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
General managers, marketing managers, product
managers, and sales managers will find value in
attending. Market researchers, planning managers,
and other managers associated with the development
of marketing plans, will also benefit from the program.
Typical titles would include: general managers, vice
presidents of marketing/sales, directors of marketing,
product or brand managers, managers of market
planning, market analysts, new product development
specialists, and managers/directors of market research.
We encourage companies to send teams to learn
common language and frameworks and to help drive
the implementation of new knowledge throughout
the organization.
Program Dates and Fees
 #11C51001 April 18–22, 2011 ($7,950)
 #11C51002 Sept. 19–23, 2011
($7,950)
This course begins at 8:30 a.m. on the first day
and ends at 2:45 p.m. on the last day.
The program fee includes tuition, lunches, coffee breaks,
and all educational materials. The fee is subject to change
and payable in advance upon confirmation of registration.
Chicago Booth reserves the right to cancel any program.
The Setting
Classes are held at the University of Chicago Booth School
of Business’ Gleacher Center, 450 North Cityfront Plaza Drive,
situated along the Chicago River (one block east of Michigan
Avenue) in the heart of the downtown area known as “The
Magnificent Mile.” Gleacher Center is within walking distance
of some of Chicago’s most exciting retail and entertainment
areas. Gleacher Center, which also houses Chicago’s top-ranked
Executive MBA, Evening MBA, and Weekend MBA Programs,
provides state-of-the-art classrooms that complement the
exceptional quality of the program’s content and faculty.
Accommodations
The University of Chicago Booth School of Business has
reserved a limited block of rooms at the InterContinental Chicago
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
date, or once the block is filled, the hotel cannot guarantee
accommodations. Participants should identify themselves as
registrants in Strategic Marketing Management at the
University of Chicago Booth School of Business.
About Chicago Booth
A University Steeped in Excellence
The University of Chicago has a long history steeped
in a tradition of academic excellence and innovation.
That commitment to discovery has translated into
enduring contributions to the world. Among its
faculty, researchers, students, and graduates are 85
Nobel laureates. Current faculty include eight Nobel
prize winners, 13 MacArthur Fellows (commonly
known as a “genius grant”), and three Pulitzer Prize
winners, among countless others.
A Leader in Business Education
The University of Chicago Booth School of Business,
founded in 1898, has been a leader and innovator
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
journal, the first to offer an executive MBA program
for experienced managers, the first to have a Nobel
laureate on its faculty, and the first to have six Nobel
Prize winners on its faculty. Chicago’s close ties with
many of today’s business leaders and its grounding
in the real world have helped Chicago Booth maintain
its reputation as one of the world’s leading centers of
business education and research. With its reputation,
commitment to academic research, and high quality
faculty, Chicago Booth carries a prestige that few
can match.
Collaborate and study at a top ranked,
world-renowned global business school
n BusinessWeek ranked Chicago’s Full-Time MBA
Program first in its biennial rankings (2010), while
the Executive MBA was ranked second (2009).
n The Economist ranked Chicago’s Full-Time MBA
Program first globally (2010).
n U.S. News & World Report (2010) rated Chicago
Booth second in finance, third in accounting, and
fifth overall of full-time programs, second among
part-time MBA programs, and third among
executive MBA programs.
n Financial Times ranked Chicago’s Executive MBA
Program fifth (2010).
We are more than a business school.
We are a business force.
Unparalleled IDEAS THAT PEOPLE WHO CREATE
Intellectual FUNDAMENTALLY LASTING VALUE
curiosity, honesty, SHAPE MARKETS
exchange, and rigor AND BUSINESSES
Program Outline
The Strategic Marketing Planning Process:
Laying the Foundation for Competitive
Advantage
n Introduction to marketing
n 3 C framework
n Customer and competitor analysis
• segmentation
• targeting
• positioning
• use of perceptual mapping
n Analyzing consumer research data
n Break-even analysis
n Strategic decision making
n Analytical methods in consumer measurement
• qualitative methods
– focus groups
– in-depth interviews
• perceptual mapping
– factor analysis
– multidimensional scaling
• conjoint analysis
Creating Competitive Advantage
n Building and managing strong brands
• customer-based brand equity
• brand value chain
• integrating brand marketing
• characteristics of strong brands
• brand revitalization
n Pricing
• pricing strategy
• pricing tactics
• pricing from customer valuation
• product line pricing
• relevant costs of pricing
Strategy Implementation:
A Framework for Going to Market
n Channel tactics
• channel selection
• managing channels in times of change
n New product development best practices
• new product/service development process
• new product/service strategy
Analytical Approaches to Marketing
n Tools for customer analysis
• new consumer measurement methods
• analysis of perceptual map and factor
level sensitivities
• use in strategic decision making
n Analytical approaches to pricing
• pricing and the economic value to the customer
• price discrimination
Strategies for High Tech Markets
