Executive Education

Strategic Marketing
Management
This intensive five-day program will provide you with the frameworks
to develop, implement, and evaluate marketing strategies.

April 18 –22, 2011

September 19–23, 2011
Strategic Marketing Management
Marketing is the core of all business. To outperform the competition requires solid marketing
knowledge and precision in marketing decision making. Your organization’s positioning and
the positioning of its products and services depend on the formulation and implementation
of intelligent and aggressive strategic marketing plans. Drawing on Chicago Booth’s latest
research and Chicago’s unique approach to marketing, this program will help you to develop
the necessary competitive advantage to excel in today’s business environment.

For More Information Contact:

During this program you will Executive Education
learn to: The University of Chicago
Booth School of Business
n Explore competitive strategies and methods of analyzing
competitors’ intentions, differential advantages, strengths, 450 N. Cityfront Plaza Drive, Suite 514
and weaknesses. Chicago, IL 60611-4316

n Utilize the elements of the marketing mix (product strategy, chicagoexec.net

pricing, advertising and promotion, and distribution) and
Angela Tong
enhance problem-solving and decision making abilities in Associate Director of Executive Education
these operational areas of marketing. Tel 312.464.8732
n Understand how to build and manage strong brands. Fax 312.464.8731
angela.tong@ChicagoBooth.edu
n Understand the various approaches to marketing
segmentation, targeting, and positioning for competitive
advantage.
n Use analytical methods in consumer measurement.
n Understand the pros and cons of various techniques
and when to use them.
n Apply analytical approaches to pricing.
n Examine successful marketing strategies using real-world
case studies.

Kilts Center for Marketing

Executive Education courses in marketing are based on
the cutting-edge research of the University of Chicago Booth
School of Business faculty, sponsored by the James M. Kilts
Center for Marketing. The Center sponsors a wide variety of
research, ranging from basic research into the determinants
of consumer behavior and analytical models of marketing
activities to more applied research on current marketing
practices and tactical issues.

“ The course helped tie daily activities back to the strategy behind
them. I got a better understanding of why we do what we do on
a daily basis, but more importantly a better idea of how to look Sanjay K. Dhar
at the future more strategically.”
Lisa Smith, Product Manager – Hologic
Who Should Attend About Chicago Booth
General managers, marketing managers, product A University Steeped in Excellence
managers, and sales managers will find value in The University of Chicago has a long history steeped
attending. Market researchers, planning managers, in a tradition of academic excellence and innovation.
and other managers associated with the development That commitment to discovery has translated into
of marketing plans, will also benefit from the program. enduring contributions to the world. Among its
Typical titles would include: general managers, vice faculty, researchers, students, and graduates are 85
presidents of marketing/sales, directors of marketing, Nobel laureates. Current faculty include eight Nobel
product or brand managers, managers of market prize winners, 13 MacArthur Fellows (commonly
planning, market analysts, new product development known as a “genius grant”), and three Pulitzer Prize
specialists, and managers/directors of market research. winners, among countless others.

