| | Marketing Management |
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| | Marketing Management Department provides executives with an overview of the marketing discipline and a framework that presents marketing as a value creation process. Participants learn how to evaluate marketplace potential and risk from the perspective of the firm's unique ability to develop and deliver goods and services of meaningful customer value. Executives participate in classroom presentations, discussions, team problem solving, and in-depth analysis of a series of real-life marketing situations within a diverse range of firms and industries. The program explores the principal concepts and tools of contemporary marketing management, from market segmentation and product positioning to the design of distribution channels and communications strategy, in order to maximize the value delivered to customers.
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| | Executives return to their organizations better able to: |
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- Analyze and understand customer needs and buying behavior
- Understand competitor strengths and weaknesses
- Identify shifts in the technological, regulatory and cultural context of business
- Partner with collaborators to build go-to-market power
- Understand marketing program development and implementation
- Comprehend their roles in a fully integrated, strategic marketing plan
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