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Executive Education
    ... icon-nav-right-sm Harvard Business School icon-nav-right-sm Executive Education icon-nav-right-sm Programs for Individuals icon-nav-right-sm Topic-Focused Programs icon-nav-right-sm Strategic Marketing Management icon-nav-right-sm OverviewCurriculumTeaching TeamTestimonials
    ... icon-nav-right-sm Harvard Business School icon-nav-right-sm Executive Education icon-nav-right-sm Programs for Individuals icon-nav-right-sm Topic-Focused Programs icon-nav-right-sm Strategic Marketing Management icon-nav-right-sm OverviewCurriculumTeaching TeamTestimonials

    Strategic Marketing Management

    Strategic Marketing Management
    • Upcoming Session
    • icon-carousel-arrow-left (1 of 1) icon-carousel-arrow-right
    • Dates: 02–07 JUN 2019
    • Location: HBS Campus
    • Fee: $13,000
    • The program fee covers tuition, books, case materials, accommodations, and most meals.
      Apply
      Download Brochure
      Apply
      Download Brochure
      Admissions Criteria and Process
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    Request the Brochure
    Download PDF
    icon-play-audio
    Does Le Pliage Help or Hurt Longchamp's Luxury Brand?
    The balancing act of cherishing heritage and looking forward.
    Hear This Story
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    Does Le Pliage Help or Hurt Longchamp's Luxury Brand?
    The balancing act of cherishing heritage and looking forward.
    Hear This Story
    Request the Brochure
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    Program Finder
    Need Help? Contact Us:
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    Email: executive_education@hbs.edu
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    michele beucler
    Discovering the Benefits of Unpacking
    Make smarter strategic decisions through an organized, deliberate process.
    Read Her Story
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    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    michele beucler
    Discovering the Benefits of Unpacking
    Make smarter strategic decisions through an organized, deliberate process.
    Read Her Story
    Request the Brochure
    Download PDF
    Identify the Right Program for You
    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    Request the Brochure
    Download PDF
    Michael I. Norton

    Apply the latest insights from behavioral economics to create more effective marketing.

    Michael I. Norton
    Faculty Chair
    Read More
    Identify the Right Program for You
    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    Request the Brochure
    Download PDF
    Michael I. Norton

    Apply the latest insights from behavioral economics to create more effective marketing.

    Michael I. Norton
    Faculty Chair
    Read More
    Identify the Right Program for You
    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    Request the Brochure
    Download PDF
    Identify the Right Program for You
    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    Request the Brochure
    Download PDF
    Identify the Right Program for You
    Program Finder
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    • Overview
    • Curriculum
    • Teaching Team
    • Testimonials
    • Apply
    • icon-dropdown-down
      • Overview
      • Curriculum
      • Teaching Team
      • Testimonials
      • Apply

    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.

    icon-dropdown-down icon-dropdown-up

    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 AllCollapse All

    Drive integrated, customer-centric marketing strategiesDrive integrated, customer-centric marketing strategies
    icon-dropdown-down
    • 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
    icon-dropdown-down
    • 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 networkExpand your personal and professional network
    icon-dropdown-down
    • 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 icon-dropdown-down

    Key Benefits icon-dropdown-down

    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.
    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
    icon-play-video
    icon-play-video
    We Celebrate New Ways of Thinking. Are You Ready?
    Thrive in a learning environment that welcomes diverse ideas and perspectives.
    Learn More
    Learn More
    icon-play-video
    icon-play-video
    Experience the Case Method in the Classroom
    Watch participants debate the issues and present their viewpoints.
    Learn More
    Learn More
    icon-play-video
    icon-play-video
    Discover more about business. And yourself.
    Global perspectives > Leadership growth > Organizational impact.
    Learn More
    Learn More
    icon-dropdown-down icon-dropdown-up

    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
    icon-play-video
    icon-play-video
    We Celebrate New Ways of Thinking. Are You Ready?
    Thrive in a learning environment that welcomes diverse ideas and perspectives.
    Learn More
    Learn More
    icon-play-video
    icon-play-video
    Experience the Case Method in the Classroom
    Watch participants debate the issues and present their viewpoints.
    Learn More
    Learn More
    icon-play-video
    icon-play-video
    Discover more about business. And yourself.
    Global perspectives > Leadership growth > Organizational impact.
    Learn More
    Learn More

    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.

    icon-dropdown-down icon-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.

    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
    icon-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. 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.

