Strategic Marketing Management
April 11–16, 2010 • October 24–29, 2010
The Program Benefits of Attending
A firm’s adeptness in understanding markets Participants will:
and creating customer value is a primary • Become familiar with core concepts and
determinant of its growth and sustainability. frameworks that will contribute to strategy
As market structures and communication making.
technologies evolve, managers face new • Evaluate their own businesses relative to new
challenges in their efforts to market products organizational models and online threats.
and services. Strategic Marketing Management
• Explore theories associated with successful
provides participants the opportunity to actively
study the concepts that are critical to building
the winning marketing strategies that help Topics
garner market leadership. Most importantly, • Applying Customer Lifetime Value to Strategy
this program offers a framework for market Formulation
definition and evolution that will help
• Building, Monitoring, and Using Brand Equity
participants integrate learned concepts into
a coherent and comprehensive strategy and • Cost and Share Leverage Principles
action plan. • Customer and Competitor Analysis
• Positioning and Value Creation
Who Should Attend
• Product Life Cycle and Market Evolution
• General managers with a need to improve
• Product Portfolio Analysis
their performance in contributing to the
customer value creation process. • Second-Generation e-Business Model
• Emerging marketing managers (with basic • Segmentation and Targeting
marketing principles) who need to develop • Strategic Pricing Analysis
strategic marketing applications to help
formulate solid marketing strategies.
• Mid- to senior-level marketing managers • Pricing and Strategy-Building Simulations:
seeking to enhance their planning and Multiple interactive simulations provide the
implementation skills through a structured opportunity to practice strategy development
approach to market analysis and strategy and witness the immediate impact of
development. decisions. Participants compete in teams to
explore pricing/supply/demand to the best
• Recently appointed marketing professionals
with a career in the sales/marketing function.
• Marketing Strategy Toolkit: Participants will
• Senior and middle managers in any functional
return to the workplace with an essential
area who need to develop a proficiency in
toolkit for developing successful marketing
strategies, including an online resource that
Participant titles may include, but are not can be used to help create pricing scenarios.
• Brand Manager
• Business Intelligence Manager “There is no course I know of that
• Director of Business Development brings home the importance of
• Director of Operations understanding your customer better
• Financial Analyst than this one. Understanding your
• General Manager customer is not an option—it is
• Marketing Director oxygen to a business.”
• Marketing Manager
Second Vice President
• Senior Marketing Manager MassMutual
• Vice President of Marketing
Social Media Marketing: Turning Customers Into Advocates
March 8–12, 2010 • October 4–8, 2010
The Program Benefits of Attending
Social network marketing; social media; word Through the course, participants will:
of mouth marketing; viral connectivity; buzz • Be able to evaluate the potential effectiveness
marketing—whatever you choose to call it, the of proposals from social media agencies.
concepts and implementation of the applications • Develop an awareness of the internal culture,
are just as important to your customers as they resources, and policies that will maximize the
are to your business. People are sharing photos, benefit of a social media investment.
personal stories, and blogging about their • Fully realize the role of social media as a
opinions on everything from vacations and marketing discipline.
running shoes, to their favorite neighborhood • Gain the knowledge necessary to form new
restaurants. Social media technology has leveled relationships with customers.
the playing field and empowered ordinary • Integrate social media with other marketing
citizens to become major brand influencers; activities.
whether it is comfortable or not, the customer • Learn to evaluate which social media strategies
is calling the shots. So how do organizations are most appropriate to their products or
retake control of their brands while better services, and to their targets’ internet usage
understanding the full potential of social profiles.
marketing? • Understand how to drive objectives with, and
In this new program, participants will explore integrate marketing activities around, social
the opportunities created through new media technologies.
