Executive Education Programs Program Information


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

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  Strategic Marketing Essentials

Strategic Marketing Essentials

In this highly competitive business environment, marketing is everyone’s business. Strategic Marketing Essentials provides you with the core concepts and strategic perspectives taught in MBA-level marketing programs.

Through this intensive, five-day foundational marketing program, participants gain an understanding of basic marketing techniques, including:
-Customer segmentation and targeting
-The decision-making processes of your customers
-How to use lifetime customer value in marketing planning
-Unique brand development, product line management, distribution, and advertising
 
Apr 06, 2014 - Apr 11, 2014 Philadelphia $9,250
Nov 16, 2014 - Nov 21, 2014 Philadelphia $9,250


In Strategic Marketing Essentials, you will gain a clear understanding of core marketing concepts and identify the necessary elements of a strong and effective marketing plan. Wharton professors will teach you to:
-Develop a thorough understanding of customers and what motivates behavior.
-Understand the value of your brands and how to build and develop that value.
-Use quantitative analysis to make — and support — marketing decisions.

The program is taught using quantitative and qualitative methodologies, case studies, lectures, and participant exercises that allowing you to interact with faculty and peers throughout the week. Among the 12 foundational sessions, you’ll experience:
-Marketing Math Essentials
-Managing Customer Experiences
-Pricing Strategies
-Allocating Your Marketing Resources
-Advertising Decisions

Who Attends This Program
Executives from across your organization will benefit from this program, particularly non-marketers who have been given increased responsibility for marketing and planning, this includes divisions such as:
-Engineering, Operations, Research and Development, Finance, Accounting
-Sales, Public Relations, and Promotions

To extend the impact of Strategic Marketing Essentials, we encourage companies to send cross-functional teams of executives to Wharton.


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