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Strategic Marketing for Competitive Advantage

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 solid understanding of its core concepts, methods, and strategic perspectives.

Strategic Marketing for Competitive Advantage 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 knowledge of the data-driven, fact-based science of marketing and know what it takes to understand customers.

Read more about the Experience & Impact »

Strategic Marketing Program Highlights & Benefits

  • 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

Contact Us

Schedule a personalized consultation to discuss your professional goals:

+1.215.898.1776  

November 13 - 18, 2016$10,250

Philadelphia, PA

May 7 - 12, 2017$10,250

Philadelphia, PA

Download the program schedule, including session information and other program details.

Tuition for Philadelphia programs includes lodging and meals. Prices are subject to change.

Featured Video

“Most participants have the challenge of becoming more customer-centric. We help with that transition by focusing on making products and services that they can sell, instead of selling what they make.”

Professor Jagmohan Raju on Strategic Marketing for Competitive Advantage

Still considering your options? View programs within Marketing & Sales or use our Program Finder.

Experience & Impact

In Strategic Marketing for Competitive Advantage, 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 from 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 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 vs. Marketing
  • Managing, Leveraging, and Extending Brand Meaning
  • Channel Strategies
  • Customer Analysis for New Product Launch
  • Innovate vs. Follow: Strategic Considerations

Participant Profile

Participants by Industry

Strategic Marketing Essentials participants by industry

Participants by Job Function

Strategic Marketing Essentials participants by job function

Participants by Region

Strategic Marketing Essentials participants by region 

Who Should Attend

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 will benefit, including those from divisions such as engineering, operations, research and development, finance, accounting, sales, and public relations.


Group Enrollment

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

Plan Your Stay

Faculty

Jagmohan Raju, PhDSee Faculty Bio

Academic Director

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

Research Interests: Competitive strategy, pricing, retailing

Ron Berman, PhDSee Faculty Bio

Assistant Professor of Marketing, The Wharton School

Research Interests: Online marketing, entrepreneurship, marketing analytics, search engine marketing, game theory, industrial organization

Eric Bradlow, PhDSee Faculty Bio

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, psychometrics

George Day, PhDSee Faculty Bio

Geoffrey T. Boisi Professor Emeritus, The Wharton School

Research Interests: Competitive strategies in global markets, strategic planning processes

Barbara Kahn, PhDSee Faculty Bio

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 management

David Reibstein, PhDSee Faculty Bio

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

Research Interests: Brand equity, marketing metrics, competitive marketing strategies, product line strategy

Z. John Zhang, PhDSee Faculty Bio

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

Research Interests: Channel and retail management, pricing strategies

Raghuram IyengarSee Faculty Bio

Associate Professor of Marketing, The Wharton School

Research Interests: pricing, social influence, social networks

Testimonials

One of the most valuable insights from taking Strategic Marketing for Competitive Advantage was learning how to price a product or service offer. The group exercises were very engaging and entertaining. We had one exercise where we were in an oil company and had to decide how to price our barrels in a country where there were a lot of competing parties. That was really challenging. It was also fun since I’m a very competitive person.”

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.”

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.”

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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