Continuing Education

Powered by Harvard Business Publishing, this module covers fundamental concepts, theories, and frameworks in marketing. This module begins with an overview of marketing communications strategy and then presents a framework for designing strategies to optimize consumer engagement. This framework offers marketers three broad phases for developing a marketing communications plan: strategic intent, strategic execution, and strategic impact.

The module explores each element, explaining relevant tools and how to assess their effectiveness. It also covers advanced topics such as online-offline interaction, managing search ads and bidding for keywords, assessing the effectiveness of digital campaigns, and linking measurements to customer lifetime value (CLV).

Powered by Harvard Business Publishing, this module explores the multi-faceted nature of channels of distribution. The module provides guidelines for how producers of goods and services should cultivate, execute, and manage their go-to-market strategies. They can achieve success by implementing the notion of channel stewardship and by applying its three main disciplines: mapping the industry channels, building & updating the channel value chain, and aligning & influencing the channel value chain.

Powered by Harvard Business Publishing, this module introduces (1) the importance of sales force design in implementing organizational strategy and (2) the role of sales force management in linking structures and processes to behaviours. The material combines theoretical perspectives with real-world examples drawn from the business-to-business (B2B), business-to-consumer (B2C) and nonprofit sectors to illustrate the range of challenges and opportunities in this field.

Powered by Harvard Business Publishing materials, this module introduces the fundamentals of getting prices right. First, it introduces value pricing, which requires a detailed understanding of a firm's product's true economic value (TEV) for a specific customer. Value pricing also requires a decision to divide that value between the firm (providing the firm with its incentive to sell) and the customer (providing the customer with an incentive to buy).

Powered by Harvard Business Publishing materials,  this module focuses on the three issues a company must address in developing its product policy: 1. Product mix breadth refers to the variety and number of product lines offered. 2. Product line depth is the number of items in a given product line. 3. Product item design refers to each product's specifications.

Powered by Harvard Business Publishing materials, this module sheds light on the dynamics of companies in competition and offers a process for planning and executing marketing strategies to compete in a rapidly changing marketplace. The module enables marketers to make decisions that account for competitors' likely responses.

The "Brands and Brand Equity" module reviews the fundamental concepts and theories in branding and introduces key concepts, issues, and terminology related to creating, nurturing, managing, leveraging, and defending solid brands. Students will learn the many components that make up a brand, the value that brands provide for consumers and firms, how firms create brand equity, and the key decisions and challenges that brand managers face across the life cycle of a brand.

Powered by Harvard Business Publishing materials, this module addresses brand positioning principles. It demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace.

Powered by Harvard Business Publishing materials, this module introduces two integral parts of any marketing strategy: segmentation and targeting and features topics such as demand space segmentation and segmentation based on multiple consumer channels and touchpoints. It also expands on how segmentation and targeting can heavily impact an organization's product offerings and corporate structure.

Powered by Harvard Business Publishing materials, this module introduces a broad range of fundamental concepts and strategies that will enable an understanding of these dynamic changes in the global marketing environment.

Powered by Harvard Business Publishing materials, this module features new examples from cases following B2B companies as they launch new products, refine their product offerings, and redefine target markets, expanding the coverage to topics such as personas and OBCs, the impact of the internet on B2B sales structure and marketing deliverables, and communication strategies specific to B2B Marketing.

Harvard Business Publishing material, the "Consumer Behavior and the Buying Process" module, describes and analyzes four frameworks for understanding how consumers make decisions: cognitive versus emotional, high-involvement versus low-involvement, optimizing versus "satisficing," and compensatory versus non-compensatory decision-making.

Powered by Harvard Business Publishing materials, this module on customer management sheds light on how companies should evaluate and manage their customers to grow profitably. Customer management allows marketing managers to inform investment decisions by drilling down into each customer's profitability or customer lifetime value (CLV)

This course is organized into three main sections covering different topics and using many examples from diverse industries to illustrate successes. In addition, a Supplemental Reading examines the dynamic between customer centricity and innovation and provides a contrarian view of the topic

This course includes an updated discussion of social and experiential value, an expanded discussion of the role of employee loyalty in customer value, and updates to the multi-attribute model.

This course aims to reflect on the changes in how market research is conducted, including the impact of technology on research methods and how organizations are building marketing programs that go beyond collecting data points to achieve greater business insights. Examples highlighting various secondary and primary research methods and techniques have been incorporated throughout the reading

This course aims at introducing the framework for marketing strategy: how a business creates and retains a customer and the growing importance of making customers active ambassadors for its brands. The course provides a good understanding of the 5Cs analysis for developing a marketing strategy (customer, company, collaborators, competitors, and context). It then discusses two sets of decisions every organization needs to make: the Aspiration Decision (what the company hopes to achieve in the market) and the Action Plan Decision (or "marketing mix" of the 4Ps-product, promotion, placement, and price). Finally, it considers the different actions required for customer acquisition vs. customer retention.