Marketing Strategy
August 13–14, 2012
9 am to 5 pm at Harvard University
Early bird tuition: $1,800. Regular tuition: $2,100. See the early bird tuition deadlines.
Class size is limited.
Two-day seminar on marketing principles & emerging trends
The dynamics of marketing are rapidly changing, as social networking becomes the norm and companies like Apple and Google release a steady stream of new devices and platforms. This ever-changing environment presents opportunities and challenges for marketers, yet the fundamentals of marketing remain the same. An understanding of marketing principles helps marketers and managers sift through the hype and pursue strategies that make sense for their organization. This program is designed to give participants a basic understanding of marketing strategy and practices in today’s context.
What you will learn
Explore marketing examples from a range of industries through lecture, case discussion, and small group activities. You become better versed in the process and terminology of marketing strategy and execution, allowing you to have more informed conversations with the marketing department of your organization. On day two, we explore emerging marketing trends in the digital world and the new realities of using “old” media channels, such as print and television, for promotion.
Topics covered
- The definition of marketing and the role of a marketing function within organizations
- Basics of marketing strategy
- Segmentation, targeting, and positioning
- The Ps of marketing
- How changes in the way we consume media impact marketing
- Social media and word-of-mouth marketing
Who should enroll
- Professionals, marketing or otherwise, who want to develop a better understanding of marketing strategy, processes, and best practices
- Those who are new to marketing or who find themselves in a marketing role without any formal marketing education
Faculty
Carol Stuckey
Carol Stuckey is assistant dean for communications and marketing at the Division of Continuing Education, Harvard University, where her work has contributed to a nearly 19 percent increase in course enrollments for Harvard Extension School and Harvard Summer School. In this role she defines and oversees all of the marketing strategy and execution, including development of websites, advertising, social media, and media relations. She is responsible for leading the market research and competitive analysis that helps define, evaluate, and launch new opportunities for the division.
Stuckey has held a variety of positions within the education and consulting industries. She served as associate director in the executive education division of the Wharton School at the University of Pennsylvania. There she was responsible for business development, curriculum design, and program execution for corporate clients from the financial services industry. Stuckey spent six years working as a management consultant for Accenture (formerly Andersen Consulting), where she focused on communications and organization development. She also worked as a senior consultant to higher education institutions at Eduventures, a research and consulting firm serving the education industry.
Stuckey received an undergraduate degree in political science from Indiana University and an MBA from Babson College.
Questions?
Contact harvardprofdev@dcemail.harvard.edu.
Register now >through August 12
