Marketing Portfolio
Marketing always has been a critical organizational function, yet the evolving worldwide marketplace has made it even more crucial to the performance of successful, innovative companies. However, today's corporate marketing executives must operate in an environment characterized by challenges such as the growing demand for customer-centric marketing; product proliferation; highly sophisticated consumers; dramatic transformations within the business-to-business marketplace; and the increased importance of innovation and technologies.
Harvard Business School (HBS) Executive Education offers a portfolio of marketing management programs to help senior executives respond to the challenges and opportunities unique to their diverse roles. These corporate marketing executive education sessions provide new insights based on cutting-edge advanced marketing strategy research and encourage participants to view the marketing process from fresh, informed perspectives. The ultimate goal of the marketing management portfolio is to keep senior executives at the forefront of marketing practices.
To learn more about a specific program, please visit the links below.
Business-to-Business Marketing Strategy
This program offers a focused opportunity for mid- and senior-level managers to explore business-to-business marketing in terms of the market, the organization, the network, and the target audience. By delving into current challenges and best-in-class business-to-business models across a variety of sectors, you will learn how to market and sell more successfully.
PROGRAM FACULTY: David B. Godes (faculty chair), Das Narayandas, V. Kasturi Rangan, Thomas J. Steenburgh
Marketing of Innovations
Many companies bet the business on their ability to bring breakthrough innovations to market. Designed for functional managers in product planning or marketing, this program provides effective strategies for rolling out a new product or service. You will gain powerful tools to assess market potential, ensure customer adoption, align marketing with product development, and enhance distribution, pricing, and promotion.
PROGRAM FACULTY: John T. Gourville, Joseph B. Lassiter III, Elie Ofek (faculty chair)
Senior Executive Seminar for Retailers and Suppliers
A senior-level marketing seminar developed exclusively for executives seeking competitive advantage in a dynamic global landscape, Senior Executive Seminar for Retailers and Suppliers helps corporate marketing executives enhance their broad-based functional skills, examine new perspectives, and expand their leadership expertise. Through analysis of major retailing trends and strategies for business growth, senior marketing executives learn to improve the customer experience, understand the implications of major retailing trends, and identify opportunities and innovative marketing strategies in an environment of change.
PROGRAM FACULTY: David E. Bell, Rajiv Lal (faculty cochair), V. Kasturi Rangan, Walter J. Salmon (faculty cochair)
Strategic Marketing Management
This program provides marketing executives and their managers with strategic tools for approaching marketing as a value creation process. You will learn how to create competitive, integrated marketing plans that will enable you to take the right products and services to market more profitably.
PROGRAM FACULTY: David E. Bell, John A. Deighton (faculty chair), Anita Elberse, Youngme E. Moon
Taking Marketing Digital
By exploring leading-edge digital marketing techniques—such as social networking, mobile marketing, online communities, wikis, and blogs—this highly focused program helps senior marketing executives create digital strategies that deliver on their marketing objectives. Via a carefully structured curriculum composed of dynamic lectures, interactive case studies, and group project work, you will learn what successful companies are doing to break through, create relevance, and build market share in a highly networked world.
PROGRAM FACULTY: John A. Deighton (faculty chair), Benjamin G. Edelman, Thomas R. Eisenmann, Sunil Gupta, Karim R. Lakhani, John A. Quelch, Thomas J. Steenburgh
The program fee covers tuition, books, case materials, accommodations, and most meals.
Programs, dates, fees, and faculty are subject to change.
In accordance with Harvard University policy, Harvard Business School does not discriminate against any person on the basis of race, color, sex or sexual orientation, gender identity, religion, age, national or ethnic origin, political beliefs, veteran status, or disability in admission to, access to, treatment in, or employment in its programs and activities.