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Executive Education
... Right arrow Harvard Business School Right arrow Executive Education Right arrow Programs for Individuals Right arrow Topic-Focused Programs Right arrow Creating Brand Value Right arrow OverviewCurriculumTeaching Team
... Right arrow Harvard Business School Right arrow Executive Education Right arrow Programs for Individuals Right arrow Topic-Focused Programs Right arrow Creating Brand Value Right arrow OverviewCurriculumTeaching Team
New Program

Creating Brand Value

New Program
Creating Brand Value
  • Upcoming Session
  • Previous (1 of 1) Next
    Status: Accepting Applications
  • Dates: 17–20 APR 2024
  • Format: In-Person Learning takes place on the HBS campus or a designated location.
  • Location: HBS Campus
  • Fee: $11,250
  • The program fee covers tuition, books, case materials, accommodations, and most meals.
    Apply
    Download Brochure
    Apply
    Download Brochure
    Admissions Criteria and Process
Faculty member Jill Avery holding an ipad

"Marketers need to understand how to co-create brands alongside consumers and how to manage digital communities."

Jill J. Avery
Faculty Chair
Read More
Executives sit at a table and talk outside on the HBS campus.
Take Control of Your Personal Brand
A strong personal brand grows out of your authentic self.
Learn More
Apply
Download Brochure
Program Finder
Need Help? Contact Us:
Program Advising team
Email: executive_education@hbs.edu
Faculty member Jill Avery holding an ipad

"Marketers need to understand how to co-create brands alongside consumers and how to manage digital communities."

Jill J. Avery
Faculty Chair
Read More
Apply
Program Finder
Download Brochure
Executives sit at a table and talk outside on the HBS campus.
Take Control of Your Personal Brand
A strong personal brand grows out of your authentic self.
Learn More
Need Help? Contact Us:
Program Advising team
Email: executive_education@hbs.edu
A New Approach to Building Your Personal Brand
A New Approach to Building Your Personal Brand
Faculty chair Jill Avery presents a guide to creating your personal brand.
Learn More
Apply
Download Brochure
Program Finder
Need Help? Contact Us:
Program Advising team
Email: executive_education@hbs.edu
A New Approach to Building Your Personal Brand
A New Approach to Building Your Personal Brand
Faculty chair Jill Avery presents a guide to creating your personal brand.
Learn More
Download Brochure
Apply
Program Finder
Need Help? Contact Us:
Program Advising team
Email: executive_education@hbs.edu
participants sitting around a small table during a study group session in the McArthur hall lounge
Marketing & Sales Comparison Chart
Compare programs at-a-glance to find what's right for you.
Learn More
Apply
Download Brochure
Program Finder
Need Help? Contact Us:
Program Advising team
Email: executive_education@hbs.edu
participants sitting around a small table during a study group session in the McArthur hall lounge
Marketing & Sales Comparison Chart
Compare programs at-a-glance to find what's right for you.
Learn More
Download Brochure
Apply
Program Finder
Need Help? Contact Us:
Program Advising team
Email: executive_education@hbs.edu
  • Overview
  • Curriculum
  • Teaching Team
  • Teaching Team Dropdown down
    • Overview
    • Curriculum
    • Teaching Team
Print

Summary

Consumer brands are one of the most valuable sources of sustainable competitive advantage, but managing brands and achieving their full potential has never been more difficult. Today's consumers are increasingly diverse, are skeptical of marketing, and are empowered by digital technologies that easily connect them to others who share their tastes. To take full advantage of these trends, brand managers must be able to strengthen their brand through stories that spark conversations—capturing attention, generating engagement, and providing relevant meaning.

This program will build the cultural and relationship prowess today's business-to-consumer (B2C) brand managers need. You will explore branding as a collective and collaborative meaning-making process among firms, consumers, and other cultural producers, acquiring new ability to craft, communicate, and manage brands in ways that nurture relationships and create value for both consumers and your business.

