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American Management Association @ 25 Burlington Mall Rd, Burlington, MA

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Dec 7th

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Marketing Strategy

Harvard Division of Continuing Education

All levels
21 and older
1 Brattle Square, Cambridge, MA
16 hours over 2 sessions

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Start Dates (0) $2,750/person

Regsitration ends on Sept 16th

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Description

The explosion in social and digital media, and the proliferation of mobile devices and applications have revolutionized the way companies communicate with customers, build relationships, conduct business, and stay on top of changing market dynamics. It’s an exciting time to be a marketer, but the challenges are much more complex.

This two-day program will help decision makers in both marketing and non-marketing roles build a solid foundation in strategic marketing concepts and best practices as they explore the opportunities presented by digital marketing trends. Through case discussions, faculty presentations, and small group activities, you will expand your ability to approach marketing from a strategic perspective, ask the right questions at the right time, sift through the hype, and pursue integrated strategies that make sense for your organization and offerings.

Program Benefits
You will learn to:

Develop, defend, and execute solid marketing strategies that drive corporate success
Focus your efforts and maximize your return on investment in marketing
Incorporate market feedback into your marketing plan to gain a competitive advantage
Take advantage of new communication channels that advance your strategy

Topics Covered

Thinking “outside-in” by first understanding the customer and then building a plan
Improving familiarity with marketing strategy terminology and execution
Defining and targeting market segments
Positioning your offering or brand
Maintaining focus on the customer
Exploring the marketing mix that best fits your organization’s goals
Adding social media and new channels to the mix
Managing the risks of word-of-mouth marketing
Understanding your customer through market research and social listening
Examining the fundamental qualities that great brands share

Who Should Enroll
This interactive program is designed for managers and professionals who want a firmer grasp of marketing strategy, processes, and best practices. Participants might include:

Professionals who are new to a marketing role or who lack formal marketing education
Marketers who want to evaluate emerging trends in a strategic context
Decision makers in other functions—such as sales, finance, product management, product development, or general management—who want to work more effectively with their company’s marketing team

Refund Policy

Participants who cancel between four weeks and one week prior to the start of the program will be assessed a $300 cancellation fee. Participants who cancel less than one week prior to the start of the program will be refunded half the program fee. If you do not cancel and do not attend the program, you forfeit the fee.

Harvard Division of Continuing Education

As one of 12 degree-granting institutions at Harvard, we are the University's primary resource for continuing education.

For more than 100 years we have brought Harvard academics, faculty, and resources to nearly half a million students from all walks of life across the globe.

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Harvard Division of Continuing Education

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