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Strategic Marketing Management

Program Dates: August 8 - 18, 2010
Application Deadline: July 6, 2010
Program Tuition: $15,500 USD

Highlighted Sessions

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.

Other Selected Sessions

  • 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.
 

SU Seal Luz Deras
Associate Director, Programs
Office of Executive Education
Stanford Graduate School of Business
Phone: 650.724.6301
Toll Free: 866.542.2205 (US and Canada)
Fax: 650.723.3950
Email: deras_luz@gsb.stanford.edu