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Summary

Consumer brands are one of the most valuable sources of sustainable competitive advantage, but managing brands and achieving their full potential has never been more difficult. Today's consumers are increasingly diverse, are skeptical of marketing, and are empowered by digital technologies that easily connect them to others who share their tastes. To take full advantage of these trends, brand managers must be able to strengthen their brand through stories that spark conversations—capturing attention, generating engagement, and providing relevant meaning.

This program will build the cultural and relationship prowess today's business-to-consumer (B2C) brand managers need. You will explore branding as a collective and collaborative meaning-making process among firms, consumers, and other cultural producers, acquiring new ability to craft, communicate, and manage brands in ways that nurture relationships and create value for both consumers and your business.

Key Benefits
Through real-life examples of how B2C companies and their marketers are creating brand value, you will expand your understanding of today's branding challenges and discover best practices for designing, curating, and managing successful brands.

DetailsExpand AllCollapse All

Establish brands that resonate with today's consumersEstablish brands that resonate with today's consumers
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  • Evaluate brands from the consumer's point of view to uncover their sources of value
  • Employ effective brand storytelling
  • Capitalize on brand influencers
  • Create, crowdsource, and manage brand communities
  • Build brand loyalty and optimize your customer relationships
  • Ensure consumers are allies, not adversaries
Design brand strategy and manage brands for maximum valueDesign brand strategy and manage brands for maximum value
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  • Compete more successfully by evolving and repositioning existing brands
  • Respond effectively to competing brands entering the market
  • Expand your brand's profitably
  • Develop an effective brand portfolio strategy
  • Manage brand risk
Leverage a brand as a significant corporate assetLeverage a brand as a significant corporate asset
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  • Determine the value of a brand
  • Invest in brands and evaluate the ROI of branding
  • Build sustainable competitive advantage through branding
Build your personal brand and expand your personal and professional networkBuild your personal brand and expand your personal and professional network
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  • Extend your network by living and working with executives from various backgrounds and countries across the globe
  • Build relationships with a diverse group of peers who can provide wide-ranging insights into your business challenges and career decisions
  • Develop a strong personal brand

Key Benefits Dropdown up

Key Benefits Dropdown down

Through real-life examples of how B2C companies and their marketers are creating brand value, you will expand your understanding of today's branding challenges and discover best practices for designing, curating, and managing successful brands.
Details

Establish brands that resonate with today's consumers

  • Evaluate brands from the consumer's point of view to uncover their sources of value
  • Employ effective brand storytelling
  • Capitalize on brand influencers
  • Create, crowdsource, and manage brand communities
  • Build brand loyalty and optimize your customer relationships
  • Ensure consumers are allies, not adversaries

Design brand strategy and manage brands for maximum value

  • Compete more successfully by evolving and repositioning existing brands
  • Respond effectively to competing brands entering the market
  • Expand your brand's profitably
  • Develop an effective brand portfolio strategy
  • Manage brand risk

Leverage a brand as a significant corporate asset

  • Determine the value of a brand
  • Invest in brands and evaluate the ROI of branding
  • Build sustainable competitive advantage through branding

Build your personal brand and expand your personal and professional network

  • Extend your network by living and working with executives from various backgrounds and countries across the globe
  • Build relationships with a diverse group of peers who can provide wide-ranging insights into your business challenges and career decisions
  • Develop a strong personal brand

Who Should Attend

  • Mid to senior-level marketing executives charged with creating, nurturing, and managing brand value
  • Entrepreneurs who want to create or grow their own brands in the consumer/retail space
  • Consumer and retail sector general managers engaged in growth strategy
  • CEOs, CMOs, and other senior leaders who recognize the asset value of their brands and want to invest in them

This program welcomes individuals or teams. Attendance by multiple company representatives will foster collaboration and amplify the program's impact. Intact teams of 3-5 individuals will have the opportunity to work together during the program if they so choose.

Program for Leadership Development participants earn 3 PLDA Points on completion of this program.

