Focus on: Marketing

Take Your Career to the Next Level

The strength of Wharton's Marketing Department is one of the school's best-kept secrets. In this issue, we look at the Marketing Department through the eyes of a professor who joined the faculty this fall from Northwestern. The co-academic directors of the Wharton/Windhover program explore the implications of the Vioxx withdrawal. We also hear from a participant who attended last year's Women in Leadership program, who looks back at some of the insights she gained from the experience. The academic co-directors of a newly designed executive education program present their innovative and more rigorous approach to real options and risky investments. Finally, we take a look at a new book that helps managers assess how much their customers are really worth.

Best regards,
Mary-Anne Smith
Director of Communications
masmith@wharton.upenn.edu

"But is showing you this toy and telling about it the whole story? Let's take a look at its sales record, as illustrated by this chart, which compares it to other toys in its price range."

© 2003 The New Yorker Collection from cartoonbank.com. All Rights Reserved

Thought Leaders
Wharton Marketing's "Marketing Challenge"

Marketing Professor Dawn Iacobucci, who came to Wharton last year from Northwestern, says she was attracted by the diverse strengths of Wharton's Marketing Department — the most published and cited marketing department in the world. More

Thought Leaders II
Adverse Reactions: What Does the Vioxx Withdrawal Mean for the Pharma Industry?

The co-academic directors of the Wharton/Windhover Program for Pharmaceutical and Biotech Executives consider the implications of the withdrawal of Vioxx and concerns over other Cox-2 drugs. More

In the Classroom
Women in Leadership Find Common Ground

Women leaders have come a long way from the days when there were separate want ads for women and men, but Margaret Ryan, who participated in the Women in Leadership: Legacies, Opportunities, and Challenges program last year, said the program helped her recognize and address some of the common challenges that remain. More

In the Classroom II
Managing Risk in Innovation: A Real Options Approach That Works

While real options (applying financial options approaches to strategic investments) can assist in determining the value of uncertain ventures, they are often used to justify high-risk projects that should never be funded. Wharton Professor Ian MacMillan and colleague Alexander van Putten have created a more rigorous framework for real options, which they apply in a new Wharton executive education program, Managing Risk in Innovation: A Real Options Approach That Works. More

Wharton School Publishing
Managing Customers as Investments

How much are your customers worth? In a new book, Sunil Gupta and Donald Lehmann offer a straightforward approach for assessing the value of customers and their financial impact on the company. More

Education à la Carte
Market Yourself

The best boost to your resume is fresh knowledge, insights, and skills that you can gain from Wharton executive education programs. Among our upcoming offerings are:

• Essentials of Management
  May 7–15, 2005
  
  
• Essentials of Marketing
  May 8–13, 2005
  
  
• Strategic Alliances: Creating Growth and Opportunities
  May 9–12, 2005
  
  
• Competitive Marketing Strategy
  June 6–10, 2005
  
  
• Women in Leadership: Legacies, Opportunities, and Challenges
  June 13–17, 2005

Any comments or suggestions? Please send us your thoughts at masmith@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 Wharton@Work: E-Buzz.

"Excuse me, sir, but what would have been the cost of mounting one of these Shakespearean extravaganzas, and did the backers ever realize any substantial return on their investment?"

© 2003 The New Yorker Collection from cartoonbank.com. All Rights Reserved.

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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.

© 2005 The Wharton School, University of Pennsylvania

Wharton Executive Education Calendar

• Securities Industry Institute Masters Program
  June 12–16, 2005
  Philadelphia
  
  
• Wharton Fellows: Working With Government
  June 26–28, 2005
  Washington DC
  
  
• LIMRA Leadership Institute Fellow (LLIF) Designation Program
  Spring 2005
  Philadelphia
  
  
• Wharton Global Alumni Forums
  May 26–28, 2005 Singapore
  June 9–12, 2005
  London
  June 30–July 1, 2005 Santiago

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