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.
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
“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
“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