Dive Deeper into the Experience
Play video
Play video
Inside the ClassroomInside the Classroom
See how exchange with faculty and peers yields new insights into critical business trends.
Watch the VideoWatch the Video
Play video
Play video
We Celebrate New Ways of Thinking. Are You Ready?We Celebrate New Ways of Thinking. Are You Ready?
Thrive in a learning environment that welcomes diverse ideas and perspectives.
Watch the VideoWatch the Video
Play video
Play video
Discover more about business. And yourself.Discover more about business. And yourself.
Global perspectives > Leadership growth > Organizational impact.
Watch the VideoWatch the Video
Previous Next
Dropdown down Dropdown up

Who Should Attend

  • Mid to senior-level marketing executives charged with creating, nurturing, and managing brand value
  • Entrepreneurs who want to create or grow their own brands in the consumer/retail space
  • Consumer and retail sector general managers engaged in growth strategy
  • CEOs, CMOs, and other senior leaders who recognize the asset value of their brands and want to invest in them

This program welcomes individuals or teams. Attendance by multiple company representatives will foster collaboration and amplify the program's impact. Intact teams of 3-5 individuals will have the opportunity to work together during the program if they so choose.

Program for Leadership Development participants earn 3 PLDA Points on completion of this program.

Dive Deeper into the Experience
Play video
Play video
Inside the ClassroomInside the Classroom
See how exchange with faculty and peers yields new insights into critical business trends.
Watch the VideoWatch the Video
Play video
Play video
We Celebrate New Ways of Thinking. Are You Ready?We Celebrate New Ways of Thinking. Are You Ready?
Thrive in a learning environment that welcomes diverse ideas and perspectives.
Watch the VideoWatch the Video
Play video
Play video
Discover more about business. And yourself.Discover more about business. And yourself.
Global perspectives > Leadership growth > Organizational impact.
Watch the VideoWatch the Video
Previous Next

Learning and Living at HBS

When you participate in an Executive Education program on the HBS campus, you enter an immersive experience where every aspect of the learning model has been carefully designed to facilitate your growth. Your learning will take place on your own, in your living group, and in the larger classroom, driven by the renowned HBS case method.

Review Our Campus Health & Safety Protocols

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Learning and Living at HBS

When you participate in an Executive Education program on the HBS campus, you enter an immersive experience where every aspect of the learning model has been carefully designed to facilitate your growth. Your learning will take place on your own, in your living group, and in the larger classroom, driven by the renowned HBS case method.

Review Our Campus Health & Safety Protocols

Admissions Criteria and Process

We admit candidates to specific sessions on a rolling, space-available basis, and encourage you to apply as early as possible. Although most programs have no formal educational requirements, admission is a selective process based on your professional achievement and organizational responsibilities.
Read More
Dropdown down

Answering Your Questions

Our Program Advising team can help you at any stage of the admissions process—starting with identifying the program that best addresses your learning and development goals. Contact a program advisor via email or call 1.800.427.5577 (outside the U.S., call +1.617.495.6555).

Application Submission

We recommend that you apply at least four weeks before the program start date. You may use our online form or download an application. HBS maintains all application information in strict confidentiality. We acknowledge receipt of applications via email. In the unlikely event that you do not receive an acknowledgment, please email us at exed_admissions@hbs.edu or call us at +1.617.495.6226.

Application Review

To optimize the learning experience and maximize the exchange of ideas, our Admissions Committee makes selections that balance each participant's experience, scope of current responsibilities, and type of organization. HBS seeks candidates who reflect a broad range of industries, functions, countries, and backgrounds. We review applications monthly and will contact you via email with the Admissions Committee's decision.

Fee, Payment, and Cancellations

The program fee covers tuition, books, case materials, accommodations, and most meals. You will be invoiced upon admission to the program. Invoices are due within 30 days of receipt, or upon receipt if the program start date is less than 30 days from the invoice date. If you need to cancel or defer your participation, you must submit your request in writing more than 30 days before the start of the program to receive a full refund. Cancellation or deferral requests received 14 to 30 days prior to the start of the program are subject to a fee of one-half of the program fee. Requests received within 14 days are subject to full payment.

