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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 Marketing in the Digital Era 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 Marketing in the Digital Era Right arrow OverviewCurriculumTeaching Team
    New Program

    Marketing in the Digital Era

    New Program
    Marketing in the Digital Era
    • Upcoming Session
    • Carousel left arrow (1 of 1) Carousel right arrow
    • Dates: 14–19 AUG 2022
    • Format: In-Person
    • Location: HBS Campus
    • Fee: $13,250
    • The program fee covers tuition, books, case materials, accommodations, and most meals.
      Apply
      Download Brochure
      Apply
      Download Brochure
      Admissions Criteria and Process
    Sunil Gupta, HBS Executive Education faculty, talks about leading in a digital world

    "Digital technology has changed how customers search, buy, and interact with businesses."

    Sunil Gupta
    Faculty Cochair
    Rajiv Lal
    Faculty Cochair
    Read More
    Apply
    Download Brochure
    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    Sunil Gupta, HBS Executive Education faculty, talks about leading in a digital world

    "Digital technology has changed how customers search, buy, and interact with businesses."

    Sunil Gupta
    Faculty Cochair
    Rajiv Lal
    Faculty Cochair
    Read More
    Download Brochure
    Apply
    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    small groups of program participants gathered on the Ruth Mulan Chu Chao Center convening steps
    Digital Transformation Comparison Chart
    Compare programs at-a-glance to find what's right for you.
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    Play video
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    Case method research enables a framework to emerge and then be taken into the classroom.

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    Download Brochure
    Program Finder
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    Program Advising team
    Email: executive_education@hbs.edu
    small groups of program participants gathered on the Ruth Mulan Chu Chao Center convening steps
    Digital Transformation Comparison Chart
    Compare programs at-a-glance to find what's right for you.
    Learn More
    Apply
    Program Finder
    Download Brochure
    Play video
    Play video

    Case method research enables a framework to emerge and then be taken into the classroom.

    Watch the VideoWatch the Video
    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
    Print
    • Overview
    • Curriculum
    • Teaching Team
    • Overview Dropdown down
      • Overview
      • Curriculum
      • Teaching Team

    Summary

    Digital technologies are transforming the potential and practice of marketing—as companies have become more agile, data-driven, and ROI-focused. Whether you are a marketing executive or a general manager, this program will take you deep into essential marketing principles and strategies that will enable you to build and sustain a leading edge in your marketing and your business. You will emerge with the advanced skills to generate more value for customers and more business growth by developing an integrated marketing strategy that blends proven marketing paradigms with the latest innovations.

    Dropdown down Dropdown up

    Summary

    Digital technologies are transforming the potential and practice of marketing—as companies have become more agile, data-driven, and ROI-focused. Whether you are a marketing executive or a general manager, this program will take you deep into essential marketing principles and strategies that will enable you to build and sustain a leading edge in your marketing and your business. You will emerge with the advanced skills to generate more value for customers and more business growth by developing an integrated marketing strategy that blends proven marketing paradigms with the latest innovations.

    Key Benefits
    Marketing leaders are charged with driving organic growth for their businesses. This program prepares you to build and execute an integrated marketing strategy that aligns your business with consumer needs and differentiates it from the competition. Whatever your industry, you will emerge with the frameworks, concepts and tools to drive profitable growth through a more forward-thinking approach to marketing strategy development and implementation.

    DetailsExpand AllCollapse All

    Thrive in the era of digital marketing and digital business modelsThrive in the era of digital marketing and digital business models
    Dropdown down
    • Understand the playbook of direct-to-consumer (DTC) brands
    • Know how to respond to the threat of new DTC entrants
    • Assess ROI for your marketing spend
    • Balance performance and brand marketing
    Drive integrated, customer-centric marketing strategiesDrive integrated, customer-centric marketing strategies
    Dropdown down
    • Effectively analyze markets, customer needs, and buying behaviors
    • Determine strengths and weaknesses of competitors and substitutes
    • Identify business shifts related to technological, regulatory, and customer change
    • Assess the economic impact and viability of social media and digital business strategies
    Ensure marketing activities contribute to company successEnsure marketing activities contribute to company success
    Dropdown down
    • Align marketing strategies with your business objectives
    • Fine-tune brand management strategies
    • Make strategic tradeoffs with a thorough understanding of the marketing implications
    • Assess the performance of your marketing function, including talent, programs, and infrastructure
    • Synchronize marketing activities across your organization to create and capture more value
    Expand your personal and professional networkExpand your personal and professional network
    Dropdown down
    • Extend your network by connecting and working with accomplished executives from various backgrounds, industries, 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

    Key Benefits Dropdown up

    Key Benefits Dropdown down

    Marketing leaders are charged with driving organic growth for their businesses. This program prepares you to build and execute an integrated marketing strategy that aligns your business with consumer needs and differentiates it from the competition. Whatever your industry, you will emerge with the frameworks, concepts and tools to drive profitable growth through a more forward-thinking approach to marketing strategy development and implementation.
    Details

    Thrive in the era of digital marketing and digital business models

    • Understand the playbook of direct-to-consumer (DTC) brands
    • Know how to respond to the threat of new DTC entrants
    • Assess ROI for your marketing spend
    • Balance performance and brand marketing

