Strategic Marketing

October 21-23, 2014 / 8:00 a.m.–4:30 p.m. / $3,500

This program will help leaders develop and execute marketing strategies that will create value and competitive advantage, while delivering strong financial results. Explore and gain a deeper understanding of marketing tools, techniques, and leading edge thinking that builds customer relationships and top line growth.

  • Overview
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  • Details
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Success in today's complex marketplace is critically dependent on accurately aligning an organization's capabilities with the market's demands. Consequently, identifying market opportunities; establishing market priorities; creating, enhancing, communicating, and delivering differentiated value to your customers; developing an effective and integrated marketing strategy that incorporates digital marketing and social media; and increasing the value of brands are topics of upmost importance for managers with marketing responsibilities.

The Strategic Marketing program explores the most current developments and best practices in these areas, providing the participants with practical knowledge and actionable strategic insights. The program is designed to enhance the ability of managers to develop and implement strategies that strengthen customer relationships, accelerate company growth, and enhance shareholder value.


This program is designed for experienced managers with marketing responsibilities and interest. Typical titles include: general manager, vice president of marketing, marketing director or manager, and product or brand manager. Top executives (whose responsibilities include, but are not limited to, marketing) and other senior managers who work closely with marketing are also encouraged to attend.

Examples of past participant titles:

  • Andersen Corporation
    Senior Marketing Manager
  • Boston Scientific
    Vice President of Global Business Planning
  • Metris Companies, Inc.
  • U.S. Bancorp
    Vice President of Product


  • Develop integrated marketing strategies that leverage organizational capabilities
  • Understand sources of customer value and how to focus on strategic target markets that provide sustainable and profitable growth
  • Explore communication of value through positioning and differentiation
  • Gain insights into developing and implementing innovation strategies
  • Explore the integration of interactive marketing and social media
  • Learn analytical approaches to improve marketing strategy decisions
  • Understand marketing efficiency, effectiveness, and return on marketing investment


  • The three big decisions of strategy
  • Identify sources of competitive advantage and customer value
  • Create, capture, and communicate value to the right customers
  • Delivering customer value through customer experience management
  • Social media, word of mouth, and interactive marketing as strategic tools
  • Enhancing channel and value delivery system performance
  • Building and strategically managing brands
  • Ensure efficient and effective positioning through marketing communications
  • Develop effective pricing and value capture strategies
  • Marketing measurement and return on marketing investment

Executive Education
Carlson School of Management
University of Minnesota
321 19th Ave. S.
Minneapolis, MN 55455-0438

Dave Hopkins

Dave Hopkins, Program Director, Carlson Enterprise, Carlson School of Management, University of Minnesota

Joseph Redden Joseph Redden, Assistant Professor of Marketing and Logistics Management, Carlson School of Management, University of Minnesota

"This was an outstanding blend of theory and practice. I may take it again in a few years!"
Marketing Technology Manager
Thermo Fisher Scientific

"Excellent program that takes strategy to the forefront. Much of day-to-day business time is spent focused on tactics, that not enough time is spent looking at strategy. This course helps focus you on the strategy."
Marketing Manager
Toro Co.

"The content and the quality of presenters was first-rate. I also appreciated your excellent time management and the attentiveness of the Carlson School staff. This is a program I will heartily recommend to others. Thank you again for a stimulating and highly educational three days."
Director of Marketing

Program Details

Program Details

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Program Preview

Dave Hopkins and Joe Redden talk about Strategic Marketing.


“The entire Strategic Marketing course was relevant, actionable, and thought-provoking for our organization.”

– Mark Schuleman
Marketing Manager

“The Strategic Marketing program was an investment well worth the time and expense. In the fast lane of business, this course was a beneficial pit stop that will allow me to emerge refueled intellectually. The intellectual stimulation that Carlson provides will enhance our capacity to become more competitive.”

– Charles W. Anger
Vice President
Clinicare Corporation

“This class brought to bear some great techniques and tools that I hope to use to help our company achieve even greater success. I believe this class provided an excellent mix of theory and practical real world examples of techniques in action. This class is a winner!”

– Jeffry Swertfeger
Director of Marketing
McNeilus Companies

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321 Nineteenth Ave. S., Minneapolis, MN 55455 | 612-625-0027 | 877-625-6468