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.

The academically rigorous and comprehensive curriculum in this live online program gives you exposure to cutting-edge, interdisciplinary research from almost every academic discipline at the Stanford GSB. You’ll engage directly with the world’s leading experts in strategy, marketing, and leadership. Hear from guest speakers, collaborate on business challenges with fellow marketing executives, and participate in interactive Q&A sessions with faculty.

Program Highlights

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

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 us understand the social and cultural processes that mediate between product makers and their customers.

Scaling Up Excellence

Scaling is a skill necessary for leaders — from small startups and teams to departments and large organizations. Professor Huggy Rao helps you come to grips with the two major challenges of scaling excellence — getting people to do MORE and getting them to do it BETTER. Scaling excellence is all about building a mindset rather than merely creating a short-lived footprint.

The Power of Story

When people think of advocating for their ideas, they think of convincing arguments based on data, facts, and figures. However, studies show that if you share this as a story, people are often more likely to be persuaded. And when data and story are used together, audiences are moved both intellectually and emotionally. Stanford Marketing Professor Dan Klein demonstrates the importance of story in shaping how others see you and as a tool for engendering confidence in you and your vision.

Contact

Angel Dodson
Associate Director, Programs Executive Education