Strategic Marketing for Driving Growth
- Dates: 22–27 SEP 2024
- Format: In-Person Learning takes place on the HBS campus or a designated location.
- Location: HBS Campus
- Fee: $14,500
The program fee covers tuition, books, case materials, accommodations, and most meals.
Application Due: 12 SEP 2024
"The principles of marketing are immutable, but the execution of those principles is truly elevated with technology."
Case method research enables a framework to emerge and then be taken into the classroom.
Case method research enables a framework to emerge and then be taken into the classroom.
"I gained a better understanding of marketing, but in a different time and way than I'd ever experienced before."
Summary
Strategic agility and an unyielding focus on growth are essential for the success of any organization, especially when new technologies such as generative AI are profoundly changing how businesses acquire, engage, and retain customers. In Strategic Marketing for Driving Growth, you will prepare to succeed in today's rapidly evolving marketplace, and learn how to lead growth initiatives through innovative marketing approaches and cutting edge go-to-market practices. Whether you are a marketing executive, growth officer, or general manager, this program will take you deep into essential marketing principles and strategies that enable you to build and sustain a leading edge in your industry—and catapult your business to the next level. You will emerge with the advanced skills needed to generate more value for customers, capture more value from the marketplace, and ultimately drive more business growth.
This program is eligible for the Digital Transformation Certificate. Learn More
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Summary
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Strategic agility and an unyielding focus on growth are essential for the success of any organization, especially when new technologies such as generative AI are profoundly changing how businesses acquire, engage, and retain customers. In Strategic Marketing for Driving Growth, you will prepare to succeed in today's rapidly evolving marketplace, and learn how to lead growth initiatives through innovative marketing approaches and cutting edge go-to-market practices. Whether you are a marketing executive, growth officer, or general manager, this program will take you deep into essential marketing principles and strategies that enable you to build and sustain a leading edge in your industry—and catapult your business to the next level. You will emerge with the advanced skills needed to generate more value for customers, capture more value from the marketplace, and ultimately drive more business growth.
This program is eligible for the Digital Transformation Certificate. Learn More
DetailsExpand AllCollapse All
Drive integrated, customer-centric marketing strategiesDrive integrated, customer-centric marketing strategies
- Effectively analyze markets, customer needs, and buying behaviors
- Determine strengths and weaknesses of competitors and substitutes
- Recognize implications of shifts in the business environment, such as changes in technology, regulations, and customer behavior
- Assess the economic impact and viability of social media and digital strategies
Ensure marketing activities contribute to company successEnsure marketing activities contribute to company success
- Align marketing strategies with your business objectives
- Build and evolve brands so that they continue to resonate with customers
- Make strategic tradeoffs with a thorough understanding of implications for marketing
- Assess the performance of your marketing function, including talent, programs, and infrastructure
- Synchronize marketing activities across your organization to maximize the ability to create and capture value
Thrive in the era of digital marketing and digital business modelsThrive in the era of digital marketing and digital business models
- Assess ROI for your marketing spend
- Balance performance and brand marketing
- Craft engaging, outcome-based omni-channel experiences
- Harness the power of AI for effective and efficient marketing
- Respond to the threat of new DTC (direct-to-consumer) entrants
Expand your personal and professional networkExpand 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
Drive integrated, customer-centric marketing strategies
- Effectively analyze markets, customer needs, and buying behaviors
- Determine strengths and weaknesses of competitors and substitutes
- Recognize implications of shifts in the business environment, such as changes in technology, regulations, and customer behavior
- Assess the economic impact and viability of social media and digital strategies
Ensure marketing activities contribute to company success
- Align marketing strategies with your business objectives
- Build and evolve brands so that they continue to resonate with customers
- Make strategic tradeoffs with a thorough understanding of implications for marketing
- Assess the performance of your marketing function, including talent, programs, and infrastructure
- Synchronize marketing activities across your organization to maximize the ability to create and capture value
Thrive in the era of digital marketing and digital business models
- Assess ROI for your marketing spend
- Balance performance and brand marketing
- Craft engaging, outcome-based omni-channel experiences
- Harness the power of AI for effective and efficient marketing
- Respond to the threat of new DTC (direct-to-consumer) entrants
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, including established or emerging CMOs, directors and agency leaders, especially those taking on new responsibilities
- General managers and entrepreneurs from companies at any stage who are responsible for business growth, including related leaders such as heads of sales
- CEOs and other senior leaders who oversee large marketing budgets
- Leaders in government and nonprofit organizations who seek more effective ways to further their missions
Attendance by multiple company team members will foster teamwork and amplify the program's impact. For example, a CMO might attend with their general manager or with one or more direct reports.