    Admissions Criteria and Process icon-dropdown-down

    Admissions Criteria and Process icon-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. 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.

    icon-dropdown-down icon-dropdown-up

    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 AllCollapse All

    Viewing marketing as a value creation processViewing marketing as a value creation process
    icon-dropdown-down
    • 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 behaviorAnalyzing consumer behavior
    icon-dropdown-down
    • 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 productSelecting the target market and positioning the product
    icon-dropdown-down
    • 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 programDeveloping an integrated marketing program
    icon-dropdown-down
    • 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 valueGenerating maximum customer value
    icon-dropdown-down
    • Designing and managing the distribution channel for going to market
    • Positioning the internet as an effective online sales tool
    Redefining strategy for the digital worldRedefining strategy for the digital world
    icon-dropdown-down
    • 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 firmCapturing created value for the firm
    icon-dropdown-down
    • Shifting from cost-based to value-based pricing
    • Examining the characteristics of profitable pricing practices
    Mastering marketing managementMastering marketing management
    icon-dropdown-down
    • Creating a strategic marketing plan
    • Anticipating and adapting to change
    • Understanding ethical and legal issues

    Key Topics icon-dropdown-down

    Key Topics icon-dropdown-down

    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

    Faculty

    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. Director of Research. Member of the Marketing Unit; and faculty chair of "Strategic Marketing Management."

    Apply the latest insights from behavioral economics to create more effective marketing.

    Read Full BioRead More

    Faculty

    Frank V. Cespedes

    MBA Class of 1973 Senior Lecturer of Business Administration. Member of the Entrepreneurial Management Unit; and faculty chair of "Aligning Strategy and Sales."

    Read Full Bio

    Robert J. Dolan

    Baker Foundation Professor. Member of the Marketing Unit.

    Read Full Bio

    John T. Gourville

    Albert J. Weatherhead, Jr. Professor of Business Administration. Member of the Marketing Unit.

    Read Full Bio

    Ayelet Israeli

    Assistant Professor of Business Administration. Member of the Marketing Unit.

    Read Full Bio

    Donald K. Ngwe

    Assistant Professor of Business Administration. Member of the Marketing Unit.

    Read Full Bio

    Shelle M. Santana

    Assistant Professor of Business Administration in the Marketing Unit.

    Read Full Bio

    icon-dropdown-down icon-dropdown-up

    Faculty

    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. Director of Research. Member of the Marketing Unit; and faculty chair of "Strategic Marketing Management."

    Apply the latest insights from behavioral economics to create more effective marketing.

    Read Full BioRead More

    Faculty

    Frank V. Cespedes

    MBA Class of 1973 Senior Lecturer of Business Administration. Member of the Entrepreneurial Management Unit; and faculty chair of "Aligning Strategy and Sales."

    Read Full Bio

    Robert J. Dolan

    Baker Foundation Professor. Member of the Marketing Unit.

    Read Full Bio

    John T. Gourville

    Albert J. Weatherhead, Jr. Professor of Business Administration. Member of the Marketing Unit.

    Read Full Bio

    Ayelet Israeli

    Assistant Professor of Business Administration. Member of the Marketing Unit.

    Read Full Bio

    Donald K. Ngwe

    Assistant Professor of Business Administration. Member of the Marketing Unit.

    Read Full Bio

    Shelle M. Santana

    Assistant Professor of Business Administration in the Marketing Unit.

    Read Full Bio

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    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.
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    Request the Brochure
    Download PDF
    icon-play-audio
    Does Le Pliage Help or Hurt Longchamp's Luxury Brand?
    The balancing act of cherishing heritage and looking forward.
    Hear This Story
    Identify the Right Program for You
    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    icon-play-audio
    Does Le Pliage Help or Hurt Longchamp's Luxury Brand?
    The balancing act of cherishing heritage and looking forward.
    Hear This Story
    Request the Brochure
    Download PDF
    Identify the Right Program for You
    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    Request the Brochure
    Download PDF
    michele beucler
    Discovering the Benefits of Unpacking
    Make smarter strategic decisions through an organized, deliberate process.
    Read Her Story
    Identify the Right Program for You
    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    michele beucler
    Discovering the Benefits of Unpacking
    Make smarter strategic decisions through an organized, deliberate process.
    Read Her Story
    Request the Brochure
    Download PDF
    Identify the Right Program for You
    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    Request the Brochure
    Download PDF
    Michael I. Norton

    Apply the latest insights from behavioral economics to create more effective marketing.

    Michael I. Norton
    Faculty Chair
    Read More
    Identify the Right Program for You
    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    Request the Brochure
    Download PDF
    Michael I. Norton

    Apply the latest insights from behavioral economics to create more effective marketing.

    Michael I. Norton
    Faculty Chair
    Read More
    Identify the Right Program for You
    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    Request the Brochure
    Download PDF
    Identify the Right Program for You
    Program Finder
    Need Help? Contact Us:
    Program Advising team
    Email: executive_education@hbs.edu
    Request the Brochure
    Download PDF
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