Download Marketing Programs Comparison Chart

MARKETING PROGRAMS
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DRIVING DIGITAL AND SOCIAL STRATEGY
STRATEGIC MARKETING MANAGEMENT
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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)