n Technology Adoption Life Cycle (TALC)
n Strategy and segmentation implications
n The 4 cultures of TALC
n Partnering priorities
n Market value chains
Summary and Conclusion: Setting Direction
n Advanced strategy material
n Summary of course
Chicago Booth’s
Approach to Marketing
• Chicago Booth marketing faculty members are the most productive
group of researchers in the nation, publishing more articles per
person than the faculty at any other business school (Journal of
Marketing Education, August 2000). They are creative thinkers
who routinely question, challenge, and demand the same of their
students. Top scholars from around the world come to Chicago
Booth’s weekly marketing programs to critique, collaborate, and
test their ideas for survival.
• Chicago Booth marketing faculty members see marketing as
the core of all business. Chicago Booth courses reflect a unified
approach to business: one that is thoughtful and methodical, with
a financially-disciplined eye. We approach marketing governed
by the same economic and financial principles that would guide
building a plant, hiring a new employee, entering a new country,
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
implement the strategy.
• “Here, we teach marketing differently than anybody else, with rigor
and a financial approach that set us apart. No one else approaches
marketing with the same intensity. We do marketing the Chicago
way — which is carefully. To be done well, marketing has to have
excellence in all business areas —behavioral sciences, economics,
and finance. You have to possess a deep understanding of those
areas, plus a really deep understanding of marketing. Without
those underpinnings, you have to question whether you’ll be able
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)
Transform knowledge gained at Chicago Booth
into results for you and your company.
Chicago Booth’s programs provide a web tool
that’s easy to use, intuitive, and encourages
participants to:
n articulate their goals,
n specify implementation plans, and
n track their progress toward meeting
these goals.
Extend learning beyond the classroom and turn
your learning goals into concrete results.
Education Programs
Chicago Booth creates custom executive
education programs that capitalize on the
“Chicago Approach,” which is the very best
disciplined approach to conceptual knowledge
and academic theory with practical, real world
application delivered by faculty of one of
the world’s top business schools. These
components of Chicago’s programs are all
keys to driving your corporate competitive
advantage through effective human capital
investments. Through deep thinking and high
impact results, Chicago Booth writes the rules
that business follows. Partnering with us today
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
The University of Chicago Booth School of Business
Sanjay Dhar has been a Chicago faculty member since 1992. Many
sources have recognized Professor Dhar for his excellence in teaching.
He received the 2008 Hillel Einhorn Teaching Award voted by execu-
tive MBA students in Asia, was honored in 2000 with the prestigious
McKinsey Teaching Award which is awarded once every two years, was
cited among the outstanding faculty in Business Week's Guide to Best
Business Schools (McGraw-Hill, 1997, 1999, and 2001), and in 1994
was awarded the Emory Williams Teaching Award by students for out-
standing teaching performance. In 2006, the Economic Times (India)
identified Professor Dhar as one of 12 “Indians who have made a global
impact on marketing research and thought.” He currently serves as
faculty director of the Kilts Center of Marketing and was recently rated
as one of six “must-have” professors at Chicago Booth by Veritas Prep
in 2010 Annual Report on Chicago Booth.
Dr. Dhar’s research and teaching focuses on advertising strategy;
brand management; marketing strategy; pricing and promotion strategy;
private labels; consumer promotion evaluation and planning; internet
marketing; new product development, management and strategy; retail
management best practices, loyalty reward programs, every day low
pricing (EDLP); trade promotions; category management; purchase
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.
He earned his doctoral degree in management from the University of
California at Los Angeles in 1992. Prior to that, he served in several
management positions at Lipton India Ltd.
Ann L. McGill
Sears Roebuck Professor of General Management, Marketing, and
Behavioral Science
The University of Chicago Booth School of Business
Ann McGill joined the Chicago faculty in 1997. She teaches MBA level
classes in marketing management and a doctoral level marketing work-
shop. Professor McGill is the 2005 recipient of the prestigious McKinsey
Award for Excellence in Teaching. Her research focuses on consumer
decision making, in particular, causal explanations, evaluation of shared
(versus individual) consumption experiences, effects of freedom of
choice on the evaluation of alternatives, the use of imagery in product
choice, and the causes and effects of product anthropomorphism.
Dr. McGill has published widely in leading journals including the
Journal of Consumer Research, Organizational Behavior and Human
Decision Processes, Journal of Consumer Psychology, and Journal of
Personality and Social Psychology. She is presently editor of the Journal
of Consumer Research where she served as an associate editor from
2005 to 2009.
After earning her doctoral degree in marketing and behavioral science
at the University of Chicago, Dr. McGill held faculty positions at New