We encourage companies to send teams to learn A Leader in Business Education

common language and frameworks and to help drive The University of Chicago Booth School of Business,
the implementation of new knowledge throughout founded in 1898, has been a leader and innovator
the organization. in the field of business research and education. It
was the first business school in the country to offer a
PhD program, the first to publish a scholarly business
Program Dates and Fees journal, the first to offer an executive MBA program
for experienced managers, the first to have a Nobel
 #11C51001 April 18–22, 2011 ($7,950) laureate on its faculty, and the first to have six Nobel
 #11C51002 Sept. 19–23, 2011
Prize winners on its faculty. Chicago’s close ties with
($7,950)
many of today’s business leaders and its grounding
in the real world have helped Chicago Booth maintain
This course begins at 8:30 a.m. on the first day
its reputation as one of the world’s leading centers of
and ends at 2:45 p.m. on the last day.
business education and research. With its reputation,
The program fee includes tuition, lunches, coffee breaks, commitment to academic research, and high quality
and all educational materials. The fee is subject to change faculty, Chicago Booth carries a prestige that few
and payable in advance upon confirmation of registration. can match.
Chicago Booth reserves the right to cancel any program.
Collaborate and study at a top ranked,
world-renowned global business school
The Setting n BusinessWeek ranked Chicago’s Full-Time MBA
Program first in its biennial rankings (2010), while
Classes are held at the University of Chicago Booth School the Executive MBA was ranked second (2009).
of Business’ Gleacher Center, 450 North Cityfront Plaza Drive,
situated along the Chicago River (one block east of Michigan n The Economist ranked Chicago’s Full-Time MBA
Avenue) in the heart of the downtown area known as “The Program first globally (2010).
Magnificent Mile.” Gleacher Center is within walking distance n U.S. News & World Report (2010) rated Chicago
of some of Chicago’s most exciting retail and entertainment Booth second in finance, third in accounting, and
areas. Gleacher Center, which also houses Chicago’s top-ranked fifth overall of full-time programs, second among
Executive MBA, Evening MBA, and Weekend MBA Programs, part-time MBA programs, and third among
provides state-of-the-art classrooms that complement the executive MBA programs.
exceptional quality of the program’s content and faculty. n Financial Times ranked Chicago’s Executive MBA
Program fifth (2010).
Accommodations
The University of Chicago Booth School of Business has We are more than a business school.
reserved a limited block of rooms at the InterContinental Chicago We are a business force.
hotel. Single or double rooms are available at a discounted
rate. Contact the InterContinental Reservations Department
by telephone at 312.944.4100 or by fax at 312.321.8725.
Participants must contact the hotel directly to reserve
accommodations. Three weeks prior to the program’s start Unparalleled IDEAS THAT PEOPLE WHO CREATE
date, or once the block is filled, the hotel cannot guarantee Intellectual FUNDAMENTALLY LASTING VALUE
accommodations. Participants should identify themselves as curiosity, honesty, SHAPE MARKETS
exchange, and rigor AND BUSINESSES
registrants in Strategic Marketing Management at the
University of Chicago Booth School of Business.
Program Outline
The Strategic Marketing Planning Process: Analytical Approaches to Marketing
Laying the Foundation for Competitive n Tools for customer analysis
Advantage • new consumer measurement methods
n Introduction to marketing • analysis of perceptual map and factor
level sensitivities
n 3 C framework
• use in strategic decision making
n Customer and competitor analysis
n Analytical approaches to pricing
• segmentation
• pricing and the economic value to the customer
• targeting
• price discrimination
• positioning
• use of perceptual mapping
n Analyzing consumer research data
Strategies for High Tech Markets
n Break-even analysis n Technology Adoption Life Cycle (TALC)
n Strategic decision making n Strategy and segmentation implications
n Analytical methods in consumer measurement n The 4 cultures of TALC
• qualitative methods n Partnering priorities
– focus groups n Market value chains
– in-depth interviews
• perceptual mapping Summary and Conclusion: Setting Direction
– factor analysis n Advanced strategy material
– multidimensional scaling n Summary of course
• conjoint analysis

Creating Competitive Advantage Chicago Booth’s

n Building and managing strong brands Approach to Marketing
• customer-based brand equity • Chicago Booth marketing faculty members are the most productive
• brand value chain group of researchers in the nation, publishing more articles per
person than the faculty at any other business school (Journal of
• integrating brand marketing Marketing Education, August 2000). They are creative thinkers
• characteristics of strong brands who routinely question, challenge, and demand the same of their
students. Top scholars from around the world come to Chicago
• brand revitalization Booth’s weekly marketing programs to critique, collaborate, and
n Pricing test their ideas for survival.

• pricing strategy • Chicago Booth marketing faculty members see marketing as

• pricing tactics the core of all business. Chicago Booth courses reflect a unified
approach to business: one that is thoughtful and methodical, with
• pricing from customer valuation a financially-disciplined eye. We approach marketing governed
• product line pricing by the same economic and financial principles that would guide
building a plant, hiring a new employee, entering a new country,
• relevant costs of pricing or purchasing new products or services. How will marketing
decisions affect the bottom line? Participants know how to
determine and articulate the answer and how to craft and
Strategy Implementation: implement the strategy.
A Framework for Going to Market • “Here, we teach marketing differently than anybody else, with rigor
and a financial approach that set us apart. No one else approaches
n Channel tactics marketing with the same intensity. We do marketing the Chicago
• channel selection way — which is carefully. To be done well, marketing has to have
• managing channels in times of change excellence in all business areas —behavioral sciences, economics,
and finance. You have to possess a deep understanding of those
n New product development best practices areas, plus a really deep understanding of marketing. Without
• new product/service development process those underpinnings, you have to question whether you’ll be able
• new product/service strategy to do marketing right.”

