The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

Program Overview
At the core of every business is the need to obtain, grow and retain customers. The marketing function has always been concerned with understanding and delivering value to customers. As such, it has had to reinvent itself frequently to keep up with new technologies and changing customer expectations in the face of increased global competition and a flattening world. The Rutgers Mini-MBA™: Strategic Marketing program provides a comprehensive examination of the latest marketing tools, methods and strategies for generating and growing customer value. Delivered in a highly interactive, hands-on setting, participants complete the course with a working knowledge of the material, ready to apply it at their company.

In addition to learning marketing concepts and tools, participants begin developing marketing plans that:

• Analyze and understand customer segments and the drivers of customer behavior
• Are based on the competitive landscape and the drivers of the firm’s competitive advantage
• Identify trends and shifts in the industry and possible strategic partnerships
• Provide an implementation schedule, with measurable outcomes and a detailed action plan

Who Should Attend
This program is designed for:

• Marketing managers seeking to enhance their planning and implementation skills and gain insights into how to increase their organization’s performance
• Non-Marketing Managers seeking to gain insight into how marketing’s role impacts the overall enterprise success
• Technical or scientific professionals seeking to learn about the crucial role science plays in influencing, and often directing, marketing
• Financial professionals seeking to learn how to quantify and analyze marketing campaigns by using customer lifetime value and other measures to track and report on marketing ROI
• Product Managers and other functional experts interfacing with marketing

Key Take-Aways
This Mini-MBA™ will allow you to evaluate marketing strategies and provide a solid grasp of the core concepts and tools of contemporary marketing management. The twelve sessions of the program will cover all of the diverse aspects of modern-day marketing. Key topics address:

• Analyzing market opportunities and risks
• Understanding the buying process and determining customer needs
• Creating a foundation for marketing success by segmenting the market, assessing competitors, and positioning products
• Developing an integrated marketing strategy, including distribution channels, partnerships, and marketing communications
• Maximizing company profitability through optimal pricing
• Developing and measuring corporate nimbleness
• Discovering new markets and driving innovation within the marketing process

Curriculum
The Rutgers Mini-MBA™: Strategic Marketing Management features focused learning experiences on all the key subject areas for modern marketing. Twelve sessions are delivered in three-hour modules. To see more detail, please download the program brochure.

Topics may include:

UNDERSTANDING MARKETING

• Marketing Strategy: A new approach
• Innovation: The growth engine
• Customer Relationship Management: Customer-centric strategies and tactics

UNDERSTANDING MARKETS

• Dynamic Market Intelligence: Modern market research for a market driven organization
• Global Marketing: Marketing strategies for a global environment
• Product Development Management: Reducing risks & increasing success

CUSTOMER INSIGHTS

• Knowing Your Customer: Consumers’ needs, perceptions, insights, and choices
• How to Market to the Business Customer: Business buyers’ needs, perceptions, insights, and choices
• Segmentation & Positioning: The art & science of marketing

MARKETING TACTICS & IMPLEMENTATION

• Strategic Brand Management: Building, nurturing and growing loyal customers
• Strategic Pricing for Value: Beyond supply and demand
• Maximizing Marketing ROI: Maximize the return on marketing investments
• Channel Design & Management: Partnerships, technologies & people
• Business Development and Sales Force Management: Sales optimization
• Integrated Marketing Communications: Coordinating your marketing channels
• iMedia : Internet & social marketing management
• Portfolio Management: Managing multiple products and brands