technologies, such as blogs, social networking,
and RSS feeds, that are changing marketing
strategies. They will learn how to understand • Getting into the Online World: Internal
their customers’ online media consumption Apprehension and the Opportunities Beyond
patterns and use of social technologies. • Social Media Marketing Strategies
Participants will identify which business • Technology Buzz Words and Leading-Edge
objectives can be met using social media tools, Concepts
how to develop strategies that drive those • The New Structure of Online Management
objectives in the online world, and discuss how • Turning Your Customers Into Advocates
to assess and utilize the results. Executives will Special Features
return with an overall framework for connecting
• Selling Relationship Module: Participants will
the power of users’ feedback and “online voice”
take part in an interactive group module that
to create a win-win scenario for their brands
highlights the key strengths of social media
applications. This exercise will provide relevant
Who Should Attend takeaways that can be applied within any field
• Chief marketing officers and vice presidents or context.
of marketing who are establishing their • Guest Speaker: Scott Hildebrand, BoldMouth
companies’ overall marketing strategies, and Chairman and COO, will share his twenty
want to understand how to integrate social years of marketing and social media experience
media into their communication activities. that draws from a range of disciplines,
• Chief strategy officers and vice presidents of industries, and clients.
strategy who are charged with directing their
organizations’ comprehensive go-to-market “Social Media is a paradigm shift in
strategies and shaping their firms’ future
visions and goals.
the customer relationship. Darden
• Senior-level managers responsible for has found a way to help, or focus
identifying ways to leverage a CRM on, strategic brand response.”
database for increased ROI and growth.
Navy Federal Credit Union
Registration: Registration may be completed by phone, Web site, mail, or fax. Confirmation of acceptance will be
sent upon receipt of form.
Accommodations: Sponsors Executive Residence Center provides private, single-room lodging for program
participants. Executives will take meals at the Abbott Center dining room. At times it may be necessary to
house participants offsite at partnering hotels.
Schedule: Each program will begin on the first day with a reception, followed by dinner. Daily sessions will be
held at The Darden School. Evenings will be devoted to group discussions and/or individual preparation. The final
session will adjourn with lunch.
Fees: Strategic Marketing Management—$8,950 per person; Strategic Sales Management—$8,950 per person;
Social Media Marketing—$7,500 per person. The fee includes tuition, course materials, lodging, meals, and
certificate of participation. We accept payment by check, American Express, MasterCard, and Visa. Payment is
due upon receipt of invoice and/or acceptance into the program.
Past participants have reported greater learning value and increased key takeaways when attending a Darden
program with other executives from their organizations. Companies that send more than one participant to a
single program offering will receive 10% off the full fee for any additional participants. Teams of four or more
must call for approval and special pricing.
Multiple fee reductions cannot be combined for one participant; Darden will gladly accept the greater reduction in price.
Marketing Program Faculty Sales Program Faculty
Robert E. Spekman, Faculty Leader Robert E. Spekman, Faculty Leader
Tayloe Murphy Professor of Business Administration and Tayloe Murphy Professor of Business Administration
Area Coordinator, Marketing, The Darden School. B.S., and Area Coordinator, Marketing, The Darden
University of Massachusetts, Amherst; M.B.A., Syracuse School. B.S., University of Massachusetts, Amherst;
University; Ph.D., Northwestern University. M.B.A., Syracuse University; Ph.D., Northwestern
Paul W. Farris
Landmark Communications Professor of Business Paul W. Farris
Administration, The Darden School. B.S., University of Landmark Communications Professor of Business
Missouri; M.B.A., University of Washington; D.B.A., Administration, The Darden School. B.S., University
Harvard University. of Missouri; M.B.A., University of Washington;
D.B.A., Harvard University.
Ervin R. Shames
Lecturer in Business Administration, The Darden School. Joseph W. Harder
B.S.B.A., University of Florida; M.B.A., Harvard University. Associate Professor of Business Administration,
The Darden School. B.S., Bethel College; M.B.A.,
Santa Clara University; Ph.D., Stanford University.
Social Media Marketing Program Faculty Neil Rackham
Ronald T. Wilcox, Faculty Leader Member of McKinsey & Company’s Sales and
Associate Professor of Business Administration, The Darden Channel Management Group; Chairman of the
School. A.B., Xavier University; M.S. and Ph.D., Washington Advisory Board for Go To Market Partners.
