A successful marketing strategy starts with your customer. Whether you're a marketing decision-maker or a general manager, this program dives deep into the latest management concepts and marketing strategies—from market segmentation and product positioning to digital channels and social media marketing. You will emerge with the advanced skills needed to develop and implement an integrated marketing strategy that generates value for customers and growth for your organization.

Summary: A successful marketing strategy starts with your customer. Whether you're a marketing decision-maker or a general manager, this program dives deep into the latest management concepts and marketing strategies—from market segmentation and product positioning to digital channels and social media marketing. You will emerge with the advanced skills needed to develop and implement an integrated marketing strategy that generates value for customers and growth for your organization.

Key Benefits

This strategic marketing management program prepares you to lead integrated marketing tactics that align your business with consumer needs and differentiate it from the competition. Whatever your industry, you will emerge with the frameworks to drive new levels of revenue growth through a more forward-thinking approach to marketing strategy development and implementation.

DetailsExpand All Collapse All

Drive integrated, customer-centric marketing strategies Drive integrated, customer-centric marketing strategies

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 Ensure marketing activities contribute to company success

Align marketing strategies with your business objectives
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 Expand your personal and professional network

Extend your network by living 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

Details

Drive integrated, customer-centric marketing strategies

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
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 living 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

Marketing executives and managers at all levels and in companies of all sizes and stages who want to improve planning and implementation skills
General managers—from entrepreneurs to leaders in established companies—whether or not they have prior experience in marketing
Managers in functions related to marketing such as finance, operations, or business development
The strategy marketing program is appropriate for both business-to-business and business-to-consumer organizations

Participating Companies Have Included:

Adidas

Burberry

Exxonmobil Egypt

Facebook

Google

Johnson & Johnson

Museum of Fine Arts, Boston

The New York Times

Pernod Ricard USA

Rent the Runway

Sanofi

UPS

Dive Deeper into the Experience

Inside the Classroom

See how exchange with faculty and peers yields new insights into critical business trends.

We Celebrate New Ways of Thinking. Are You Ready?

Thrive in a learning environment that welcomes diverse ideas and perspectives.

Discover more about business. And yourself.

Global perspectives > Leadership growth > Organizational impact.

Who Should Attend: Marketing executives and managers at all levels and in companies of all sizes and stages who want to improve planning and implementation skills

General managers—from entrepreneurs to leaders in established companies—whether or not they have prior experience in marketing

Managers in functions related to marketing such as finance, operations, or business development

The strategy marketing program is appropriate for both business-to-business and business-to-consumer organizations

Participating Companies Have Included:

Adidas

Burberry

Exxonmobil Egypt

Facebook

Google

Johnson & Johnson

Museum of Fine Arts, Boston

The New York Times

Pernod Ricard USA

Rent the Runway

Sanofi

UPS

Dive Deeper into the Experience

Inside the Classroom

See how exchange with faculty and peers yields new insights into critical business trends.

Watch the Video Watch the Video

We Celebrate New Ways of Thinking. Are You Ready?

Thrive in a learning environment that welcomes diverse ideas and perspectives.

Watch the Video Watch the Video

Discover more about business. And yourself.

Global perspectives > Leadership growth > Organizational impact.

Watch the Video Watch 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.

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.

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.

Admissions Criteria and Process

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. No payment is necessary until you have been accepted. Payment is required prior to the program start date. If you need to cancel or defer participation, you must submit your request in writing more than 30 days before the start of the program to receive a full refund. Cancellations or deferrals 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

Highlighting the latest concepts and tools of strategic marketing management, this program includes faculty presentations, case studies, dynamic discussions, and interactive problem-solving activities. As you analyze your firm's unique ability to develop and deliver products and services with meaningful customer value, you'll learn how to evaluate marketplace potential, price products optimally, and evolve your marketing strategies to capitalize on business shifts.

What You Will Learn: Highlighting the latest concepts and tools of strategic marketing management, this program includes faculty presentations, case studies, dynamic discussions, and interactive problem-solving activities. As you analyze your firm's unique ability to develop and deliver products and services with meaningful customer value, you'll learn how to evaluate marketplace potential, price products optimally, and evolve your marketing strategies to capitalize on business shifts.