Ann L. McGill
Sears Roebuck Professor of General Management, Marketing,
and Behavioral Science
Comments from Past Participants

“ It actually exceeded my expectations. This course
was filled with fresh material and approaches. I will
recommend this program to my managers, as these
concepts often involve cross-functional elements.
This was a thoroughly enjoyable program. I found the
content to be relevant and came away with a number
of new tools to evaluate and measure my products,
my competitors, and my markets. In my mind, this
is how to measure the value of a course—how you
USE the tools provided.”
Steve Speares, Global Group Product Director, Alcon Labs Inc.

“The pricing segment of the program increases its value,

relative to offerings from other schools that don't
offer pricing.”
Hugh Ekberg, President, Consumer Division, Hirsh Industries

“Very solid program. It was an excellent blend of

theoretical and practical knowledge and experience
sharing.”
Josh Meyer, Industry Manager, Caterpillar Inc.

“ The professors provided me with a marketing

framework and strategic tools that I can implement
immediately to evaluate my current business. They
are extremely knowledgeable about multiple industries,
which resulted in a captivating and comprehensive
learning experience.”
Kelly Harrison, Senior Marketing Manager, Abbott Laboratories Gleacher Center is part of the University of Chicago Booth School
of Business. Overlooking the Chicago River, its state-of-the-art
classrooms are only steps away from Chicago’s “Magnificent Mile.”

Learning, Reflection, Custom Executive

and Action (LRA) Education Programs
Transform knowledge gained at Chicago Booth Chicago Booth creates custom executive
into results for you and your company. education programs that capitalize on the
“Chicago Approach,” which is the very best
Chicago Booth’s programs provide a web tool disciplined approach to conceptual knowledge
that’s easy to use, intuitive, and encourages and academic theory with practical, real world
participants to: application delivered by faculty of one of
n articulate their goals, the world’s top business schools. These
components of Chicago’s programs are all
n specify implementation plans, and keys to driving your corporate competitive
n track their progress toward meeting advantage through effective human capital
these goals. investments. Through deep thinking and high
impact results, Chicago Booth writes the rules
Extend learning beyond the classroom and turn that business follows. Partnering with us today
your learning goals into concrete results. will drive your business success tomorrow!
Outstanding Booth Faculty
The University of Chicago Booth School of Business has one of the most highly regarded
faculty of any business school in the world and the most productive researchers in the country.
Rigorous, interactive, and dynamic, the faculty presents topics in a variety of ways, including lectures, case studies,
and small group discussions, using a range of media. Accomplished teachers and active consultants, this program’s
faculty offer a blend of academic excellence, rigorous scholarship, real-world relevance, and practical application that
provides participants with unparalleled opportunities to expand their horizons.

