www.exed.hbs.

edu/smdg

Strategic Marketing for Driving Growth

Boost your marketing impact and ROI as you discover the many ways digital technologies are
changing the marketing and business landscape. Learn how you can blend time-tested principles
22–27 SEP 2024 with the latest innovations to create integrated marketing strategies that enable competitive
advantage and profitable growth.
$14,500
HBS Campus WHO SHOULD ATTEND WHAT YOU WILL LEARN

Senior marketing executives including CMOs, directors, Through a rich combination of case discussions, faculty
and agency leaders, especially those taking on new presentations, and small group work, you will explore the
responsibilities; general managers and entrepreneurs; CEOs latest concepts and tools of digital and strategic marketing as
and senior leaders who manage large marketing budgets; well as best practices that will drive success. Examining the
and leaders in government and non-profit organizations. challenges and opportunities a business faces during different
stages of its life cycle—launch, growth, and maturity—you will
expand your repertoire of strategic marketing approaches.
THIS PROGRAM WILL HELP YOU Topics include:
• Understanding emerging business models and thriving
• Embrace opportunities presented by digital marketing
in the midst of disruption
and digital business models
• Analyzing the rise of direct-to-consumer brands
• Effectively analyze markets, customer needs, and
• Assessing the business implications of emerging
buying behaviors
technologies, including generative AI
• Create integrated, customer-centric marketing strategies • Strengthening value propositions and matching products
that align with your business objectives and deliver to markets and segments
strong ROI • Employing state-of-the-art digital marketing techniques
• Respond nimbly to new and established competitors • Managing customer acquisition, retention, and monetization
and substitutes • Designing products and services that deliver meaningful
“The immersive reading, • Assess the economic impact and viability of social media customer value
and digital business strategies
thinking, and reasoning • Choosing among alternative growth strategies

generated enormous • Identify and respond to business shifts • Managing new and established brands and designing
innovative brand strategies
energy.” • Assess the performance of your marketing function,
including talent, programs, and infrastructure • Evolving strategy for a digital world and understanding
Andrew Heddle the new rules of competition
Head of DTC Commerce, VLM, U.S. • Recognizing legal and ethical issues and managing
marketing risk

This program is part of the Digital Transformation Certificate (DTC). To earn this certificate, participants must complete three select topic-focused
programs in 36 months.
Strategic Marketing for Driving Growth SAMPLE SCHEDULE

DAY ONE DAY TWO DAY THREE DAY FOUR DAY FIVE DAY SIX
Today’s Theme: Today’s Theme: Today’s Theme: Today’s Theme: Today’s Theme: Sustaining Today’s Theme:
Introduction Innovation for Breakout Growth Go-to-Market Strategies for Scale Go-to-Market: Communicating Value: Building Brands and Sustaining Value: Responding to
and Monetizing Value Managing Customers Change

6:30–8:00 AM 6:30–8:00 AM 6:30–8:00 AM 6:30–8:00 AM 6:30–8:00 AM

Breakfast Breakfast Breakfast Breakfast Breakfast

8:00 AM–2:00 PM 8:00–9:00 AM 8:00–9:00 AM 8:00–9:00 AM 8:00–9:00 AM 8:00–9:00 AM

Check-In and Registration Discussion Groups Discussion Groups Discussion Groups Discussion Groups Discussion Groups

9:00–10:20 AM 9:00–10:20 AM 9:00–10:20 AM 9:00–10:20 AM 9:00–10:20 AM

Leveraging New Technologies Getting Ready to Launch Creatively Communicating Value Managing Brands for Growth Thriving in Disruption

10:20–10:40 AM 10:20–10:40 AM 10:20–10:40 AM 10:20–10:40 AM 10:20–10:40 AM

Break Break Break Break Break

10:40 AM–12:10 PM 10:40 AM–12:00 PM 10:40 AM–12:00 PM 10:40 AM–12:00 PM 10:40 AM–12:00 PM
The Promise of AI and ML for Optimal Channel Structure to Winning with Digital Marketing Competing on Reimagining Business
Business Success Deliver Value Customer Journeys