    Drive integrated, customer-centric marketing strategies

    • Effectively analyze markets, customer needs, and buying behaviors
    • Determine strengths and weaknesses of competitors and substitutes
    • Identify business shifts related to technological, regulatory, and customer change
    • Assess the economic impact and viability of social media and digital business strategies

    Ensure marketing activities contribute to company success

    • Align marketing strategies with your business objectives
    • Fine-tune brand management strategies
    • Make strategic tradeoffs with a thorough understanding of the marketing implications
    • Assess the performance of your marketing function, including talent, programs, and infrastructure
    • Synchronize marketing activities across your organization to create and capture more value

    Expand your personal and professional network

    • Extend your network by connecting and working with accomplished executives from various backgrounds, industries, 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

    Who Should Attend

    • Senior marketing executives in any industry who want to learn established and emerging best practices and improve planning and implementation skills
    • General managers and entrepreneurs who are responsible for business growth
    • CEOs and other senior leaders who manage large marketing budgets for their organizations

    Program for Leadership Development participants earn 5 PLDA Points on completion of this program.

    Who Should Attend Dropdown down

    Who Should Attend Dropdown down

    • Senior marketing executives in any industry who want to learn established and emerging best practices and improve planning and implementation skills
    • General managers and entrepreneurs who are responsible for business growth
    • CEOs and other senior leaders who manage large marketing budgets for their organizations

    Program for Leadership Development participants earn 5 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

    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

    Dropdown down Dropdown up

    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, e-books, and online case materials. 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 down

    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, e-books, and online case materials. 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 combination of case discussions, faculty presentations, and small group debates, you will explore the latest concepts and tools of digital and strategic marketing as well as best practices that will drive success. Examining the challenges and opportunities a business faces during different stages of its life cycle—launch, growth, and maturity—you will expand your repertoire of strategic marketing approaches you can apply in any industry to help your business thrive in today’s fast-moving markets.

    Dropdown down Dropdown up

    What You Will Learn

    Through a rich combination of case discussions, faculty presentations, and small group debates, you will explore the latest concepts and tools of digital and strategic marketing as well as best practices that will drive success. Examining the challenges and opportunities a business faces during different stages of its life cycle—launch, growth, and maturity—you will expand your repertoire of strategic marketing approaches you can apply in any industry to help your business thrive in today’s fast-moving markets.

    Key TopicsExpand AllCollapse All

    Marketing disruptionMarketing disruption
    Dropdown down
    • Analyzing the rise of direct-to-consumer brands
    • Understanding shifts in marketing processes
    • Thriving in the midst of disruption
    • Responding to the increasing emphasis on ROI
    Value proposition and product-market fitValue proposition and product-market fit
    Dropdown down
    • Developing a compelling value proposition
    • Assessing product-market fit
    • Identifying target segments and aligning your product to customer needs
    • Navigating competitive markets
    Performance marketingPerformance marketing
    Dropdown down
    • Understanding and implementing performance marketing
    • Employing state-of-the-art digital marketing techniques
    • Leveraging social influencers
    • Managing customer acquisition, retention, and monetization
    • Analyzing and competing on the customer journey
    Integrated marketing programsIntegrated marketing programs
    Dropdown down
    • Designing products and services that deliver meaningful customer value
    • Developing effective go-to-market and pricing strategies
    • Creating an omnichannel strategy
    Growth strategiesGrowth strategies
    Dropdown down
    • Growing by expanding your customer base
    • Growing through product expansion
    • Growing by redefining business scope
    Managing brandsManaging brands
    Dropdown down
    • Designing an innovative brand strategy
    • Evolving the marketing of legacy brands
    • Managing your brand portfolio
    • Scaling a brand
    • Building a brand activism strategy
    Redefining strategy for the digital worldRedefining strategy for the digital world
    Dropdown down
    • Understanding emerging business models
    • Engaging with the new rules of competition
    • Building an ecosystem for your business
    Mastering marketing managementMastering marketing management
    Dropdown down
    • Creating a strategic marketing plan
    • Anticipating and adapting to change
    • Understanding ethical and legal issues

    Key Topics Dropdown up

    Key Topics Dropdown down

    Marketing disruption

    • Analyzing the rise of direct-to-consumer brands
    • Understanding shifts in marketing processes
    • Thriving in the midst of disruption
    • Responding to the increasing emphasis on ROI

    Value proposition and product-market fit

    • Developing a compelling value proposition
    • Assessing product-market fit
    • Identifying target segments and aligning your product to customer needs
    • Navigating competitive markets

    Performance marketing

    • Understanding and implementing performance marketing
    • Employing state-of-the-art digital marketing techniques
    • Leveraging social influencers
    • Managing customer acquisition, retention, and monetization
    • Analyzing and competing on the customer journey

    Integrated marketing programs

    • Designing products and services that deliver meaningful customer value
    • Developing effective go-to-market and pricing strategies
    • Creating an omnichannel strategy

    Growth strategies

    • Growing by expanding your customer base
    • Growing through product expansion
    • Growing by redefining business scope

