Strategic Marketing Program

This course introduces participants to the process of developing and managing marketing strategy. In two intensive days, you will learn and apply advanced techniques of marketing, including customer portfolio management, valuing customer equity, monitoring the health of customer relationships, and marketing innovation. Using both quantitative and qualitative methods, interactive lectures, case studies and simulation workshops, you'll gain a deeper understanding of your customer management and marketing innovation. The course stands alone, but is enhanced by 3SVA’s course “Market Analysis and Planning”. read more

Who Should Attend?

This course will benefit executives across the organization (in engineering, R&D, finance, business development, product development, accounting, sales, public relations, and other areas). Mid to senior-level marketing managers will learn to enhance their planning and implementation skills through a structured approach to market analysis and strategy development. Those in general management positions also will improve their performance in contributing to the customer value creation process, through the program's interactive approach to problem solving. Participants need to possess sufficient academic background to benefit the most from this course. read less


Bowman’s research focuses on empirically investigating the long-term effects of marketing
strategies, the effects of competition on marketing strategy, on understanding how buyer-seller
relationships evolve over time, and understanding the conditions which favor standardization
versus customization of marketing programs. His research has been published in journals that
include the Journal of Marketing Research, Marketing Science, and the International Journal
of Research in Marketing, articles based on his research have appeared in a number of
newspapers and business magazines including the Economist, and he has appeared on
television such as CNN and MS-NBC to discuss topics related to marketing strategies and
tactics and consumer trends, to name a few. He is on the editorial boards of a number of the
leading marketing journals. He is listed in Who’s Who in America.

Bowman has executive education and consulting experience in areas related to marketing
research, product and brand management, consumer behavior, new product development,
and marketing strategy with firms ranging from Coca-Cola to Burson-Marsteller to Earthlink
to Eli Lilly to Group BMW to Invensys to Whirlpool.

Goizueta Business School, at which Bowman is a full-time faculty member, provides one of
the top ranked MBA programs internationally. The executive MBA program at Goizueta is
ranked # 12 among all Executive MBA programs worldwide by BusinessWeek, and ranked #
10 nationally by U.S. News and World Report.

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