Comprehensive course analysis
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.
About the course
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.
Highlights and Key Outcomes
In Strategic Marketing for Competitive Advantage, you will:
- 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
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...
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...
Barbara E. Kahn returned to The Wharton School in January 2011 to serve as the Patty and Jay H. Baker Professor of Marketing and the Director of the Jay H. Baker Retailing Center. Prior to rejoining Wharton, Barbara served for three and a half years as the Dean and Schein Family Chair Professor o...
Jonah is the James G. Campbell Associate Professor of Marketing at the Wharton School at the University of Pennsylvania. He is the author of the New York Times bestseller Contagious: Why Things Catch On, and has published dozens of articles in top-tier academic journals. Popular accounts of his w...
Ron is an assistant professor of marketing at the Wharton School. He focuses his research on online marketing, marketing analytics and the marketing actions of startup firms. His recent research looks at how advertisers incorrectly attribute sales to online advertising which results in suboptimal...
Professor Raghu Iyengar's research interests fall in two domains: pricing and social influence. In the area of pricing, his work focuses on the impact of multipart pricing schemes on consumer response. The success of such pricing mechanisms to extract consumer surplus depends on how consumers res...
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