Coral Gables, Fla. — July 25
With the aim of helping executives apply strategic marketing concepts in their competitive environments, the University of Miami School of Business Administration will offer a five-day advanced marketing strategy certificate program, taught in both English and Spanish, beginning this fall.
The program is designed to help professionals, ranging from experienced marketing managers to budding entrepreneurs, hone the skills they need to make their company’s marketing strategy most effective. In particular, participants will aim to gain the knowledge and skills required to improve the dynamics of relationships with customers, suppliers, stakeholders and competitors.
A key component of the program is a simulation called “Industrat.” At the start of the simulation, each program participant is placed on the management team of a company competing for business against other teams in the same space. Industrat aims to allow participants to learn modern techniques and concepts by making competitive strategic decisions and then seeing the results of those decisions — all in a virtual environment.
The program also includes a variety of case studies and debates, lecture-discussions and mutual benchmarking.
The program is designed for experienced marketing and sales managers as well as strategic planners, entrepreneurs and non-marketing senior managers who can gain experience helpful in working more effectively with marketing colleagues.
Participants will aim to improve marketing effectiveness by gaining greater insight into:
• Assessing competitive dynamics.
• Brand and product differentiation.
• Pricing and negotiation techniques.
• Managing customer, supplier and stakeholder relationships.
• Managing the interaction with research and development and other functions.
• Building alliances with companies with whom one normally competes.
• Designing, implementing and adapting accounts strategies.
Source: University of Miami School of Business Administration