York University and Northwestern University. She served as the deputy
dean for the Full-Time MBA Programs at Chicago Booth from 2001 to
2003. She has also been a visiting professor at the Graduate School
of Business Stanford University, Sasin Graduate Institute of Business
Administration (Thailand), and INSEAD.
Robert Law Professor of Marketing
The University of Chicago Booth School of Business
Pradeep Chintagunta teaches topics relating to marketing management,
market strategy, marketing research, and a doctoral seminar on marketing
models at The University of Chicago Booth School of Business. He was
named a top professor at the Chicago Booth in 2002 by BusinessWeek.
His research interests are in the analysis of household purchasing behavior,
pharmaceutical markets, technology products, investigation of competitive
marketing strategies, and studies involving the entertainment industry.
Dr. Chintagunta is the departmental editor for marketing at Management
Science, on the advisory editorial board of Journal of Marketing Research,
and a member of the editorial boards of Marketing Science, Quantitative
Marketing and Economics, International of Research in Marketing, and
the Journal of Business-to-Business Marketing.
His publications number more than 50 in journals including: Marketing Sci-
ence, Management Science, International Journal of Research in Marketing,
Decision Sciences, Journal of Economics and Management Strategy, Journal
of Marketing Research, and Journal of Business and Economic Statistics.
After earning a doctoral degree in marketing from Northwestern University,
Dr. Chintagunta taught at the S.C. Johnson Graduate School of Manage-
ment at Cornell University and was the Thomas Carroll Ford Foundation
Visiting Professor of Marketing at Harvard Business School.
Jean-Pierre Dubé
Sigmund E. Edelstone Professor of Marketing and
Robert King Steel Faculty Fellow
The University of Chicago Booth School of Business
Jean-Pierre Dubé is the Sigmund E. Edelstone Professor, an area editor
for the Journal of Marketing Research, Marketing Science, Management
Science, QME, and the recipient of several MSI Research Grants, the
recipient of a Kauffman grant, and a member of the editorial board and
ad hoc reviewer for several academic journals. Professor Dubé has been
invited to present his research at such schools as the London Business
School, the University of California at Berkeley, Columbia University,
Harvard, Duke, Northwestern University, Stanford, Yale, and Massachu-
setts Institute of Technology, and his papers have appeared in the Journal
of Marketing Research, Journal of Political Economy, Marketing Science,
Management Science, QME, and Rand Journal of Economics.
Professor Dubé studies empirical industrial organization, dynamic oligopoly,
competitive advertising, competitive pricing, retail competition, price
discrimination, and internet marketing. Recently, he has worked on the
role of dynamics in the strategies of competing firms. His research is
empirical in nature with an emphasis on both positive and normative
analysis of marketing strategies. This empirical focus is also reflected in
his MBA course on pricing strategies, which is designed to teach students
how to apply empirical models and methods to develop pricing strategies
in practice.
Professor Dubé received the 2008 Paul Green Award which recognizes
the best article in the Journal of Marketing Research. He was honored for
his research “Consumer Packaged Goods in the United States: National
Brands, Local Branding.” Professor Dubé's teaching style earned him the
2005 Faculty Teaching Excellence Award for Evening MBA and Weekend
MBA Programs at the Chicago Booth. He was also the Beatrice Foods
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
www.chicagoexec.net
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.
Company
Payment
h Check enclosed Preferred mailing address: h Home h Business
(payable to Chicago Booth Executive Education).
h Check to follow.
h Please invoice. City State Zip code
h Charge to my: h Visa h MasterCard h Discover h AMEX
Daytime phone Fax

Account number E-mail

What is your primary responsibility?

CVV code (3-digit code on back of card) Exp. date h General Management h Operations/Production h Administration
h Financial/Accounting h Technical/R&D h Logistics
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 ________________________________

Persons in charge of executive development for your organization:

Name Title Company

Mailing address City State Postal code Country

Telephone E-mail

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

Name of applicant (please print) Signature of applicant Date

Program cancellation – Chicago Booth reserves the right to cancel
any program.
Cancellations and transfers are accepted without charge if written
notification is received at least 30 days prior to the program’s starting
date. Cancellations received after that time will be charged 25 percent
of the total program fee.
Transfer requests received within 30 days of the program start will be Substitutions of registrants in a session may be made, without
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
Photo rights – The University of Chicago reserves the right to use
program fee. Transferees will have a period of one year from the date
photos taken during program activities for promotional purposes.
of their transfer to attend a subsequent program offering. After a one-
year period, tuition fees will be forfeited. Transferees will be required
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