Marketing for Senior Executives

In today's environment, senior leaders and their boards tend to focus solely on issues relating to governance, compliance, and financial purity, losing sight of the valuable asset that keeps their organizations in business-the customer. While marketing largely is a delegated business function and not naturally inherent in the day-to-day job of top leaders, there is increasing evidence that senior executives and their boards need to reconnect with the customer.

Far too often, the metrics put into place measure either the wrong attributes or the right attributes in the wrong way. In other situations, the best-laid plans for growth go awry, or the two areas that can make or break an organization-leadership and skill set-virtually are ignored. When these missteps are allowed to continue, the consequences can derail even the most formidable market contenders.

Marketing for Senior Executives is a new Executive Education program that focuses on bringing the customer into the boardroom by elevating certain aspects of the marketing discipline to the executive level.

Taking a strategic approach, the program establishes the need for a marketing dashboard-then takes CEOs and other senior executives through the process of creating an effective dashboard that regularly is reviewed by members of the board. In addition, participants will discuss governance models pertaining to the issues surrounding CMOs, or chief marketing officers. Various alternatives for success also will be described.

"This program has a value that will not only exceed your expectations, but also allow you to provide your organization with new visions and perspectives. I have learned that in order to succeed, you must be innovative in your marketing, driving your focus to distressed markets while moving away from the competition. By becoming a better leader, I am helping to develop other leaders who will one day take the helm."
Gil Zapata [CEO], KGFA Capital Partners L.L.C., U.S.

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Programs, dates, fees, and faculty are subject to change.

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