Customer-centric and competitively dominant marketing strategies are vital to business success. This leadership training program provides participants with tools for developing an effective marketing strategy by examining how firms can profitably create and sustain customer value.
The Strategic Marketing Management program's focus is on appraising go-to-market programs and designing integrated, strategic marketing plans. You will 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.
The curriculum yields insight into the process of value creation and provides management tools for sustaining it and securing a share of the value created. You will learn by participating in interactive problem-solving.
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.
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.