The explosion in social and digital media, and the proliferation of mobile devices and applications have revolutionized the way companies communicate with customers, build relationships, conduct business, and stay on top of changing market dynamics. It’s an exciting time to be a marketer, but the challenges are much more complex.
This two-day program will help decision makers in both marketing and nonmarketing roles build a solid foundation in strategic marketing concepts and best practices as they explore the opportunities presented by digital marketing trends. Through case discussions, faculty presentations, and small group activities, you will expand your ability to approach marketing from a strategic perspective, ask the right questions at the right time, sift through the hype, and pursue integrated strategies that make sense for your organization and offerings.
You will learn to:
- Develop, defend, and execute solid marketing strategies that drive corporate success
- Focus your efforts and maximize your return on investment in marketing
- Incorporate market feedback into your marketing plan to gain a competitive advantage
- Take advantage of new communication channels that advance your strategy
- Earn a Certificate of Participation from the Harvard University Division of Continuing Education
- Thinking “outside-in” by first understanding the customer and then building a plan
- Improving familiarity with marketing strategy terminology and execution
- Defining and targeting market segments
- Positioning your offering or brand
- Maintaining focus on the customer
- Exploring the marketing mix that best fits your organization’s goals
- Adding social media and new channels to the mix
- Managing the risks of word-of-mouth marketing
- Understanding your customer through market research and social listening
- Examining the fundamental qualities that great brands share
Who Should Enroll
This interactive program is designed for managers and professionals who want a firmer grasp of marketing strategy, processes, and best practices. Participants might include:
- Professionals who are new to a marketing role or who lack formal marketing education
- Marketers who want to evaluate emerging trends in a strategic context
- Decision makers in other functions—such as sales, finance, product management, product development, or general management—who want to work more effectively with their company’s marketing team
Instructor Marjorie Powers, Tony Gallo
Programs run from 9 am to 5 pm.
Tony Gallo is a partner at HawkPartners LLC, where he provides strategic services and counsel to senior executives on marketing strategy, market planning, brand development and positioning, and the linkage of trends and research with strategic decision-making. Gallo has designed and delivered programs for a diverse set of Fortune 1000 clients in the financial services, consumer packaged goods, manufacturing, publishing, and professional services sectors. Previously, he worked at Mercer Management Consulting and was a founding partner of Sherbrooke Partners.
Marjorie is the senior vice president of consumer packaged goods (CPG) at marketing agency Stella Rising, where she oversees strategy, activation, and analytics planning. There, she focuses on rising star and breakthrough clients, including leading direct-to-consumer breakthrough brands such as Thinx and Splat Haircare. She also works with leaders in the natural space, such as Terra Chips, Earth's Best Organics, BelGioioso Cheese, and Live Clean personal care.