MONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

Welcome

Strategic Marketing and company strategy

Introduction to INDUSTRAT

Competitive Dynamics and Value Migration

Strategic Market Segmentation

Strategic Marketing’s Leadership Role in the firm

INDUSTRAT: Decision 5

Go to Market Strategy

Managing distribution channel relationships

Preparation of team presentations:

What have we learned

How do we apply it “next week”?

Break

Break

Break

Break

Break

INDUSTRAT: Year 1

INDUSTRAT: Decision 3

Strategic Account Management

Global account leadership

INDUSTRAT: Decision 7

Team presentations of learning

Faculty presentation of team learning

Lunch

Lunch

Lunch

Lunch

Lunch

Creating and Measuring Value Propositions

The Challenge of Differentiation

Differentiation and the competitive interaction over time

Strategic Resource Allocation tools

Metrics for Strategic Marketing

Branding and Relationship Equity

Measuring brand equity

Team presentations on “application next week”

Instructor presentation on “what is next?”

Program conclusion

Break

Break

Break

Break

INDUSTRAT: Decision 2

INDUSTRAT: Decision 4

Networking activity

INDUSTRAT: Decision 6

INDUSTRAT: Decision 8

Networking and closing dinner

Dinner

Closing Dinner