For complete faculty information, please visit
Rajkumar Venkatesan www.darden.virginia.edu/faculty.
Associate Professor of Business Administration, The Darden
School. B.E., Computer Science, University of Madras,
India; Ph.D., Marketing, University of Houston.
Eric L. Fletcher
Attorney and currently Policy Compliance and Contract
Administrator, The Darden School.
For complete list, visit www.darden.virginia.edu/exed/SOC.
Executive Education programs are offered by the University of Virginia’s Darden School Foundation, a nonprofit organization devoted entirely to the welfare of The Darden School.
The Darden School Foundation fully supports equal opportunity in employment and access to educational opportunities. Information is subject to change without prior notice.
P.O. Box 7186 VIRGINIA
Charlottesville, VA 22906-7186 PERMIT NO. 16
Registration Form (Please photocopy for additional registrants) Group Registration
Strategic Sales, Marketing, and Social Media Programs
Strategic Sales Management Strategic Marketing Management Social Media Marketing
Date of Attendance_____________ Date of Attendance_____________ Date of Attendance__________
Phone, or photocopy completed registration form (including mailing label) and mail/fax to: Rebecca Yancey, Executive Education,
The Darden School Foundation, University of Virginia, P.O. Box 7186, Charlottesville, VA 22906-7186. Phone U.S./Canada 877.833.3974;
Worldwide 434.924.3000 Fax 434.924.4402 Email Darden_Exed@Virginia.edu Web www.darden.virginia.edu/exed
Name (Dr., Mr., Mrs., Ms.)______________________________________________Preferred or “Nickname” __________________________
Company ________________________________________________________________Title __________________________________
Phone __________________________________Fax ____________________________Email __________________________________
Business Address __________________________________________________________________P.O. Box/Zip ____________________
City ____________________________________________State/Country __________________________Zip/Postal Code ____________
Program materials should be mailed to: Business Address P.O. Box
Person in charge of executive development in your organization
Name __________________________________________________Title __________________________________________________
Company ________________________________________________________________________Phone ________________________
Business Address ________________________________________________________________________________________________
Parent Organization ______________________________________________ Subsidiary/Division ________________________________
Position Classification Level
Administration General Manager Marketing Technical Senior
Engineering/R&D Human Resources Operations Other ___________ Upper Middle
Finance/Accounting Manufacturing Sales __________________ Middle
How did you first hear about this program?
Brochure Your HR Officer A Colleague Advertisement ________________________________
Flier Your Manager Web Site Other ________________________________________
Fee: See General Information page. The fee includes tuition, course materials, lodging, meals, and certificate of participation. We accept payment
by check, American Express, MasterCard, and Visa. Payment is due upon receipt of invoice and/or acceptance into the program.
Registration fee enclosed. Make check payable to Darden Executive Education.
Send invoice. Billing instructions____________________________________________________________________________________
Charge to: Amex MasterCard Visa Acct. No. ________________________________________________Exp. Date ________
Credit Card Statement Mailing Address _________________________________________________________________________________
Name on Credit Card _____________________________________________ Signature__________________________________________
Cancellation/Transfer Policy: Qualified substitutes for confirmed registrations can be accommodated prior to the program start date with written notice and will incur no fee for substitution.
Cancellations made within 15–30 calendar days of the start date will incur a fee equal to 25% of the published tuition cost; cancellations made within 14 calendar days of the start date will incur a
fee equal to 50% of the published tuition. Withdrawals on or after the first day of a program are subject to forfeiture of the total tuition. All transfers made within 7–30 calendar days of the start
date will incur a $500 transfer fee. One transfer per registrant to a subsequent offering within 12 months is allowed. Transfer requests received less than 7 days before the start date will incur a fee
equal to 25% of the published tuition. A transfer request followed by a subsequent cancellation will be subject to the applicable cancellation fees noted above. All cancellation/transfer requests
must be received in writing.