Executive Education

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

September 19–23, 2011 December 5–9, 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.

During this program you will learn to:
n Explore competitive strategies and methods of analyzing competitors’ intentions, differential advantages, strengths, and weaknesses. n Utilize the elements of the marketing mix (product strategy, pricing, advertising and promotion, and distribution) and enhance problem-solving and decision making abilities in these operational areas of marketing. n Understand how to build and manage strong brands. 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.

For More Information Contact:

Executive Education The University of Chicago Booth School of Business
450 N. Cityfront Plaza Drive, Suite 514 Chicago, IL 60611-4316

Angela Tong Associate Director of Executive Education Tel 312.464.8732 Fax 312.464.8731 angela.tong@ChicagoBooth.edu

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 at the future more strategically.”
Lisa Smith, Product Manager – Hologic

Sanjay K. Dhar

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.

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.

Program Dates and Fees
 #11C51002 Sept. 19–23, 2011  #11C51003 Dec. 5–9, 2011

($7,950) ($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.

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 (2011) rated Chicago Booth fifth overall of full-time programs, first among part-time MBA programs, and second among executive MBA programs. n Financial Times ranked Chicago’s Executive MBA Program fifth (2010).

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.

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

Unparalleled IntellectUal cUrIosIty, honesty, exchange, and rIgor

Ideas that FUndaMentally shape MarKets and BUsInesses

people Who create lastIng ValUe

Program Outline
The Strategic Marketing Planning Process: Laying the Foundation for Competitive Advantage
Introduction to marketing 3 C framework Customer and competitor analysis • segmentation • targeting • positioning • use of perceptual mapping Analyzing consumer research data Break-even analysis Strategic decision making Analytical methods in consumer measurement • qualitative methods – focus groups – in-depth interviews • perceptual mapping – factor analysis – multidimensional scaling • conjoint analysis n n n n n n n

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 n n n n Technology Adoption Life Cycle (TALC) Strategy and segmentation implications The 4 cultures of TALC Partnering priorities Market value chains

Summary and Conclusion: Setting Direction
n Advanced strategy material n Summary of course

Creating Competitive Advantage
n n Building and managing strong brands • customer-based brand equity • brand value chain • integrating brand marketing • characteristics of strong brands • brand revitalization Pricing • pricing strategy • pricing tactics • pricing from customer valuation • product line pricing • relevant costs of pricing

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.”

Strategy Implementation: A Framework for Going to Market
n n Channel tactics • channel selection • managing channels in times of change New product development best practices • new product/service development process • new product/service strategy

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, 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 you to: n articulate your goals, n specify implementation plans, and n track your progress toward meeting these goals. Extend learning beyond the classroom and turn your learning goals into concrete results.

Custom Executive 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

Pradeep K. Chintagunta Learn from top faculty with real-world experience.
Faculty Director of the Kilts Center of Marketing and James H. Lorie Professor of Marketing The University of Chicago Booth School of Business Robert Law 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 executive 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 outstanding 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. 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 Science, 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 Management 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 Massachusetts 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.

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 workshop. 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.

Register Today!
How to register.
h #11C51002 h #11C51003 Mail Chicago Booth Executive Education 450 N Cityfront Plaza Drive, Suite 514 Chicago, Illinois 60611-4316 Call 312.464.8732 Fax 312.464.8731 Register online at www.chicagoexec.net

YES, I will attend the Strategic Marketing Management program.
September 19–23, 2011 December 5–9, 2011 $7,950 $7,950

Please print clearly or type on line above:

Name: h Mr.

h Ms. h Dr.

Fee includes tuition, books and instructional materials, lunches, and coffee breaks. Fee is subject to change and payable in advance.

Name desired on name tag Title Company Preferred mailing address: h Home h Business City Daytime phone Fax State Zip code

NO, I am unable to attend. Payment

h Please provide information regarding future sessions of the program. h Check enclosed (payable to Chicago Booth Executive Education). h Check to follow. h Please invoice. h Charge to my: h Visa h MasterCard h Discover h AMEX

Account number


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 ___________________


Company Information
Approximate number of employees: 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 Aerospace h Automotive h Bank h Chemical h Computer h Consumer Products h Education h Electrical h Energy h Financial h Government h Insurance h Mining h Nonprofit h Pharmaceutical h Publications h Retail h Service h Steel h Telecommunications h Textiles h Transportation h Utilities h Other ________________________________ ________________________________ ________________________________

Annual sales or budget:

Persons in charge of executive development for your organization:
Name Mailing address Telephone Title City E-mail State Company Postal code Country

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)
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.

Signature of applicant
Transfer requests received within 30 days of the program start will be subject to a $200 transfer fee to cover administrative costs. Any late transfers followed by a cancellation will be charged 25 percent of the program fee. Transferees will have a period of one year from the date of their transfer to attend a subsequent program offering. After a oneyear period, tuition fees will be forfeited. Transferees will be required to pay fee increases, should any take place.

Substitutions of registrants in a session may be made, without penalty, any time prior to the program’s commencement. Photo rights – The University of Chicago reserves the right to use photos taken during program activities for promotional purposes.

Strategic Marketing Management
September 19–23, 2011 December 5–9, 2011
 Cutting-edge content  World-class faculty  State-of-the-art facilities
“Overall quality of the program was extremely high with key ‘take home’ messages, superb interaction with students, and passionate, fun, and genius instructors.”
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:

Enhance your strategic marketing skills. Register today!

Executive Education The University of Chicago Booth School of Business
450 N. Cityfront Plaza Drive, Suite 514 Chicago, IL 60611-4316

Angela Tong Associate Director of Executive Education Tel 312.464.8732 Fax 312.464.8731 angela.tong@ChicagoBooth.edu