Admissions Criteria and Process Dropdown up

Admissions Criteria and Process Dropdown down

We admit candidates to specific sessions on a rolling, space-available basis, and encourage you to apply as early as possible. Although most programs have no formal educational requirements, admission is a selective process based on your professional achievement and organizational responsibilities.

Answering Your Questions

Our Program Advising team can help you at any stage of the admissions process—starting with identifying the program that best addresses your learning and development goals. Contact a program advisor via email or call 1.800.427.5577 (outside the U.S., call +1.617.495.6555).

Application Submission

We recommend that you apply at least four weeks before the program start date. You may use our online form or download an application. HBS maintains all application information in strict confidentiality. We acknowledge receipt of applications via email. In the unlikely event that you do not receive an acknowledgment, please email us at exed_admissions@hbs.edu or call us at +1.617.495.6226.

Application Review

To optimize the learning experience and maximize the exchange of ideas, our Admissions Committee makes selections that balance each participant's experience, scope of current responsibilities, and type of organization. HBS seeks candidates who reflect a broad range of industries, functions, countries, and backgrounds. We review applications monthly and will contact you via email with the Admissions Committee's decision.

Fee, Payment, and Cancellations

The program fee covers tuition, books, case materials, accommodations, and most meals. You will be invoiced upon admission to the program. Invoices are due within 30 days of receipt, or upon receipt if the program start date is less than 30 days from the invoice date. If you need to cancel or defer your participation, you must submit your request in writing more than 30 days before the start of the program to receive a full refund. Cancellation or deferral requests received 14 to 30 days prior to the start of the program are subject to a fee of one-half of the program fee. Requests received within 14 days are subject to full payment.

What You Will Learn

Through a rich learning experience that includes faculty presentations, interactive case study discussions in the classroom and in small groups, and reflective exercises, you and an exceptional group of peers will explore diverse aspects of branding today. You will engage in a holistic examination of the nature of brands and how they create meaning and value for consumers, incorporating insights from psychology, sociology, anthropology, philosophy, religion, economics, and, of course, marketing. Cases will examine both regionally-focused and global brands.

The program will provide ample time for individual reflection or strategy meetings, in which you can work on your own or with other members of your organization to articulate key take-aways and create an action plan.

Dropdown down Dropdown up

What You Will Learn

Through a rich learning experience that includes faculty presentations, interactive case study discussions in the classroom and in small groups, and reflective exercises, you and an exceptional group of peers will explore diverse aspects of branding today. You will engage in a holistic examination of the nature of brands and how they create meaning and value for consumers, incorporating insights from psychology, sociology, anthropology, philosophy, religion, economics, and, of course, marketing. Cases will examine both regionally-focused and global brands.

The program will provide ample time for individual reflection or strategy meetings, in which you can work on your own or with other members of your organization to articulate key take-aways and create an action plan.

Key TopicsExpand AllCollapse All

The value of brandsThe value of brands
Dropdown down
  • Understanding how brands create value for consumers and for businesses
  • Using brands as a source of sustainable competitive advantage
  • Improving brand positioning
  • Exploring the role of brands in the contemporary marketplace
  • Identifying the forces making brands more or less relevant to today's consumers
  • Analyzing the relationship between brands and shareholder value
  • Calculating the return on investment (ROI) of branding
Brand storytellingBrand storytelling
Dropdown down
  • Building, maintaining, and measuring consumer-based brand equity
  • Using consumer research to inform brand strategy
  • Crafting an effective brand story
  • Co-creating brand meaning alongside customers
  • Using cultural branding techniques to craft resonant brand narratives that connect to culture
  • Creating immersive customer experiences
  • Navigating the relationship between brands, social issues, and activism
Brand managementBrand management
Dropdown down
  • Identifying opportunities and challenges associated with brand extensions that bring the brand across geographic, product category, and customer target market lines
  • Repositioning brands to increase their effectiveness
  • Designing brand portfolio strategy and brand architecture to maximize value across a suite of brands
  • Developing a global branding strategy and introducing brands to a global audience
  • Preventing loss of brand equity
  • Maintaining consumers' trust and loyalty during times of brand crisis
Consumer brand relationships, influencers, and brand communitiesConsumer brand relationships, influencers, and brand communities
Dropdown down
  • Building and nurturing brand loyalty
  • Negotiating customer interactions via a customer relationship management (CRM) tool
  • Understanding the role of brand communities, the value they provide, and the risks they present
  • Building brands through influencer marketing and celebrity branding

