Customer-centric marketing strategies are vital to capturing competitive advantage and sustaining business success. This program explores the core concepts and tools of contemporary strategic marketing management—from market segmentation and product positioning to consumer needs and buying behavior to digital and social media marketing. You will emerge with the skills and framework to develop and manage an integrated marketing strategy that creates value for your customers and generates growth for your firm.

What You Can Expect

Strategic Marketing Management is a unique approach to understanding customers and then leveraging it to design integrated strategic marketing plans in both offline and online environments. You'll learn how to evaluate marketplace potential and risk, price products optimally to create and capture value, and then sustain that value over time—all with the goal of better understanding your firm's unique ability to develop and deliver goods and services with meaningful customer value.

Read More

Strategic Marketing Management is a unique approach to understanding customers and then leveraging it to design integrated strategic marketing plans in both offline and online environments. You'll learn how to evaluate marketplace potential and risk, price products optimally to create and capture value, and then sustain that value over time—all with the goal of better understanding your firm's unique ability to develop and deliver goods and services with meaningful customer value.

Read More

Your Course of Study

By engaging 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 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.

Read More

By engaging 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 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.

Read More

Who Is Right for the Program

This strategy marketing management program is designed for a broad array of managers both with and without direct experience in the marketing function, including marketing managers, entrepreneurs at startups, 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 value creation process.

Read More

This strategy marketing management program is designed for a broad array of managers both with and without direct experience in the marketing function, including marketing managers, entrepreneurs at startups, 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 value creation process.

Read More

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.

Faculty Chair
Harold M. Brierley Professor of Business Administration. Director of Research. Member of the Marketing Unit; and faculty chair of "Strategic Marketing Management." Read Full Bio

View Entire Teaching Team

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.

Michael I. Norton

Faculty Chair
Harold M. Brierley Professor of Business Administration. Director of Research. Member of the Marketing Unit; and faculty chair of "Strategic Marketing Management."

View Entire Teaching Team

Admissions

The Admissions Committee meets monthly, and admits qualified candidates on a rolling, space available basis. Early application is strongly encouraged. 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.

Read More

The Admissions Committee meets monthly, and admits qualified candidates on a rolling, space available basis. Early application is strongly encouraged. 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.

Read More

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.

Related Resources

View all related resources