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Program Toolkit
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Channel Design and Management
These sessions provide a framework for designing and managing distribution
channels, beginning with a "Service Output Demands Analysis" to understand and
quantify what customers want; followed by the "Make or Buy" decision to
determine which functions should be outsourced to channel partners and an examination
of the Internet as a channel.
Understanding Competitive Dynamics
Using the analytical tools studied in earlier sessions and building on a classic
case study, participants are immersed in a competitive situation by developing
and presenting marketing strategies for two opposing companies entering a new
market segment.
Revisiting the Customer Value Proposition
These sessions will examine the customer value proposition from the perspective of the buyer decision making process. Based on insights gained through cutting-edge neuroscience and fMRI research, participants will discover the interplay of pricing and benefits in creating value.
- Customer and Competitor Analysis
- Segmentation and Positioning
- Developing Customer Intimacy
- Building, Measuring, and Managing Brand Equity
- Integrated Marketing Communications
- Information Technology and Marketing
- Understanding Customer Preferences and Perceptions
- Market-Focused Organizational Culture
- High Technology Marketing
- Global Marketing
- Industry and Competitive Dynamics
- Business Strategy
[Download
Sample Schedule
(pdf)]
Exclusive to registered participants, an optional pre-program finance
workshop is offered for marketers who want to become informed and strategic
users of financial data.
 Great lectures, stimulating discussions, and interesting classmates make this intensive program one not to be missed! The program helped me better understand other areas in our company and identify areas of weakness.
Kathleen M. Paver
Senior VP, Marketing
Pier 39
Program dates, fees, and faculty are subject to change. If a program is cancelled, Stanford will refund the program tuition in full but is not responsible for travel, accommodations or other expenses incurred by the participant.
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