- Senior marketing executives, including established or emerging CMOs, directors and agency leaders, especially those taking on new responsibilities
- General managers and entrepreneurs from companies at any stage who are responsible for business growth, including related leaders such as heads of sales
- CEOs and other senior leaders who oversee large marketing budgets
- Leaders in government and nonprofit organizations who seek more effective ways to further their missions
Attendance by multiple company team members will foster teamwork and amplify the program's impact. For example, a CMO might attend with their general manager or with one or more direct reports.
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.
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Learning and Living at HBS
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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.
Admissions Criteria and Process
Answering Your Questions
Application Submission
Application Review
Fee, Payment, and Cancellations
Answering Your Questions
Application Submission
Application Review
Fee, Payment, and Cancellations
What You Will Learn
Through a rich combination of case discussions, faculty presentations, and small group conversations, you will explore the latest concepts and tools of 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 that you can apply to help your business thrive in today's fast-moving markets.
Participants should expect to spend at least 9-12 hours on self-paced case preparation prior to attending the program. Case materials will be made available approximately two weeks prior to program start.
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What You Will Learn
-
Through a rich combination of case discussions, faculty presentations, and small group conversations, you will explore the latest concepts and tools of 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 that you can apply to help your business thrive in today's fast-moving markets.
Participants should expect to spend at least 9-12 hours on self-paced case preparation prior to attending the program. Case materials will be made available approximately two weeks prior to program start.
Key TopicsExpand AllCollapse All
Marketing disruptionMarketing disruption
- Recognizing shifts in marketing processes
- Thriving in the midst of marketplace disruption
- Understanding how new technologies such as generative AI are transforming marketing
- Examining the playbook of direct-to-consumer (DTC) brands
- Responding to the increasing emphasis on ROI
Value proposition and product-market fitValue 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 marketingPerformance 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 programsIntegrated marketing programs
- Designing products and services that deliver meaningful customer value
- Developing effective go-to-market and pricing strategies
- Creating an omnichannel strategy
Growth strategiesGrowth strategies
- Expanding your customer base
- Adding new products and offerings
- Redefining your business scope
Today's brand managementToday's brand management
- Designing an innovative brand strategy
- Evolving the marketing of legacy brands
- Managing your brand portfolio
- Scaling a brand
- Building a brand activism strategy
Strategy for the digital worldStrategy for the digital world
- Understanding emerging business models
- Navigating the rise of AI and its business implications
- Engaging with the new rules of competition
- Building an ecosystem for your business
Marketing managementMarketing management
- Creating a strategic marketing plan
- Anticipating and adapting to change
- Understanding ethical and legal issues
Marketing disruption
- Recognizing shifts in marketing processes
- Thriving in the midst of marketplace disruption
- Understanding how new technologies such as generative AI are transforming marketing
- Examining the playbook of direct-to-consumer (DTC) brands
- 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
- Expanding your customer base
- Adding new products and offerings
- Redefining your business scope
Today's brand management
- Designing an innovative brand strategy
- Evolving the marketing of legacy brands
- Managing your brand portfolio
- Scaling a brand
- Building a brand activism strategy
Strategy for the digital world
- Understanding emerging business models
- Navigating the rise of AI and its business implications
- Engaging with the new rules of competition
- Building an ecosystem for your business
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.
MBA Class of 1973 Senior Lecturer of Business Administration
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The HBS Advantage
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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 CochairsFacultyMBA Class of 1973 Senior Lecturer of Business Administration
HBS Unit:Entrepreneurial Management
Your Peers Expand Your Learning
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Your Peers Expand Your Learning
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Global PerspectiveExperience the world in your classroomGlobal PerspectiveExperience the world in your classroom4%Africa17%Asia Pacific16%Europe16%Latin America4%Middle East43%North America4%Africa17%Asia Pacific16%Europe16%Latin America4%Middle East43%North AmericaTop Industries RepresentedInsights from a range of industries ignite your thinking.Insights from a range of industries ignite your thinking.28%High Technology15%Manufacturing9%Consumer Products7%Financial7%Health Care4%Professional Services2%Agriculture2%CommunicationsTop Industries RepresentedInsights from a range of industries ignite your thinking.28%High Technology15%Manufacturing9%Consumer Products7%Financial7%Health Care4%Professional Services2%Agriculture2%CommunicationsExperienceExperienceYears WorkedYears WorkedExperienceYears WorkedLess than 10 yearsLess than 10 years10-14 years10-14 years15-19 years15-19 years20-24 years20-24 years25-29 years25-29 years30-34 years30-34 years35-39 years35-39 years40 or more40 or moreLess than 10 yearsLess than 10 years10-14 years10-14 years15-19 years15-19 years20-24 years20-24 years25-29 years25-29 years30-34 years30-34 years35-39 years35-39 years40 or more40 or more