Customer Driven Marketing:  Strategies for Profitable Growth — India

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Wharton Executive Education
Dates Location Tuition
- Customer Driven Marketing: Strategies for Profitable Growth — India
Delhi, India
Rs. 160,000

Please note, this program is part of the Accelerated Development Program (ADP) certificate curriculum. Learn more about the ADP.

Strong competition, both domestically and internationally, and the accelerating pace of change in the marketplace are creating formidable challenges for businesses in India. Getting the right products and services to market is essential to success in this environment. But that requires new tools, techniques, and a conceptual framework  to gain a deep understanding of your customers. Learning who they are, how they make decisions, and which customers will provide the best value to the organization, will have a profound impact on your bottom line.

Customer Driven Marketing: Strategies for Profitable Growth will help you achieve your marketing goals no matter what industry you're in. Led by Jagmohan Raju, chairperson of Wharton's top-ranked marketing department, the program uses both quantitative and qualitative methods, interactive lectures, and hands-on exercises to give you a deeper understanding of your customers and the strategic role marketing plays throughout the organization.

Customer Driven Marketing entails both the knowledge of conventional core concepts, including using lifetime customer value in marketing planning, developing a unique brand, and understanding distribution channels, as well as a new consumer-centric lens through which to view those concepts. This program will give you the tools you need to create a significant impact for your organization.

Tuition includes lunches, breaks, and program materials, and does not include accommodations.

For more information, please contact Eruditus Executive Education at Wharton_ADP@eruditus.com or Tel: +91.22.4070.0112 (Mumbai).


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Gain a better understanding of your customers and the role of marketing throughout your organization. Using both quantitative and qualitative methods, lectures, case studies, and hands-on exercises will reveal how to evaluate new business opportunities, forecast, measure consumer preferences, and set pricing.

Customer Driven Marketing Program Session Topics Include:

  • Positioning new products and services

  • Customers as assets

  • Designing and managing product lines

  • Managing consumer experiences

  • Branding

  • Pricing

  • Marketing Communications Strategy

This program will benefit high potential business leaders across the organization (in areas such as R&D, operations, finance, and product development). No formal marketing experience is necessary, although participants should have significant work experience and a proven record of advancement.

By gaining a clear, in-depth understanding of core marketing concepts you will be able to identify the essential elements of a strong marketing plan and participate in and drive marketing decisions. You will:

  •  
  • Become more customer oriented as you develop a thorough understanding of customers, what motivates their behavior, and how to influence their behavior.
  • Learn to use quantitative analysis and sound conceptual arguments to make ‐ and justify ‐ marketing decisions.
  • Recognize the value of your brands and how to enhance that value.
  • Build a disciplined approach to the analysis of marketing situations by understanding and applying key principles.
  • Learn qualitative methods for successfully taking new ideas to market, and revitalize products and services that are already on the market so they reach their full potential.

Jagmohan Raju, PhD JAGMOHAN S. RAJU, PhD
Joseph J. Aresty Professor
Professor of Marketing
Chairman, Wharton Marketing Department
The Wharton School

Professor Raju is a leading authority on competitive strategy and pricing. His research interests include pricing, strategic alliances, new-product introduction strategy, retailing, private labels, and corporate advertising. He teaches marketing management to the MBAs, pricing strategy to the Executive MBA students, and mathematical models in marketing to the PhD students. He is the academic director of Wharton's Strategic Marketing Essentials, Competitive Marketing Strategy, and Pricing Strategies Executive Education programs and is the marketing editor of Management Science. He holds a PhD in business, an MS in operations research, and an MA in economics from Stanford University. He also has an MBA from the Indian Institute of Management, Ahmedabad, and a BTech in electrical engineering from the Indian Institute of Technology, Delhi.
undefined PATRICIA WILLIAMS, PhD
Ira A. Lipman Associate Professor of Marketing
The Wharton School

Patti Williams is the Ira A. Lipman Associate Professor of Marketing at the Wharton School. She currently teaches courses on advertising/marketing communications to both undergraduates and MBA students at Wharton, and has also taught on Marketing and the Internet. She is the recipient of an Excellence in Teaching Award.

Her research interests include the role of emotions in persuasion and consumer decision making and automatic and effortful processes in consumer behavior. Her papers have appeared in the Journal of Consumer Research and the Journal of Marketing Research, among others. She serves on the Editorial Review Boards for the Journal of Consumer Research and the Journal of Consumer Psychology.

Prior to joining the Wharton School in 2000, Dr. Williams was an assistant professor at the Stern School of Business at NYU. She received a BA in communications from Stanford University and an MBA and PhD in marketing from UCLA.

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