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Competitive Marketing Strategy

Feb 08, 2016 - Feb 11, 2016Philadelphia, PA$8,600

Program Overview

In marketing, anticipating the moves of your competitors is challenging but essential for maintaining a successful strategy. Through Competitive Marketing Strategy, Wharton professors teach you how to proactively assess competitive action — and reaction — so you can better plan for and develop highly effective, long-term marketing strategies.

Through this program, you will learn how to anticipate the moves of your competitors during the planning stages, analyze their strengths and weaknesses, and react meaningfully. You will develop a strong working knowledge of competitive marketing strategy and an understanding of the effects of offensive and defensive strategies.

Impact & Experience

Competitive Marketing Strategy will teach you how to:

  • Use new tools to analyze competitors and their reactions to your marketing actions
  • Leverage your strengths from your customers’ perspectives
  • Understand and analyze the competitive landscape for your products or services

Today’s marketing is heavily influenced by technology, emerging communication platforms, and immediacy of information. This program harnesses a vast amount of knowledge to help you define the sources of your competitive advantage and exploit it for actionable results.

Competitive Marketing Strategies combines case study methodology with competitive simulations to deliver a high-impact experience that allows you to see the results of your actions in different competitive scenarios. Among the 11 program sessions, you will experience:

  • Competing with Brand Equity
  • Responding to New Competitive Market Entry
  • Managing the Threat of Private Labels and Low-Price Competition
  • First-Mover Advantage

Who Attends This Program

Competitive Marketing Strategy has attracted participants globally and from industries ranging from health care to technology to consumer products. The program is ideal for executives, particularly in marketing, such as:

  • Brand and Marketing Strategists
  • Product Strategists and Managers
  • Corporate Planners
  • Vice Presidents and Directors of Marketing

To further leverage the value and impact of Competitive Marketing Strategy, we encourage companies to send cross-functional teams of executives to Wharton. We offer group enrollment benefits to companies sending four or more participants to this program.


  • Jagmohan Raju, PhD

    Joseph J Aresty Professor; Professor of Marketing; Vice Dean, Executive Education, The Wharton School

    Research Interests: Competitive strategy, pricing, retailingSee Faculty Bio

  • David Reibstein, PhD

    Faculty Director

    William Stewart Woodside Professor, Professor of Marketing, The Wharton School

    Research Interests: Brand equity, marketing metrics, competitive marketing strategies, product line strategySee Faculty Bio

  • George Day, PhD

    Geoffrey T. Boisi Professor Emeritus, The Wharton School

    Research Interests: Competitive strategies in global markets, strategic planning processesSee Faculty Bio

  • Peter Fader, PhD

    Frances and Pei-Yuan Chia Professor, Professor of Marketing; Co-Director, Wharton Customer Analytics Initiative, The Wharton School

    Research Interests: Lifetime value of the customer, sales forecasting for new products, behavioral dataSee Faculty Bio

  • Kathy Pearson, PhD

    Adjunct Senior Fellow, Leonard Davis Institute of Health Economics, University of Pennsylvania; President, Enterprise Learning Solutions

    See Faculty Bio

  • Stephen Hoch, PhD

    Laura and John J. Pomerantz Professor Emeritus of Marketing, The Wharton School

    Research Interests: Consumer behavior and learning, the psychology of forecasting, pricing, and promotion strategySee Faculty Bio

  • Christophe Van den Bulte, PhD

    Gayfryd Steinberg Professor, Professor of Marketing, The Wharton School

    Research Interests: Industrial marketing, social networksSee Faculty Bio

  • Nicolaj Siggelkow, PhD

    David M. Knott Professor, Professor of Management; Co-Director, Mack Institute for Innovation Management, The Wharton School

    Research Interests: Competitive strategy, firms as systems of interconnected choicesSee Faculty Bio

Program Logistics

Tuition for Philadelphia programs includes lodging and meals. Prices are subject to change. Contact a member of the Wharton Executive Education Client Relations team for more information on course specifics and to discuss how this program can meet your professional development needs. Please contact them by email or by phone at +1.215.898.1776.

Plan Your Stay


Greg O'Loughlin

“As a marketing strategist advising other companies, I’m always looking to understand the perspective of a client where they are in terms of topline and bottom line issues and expand my role with them beyond a marketing sphere to an advisor who can help them make decisions about their business. Competitive Marketing Strategy was high level and challenging with a group of other participants who were very smart people. I was learning as much from them as I was from the professors. (Faculty Director) David Reibstein challenged your assumptions and to look deeper, and I found that refreshing. My firm is advising a client right now on a new product strategy and I’m having conversations with him about pricing that I probably wouldn’t have felt comfortable having three months ago.”
Greg O’Loughlin, Founder and Principal of SWELL, a marketing strategy firm, Philadelphia

Jacqueline J Martin

“Sitting on one side of me was the director of Coca-Cola Japan. Sitting on the other side of me was the vice president of Fed-Ex Global. The other guy sitting next to me was the head of marketing for the Brazilian Stock Exchange. Not only are you learning from the Wharton faculty, but you’re also learning from the people who you are teamed with — and pulling knowledge from them as well.”
Jacqueline Martin, Director of Marketing and Business Development, National Medical Reviews, Inc.

"Wharton's program is an adventure through five days of advanced case studies and simulations on competitive marketing strategies. The hand-picked staff of presenters was very good. I feel charged up and ready to immediately apply the strategies to my business."
Group Product Manager, Chemicals Manufacturer


"Wharton's Competitive Marketing Strategy Program is top notch. The program effectively blends case study with theory to address real-life competitive issues."
Director of Finance, Optics Manufacturer


"This program has helped open my horizon to the possibilities of improvement and innovation in my organization. The instructors are world class. The case studies were on target and current."
National Sales Manager, Magnetic Media Co.

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