Stanford Graduate School of Business campus
The Emerging CMO: Strategic Marketing Leadership

Curriculum

Prepare for the CMO role with curriculum that blends strategic marketing management, customer-centric innovation, communication, and leadership.

How can customer psychology drive marketing innovation? How can you use AI and data analytics to predict customer preferences? How can you unleash your team’s talent and scale marketing excellence? The Emerging CMO: Strategic Marketing Leadership executive education program helps you answer all this … and more.

Taught by some of the world’s leading experts in strategy, marketing, and leadership, the curriculum gives you exposure to cutting-edge, interdisciplinary research from almost every academic discipline at the Stanford GSB.

Academically rigorous and comprehensive, this marketing executive program curriculum includes lectures, guest speakers, and capture your learning sessions to help you individualize and implement what you’ve learned.

Program Highlights

Below are just a few of the sessions you’ll attend as part of the program.

Crafting the Customer Journey

Application of brain-based insights to a topic that has become central to strategy, namely customer experience design. This session will discuss the reasons behind this development and how businesses can leverage rich customer insights to unearth new business opportunities, develop and sustain distinct competitive advantages, and in the process have a direct impact on top-line and bottom-line growth. We will examine how the “X” Framework can be leveraged for customer experience design and business model innovation. We will go through several examples of how billion-dollar companies have been formed by removing “disgusters” (pain points) and adding “delighters” (pleasure points) along different phases of the customer journey.

Topics include:

  • Customer experience design and its importance to strategy
  • Examples of platform businesses that have emerged by leveraging customer experience design
  • The emergence of membership and subscription models as part of business model innovation
  • Gaining rich insights into the Pain and Pleasure points from the vantage of the “X” Framework

Psychology of Decision Making

How do people judge value? How do employees in your company make decisions? How do your intuitions help and hurt your judgments? Participants will learn to:

  • Identify factors that influence people's decisions
  • Understand what happens when people grow tired of making choices.
  • Determine the limits of influence that companies have on their employees' choices

Deriving Customer Insights from Data

We live in the age of big data. But data do not speak for themselves. The story they tell needs extracting through careful analysis. In this session, we will discuss the possibilities, and pitfalls, that come with data-driven customer management. We will discuss how data can inform customer segmentation, acquisition and retention. We will primarily focus on how new data types and data analytic techniques help understand the social and cultural processes that mediate between product makers and their customers.

Growth Strategies

Growth is the clearest sign of success for an organization. How can marketing work to accelerate the growth of your organization? Your answer to this question says much about you as a leader. Some approaches to generating growth turn out to be counterproductive, while others can create immense value. In this session we explain this key difference in terms of a single, central idea: customer engagement.