managing customer brand experiences

  • Auditing the customer brand experience
  • Designing and redesigning the customer brand experience
  • Building a supportive corporate culture

Session 2: The new landscape of B2B Marketing

  • * How B2B Marketing differs from B2C Marketing
  • Meet the new buyers
  • Strategies and best practices to deal (so far) with the demands of the new buyers.

DAY 5 – June 3

Session 1: Customers in an Omni-channel world

  • Understanding the customer journey
  • Redefining the route-to-the market
  • Aligning channel strategies with customers’ journeys

Session 2: Putting it altogether

  • Reflecting on your customers journey
  • Wrap-up and concluding remarks

Who should attend

Advanced Marketing Strategy is aimed at senior and mid-level marketing and sales executives in B2B and B2C markets. It also appeals to directors of smaller companies and entrepreneurs who want to implement and develop market strategy with the end goal of delivering superior offerings in a competitive environment full of new challenges.

Trust the experts

Marco Bertini

Marco Bertini is Associate Professor of Marketing Management at ESADE in Sant Cugat del Vallès (Barcelona), Spain. He is considered a leading expert in the area of pricing strategy. Marco holds a Doctor of Business Administration from Harvard Business School, a Master of Business Administration ...


Andrés Cuneo

Education PhD en Management Sciences. Esade - Ramon Llull Master in Business Administration. Esade BS, Marketing. UDP Licenciado en Administración de Empresas. UDP Areas of interest Brand Management Brands and Branding Private Label Brands, Store Brands Competitive dynamics between manufact...


Oriol Iglesias

Oriol Iglesias is an Associate Professor at the Marketing Department. Previously, at ESADE, he has also been Director of the Marketing Department, as well as Director of the ESADE Brand Institute (leading consultancy firm on brand management in Spain) and Chair of the Research Group on Brand Mana...


Ken Matsuno

Ken Matsuno has joined ESADE Business School in January 2016 as a Visiting Professor of Marketing. He is also an Associate Professor of Marketing at Babson College in the United States. He earned his Bachelor of Economics from Aoyama Gakuin University (Tokyo, Japan) in 1983, and B.S. in Marketing...


Ana Valenzuela Martínez

Education Doctora en Ciencias Económicas y Empresariales. universidad Autónoma de Madrid Areas of interest Technology marketing, Sensory marketing, Behavioral Decision Making, Cross-cultural consumer behavior, In-store marketing Biography Ana Valenzuela has a Part Time appointment at ES...


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ESADE Advanced Marketing Strategy Program