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Customer-centric and competitively dominant marketing strategies are vital to business success. By exploring the core concepts and tools of contemporary marketing management—from market segmentation and product positioning to distribution channel design and communications—this program equips you to develop your own effective customer-centric marketing strategy.
Strategic Marketing Management focuses on appraising go-to-market programs and designing integrated strategic marketing plans. You'll learn how to evaluate marketplace potential and risk from the perspective of the firm's unique ability to develop and deliver goods and services of meaningful customer value.
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By participating in interactive problem-solving activities, discussions, and case study analysis, you'll gain important insights into the process of value creation and the management tools for sustaining and securing a share of the value created. In addition, you'll strengthen your ability to analyze customer needs and buying behavior, understand competitor strengths and weaknesses, and identify crucial business shifts.
This program is designed for marketing managers and those in general management positions in large established companies who need a deeper understanding of the marketing function. It is particularly appropriate for vice presidents, directors, and managers in marketing, finance, and operations who are looking to make a greater contribution to the customer value creation process.
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.
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Please submit your application at least four 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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