Focus: Revolutionizing Marketing

Now that companies have squeezed all the efficiencies they can from their current operations, where will growth come from? Business leaders are increasingly looking to marketing, not just to sell the present product line but to tap into markets and identify the "white spaces" for future growth. CEOs also are expecting more accountability from marketing for demonstrable results. In this issue, we explore revolutions in marketing, through the perspective of David Pottruck, CEO of Charles Schwab; Professor Vijay Mahajan considers opportunities in emerging markets; and finally Professor David Reibstein and William Moult, former President of the Marketing Science Institute, examine marketing "dashboards" in our new Marketing Metrics: Linking Marketing to Financial Consequences program.

Best regards,
Barbara Gydé
Senior Director, Executive Programs
[barbaracg@wharton.upenn.edu]

Caption: "Actually, I preferred 'Heaven,' too, but then the marketing guys got hold of it."

© The New Yorker Collection 1997 Lee Lorenz from cartoonbank.com. All Rights Reserved.

Thought Leaders
Charles Schwab's David Pottruck on Rediscovering Marketing

In a fast-growth environment, marketing discipline fell by the wayside. Now Charles Schwab is focusing more attention on making marketing an engine of growth, said CEO David Pottruck during a recent speech at Wharton. [More]

Senior Management Programs
Strategies for Emerging Markets

There are tremendous growth opportunities in emerging economies, but companies need to take different marketing approaches to capitalize on these opportunities. In a recent session of the Wharton Fellows program, Marketing Professor Vijay Mahajan discussed strategies for reaching this "forgotten 86%" of the world market. [More]

In the Classroom
Driving Performance With Marketing Dashboards

How do you know if your marketing is on track? Faculty in Wharton's Marketing Metrics program discussed and demonstrated the use of "dashboard" to monitor marketing results and simulations to explore the future impact of proposed marketing actions. [More]

The Last Word
Marketing by Instrument

Aircraft pilot and Vice Dean Robert Mittelstaedt, Jr., says that in harsh weather we need to turn to instruments to guide our marketing strategies to success. [More]

Education à la Carte
Marketing...and Other Business Drivers

With one of the leading marketing departments in the world, Wharton faculty have designed executive education programs on topics such as competitive marketing strategy, leading sales forces, pricing, and metrics. But in addition to this strength in marketing, Wharton covers just about every other important business discipline. For a small sample, check out a few of our upcoming programs:

Philadelphia Programs:

  • Competitive Marketing Strategy
    Gain new tools to analyze your competitors as well as anticipate their actions and the implications of such actions. You will use computer simulation to see "hands-on" results of your marketing decisions. The result are tools that help you to develop successful, long-term marketing goals.
    January 4–9, 2004; June 13–18, 2004
    Competencies/Skill Development: Creativity/Innovation, Consumer/Market Orientation, Decisiveness

  • Mergers & Acquisitions
    Wharton faculty from accounting, marketing, and legal studies give you a comprehensive overview of the merger and acquisition process. A select group of peers as well as outside practitioners contribute to class discussions, case studies, and computer simulations to give you first-hand knowledge of valuation methods, tax and accounting issues, acquisition analysis, and due diligence, as well as strategies for post-acquisition integration.
    January 25–30, 2004; June 13–18, 2004
    Competencies/Skill Development: Business Acumen, Strategic     Thinking, Influencing Skills

  • Managing People: Power Through Influence
    This program is particularly beneficial to managers currently experiencing difficulties or managers who want to reassess their style and mode of influencing others.
    February 1–4, 2004
    Competencies/Skill Development: Performance Management, Leadership

  • Creating Value Through Financial Management
    Demystify the process of creating shareholder value. Gain tools to evaluate the financial impact and value of strategic decisions.
    February 8–13, 2004; July 18–23, 2004
    Competencies/Skill Development: Business Acumen, Market Awareness, Cost Controls

San Francisco Programs:

  • Finance and Accounting for the Non-Financial Manager
    Understand and apply the core concepts of financial and accounting methods through case studies, group projects, and "integration sessions."
    January 11–15, 2004; June 6–9, 2004
    Competencies/Skill Development: Business Acumen, Cost Controls

  • Essentials of Marketing
    Increase your effectiveness working with your marketing team, and develop measurement strategies to assess various marketing plans.
    February 23–26, 2004
    Competencies/Skill Development: Establishing Plans, Business Acumen

  • Leading the Effective Sales Force
    Gain analytical tools to help you realign territories, shift market or product emphasis, or adjust your sales force size or scope. As part of the class, you will receive decision support software developed by Professor Len Lodish that will play out the results of your sales force strategies.
    March 1–4, 2003
    Competencies/Skill Development: Setting Priorities, Performance Management, Analytical Thinking

  • Marketing Metrics: Linking Marketing to Financial Consequences
    For CMOs to product and brand managers who are under increasing pressure to demonstrate the ROI of their marketing programs and invest marketing dollars more strategically.
    March 8–10, 2004
    Competencies/Skill Development: Integrative Thinking, Result Orientation

Caption: "There's a Mr. Egg McMuffin here who says we've been using his name without permission."

© The New Yorker Collection 1993 J.B. Handelsman from cartoonbank.com. All Rights Reserved.

Any comments or suggestions? Please send us your thoughts at barbaracg@wharton.upenn.edu. We want to make every effort to respect your confidence, so please let us know if you don't want us to share them in future issues of E-Buzz.

Bios and more information on Wharton faculty can be found at:
http://www.wharton.upenn.edu/faculty.html

We have a team of course consultants who are available to answer any questions or provide more information about our programs. Please call:
800.255.3932, ext. 3290 (U.S. and Canada)
215.898.1776, ext. 3290 (worldwide)
215.898.2064, attn. 3290 (fax)
execed@wharton.upenn.edu [subject: 3290] (e-mail)
http://execed.wharton.upenn.edu/3290.cfm (Web)

Wharton Executive Education Privacy Policy

This e-mail message originated at the Aresty Institute of Executive Education, a division of the Wharton School, University of Pennsylvania. We collect the e-mail addresses of those who communicate with us via e-mail and information collected from onsite visitors. The information we collect is used by us alone to contact our audience for marketing purposes. E-mail addresses are not shared with outside organizations.

If you do not wish to receive e-mails from us in the future, please let us know by sending an e-mail to us at execed@wharton.upenn.edu, calling us at 215.898.1776, or writing to us at 255 S. 38th Street, Philadelphia, PA 19104-6359, USA, and telling us that you do not wish to receive marketing e-mail from our organization.

Wharton Executive Education is committed to developing and providing executive education that works, and we welcome your suggestions for new programs or any other ideas.

© 2003 The Wharton School, University of Pennsylvania

 

New Program
Success: What's Next
Wharton Fellows
January 7–9, 2004

Women and Leadership: Legacies, Opportunities, and Challenges
June 7–11, 2004

Women’s Leadership Survey
Complete the survey and receive a free book!

Knowledge@Wharton links:
Choosing the Wrong Pricing Strategy Can Be a Costly Mistake

Suing Your Customers: A Winning Business Strategy?

Six Kinds of Jelly Beans: How the Perception of Variety Influences Consumption

Darn Those Pop-Up Ads! They're Maddening, But Do They Work?

Want More Wharton Knowledge? Learn more about current research at Wharton and gain insights from business leaders by subscribing to Wharton's free Knowledge@Wharton newsletter.

Special Events