Sanjay K. Dhar
Learn from top faculty withPradeep
real-world experience.
K. Chintagunta
Faculty Director of the Kilts Center of Marketing
and James H. Lorie Professor of Marketing
Robert Law Professor of Marketing
The University of Chicago Booth School of Business
The University of Chicago Booth School of Business
Pradeep Chintagunta teaches topics relating to marketing management,
Sanjay Dhar has been a Chicago faculty member since 1992. Many market strategy, marketing research, and a doctoral seminar on marketing
sources have recognized Professor Dhar for his excellence in teaching. models at The University of Chicago Booth School of Business. He was
He received the 2008 Hillel Einhorn Teaching Award voted by execu- named a top professor at the Chicago Booth in 2002 by BusinessWeek.
tive MBA students in Asia, was honored in 2000 with the prestigious His research interests are in the analysis of household purchasing behavior,
McKinsey Teaching Award which is awarded once every two years, was pharmaceutical markets, technology products, investigation of competitive
cited among the outstanding faculty in Business Week's Guide to Best marketing strategies, and studies involving the entertainment industry.
Business Schools (McGraw-Hill, 1997, 1999, and 2001), and in 1994
was awarded the Emory Williams Teaching Award by students for out- Dr. Chintagunta is the departmental editor for marketing at Management
standing teaching performance. In 2006, the Economic Times (India) Science, on the advisory editorial board of Journal of Marketing Research,
identified Professor Dhar as one of 12 “Indians who have made a global and a member of the editorial boards of Marketing Science, Quantitative
impact on marketing research and thought.” He currently serves as Marketing and Economics, International of Research in Marketing, and
faculty director of the Kilts Center of Marketing and was recently rated the Journal of Business-to-Business Marketing.
as one of six “must-have” professors at Chicago Booth by Veritas Prep His publications number more than 50 in journals including: Marketing Sci-
in 2010 Annual Report on Chicago Booth. ence, Management Science, International Journal of Research in Marketing,
Dr. Dhar’s research and teaching focuses on advertising strategy; Decision Sciences, Journal of Economics and Management Strategy, Journal
brand management; marketing strategy; pricing and promotion strategy; of Marketing Research, and Journal of Business and Economic Statistics.
private labels; consumer promotion evaluation and planning; internet After earning a doctoral degree in marketing from Northwestern University,
marketing; new product development, management and strategy; retail Dr. Chintagunta taught at the S.C. Johnson Graduate School of Manage-
management best practices, loyalty reward programs, every day low ment at Cornell University and was the Thomas Carroll Ford Foundation
pricing (EDLP); trade promotions; category management; purchase Visiting Professor of Marketing at Harvard Business School.
incidence; and brand choice. He has published widely in leading
academic journals and is also on the editorial board of several top
journals in marketing.
Jean-Pierre Dubé
He earned his doctoral degree in management from the University of Sigmund E. Edelstone Professor of Marketing and
California at Los Angeles in 1992. Prior to that, he served in several Robert King Steel Faculty Fellow
management positions at Lipton India Ltd. The University of Chicago Booth School of Business
Jean-Pierre Dubé is the Sigmund E. Edelstone Professor, an area editor
Ann L. McGill for the Journal of Marketing Research, Marketing Science, Management
Science, QME, and the recipient of several MSI Research Grants, the
Sears Roebuck Professor of General Management, Marketing, and recipient of a Kauffman grant, and a member of the editorial board and
Behavioral Science ad hoc reviewer for several academic journals. Professor Dubé has been
The University of Chicago Booth School of Business invited to present his research at such schools as the London Business
Ann McGill joined the Chicago faculty in 1997. She teaches MBA level School, the University of California at Berkeley, Columbia University,
classes in marketing management and a doctoral level marketing work- Harvard, Duke, Northwestern University, Stanford, Yale, and Massachu-
shop. Professor McGill is the 2005 recipient of the prestigious McKinsey setts Institute of Technology, and his papers have appeared in the Journal
Award for Excellence in Teaching. Her research focuses on consumer of Marketing Research, Journal of Political Economy, Marketing Science,
decision making, in particular, causal explanations, evaluation of shared Management Science, QME, and Rand Journal of Economics.
(versus individual) consumption experiences, effects of freedom of Professor Dubé studies empirical industrial organization, dynamic oligopoly,
choice on the evaluation of alternatives, the use of imagery in product competitive advertising, competitive pricing, retail competition, price
choice, and the causes and effects of product anthropomorphism. discrimination, and internet marketing. Recently, he has worked on the
Dr. McGill has published widely in leading journals including the role of dynamics in the strategies of competing firms. His research is
Journal of Consumer Research, Organizational Behavior and Human empirical in nature with an emphasis on both positive and normative
Decision Processes, Journal of Consumer Psychology, and Journal of analysis of marketing strategies. This empirical focus is also reflected in
Personality and Social Psychology. She is presently editor of the Journal his MBA course on pricing strategies, which is designed to teach students
of Consumer Research where she served as an associate editor from how to apply empirical models and methods to develop pricing strategies
2005 to 2009. in practice.
After earning her doctoral degree in marketing and behavioral science Professor Dubé received the 2008 Paul Green Award which recognizes
at the University of Chicago, Dr. McGill held faculty positions at New the best article in the Journal of Marketing Research. He was honored for
York University and Northwestern University. She served as the deputy his research “Consumer Packaged Goods in the United States: National
dean for the Full-Time MBA Programs at Chicago Booth from 2001 to Brands, Local Branding.” Professor Dubé's teaching style earned him the
2003. She has also been a visiting professor at the Graduate School 2005 Faculty Teaching Excellence Award for Evening MBA and Weekend
of Business Stanford University, Sasin Graduate Institute of Business MBA Programs at the Chicago Booth. He was also the Beatrice Foods
Administration (Thailand), and INSEAD. Scholar at the Chicago Booth in 2001 and 2005, the True North Scholar
in 2003, and a Kilts fellow in 2002.
Professor Dubé earned a bachelor’s degree from the University of Toronto
in quantitative methods in economics in 1995, a master’s degree in
economics in 1996, and a PhD in 2000 from Northwestern University.
 11C51001 WEBpdf A
Register Today!
How to Mail Chicago Booth Executive Education
450 N Cityfront Plaza Drive, Suite 514
Call 312.464.8732
Fax 312.464.8731
Register online at
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register. Chicago, Illinois 60611-4316

