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MARKETING PROGRAMS HTTP://WWW.EXED.HBS.EDU/CAMPAIGN/PAGES/MARKETING.ASPX DRIVING DIGITAL AND SOCIAL STRATEGY STRATEGIC MARKETING MANAGEMENT WWW.EXED.HBS.EDU/PROGRAMS/DIGS/ WWW.EXED.HBS.EDU/PROGRAMS/SMM/ 4 Days 5 Days Location HBS Campus HBS Campus Overview To effectively compete in today’s digital landscape, firms must leverage digital and social platforms that make it easier for consumers to access relevant and timely information, connect with people they care about, and engage in brand-building behavior. Learn to incorporate social and digital into a global business strategy and acquire a framework for developing organizational capabilities. Acquire strategic tools for approaching marketing as a value creation process and discover how to create competitive, integrated, more profitable go-to-market plans for the right products and the right services. Objective Identify critical digital and social strategy challenges, acquire a framework for addressing them, and examine best practices in the field. Become prepared to incorporate social and digital into your global business. Discover the principal concepts and tools of contemporary marketing management, from market segmentation and product positioning to the design of distribution channels and communications strategy. Examine marketing from a value creation perspective, strengthen your ability to analyze customer needs and buying behavior while evaluating the competitive advantage of your organization’s goods and services. This program provides a fundamental analysis of how to think about customers and industry differently, and a framework to help design digital and social strategies. Explore four key themes: Explore the six key topics: Length Curriculum •Rethinking customers and industries •Designing social and digital strategy •Implementing digital and social strategies •Developing organizational capabilities Participant Profile Executives and leaders who have the ability to drive corporate strategy, including senior executives, general managers, and division leaders. Because of the collaborative nature of this program, teams are strongly encouraged to apply. •Marketing as a value creation process •Analyzing buyer behavior •Selecting the target market and positioning the •Developing an integrated marketing program to product generate maximum customer value •Capturing created value •Marketing management for the firm Marketing managers and those in general management positions who seek a deeper understanding of marketing, as well as vice presidents, directors, and managers in finance and operations who contribute to the customer value creation process. (4.16)