One of the key factors driving change for today's businesses is the digital revolution, which has introduced new competitive threats, innovative business models, and new approaches for attracting and retaining customers. In this program, you will explore if and how new digital technologies are impacting your industry and your company—and whether it's time to evolve your marketing strategy. Taking a close look at markets disrupted by digital technologies and others where change has been more gradual, you will discover best practices for forward-looking marketing strategies that align with the realities of your market.

What You Can Expect

In this fast-paced program, you will examine the potential impact of digital disruption on your market and your business and how you should respond to improve the effectiveness of your company's marketing strategy. You will become better able to design and implement technology-informed go-to-market strategies, acquire and retain the right customers, and expand your company's core marketing capabilities.

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In this fast-paced program, you will examine the potential impact of digital disruption on your market and your business and how you should respond to improve the effectiveness of your company's marketing strategy. You will become better able to design and implement technology-informed go-to-market strategies, acquire and retain the right customers, and expand your company's core marketing capabilities.

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Your Course of Study

Taught in both Chinese and English with simultaneous translation, the program explores the connections between timeless marketing principles and the opportunities posed by digital disruption. Through case studies, faculty presentations, and contributions from guest experts, you will analyze the experiences of companies and marketers in China and around the world, expanding your marketing skills arsenal and gaining frameworks to help you deliver on company growth goals.

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Taught in both Chinese and English with simultaneous translation, the program explores the connections between timeless marketing principles and the opportunities posed by digital disruption. Through case studies, faculty presentations, and contributions from guest experts, you will analyze the experiences of companies and marketers in China and around the world, expanding your marketing skills arsenal and gaining frameworks to help you deliver on company growth goals.

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Who Is Right for the Program

The program is ideal for senior-level marketing executives in consumer-focused companies who are responsible for developing and implementing their firms' marketing strategies. It is also appropriate for executives in business-to-business companies whose sectors are experiencing digital disruption and want to explore new marketing strategies.

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The program is ideal for senior-level marketing executives in consumer-focused companies who are responsible for developing and implementing their firms' marketing strategies. It is also appropriate for executives in business-to-business companies whose sectors are experiencing digital disruption and want to explore new marketing strategies.

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Every Harvard Business School Executive Education program is developed and taught by HBS faculty who are widely recognized as skilled educators, groundbreaking researchers, and award-winning authors. Through publishing, consulting, and teaching, HBS faculty leverage their business expertise and field-based research to develop enduring concepts that shape the practice of management. The result is an Executive Education teaching team whose groundbreaking insights challenge participants' thinking and enable them to become superior business leaders.

Faculty Chair
Harold M. Brierley Professor of Business Administration. Member of the Marketing Unit; faculty chair of "Marketing Strategies in the Digital Age—China" and faculty cochair of "Competing on Business Analytics and Big Data." Read Full Bio

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Every Harvard Business School Executive Education program is developed and taught by HBS faculty who are widely recognized as skilled educators, groundbreaking researchers, and award-winning authors. Through publishing, consulting, and teaching, HBS faculty leverage their business expertise and field-based research to develop enduring concepts that shape the practice of management. The result is an Executive Education teaching team whose groundbreaking insights challenge participants' thinking and enable them to become superior business leaders.

John A. Deighton

Faculty Chair
Harold M. Brierley Professor of Business Administration. Member of the Marketing Unit; faculty chair of "Marketing Strategies in the Digital Age—China" and faculty cochair of "Competing on Business Analytics and Big Data."

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Admissions

Please submit your application at least six weeks before the program start date. Since qualified candidates are admitted on a rolling, space-available basis, early application is encouraged. Admission is selective and based on professional achievement and organizational responsibility. Although there are no formal educational requirements, proficiency in written and spoken English is essential. Because Executive Education programs enhance the leadership capacity of the participants as well as their organizations, HBS expects the full commitment of both. While participants are attending a program, sponsoring organizations agree to relieve them of their work responsibilities so that they can fully focus on the learning experience.

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Please submit your application at least six weeks before the program start date. Since qualified candidates are admitted on a rolling, space-available basis, early application is encouraged. Admission is selective and based on professional achievement and organizational responsibility. Although there are no formal educational requirements, proficiency in written and spoken English is essential. Because Executive Education programs enhance the leadership capacity of the participants as well as their organizations, HBS expects the full commitment of both. While participants are attending a program, sponsoring organizations agree to relieve them of their work responsibilities so that they can fully focus on the learning experience.

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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.

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