Marketing

Introduction

In today’s competitive and rapidly changing marketplace, successful leaders must integrate cutting-edge marketing insights with broader organizational objectives to drive sustainable growth. This Executive Course in Marketing is designed to equip business leaders with the tools and insights necessary to create and sustain a competitive advantage by understanding customer needs, future contributions from different customer groups, and the trade-offs between investments in products, brands, promotions, and customer relationships.

Our comprehensive curriculum teaches participants how to develop, implement, and analyze marketing strategies that meet and exceed customer expectations, while navigating the complexities of dynamic markets. You will learn how to evaluate the potential of different customer segments, maximize the value of your product portfolio, and allocate resources effectively to build lasting customer relationships.

Key Takeaways from the Course:

• In-depth understanding of both business-to-consumer and business-to-business marketing challenges for mastering market dynamics for competitive advantage.
• Action-oriented strategies for improving marketing decision-making.
• Practical exercises that provide a deeper analysis of real-world trade-offs and performance metrics.
• Insights into advanced marketing frameworks to enhance your firm’s strategic positioning.

Whether you are new to marketing strategy or a seasoned professional, this course offers a tailored learning experience. For newcomers, it provides a strong foundation in key concepts to improve strategic decision-making. For experienced managers, it delivers cutting-edge insights into overcoming modern marketing challenges.

This course is designed for managers across various business functions who are looking to enhance their strategic marketing skills and lead their companies to greater success in an increasingly competitive landscape.

Course content

This course is delivered in a hybrid format, combining in-class sessions with online teaching and discussion seminars (as scheduled in the student calendar). The course structure covers foundational aspects of marketing strategy formulation, along with an in-depth exploration of creating value in business-to-business (B2B) relationships.

The course content is aligned with the learning objectives and outcomes defined earlier, and the main themes are organized as follows (with more detailed topics provided in the final syllabus for each cohort):

• Understanding Customer Needs, Current and Future Value: Market segmentation, targeting, and positioning strategies for both business-to-business (B2B) and business-to-consumer (B2C) contexts.
• Exploring Trade-offs in Marketing Investments: Evaluating strategic choices in product development, pricing, multi-channel distribution, communication, and brand management.
• Creating Value in Business-to-Business Relationships: Analyzing how to build and sustain value through supplier selection, industrial purchasing behavior, and long-term partnerships.

The course syllabus and reading materials may be customized based on the specific needs of each cohort, taking into consideration their backgrounds, executive roles, and strategic priorities. In previous cohorts, students have benefited from tailored reading recommendations provided by instructors based on individual interests. These additional resources depend on student preferences and instructor availability in the academic year.