Business Acumen Series
Marketing Essentials
What Every Leader Needs to Know About Marketing
Noteworthy Quote: "Enthusiasm is one of the most powerful engines of success. When you do a thing, do it with all your might. Nothing great was ever achieved without enthusiasm." — Ralph Waldo Emerson
Program Overview
This one-day workshop will focus on helping participants develop a better understanding of strategic marketing thinking across a variety of product sectors. It will provide insights into cutting edge research and practice regarding the role of marketing as the prime engine of the growth and competitiveness of organizations. The course will focus on inter-disciplinary approaches and emphasize how the interplay between marketing strategies and other organizational activities influences firm profitability. The workshop will also provide a framework for formulating marketing problems and the steps for putting together a comprehensive marketing plan.
Who should attend?
This workshop is designed for any professional seeking to improve their knowledge and skills with regards to strategic marketing. Participants typically include individuals new to the marketing profession, new managers and directors who want to better understand marketing's role in the company's success, and experienced managers identified as having executive potential that need to better understand the importance of marketing and its relationship to corporate strategy.
How will this benefit you and your organization?
Participants will leave this workshop with insights into how to extract a marketing problem from a business situation, formulate an overall marketing strategy to address the problem, and put together a marketing plan to execute the chosen strategy.
What topics are covered?
Participants will be exposed to marketing cases from a variety of organizations and to a wide range of scenarios illustrating how to excel at marketing and employ marketing-based solutions to solve business problems. Some of the topics covered will include:
- The role of marketing in value building and value extraction
- The principles and methods for segment-based marketing to heterogeneous customers
- The notion of market positioning and its deployment for competitive advantage
- Product policy and its management over an extended life-cycle
- Using brands to build and maintain market power
- The strategic and financial uses of pricing strategies and related-tools
Faculty
Piyush Kumar is associate professor of marketing at the Terry College of Business at the University of Georgia. Piyush has previously taught at the MBA and EMBA levels at Vanderbilt University and Rice University and has won numerous teaching awards. He has conducted executive seminars, consulted with, or given keynote addresses at a number of organizations including Tyco, BMC Software, Shell Technology Ventures, Gaylord Hotels, Merck, Pharmerica, AGCO, Marathon Oil, TVA, Bristol Myers Squibb, Louisiana Pacific, and the Delta Airline Pilots Association. Prior to entering academia he worked in brand management at a number of leading organizations.
*The Terry College of Business and The Office of Executive Programs reserve the right to change this workshop's instructor without prior notice to participants.
Duration and Cost
This is a one-day workshop held from 8:30 am to 4:30 pm at the UGA Terry Executive Education Center located at 3475 Lenox Road, Suite 300, in Buckhead. In 2009, this workshop is offered on:
- Thursday, November 12
The workshop fee is $750. A 10% discount is available to companies that send a team of two or more to the same workshop. The registration deadline for the November 12 workshop is November 5.
The Terry College of Business offers sixteen (16) different one-day workshops in the areas of leadership, operations management, accounting and finance, sales and marketing, and strategy. If a person completes six (6) workshops within a 12-month period they receive a University of Georgia Terry Certificate in Business Management. If a person completes ten (10) workshops, including all four of the workshops in the leadership series, within a 24-month period they receive a University of Georgia Terry Advanced Certificate in Business Leadership.
Registration Options
Register a group of two or more »
Please contact the Office of Executive Programs at 706-425-3051 for more information.
Contact Information
University of Georgia
Executive Education Center in Atlanta
One Live Oak Center
3475 Lenox Road
