Course Title:

Strategic Marketing Management 2017


Harvard Business School Executive Education

Boston, Massachusetts, United States

Course format: Classroom

Marketing as a Value Creation Process
•A framework for analyzing market opportunities and risks, and understanding customer needs using state-of-the-art techniques
•The role of value creation in acquiring and retaining customers

Analyzing Buyer Behavior
•Understanding the buying decision process
•Determining the needs and wants of existing and prospective customers
•Research techniques for understanding customers and prospects

Selecting the Target Market and Positioning the Product
•The advantages of market segmentation
•Product positioning as the foundation for developing the marketing mix
•Standardization versus customization: the world of one-to-one marketing

Developing the Integrated Marketing Program to Generate Maximum Customer Value
•Designing products and services that deliver meaningful customer value
•The &,quot,augmented&,quot, product as an antidote to commoditization
•Marketing communications planning: budget and the media mix
•Going to market: designing and managing the distribution channel
•Positioning the Internet as an effective online sales tool

Redefining for the Digital World
•Understand how digital and social contribute to a sustainable business strategy
•Identify unmet customer needs in the digital and social spheres
•Effectively allocate resources and budgets across a growing number of digital channels

Capturing Created Value for the Firm
•Pricing: shifting from cost- to value-based pricing
•Characteristics of profitable pricing practices

Marketing Management
•Creating the marketing plan
•Anticipating and adapting to change
•Ethical and legal issues

Elements of this syllabus are subject to change.

Please visit the school's official website or social networks for the latest training price and schedule.

Phone No.: 1.800.427.5577

School Address/Venue(s):

Harvard Business School
Soldiers Field
Boston, MA 02163

Free Course List: Boston

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