Details

Every aspect of marketing — from customer relationships, to value creation, to strategy — is a significant contributor to company success. A firm’s adeptness in understanding markets and creating customer value is a primary determinant of its growth and sustainability. As competition, consumers, market forces and technology evolve and redefine industries, you face new challenges in your efforts to effectively market products and services.

Strategic Marketing Management provides a comprehensive examination of the major components of marketing strategy and their integration. The curriculum affords the opportunity to actively study the concepts that are critical to building the winning strategies that help garner market leadership. Most importantly, this program offers a framework for market definition and evolution that will help you incorporate learned concepts into a coherent and comprehensive strategy and action plan. Ultimately, you will be better positioned to enhance your business’s profitability and market position.

The fee covers all program materials, program-related meals and housing in a private room at the Inn at Darden for the specified program dates.

This program counts as one week toward earning a Certificate of Specialization.

Audience

• General managers with a need to learn what excellent marketing contributes to enterprise success, and how to audit the performance of their marketing functions.
• Marketing managers (with basic marketing principles) who need to develop strategic marketing applications and formulate solid marketing strategies.
• Managers seeking to enhance their planning and implementation skills through a structured approach to market analysis and strategy development.
• Recently appointed marketing professionals with a career in the sales/marketing function.
• Senior and middle managers in any functional area who need to develop a proficiency in strategic marketing.
• Those who need an improved understanding of the marketing function (i.e., vice presidents, directors and managers in marketing, finance and operations) in order to contribute to the customer-value creation process.

Participant Profile 

• Brand Manager
• Business Intelligence Manager
• Director of Business Development
• Director, Marketing
• Director of Operations
• Financial Analyst
• General Manager
• Marketing Director, VP/Senior/Marketing Manager
• Vice President Operations

Industry Representation 2007–2011 

Recently Attending Organizations

• AAF International
• Altria Client Services, Inc.
• Cervecería Nacional Dominicana
• Infrasturcture Concession Regulatory Commission
• Longview Fibre Paper & Packaging, Inc.
• National Student Clearinghouse
• Nfinity Athletic Corporation
• PPG Industries, Inc.
• Reckitt Benckiser
• SAIC
• SPX Corporation
• State Farm Insurance Companies
• U.S. Smokeless Tobacco Company
• Wintergreen Resort

Benefits

Return to your organization better able to:

• Analyze and understand customer preferences and buying behavior.
• Apply the core concepts and frameworks that contribute to strategy making.
• Comprehend the marketing role in a fully integrated strategic marketing plan.
• Detect competitor strengths and weaknesses.
• Develop an effective marketing strategy by examining how firms can profitably create and sustain customer value.
• Evaluate your business relative to new organizational models.
• Identify shifts in the technological, regulatory and cultural context of business.
• Investigate competitive dynamics and build marketing strategy into the overall business strategy.
• Partner with collaborators to build go-to-market power.
• Understand marketing program development and implementation.

This program counts as one week toward earning a Certificate of Specialization.

Topics

• Applying Customer Lifetime Value to Strategy Formulation
• Being Market Focused
• Brand Evolution — Building, Monitoring and Using Brand Equity
• Cost and Share Leverage Principles
• Customer and Competitor Analysis
• Designing and Managing Channels
• Positioning and Value Creation
• Product Life Cycle and Market Evolution
• Product Portfolio Analysis
• Segmentation and Targeting
• The Marketing Value Proposition
• Taking it Home: Your Action Plan 

Special Features

• Business Case Role Play: Learn it … Do it! This role play exercise lets you put into practice some of the thought, skill and technique acquired through the course. With an assigned VP role and accountability for specific sets of circumstances and functions, prepare to attend a Task Force Meeting and present your position.
• Simulations: Practice marketing strategy development and witness the immediate impact of your decisions. Compete in teams to explore managerial roles in various corporate situations.
• Marketing Strategy Toolkit: All participants take home an essential toolkit for developing successful marketing strategies. You will have the ability to implement successful marketing and selling strategies, and develop profitable long-term customer relationships. 

Faculty

Marian Chapman Moore
Professor of Business Administration

Robert E. Spekman
Tayloe Murphy Professor of Business Administration; Area Coordinator, Marketing

Rajkumar Venkatesan
Bank of America Research Associate Professor of Business Administration