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Wharton School of Business

Strategic Marketing for Competitive Advantage

Strategic Marketing for Competitive Advantage: Data-Driven Decisions

Next dates

Sep 15—20
6 days
Philadelphia, Pennsylvania, United States
USD 10950
USD 1825 per day
Apr 26—May 1, 2020
6 days
Philadelphia, Pennsylvania, United States
USD 10950
USD 1825 per day

Description

In today’s highly competitive business environment, marketing is everyone’s business. No matter your work experience, if your role increasingly involves marketing responsibilities, you need a solid understanding of its core concepts, methods, and strategic perspectives.

Strategic Marketing for Competitive Advantage is based on Wharton’s popular MBA marketing management program, and unlike executive education programs offered elsewhere, it is taught by MBA faculty. Without distracting you with trends, they distill the latest in marketing research, thinking, tools, and techniques into five intense days. You will come away with a strong knowledge of the data-driven, fact-based science of marketing and know what it takes to understand customers.

Strategic Marketing Program Highlights & Benefits

  • Develop a thorough understanding of customers and what motivates buying behavior
  • Position new products and services and evaluate the effectiveness of current positioning strategies
  • Understand the value of your brands and how to build, develop, and leverage that value
  • Maximize consumer engagement through experiential marketing
  • Conduct quantitative analyses to make — and support — marketing decisions
  • Understand your role in a fully integrated, strategic marketing plan

Experience & Impact

In Strategic Marketing for Competitive Advantage, Wharton’s top marketing faculty, who represent a wide range of research areas and expertise, will give you a clear understanding of core marketing concepts. These concepts will help you better align with your customers, differentiate yourself from your competitors, and create a strong and effective marketing plan. You will join a learning community of participants from a variety of industries, geographies, and functional areas. The program uses quantitative and qualitative methodologies, case studies, lectures, and hands-on exercises that allow you to interact with faculty and peers throughout the week.

You will gain the knowledge and skills that drive better decisions, and build a common vocabulary to help you communicate those decisions effectively across the organization.

Session topics include:

  • Positioning New Products and Services
  • Maximizing Customer Engagement
  • Smart Pricing Strategies
  • Designing a Communication Campaign
  • Online Advertising: Communication vs. Marketing
  • Managing, Leveraging, and Extending Brand Meaning
  • Channel Strategies
  • Customer Analysis for New Product Launch
  • Innovate vs. Follow: Strategic Considerations

Who should attend

Executives from across your organization will benefit from this program, particularly non-marketers who have been given increased responsibility for marketing and planning and need to learn how to evaluate the performance of their marketing functions. Also, managers in any area involved in the development and management of new products will benefit, including those from divisions such as engineering, operations, research and development, finance, accounting, sales, and public relations.

Experts

George S. Day is the Geoffrey T. Boisi Professor Emeritus at the Wharton School of the University of Pennsylvania.  He was previously the Executive Director of the Marketing Science Institute. He has been a consultant to numerous corporations such as General Electric, IBM, Metropolitan Life, Uni...
A pricing and marketing management expert, John’s research focuses primarily on competitive pricing strategies, the design of pricing structures, and channel management. He has taught at the Olin School of Business of Washington University in St. Louis and Columbia Business School. John is the co...
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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