12:00–1:00 PM 12:00–1:00 PM 12:00–1:00 PM

12:10–1:20 PM Lunch Lunch Lunch 12:15–12:30 PM
Lunch Program Wrap-Up

12:30–5:00 PM
1:00–2:20 PM 1:00–2:20 PM 1:00–2:20 PM Check-Out and Departure
1:20–2:40 PM Social Commerce and Pricing Rules: Extracting Building Brands that Resonate
Marketing Input and Consumer Co-Creation Maximal Value (and Endure)
Innovation Strategy
2:20–2:40 PM 2:20–2:40 PM 2:20–2:40 PM
Break Break Break

2:40–3:00 PM 2:40–4:00 PM 2:40–4:00 PM 2:40–4:00 PM

Break Building an Omni-Channel Monetizing and Growing From Customer Acquisition
Experience the Business to Retention and Everything
3:00–4:20 PM in Between CLASS GUIDE
3:30–4:00 PM Innovation and Product-
Market Fit Classroom Sessions
Program Overview
Discussion Groups
4:00–5:20 PM 4:00–5:00 PM
4:00–6:00 PM 4:00–6:00 PM
Revitalizing Brands: Free Time Break / Meal
4:20–6:00 PM Free Time Free Time
A Marketing Turnaround Free Time
Please note: This sample schedule is
intended to be representative of the
5:30–7:30 PM program structure and content. Timing
Closing Reception and Dinner and session topics are illustrative and
6:00–8:00 PM 6:00–8:30 PM 6:00–8:30 PM 6:00–8:30 PM subject to change.
Opening Reception and Dinner Dinner Dinner Dinner
S0324
Your Learning
Environment.

COLLABORATIVE LIVING GROUPS

At HBS, you will be placed with a carefully selected

living group of peers whose members span industries,
countries, and functions. This diversity of perspectives
enriches your learning experience and expands your
global network.

PREMIUM ACCOMMODATIONS AND AMENITIES

Modern, well-appointed living arrangements feature

private bedrooms and bathrooms, spacious common
areas, state-of-the-art technology, dining facilities, and
a range of hotel-style amenities including housekeeping
and dry cleaning.

PRIVATE FITNESS AND WELLNESS OFFERINGS

State-of-the-art fitness center features extensive fitness

equipment; a walking/jogging track; basketball/
racquetball/squash/tennis courts; a swimming pool;
locker rooms with whirlpool/steam/sauna; fitness
classes; personal trainers; nutritionists, and more.

HISTORIC AND CULTURAL HUB

HBS is located in the historic Boston-Cambridge

area. Harvard Square is within walking distance, and
you’ll find a rich array of arts, music, sports, dining,
shopping, and other recreational activities easily
accessible from campus.
Connecting. Learning.
The HBS Experience.

Though it comes from within, transformation often requires a catalyst. And for many
business leaders, HBS Executive Education has been that catalyst. Here, you’re fully
immersed in a transformational living-learning experience, networking with executives
from around the world, and engaging in programs led by experienced HBS faculty.
It’s a holistic experience that will enrich your career—and your life.

ADMISSIONS FOR MORE INFORMATION

We admit candidates to specific sessions on a www.exed.hbs.edu

rolling, space available basis, and encourage you to
apply as early as possible. Although most programs FOR A PERSONALIZED CONSULTATION
have no formal educational requirements, admission
Program Advising Team
is a selective process based on your professional
Executive Education Programs
achievement and organizational responsibilities.
Harvard Business School, Soldiers Field
Boston, Massachusetts 02163-9986
Email: [email protected]
Phone: 800.427.5577
(outside the United States, call: 617.495.6555)

In accordance with Harvard University policy, Harvard Business School does not discriminate against any person on the basis of race, color, sex or sexual
orientation, gender identity, religion, age, national or ethnic origin, political beliefs, veteran status, or disability in admission to, access to, treatment in,
or employment in its programs and activities. The following person has been designated to handle inquiries regarding the nondiscrimination policies:
Ms. Liza Nascembeni, Harvard Business School, Soldiers Field, Boston, MA 02163-9986 U.S.

Program content, dates, schedule, fees, technology platforms, and faculty are subject to change.

©2024 by the President and Fellows of Harvard College. All rights reserved.