Key Topics Dropdown up

Key Topics Dropdown down

The value of brands

  • Understanding how brands create value for consumers and for businesses
  • Using brands as a source of sustainable competitive advantage
  • Improving brand positioning
  • Exploring the role of brands in the contemporary marketplace
  • Identifying the forces making brands more or less relevant to today's consumers
  • Analyzing the relationship between brands and shareholder value
  • Calculating the return on investment (ROI) of branding

Brand storytelling

  • Building, maintaining, and measuring consumer-based brand equity
  • Using consumer research to inform brand strategy
  • Crafting an effective brand story
  • Co-creating brand meaning alongside customers
  • Using cultural branding techniques to craft resonant brand narratives that connect to culture
  • Creating immersive customer experiences
  • Navigating the relationship between brands, social issues, and activism

Brand management

  • Identifying opportunities and challenges associated with brand extensions that bring the brand across geographic, product category, and customer target market lines
  • Repositioning brands to increase their effectiveness
  • Designing brand portfolio strategy and brand architecture to maximize value across a suite of brands
  • Developing a global branding strategy and introducing brands to a global audience
  • Preventing loss of brand equity
  • Maintaining consumers' trust and loyalty during times of brand crisis

Consumer brand relationships, influencers, and brand communities

  • Building and nurturing brand loyalty
  • Negotiating customer interactions via a customer relationship management (CRM) tool
  • Understanding the role of brand communities, the value they provide, and the risks they present
  • Building brands through influencer marketing and celebrity branding

Special Program FeaturesExpand AllCollapse All

Brand Storytelling WorkshopBrand Storytelling Workshop
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Members of Second City, the world's premier comedy club, comedy theater, and school of improvisation, will guide you and your peers through a series of interactive exercises designed to help you practice and perfect brand storytelling.

Personal Branding WorkshopPersonal Branding Workshop
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In this exercise focused on leveraging program learnings to create your own personal brand,you will learn to be more strategic and intentional about defining and communicating your personal value proposition and managing your reputation.

Breakfast Discussions with Special GuestsBreakfast Discussions with Special Guests
Dropdown down

Panelists drawn from a range of premier global brands will engage in a facilitated discussion of topics relevant to each day's themes.

Special Program Features Dropdown up

Special Program Features Dropdown down

Brand Storytelling Workshop

Members of Second City, the world's premier comedy club, comedy theater, and school of improvisation, will guide you and your peers through a series of interactive exercises designed to help you practice and perfect brand storytelling.

Personal Branding Workshop

In this exercise focused on leveraging program learnings to create your own personal brand,you will learn to be more strategic and intentional about defining and communicating your personal value proposition and managing your reputation.

Breakfast Discussions with Special Guests

Panelists drawn from a range of premier global brands will engage in a facilitated discussion of topics relevant to each day's themes.

The HBS Advantage

Our Executive Education programs are developed and taught by HBS faculty who are widely recognized as skilled educators, groundbreaking researchers, and award-winning authors. Through their board memberships, consulting, and field-based research, they address the complex challenges facing business leaders across the globe.