Key TopicsExpand All Collapse All

Viewing marketing as a value creation process Viewing marketing as a value creation process

Using a framework to analyze market opportunities and risks
Employing state-of-the-art techniques to understand customer needs
Exploring the role of value creation in acquiring and retaining customers

Analyzing consumer behavior Analyzing consumer behavior

Understanding the buying-decision process of consumers
Determining the needs and wants of existing and prospective consumers
Using research techniques to understand consumers and prospects

Selecting the target market and positioning the product Selecting the target market and positioning the product

Gaining competitive advantage from market segmentation
Using product positioning as the foundation for developing the marketing mix
Moving from standardization to customization in the world of one-to-one marketing

Developing an integrated marketing program Developing an integrated marketing program

Designing products and services that deliver meaningful customer value
Using the "augmented" product as an antidote to commoditization
Planning the budget and media mix for marketing communications

Generating maximum customer value Generating maximum customer value

Designing and managing the distribution channel for going to market
Positioning the internet as an effective online sales tool

Redefining strategy for the digital world Redefining strategy for the digital world

Understanding how digital and social media marketing contribute to a sustainable business strategy
Identifying unmet customer needs in the digital and social spheres
Allocating resources and budgets effectively across diverse digital channels

Capturing created value for the firm Capturing created value for the firm

Shifting from cost-based to value-based pricing
Examining the characteristics of profitable pricing practices

Mastering marketing management Mastering marketing management

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

Key Topics

Viewing marketing as a value creation process

Using a framework to analyze market opportunities and risks
Employing state-of-the-art techniques to understand customer needs
Exploring the role of value creation in acquiring and retaining customers

Analyzing consumer behavior

Understanding the buying-decision process of consumers
Determining the needs and wants of existing and prospective consumers
Using research techniques to understand consumers and prospects

Selecting the target market and positioning the product

Gaining competitive advantage from market segmentation
Using product positioning as the foundation for developing the marketing mix
Moving from standardization to customization in the world of one-to-one marketing

Developing an integrated marketing program

Designing products and services that deliver meaningful customer value
Using the "augmented" product as an antidote to commoditization
Planning the budget and media mix for marketing communications

Generating maximum customer value

Designing and managing the distribution channel for going to market
Positioning the internet as an effective online sales tool

Redefining strategy for the digital world

Understanding how digital and social media marketing contribute to a sustainable business strategy
Identifying unmet customer needs in the digital and social spheres
Allocating resources and budgets effectively across diverse digital channels

Capturing created value for the firm

Shifting from cost-based to value-based pricing
Examining the characteristics of profitable pricing practices

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 Chair

Michael I. Norton

Harold M. Brierley Professor of Business Administration

HBS Unit:

Marketing

Read Full Bio

Faculty

Eva Ascarza

Jakurski Family Associate Professor of Business Administration

HBS Unit:

Marketing

Read Full Bio

Kate Barasz

Assistant Professor of Business Administration

HBS Unit:

Marketing

Read Full Bio

Robert J. Dolan

Baker Foundation Professor

HBS Unit:

Marketing

Read Full Bio

John T. Gourville

Albert J. Weatherhead, Jr. Professor of Business Administration

HBS Unit:

Marketing

Read Full Bio

Sunil Gupta

Edward W. Carter Professor of Business Administration

HBS Unit:

Marketing

Read Full Bio

Ayelet Israeli

Assistant Professor of Business Administration

HBS Unit:

Marketing

Read Full Bio

Elizabeth A. Keenan

Assistant Professor of Business Administration

HBS Unit:

Marketing

Read Full Bio

Donald K. Ngwe

Assistant Professor of Business Administration

HBS Unit:

Marketing

Read Full Bio

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

Michael I. Norton

Harold M. Brierley Professor of Business Administration

HBS Unit:

Marketing

Read Full Bio

Faculty

Eva Ascarza

Jakurski Family Associate Professor of Business Administration

HBS Unit:

Marketing

Read Full Bio

Kate Barasz

Assistant Professor of Business Administration

HBS Unit:

Marketing

Read Full Bio

Robert J. Dolan

Baker Foundation Professor

HBS Unit:

Marketing

Read Full Bio

John T. Gourville

Albert J. Weatherhead, Jr. Professor of Business Administration

HBS Unit:

Marketing

Read Full Bio

Sunil Gupta

Edward W. Carter Professor of Business Administration

HBS Unit:

Marketing

Read Full Bio

Ayelet Israeli

Assistant Professor of Business Administration

HBS Unit:

Marketing

Read Full Bio

Elizabeth A. Keenan

Assistant Professor of Business Administration

HBS Unit:

Marketing

Read Full Bio

Donald K. Ngwe

Assistant Professor of Business Administration

HBS Unit:

Marketing

Read Full Bio

Apply Download Brochure

More Admissions Information

Program content, 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.

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Marketing & Sales Comparison Chart

Compare programs at-a-glance to find what's right for you.

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Need Help? Contact Us:

Program Advising team

Email: executive_education@hbs.edu

Identify the Right Program for You

Program Finder

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Strategic Marketing Management

Summary

Summary

DetailsExpand AllCollapse All

Drive integrated, customer-centric marketing strategiesDrive integrated, customer-centric marketing strategies Dropdown down

Ensure marketing activities contribute to company successEnsure marketing activities contribute to company success Dropdown down

Expand your personal and professional networkExpand your personal and professional network Dropdown down

Drive integrated, customer-centric marketing strategies

Ensure marketing activities contribute to company success

Expand your personal and professional network

Who Should Attend

Who Should Attend

Learning and Living at HBS

Learning and Living at HBS