    Managing brands

    • Designing an innovative brand strategy
    • Evolving the marketing of legacy brands
    • Managing your brand portfolio
    • Scaling a brand
    • Building a brand activism strategy

    Redefining strategy for the digital world

    • Understanding emerging business models
    • Engaging with the new rules of competition
    • Building an ecosystem for your business

    Mastering marketing management

    • Creating a strategic marketing plan
    • Anticipating and adapting to change
    • Understanding ethical and legal issues

    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 Cochairs
    Sunil Gupta
    Sunil Gupta
    Sunil Gupta

    Sunil Gupta

    Edward W. Carter Professor of Business Administration

    HBS Unit:
    Marketing

    Read Full Bio

    Rajiv Lal
    Rajiv Lal
    Rajiv Lal

    Rajiv Lal

    Stanley Roth, Sr. Professor of Retailing

    HBS Unit:
    Marketing

    Read Full Bio

    Faculty
    Eva Ascarza
    Eva Ascarza
    Eva Ascarza

    Eva Ascarza

    Jakurski Family Associate Professor of Business Administration

    HBS Unit:
    Marketing

    Read Full Bio

    Jill J. Avery
    Jill J. Avery
    Jill J. Avery

    Jill J. Avery

    Senior Lecturer of Business Administration

    HBS Unit:
    Marketing

    Read Full Bio

    David Edelman
    David Edelman
    David Edelman

    David Edelman

    Senior Lecturer of Business Administration

    HBS Unit:
    Marketing

    Read Full Bio

    Hubert Joly
    Hubert Joly
    Hubert Joly

    Hubert Joly

    Senior Lecturer of Business Administration

    HBS Unit:
    Marketing

    Read Full Bio

    Elie Ofek
    Elie Ofek
    Elie Ofek

    Elie Ofek

    Malcolm P. McNair Professor of Marketing

    HBS Unit:
    Marketing

    Read Full Bio

    Shunyuan Zhang
    Shunyuan Zhang
    Shunyuan Zhang

    Shunyuan Zhang

    Assistant Professor of Business Administration

    HBS Unit:
    Marketing

    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 Cochairs
    Sunil Gupta
    Sunil Gupta
    Sunil Gupta

    Sunil Gupta

    Edward W. Carter Professor of Business Administration

    HBS Unit:
    Marketing

    Read Full Bio

    Rajiv Lal
    Rajiv Lal
    Rajiv Lal

    Rajiv Lal

    Stanley Roth, Sr. Professor of Retailing

    HBS Unit:
    Marketing

    Read Full Bio

    Faculty
    Eva Ascarza
    Eva Ascarza
    Eva Ascarza

    Eva Ascarza

    Jakurski Family Associate Professor of Business Administration

    HBS Unit:
    Marketing

    Read Full Bio

    Jill J. Avery
    Jill J. Avery
    Jill J. Avery

    Jill J. Avery

    Senior Lecturer of Business Administration

    HBS Unit:
    Marketing

    Read Full Bio

    David Edelman
    David Edelman
    David Edelman

    David Edelman

    Senior Lecturer of Business Administration

    HBS Unit:
    Marketing

    Read Full Bio

    Hubert Joly
    Hubert Joly
    Hubert Joly

    Hubert Joly

    Senior Lecturer of Business Administration

    HBS Unit:
    Marketing

    Read Full Bio

    Elie Ofek
    Elie Ofek
    Elie Ofek

    Elie Ofek

    Malcolm P. McNair Professor of Marketing

    HBS Unit:
    Marketing

    Read Full Bio

    Shunyuan Zhang
    Shunyuan Zhang
    Shunyuan Zhang

    Shunyuan Zhang

    Assistant Professor of Business Administration

    HBS Unit:
    Marketing

    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.
    Sunil Gupta, HBS Executive Education faculty, talks about leading in a digital world

    "Digital technology has changed how customers search, buy, and interact with businesses."

    Sunil Gupta
    Faculty Cochair
    Rajiv Lal
    Faculty Cochair
    Read More
    Apply
    Download Brochure
    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    Sunil Gupta, HBS Executive Education faculty, talks about leading in a digital world

    "Digital technology has changed how customers search, buy, and interact with businesses."

    Sunil Gupta
    Faculty Cochair
    Rajiv Lal
    Faculty Cochair
    Read More
    Download Brochure
    Apply
    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    small groups of program participants gathered on the Ruth Mulan Chu Chao Center convening steps
    Digital Transformation Comparison Chart
    Compare programs at-a-glance to find what's right for you.
    Learn More
    Play video
    Play video

    Case method research enables a framework to emerge and then be taken into the classroom.

    Watch the VideoWatch the Video
    Apply
    Download Brochure
    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    small groups of program participants gathered on the Ruth Mulan Chu Chao Center convening steps
    Digital Transformation Comparison Chart
    Compare programs at-a-glance to find what's right for you.
    Learn More
    Apply
    Program Finder
    Download Brochure
    Play video
    Play video

    Case method research enables a framework to emerge and then be taken into the classroom.

    Watch the VideoWatch the Video
    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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