Faculty Chair
Jill J. Avery
Jill J. Avery
Jill J. Avery

Jill J. Avery

Senior Lecturer of Business Administration

HBS Unit:
Marketing

Read Full Bio

Faculty
Sunil Gupta
Sunil Gupta
Sunil Gupta

Sunil Gupta

Edward W. Carter Professor of Business Administration

HBS Unit:
Marketing

Read Full Bio

Ayelet Israeli
Ayelet Israeli
Ayelet Israeli

Ayelet Israeli

Marvin Bower Associate Professor

HBS Unit:
Marketing

Read Full Bio

Michael Moynihan
Michael Moynihan
Michael Moynihan

Michael Moynihan

Executive Fellow, Harvard Business School

Read Full Bio

Dropdown down Dropdown up

The HBS Advantage

Our Executive Education programs are developed and taught by HBS faculty who are widely recognized as skilled educators, groundbreaking researchers, and award-winning authors. Through their board memberships, consulting, and field-based research, they address the complex challenges facing business leaders across the globe.

Faculty Chair
Jill J. Avery
Jill J. Avery
Jill J. Avery

Jill J. Avery

Senior Lecturer of Business Administration

HBS Unit:
Marketing

Read Full Bio

Faculty
Sunil Gupta
Sunil Gupta
Sunil Gupta

Sunil Gupta

Edward W. Carter Professor of Business Administration

HBS Unit:
Marketing

Read Full Bio

Ayelet Israeli
Ayelet Israeli
Ayelet Israeli

Ayelet Israeli

Marvin Bower Associate Professor

HBS Unit:
Marketing

Read Full Bio

Michael Moynihan
Michael Moynihan
Michael Moynihan

Michael Moynihan

Executive Fellow, Harvard Business School

Read Full Bio

ApplyDownload Brochure
ApplyDownload Brochure
ApplyDownload Brochure
More Admissions Information
Program content, dates, schedule, fees, technology platforms, 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.
Faculty member Jill Avery holding an ipad

"Marketers need to understand how to co-create brands alongside consumers and how to manage digital communities."

Jill J. Avery
Faculty Chair
Read More
Executives sit at a table and talk outside on the HBS campus.
Take Control of Your Personal Brand
A strong personal brand grows out of your authentic self.
Learn More
Apply
Download Brochure
Program Finder
Need Help? Contact Us:
Program Advising team
Email: executive_education@hbs.edu
Faculty member Jill Avery holding an ipad

"Marketers need to understand how to co-create brands alongside consumers and how to manage digital communities."

Jill J. Avery
Faculty Chair
Read More
Apply
Program Finder
Download Brochure
Executives sit at a table and talk outside on the HBS campus.
Take Control of Your Personal Brand
A strong personal brand grows out of your authentic self.
Learn More
Need Help? Contact Us:
Program Advising team
Email: executive_education@hbs.edu
A New Approach to Building Your Personal Brand
A New Approach to Building Your Personal Brand
Faculty chair Jill Avery presents a guide to creating your personal brand.
Learn More
Apply
Download Brochure
Program Finder
Need Help? Contact Us:
Program Advising team
Email: executive_education@hbs.edu
A New Approach to Building Your Personal Brand
A New Approach to Building Your Personal Brand
Faculty chair Jill Avery presents a guide to creating your personal brand.
Learn More
Download Brochure
Apply
Program Finder
Need Help? Contact Us:
Program Advising team
Email: executive_education@hbs.edu
participants sitting around a small table during a study group session in the McArthur hall lounge
Marketing & Sales Comparison Chart
Compare programs at-a-glance to find what's right for you.
Learn More
Apply
Download Brochure
Program Finder
Need Help? Contact Us:
Program Advising team
Email: executive_education@hbs.edu
participants sitting around a small table during a study group session in the McArthur hall lounge
Marketing & Sales Comparison Chart
Compare programs at-a-glance to find what's right for you.
Learn More
Download Brochure
Apply
Program Finder
Need Help? Contact Us:
Program Advising team
Email: executive_education@hbs.edu
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