McCombs School of Business
Texas Executive Education

Marketing Strategy

Title: Marketing Strategy Enroll
Dates: November 10-11, 2009 or May 6-7, 2010
Registration Deadline: 3 weeks prior to program start date
Late Registration (within 3 weeks): Contact Registrar' Office to check space availability.
Duration: 2 day program: 8:30 am - 4:30 pm
Faculty: Kapil Jain, Ph.D., Kate Mackie, Ph.D.
Cost: $2450.  Fee includes all program materials, breakfast, breaks, and lunch for each day. Team rates and alumni discounts available. Registration is not complete until payment is received.

Dr. Kapil Jain Also Teaches:

"As a non-business major with over 30 years of experience in a complex, high-tempo environment, the classes in Marketing, Cultural Diversity and Virtual leadeship really crystallized my understanding of these issues, and gave me new skills to better manage into the future."
Gary Davidson, General Director
Union Pacific

Description

An organization’s ability to understand markets and create customer value is a critical factor for its long-term performance. Managers must continually tackle new challenges in their efforts to market products and services because of ever-changing markets, competitors, and environments. To succeed, they must learn to recognize unmet customer needs, select specific ones to create compelling solutions for, and then develop and implement lean marketing programs. This program will provide the foundations for building such internally consistent marketing strategies.

Topics

  • Gaining Consumer Insights
  • Segmenting markets to find the right target
  • Developing points of differentiation and positioning strategies
  • Adjusting the marketing mix over the product life cycle
  • Developing effective product, pricing, distribution, and promotion/communication strategies
  • Creating Customer Value
  • Analyzing Competitive Strategies
  • Customer Relationship Management
  • Marketing Research

Key Benefits

Upon completion, participants will be able to:

  • Understand the process of marketing strategy development
  • Develop a thorough understanding of the basic concepts behind marketing strategy
  • Identify unmet customer needs and learn how to satisfy them
  • Learn how to balance listening to customers’ needs while helping to shape their preferences

Continuing Education Units

Participants earn 1.4 continuing education units (CEUs) and a Texas Executive Education program certificate.