Strategic Marketing

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In today's competitive market environment, companies must understand and leverage the relationships between strategy and execution, and between the company's core competence and it's key customer benefits. Instead of treating strategic planning as a complex annual event based on year-over-year goals, successful firms learn how to create an ongoing, single strategy that is integrated with all of the fundamental elements of marketing implementation.

Dynamic, integrated strategy development

Michigan's Strategic Marketing executive education programs provide executives with the tools they need to build simplified, organic strategic plans that evolve with the organization and its markets, and that align all organizational functions along common, customer-focused goals. Our Strategic Marketing programs are integrated around The Big Picture, a core program in which you learn the framework fundamentals, and four programs that offer deeper dives into the strategic marketing elements of brand management, pricing, marketing metrics, and innovation. NOTE: It is not necessary to complete The Big Picture before you attend the other programs.

The University of Michigan Ross School of Business has taken the lead in customer-focused business theory and practice, and our Strategic Marketing programs provide a unique blend of teaching, advising and consulting services to help organizations create value through the development of strategy integrated with all the fundamental elements of marketing implementation.

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View video of Sales program faculty

As customer loyalties diminish and marketing channels proliferate, sales--once seen as a tactical adjunct of marketing--has increased its role to become the key interaction between company and customer. Successful firms treat sales as an investment, not a cost, and integrate sales with marketing, IT, operations, HR, finance and other functions to make sales executives key members of the corporate planning team. As a result, today's sales professionals must expand their perspective to see their role in an enterprise-wide, cross-functional context.

Find your focus, broaden your perspective

Focusing on developing sales management strategies and tactics--not sales skills training--Michigan's Sales Leadership programs seeks to enrich the role of sales in the organization by broadening its scope to address a wide range of key business issues. Michigan offers a unique blend of executive education programs to help sales executives and their organizations achieve extraordinary results.

Michigan's multidisciplinary faculty combine theoretical and practical expertise, and includes researchers, teachers and consultants from the Michigan Ross School of Business and other University schools. In addition to teaching, our faculty members apply their expertise and current research to guide many of the world's leading companies in implementing new sales strategies and sales management methods.