Executive Education Programs Program Information


Aresty Institute of Executive Education, The Wharton School, University of Pennsylvania - USA

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  Competitive Marketing Strategy

Competitive Marketing Strategy

Dates:
Feb 10 - Feb 13, 2014

Location:Philadelphia
Tuition: $8,950 (Tuition includes lodging and meals)

Anticipating competitors’ actions and reactions to your moves may be the key determinant of success for any marketing strategy. One competitor cuts prices, undermining your pricing strategy. Another may decide to offer new products and services, possibly over the Internet that have the potential to completely undermine your existing strategy. Could you have anticipated such moves? How do you respond?
Competitive Marketing Strategy teaches you how to anticipate your competitors’ moves during the planning stage, so that you’re not caught off guard. Learn how to analyze their strengths and weaknesses. Discover a number of tools and concepts to manage your competition. By helping you anticipate potential competitive responses to your actions, this course will help you develop effective marketing strategies for the long term.

Audience:
Marketing executives and others involved in the strategy for a brand, product, or strategic business unit are ideal candidates for this course. Corporate planners benefit from the marketing perspective on competitive strategy. Past participants from all over the world have included upper and middle managers from a broad range of industries, including health care, pharmaceuticals, energy, technology, other industrial products, and consumer packaged goods.

Impact:
Develop a strong working knowledge of competitive marketing strategy, and anticipate the effects of offensive and defensive strategies. Learning about competitive pricing, the impact of technology, and making decisions in uncertain markets will give you the tools to be able to define the sources of competitive advantage. You will:
- Use new tools to analyze competitors and anticipate their reactions to your actions.
- Leverage your strengths from your customers’ perspective.
- Understand the competitive landscape for your products or services.

Companies are encouraged to send cross-functional marketing and strategy teams, with customized time with faculty advisors available for four or more participants from a single firm. Additional group benefits are available when four or more participants attend a program. Teams can use this time to have faculty provide insights on the competitive marketing landscape for their products or industry.


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