About Yale University
About the Yale School of Management
Strategic Marketing Management
- Overview
- Who Should Attend
- Program Outline
- Faculty
- To Apply
Finance for Executives
- Overview
- Who Should Attend
- Program Outline
- Faculty
- To Apply
Leadership and Team Effectiveness
- Overview
- Who Should Attend
- Program Outline
- Faculty
- To Apply
  Strategic Marketing Management  
 Overview

In order to succeed in the intensely competitive global marketplace of today, a firm must have a well-defined marketing strategy to identify targets and effectively position products and services to these targets. Successful value creation and differentiation is the key determinant of success for any marketing strategy. Strategic Marketing Management is a rigorous three-day program that will provide you with new frameworks and perspectives and cutting edge techniques to manage your products and service offerings in the marketplace. Topics included will be competitive advantage, customer analysis and insights, branding, customer relationship management, and the product life cycle. By helping you anticipate potential competitive responses to your actions, this course will help you develop effective marketing strategies for the long term.
 
As a participant in this program, you will:
  • Understand customers¡¦ perceptions and preferences.
  • Understand the value of a customer through concepts such as lifetime value, acquisition and retention of customers.
  • Assess opportunities in the marketplace
  • Analyze competitive strategies.
  • Develop a product/service positioning and marketing strategy that capitalizes on the most attractive opportunities.
  • Build and exploit brand equity.
  • Translate marketing strategy into sound marketing tactics.