Wharton School of Business

Customer-Driven Marketing — Middle East

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About the course

Strong competition and the accelerating pace of change in the marketplace are creating formidable challenges for businesses in the Middle East. Getting the right products and services to market is essential for success in this environment.

Customer-Driven Marketing — Middle East gives you an in-depth understanding of core marketing concepts to gain a deeper understanding of your customers. Learning who they are, how they make decisions, and which ones will provide the best value to the organization will have a profound impact on your bottom line.

Program Experience

Program Highlights & Benefits

In Customer-Driven Marketing — Middle East, you will:

  • Learn to use quantitative analysis and sound conceptual arguments to make — and justify — marketing decisions
  • Recognize the value of your brands and how to enhance that value
  • Build a disciplined approach to analyzing marketing situations by understanding and applying key principles
  • Learn qualitative methods for successfully taking new ideas to market and for revitalizing products and services already on the market so they reach their full potential

Customer-Driven Marketing — Middle East may be attended on its own or as part of Wharton’s Accelerated Development Program (ADP). This certificate program consists of three separate educational experiences and professional assessments, going beyond the classroom to help participants become more proactive in managing their careers.

Experience & Impact

At a time when the Middle East’s market growth potential continues to capture the world’s attention, companies across all sectors of the Middle Eastern economy need to get right the marketing component of their strategy. Customer-Driven Marketing — Middle East delivers specific marketing insight for companies, enabling them to delve into the latest marketing tools and frameworks to help move forward their business strategy.

Vice Dean and Professor of Marketing Jagmohan Raju, an award-winning professor and internationally renowned pricing expert, applies his field-based research and the latest strategic insights to help you better understand your customers and the role of marketing throughout your organization. You will view concepts such as lifetime customer value, branding, and distribution channels through a new consumer-centric lens.

Through this highly engaging, real-world program, you will use both quantitative and qualitative methods, lectures, case studies, and hands-on exercises to learn how to evaluate new business opportunities, forecast, measure consumer preferences, and set pricing. You leave with the tools you need to achieve your marketing goals, including identifying the essential elements of a strong marketing plan and enhancing your ability to participate in and drive marketing decisions.

Session topics include:

  • Positioning New Products and Services
  • Customers as Assets
  • Designing and Managing Product Lines
  • Managing Consumer Experiences
  • Branding
  • Marketing Communication Strategy
  • Measuring Maximum Willingness to Pay
  • Strategy in Hypercompetitive Environments

Key components of the program are the case discussions, where you will have the opportunity to apply techniques and tools learned in the classroom. You and your peers will also examine how companies have positioned new products and created competitive advantage in a global context.

Who should attend

Customer-Driven Marketing — Middle East is designed for high-potential business leaders across the organization (in areas such as R&D, operations, finance, and product development). No formal marketing experience is necessary, although participants should have significant work experience and a proven record of advancement.

Participants in this program are a diverse group of marketing leaders from varied industries and backgrounds in the Middle East who share their biggest challenges with the class. Faculty tailor the program content to address these issues, so participants enjoy a learning experience that truly resonates with them and meets their learning needs.

Participants leave the program with an expanded peer network, plus specific tools and frameworks they can use to make a meaningful strategic impact within their companies or organizations.

Fluency in English, written and spoken, is required for participation in Wharton executive education programs unless otherwise indicated.

Trust the experts

Jagmohan Raju

Professor Jagmohan S. Raju is the Joseph J. Aresty Professor and Director of the WhartonIndian School of Business Program. He serves as the Vice Dean of the Wharton Executive Education program. Professor Raju is internationally known for his research on pricing strategies, coupon programs, managi...

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David Reibstein

Professor David J. Reibstein's research focuses on competitive marketing strategies, marketing metrics, and product line decisions, among other issues. Most recently, Professor Reibstein's research on competitive marketing strategies addresses competitors' reactions to marketing actions, offering...

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