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  • USD 80,001

  • classroom only
  • United States (Boston) |
  • Date not specified
  • Certificate

Marketing is responsible for driving the organic growth of a business, and digital technologies have significantly changed the practice of marketing to become agile, data-driven, and measurable. Whether you're a marketing executive or a general manager, this program dives deep into the latest marketing concepts and strategies, enabling you to become a leading-edge practitioner. You will emerge with the advanced skills needed to develop and implement an integrated marketing strategy that generates value for customers and growth for your organization.

Program Benefits

This program prepares you to lead an integrated marketing strategy that aligns your business with consumer needs, differentiating it from the competition. Whatever your industry, you will leave the program prepared to drive profitable growth through a more forward-thinking approach to marketing strategy.

Who Should Attend

  • Senior marketing executives who want to learn best practices and improve planning and implementation skills
  • General managers and entrepreneurs who are responsible for business growth
  • CEOs and senior leaders who manage large marketing budgets for their organizations

Faculty

Jill J. Avery
Senior Lecturer of Business Administration
Robert J. Dolan
Baker Foundation Professor. Member of the Marketing Unit.
Ayelet Israeli
Associate Professor of Business Administration
John T. Gourville
Albert J. Weatherhead, Jr. Professor of Business Administration

*Program faculty is subject to change

Curriculum

Highlighting the latest concepts and tools of strategic marketing management, this program includes faculty presentations, case studies, dynamic discussions, and interactive problem-solving activities. As you analyze your firm's unique ability to develop and deliver products and services with meaningful customer value, you'll learn how to segment the marketplace and fit products accordingly, and evolve your marketing strategies to capitalize on business shifts.

Marketing disruption

  • Examining the rise of direct-to-consumer brands
  • Analyzing shifts in marketing processes
  • Considering the increased emphasis on ROI

Value proposition and product-market fit

  • Developing a compelling value proposition
  • Assessing product-market fit
  • Identifying target segments

Performance marketing

  • Understanding and implementing performance marketing
  • Employing state-of-the-art digital marketing techniques
  • Managing customer acquisition, retention, and monetization

Integrated marketing program

  • Designing products and services that deliver meaningful customer value
  • Developing effective go-to-market and pricing strategies
  • Creating an omnichannel strategy

Redefining strategy for the digital world

  • Understanding new business models
  • Identifying new rules of competition
  • Building an ecosystem

Mastering marketing management

  • Creating a strategic marketing plan
  • Anticipating and adapting to change
  • Understanding ethical and legal issues

Upcoming

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