View all programs within: Business Acumen, Marketing & Sales

Strategic Marketing Essentials

Nov 13, 2016 - Nov 18, 2016Philadelphia, PA$10,250
May 07, 2017 - May 12, 2017Philadelphia, PA$10,250

Program Overview

In today’s highly competitive business environment, marketing is everyone’s business. No matter your work experience, if your role increasingly involves marketing responsibilities, you need a foundational understanding of its core concepts, methods, and strategic perspectives.

Strategic Marketing Essentials is based on Wharton’s popular MBA marketing management program, and unlike executive education programs offered elsewhere, it is taught by MBA faculty. Without distracting you with trends, they distill the latest in marketing research, thinking, tools, and techniques into five intense days. You will come away with a strong foundation in the data-driven, fact-based science of marketing.

Overall, this program will teach you how to:

  • Develop a thorough understanding of customers and what motivates buying behavior
  • Position new products and services and evaluate the effectiveness of current positioning strategies
  • Understand the value of your brands and how to build, develop, and leverage that value
  • Maximize consumer engagement through experiential marketing
  • Conduct quantitative analyses to make — and support — marketing decisions
  • Understand your role in a fully integrated, strategic marketing plan

Impact & Experience

In Strategic Marketing Essentials, Wharton’s top marketing faculty, who represent a wide range of research areas and expertise, will give you a clear understanding of core marketing concepts. These concepts will help you better align with your customers, differentiate yourself from your competitors, and create a strong and effective marketing plan. You will join a learning community of participants who represent a variety of industries, geographies, and functional areas. The program uses quantitative and qualitative methodologies, case studies, lectures, and hands-on exercises that allow you to interact with faculty and peers throughout the week.

You will gain the knowledge and skills that will drive better decisions, and build a common vocabulary to help you communicate those decisions effectively across the organization.

Session topics include:

  • Positioning New Products and Services
  • Maximizing Customer Engagement
  • Smart Pricing Strategies
  • Designing a Communication Campaign
  • Online Advertising: Communication versus Marketing
  • Managing, Leveraging and Extending Brand Meaning
  • New Methods of Understanding Consumer Behavior
  • Channel Strategies

Who Attends This Program

Executives from across your organization will benefit from this program, particularly non-marketers who have been given increased responsibility for marketing and planning and need to learn how to evaluate the performance of their marketing functions. Also, managers in any area involved in the development and management of new products. This includes divisions such as engineering, operations, research and development, finance, accounting, sales, and public relations.

To further leverage the value and impact of Strategic Marketing Essentials, 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

    Academic Director

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

    Research Interests: Competitive strategy, pricing, retailingSee Faculty Bio

  • Ron Berman, PhD

    Assistant Professor of Marketing, The Wharton School

    Research Interests: online marketing, entrepreneurship, marketing analytics, search engine marketing, game theory, industrial organizationSee Faculty Bio

  • Eric Bradlow, PhD

    The K.P. Chao Professor, Professor of Marketing, Statistics, and Education; Vice Dean and Director, Wharton Doctoral Programs; Co-Director, Wharton Customer Analytics Initiative; Chairperson, Wharton Marketing Department, The Wharton School

    Research Interests: Marketing research methods, missing data problems, psychometricsSee Faculty Bio

  • Keisha M. Cutright

    Assistant Professor of Marketing

    Research Interests: Psychology of consumption, personal control and structure, branding, religionSee 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

  • J. Wesley Hutchinson, PhD

    Stephen J. Heyman Professor; Faculty Director, Wharton Behavioral Laboratory; Professor of Marketing, The Wharton School

    Research Interests: Consumer and managerial decision makingSee Faculty Bio

  • Barbara Kahn, PhD

    Patty and Jay H. Baker Professor, Professor of Marketing; Director, Jay H. Baker Retailing Center, The Wharton School

    Research Interests: Brand loyalty, consumer choice, customer relationship managementSee Faculty Bio

  • David Reibstein, PhD

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

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

  • Z. John Zhang, PhD

    Murrel J. Ades Professor, Professor of Marketing; Director, Penn | Wharton China Center, The Wharton School

    Research Interests: Channel and retail management, pricing strategiesSee 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


Alan Kelly

“Like a lot of companies, we weren’t very strategic about looking how beneficial marketing is to our company and to our bottom line. The pricing discussion, the analytical part and the case studies were all hugely beneficial. The one line I will remember from the week was a one percent price improvement creates operating improvement of 11.15%. We’re taking a real hard look at pricing for next year. We manufacture high-quality products, so we can command some small premium for that without losing all of our business.

Also, we did not have a specific marketing manager, so I’ve decided to hire someone for that role. My CEO went on this course a year ago and encouraged me to attend. I would certainly encourage whoever I hire as a marketing manager to take the course. I think everyone in the class came away with something beneficial from the week – to challenge themselves to think differently about some part of their business.”
— Alan Kelly, Director of Commercial Development, Bimeda Inc., a manufacturer, marketer and distributor of animal health products and veterinary pharmaceuticals


Vijay Ramachandran

“I found  the course to be well packaged and one that gave me new and enriching insights into the various facets of marketing. The course content addressed the evolving scenario and  challenges in the industry that has prevailed over the years on a global perspective. It was a refresher course as it helped me build on the concepts that I learnt while doing my MBA. This course truly helps a manager with the necessary tools and wherewithal that will equip him to face the challenges in today’s dynamic, innovative, and competitive marketplace.”
Vijay Ramachandran, Senior Manager, Reliance Industries, Ltd., India


“This program has a unique blend of world-class faculty, an integrated curriculum, and in-class exercises that taught us how to apply key learnings. The evening exercise on break-even analysis was invaluable to me. It was great that each professor could relate to the others’ presentations to continuously drive home the key learnings until the very final session.”
 — Mark Hayes, Project Manager, Aetna


"Without a doubt, the 'Essentials' program was most valuable. The quality of the information and faculty, coupled with the interaction with the other participants, exceeded every other program I have attended during my entire professional career.”
Keith Ensinger, Development Manager, Decorative Coatings & Adhesives


“My learning came not only from the professors and class material, but from a really diverse group of classmates from a wide range of industries — city government, pharmaceuticals, manufacturing, health care, and retail. Also, the case material was stimulating and gave me a chance to challenge myself way beyond my own business experience.”
Kim Seaman, Marketing & Communications Coordinator, Seaman Corporation

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