YES, I will attend the Strategic Marketing Management program. Please print clearly or type on line above:

h #11C51001 April 18 –22, 2011 $7,950 Name: h Mr. h Ms. h Dr.

h #11C51002 September 19–23, 2011 $7,950
Fee includes tuition, books and instructional materials, lunches, and coffee breaks. Name desired on name tag
Fee is subject to change and payable in advance.
Title
NO, I am unable to attend.
h Please provide information regarding future sessions of the program.
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CVV code (3-digit code on back of card) Exp. date h General Management h Operations/Production h Administration
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h Human Resources h Marketing/Sales h Other ___________________
Signature

Company Information
Approximate number of employees: Annual sales or budget:

Is your company a subsidiary/division of another company? h Yes h No

Name of parent company:

Number of employees in parent company: h Under 1,000 h 1,000 to 5,000 h 5,001 and above

Industry Classification:
h Accounting h Chemical h Electrical h Insurance h Publications h Telecommunications h Other
h Aerospace h Computer h Energy h Mining h Retail h Textiles ________________________________
h Automotive h Consumer Products h Financial h Nonprofit h Service h Transportation ________________________________
h Bank h Education h Government h Pharmaceutical h Steel h Utilities ________________________________

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Program fee is payable upon notice of acceptance. The following must be dated and signed in order to validate application.

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Program cancellation – Chicago Booth reserves the right to cancel Transfer requests received within 30 days of the program start will be Substitutions of registrants in a session may be made, without
any program. subject to a $200 transfer fee to cover administrative costs. Any late penalty, any time prior to the program’s commencement.
transfers followed by a cancellation will be charged 25 percent of the
Cancellations and transfers are accepted without charge if written Photo rights – The University of Chicago reserves the right to use
program fee. Transferees will have a period of one year from the date
notification is received at least 30 days prior to the program’s starting photos taken during program activities for promotional purposes.
of their transfer to attend a subsequent program offering. After a one-
date. Cancellations received after that time will be charged 25 percent
year period, tuition fees will be forfeited. Transferees will be required
of the total program fee.
to pay fee increases, should any take place.
 Strategic Marketing Management
April 18–22, 2011
September 19–23, 2011

 Cutting-edge content “Overall quality of the program was extremely high

with key ‘take home’ messages, superb interaction with
 World-class faculty
students, and passionate, fun, and genius instructors.”

 State-of-the-art facilities Jay Jayashankar, Product Director, DePuy Orthopaedics

“This course truly exceeded my expectations. I was able to learn and see how these marketing
strategies and principles applied to various industries – not just mine! Open discussions and
relevant case studies applied what we learned. Great course structure/content, excellent
professors — top notch program!”
Carlos McCumber, Sr. Manager, Managed Markets – TAP Pharmaceuticals

We are more than a business school. We are a business force.

For More Information Contact:

Executive Education
The University of Chicago
Booth School of Business
Enhance your strategic 450 N. Cityfront Plaza Drive, Suite 514
marketing skills. Chicago, IL 60611-4316
chicagoexec.net
Register today! Angela Tong
Associate Director of Executive Education
Tel 312.464.8732
Fax 312.464.8731
angela.tong@ChicagoBooth.edu

chicagoexec.net