diploma of ad van ced studies - unige · 2016-04-29 · 6. marketing communication provides...

Strategic Marketing

EXECUTIVE PROGRAM

DAS Diploma of Advanced Studies

A WORD FROM THE DIRECTORWelcome to the Strategic Marketing Diploma at the Geneva School ofEconomics and Management (GSEM) Executive of the University ofGeneva. In recent years marketing has undergone a rapid transformationtowards a more data and fact based approach. An explosion in socialand digital media has revolutionized the way companies interact andbuild relationship with customers.

This program will build a solid foundation in all relevant areas ofmarketing to allow participants to take advantage of the opportunitiesand to master the challenges presented by the rapidly changingmarketing environment. It is a unique executive program that meetscompanies’ growing demand for quantitatively trained marketers,knowledgeable in the latest analytical tools and best practices who cantake advantage of the changing world of marketing to build sustainablesources of revenue and profit.

Prof. Dr. Marcel PaulssenDirector of the program

2 GSEM Executive Program | Strategic Marketing

GSEM Executive Program | Strategic Marketing 3

WHY STRATEGIC MARKETINGMarketing today is not simply acting on subjective instincts or opinions,but it is increasingly based on objectively verifiable approaches andmethods. The rising amount of available information about markets andprospects, media and channels, customers, customer behavior andcustomer value offers the opportunity and the need for data and factbased decision-making. As marketers and chief executives areincreasingly focusing on measuring return on marketing investment(ROMI), the relevant knowledge is becoming more and more crucial.Marketing is more and more about information, models, facts, andaccountability.

The management bible, the Harvard Business Review concedes that“The choices facing managers and the data requiring analysis havemultiplied even as the time for analyzing them has shrunk.” Therefore,marketing managers must master the science of quantitativemarketing. Forrester Research believes that “quantitative, analyticalskills are eclipsing media and creative talent to become the mostimportant elements in the discipline of marketing.”

Quantitative marketing applies a combination of analytical tools,quantitative models and approaches to provide the fundamentalknowledge and insights about customers, competitors, and markets.This combination leads to an improvement of marketing performanceand optimization of marketing investment. Today, fact-basedquantitative marketing is used by an increasing number of companies ofall sizes and sectors. Thus, demand for quantitatively trained marketerswill continue to grow.


MODULES IN A NUTSHELLCourses in the Diploma of Advanced Studies in Strategic Marketingcover 10 key marketing topics. Following Harvard Business Review theoverall motto across all courses is "Don’t trust your gut!", use marketingresearch and analytics instead of relying only on your instinct. Thus, thegeneral approach in all courses is to provide participants with necessaryframeworks, analytical tools and best industry practices to make betterdecisions in the respective areas.

1. Marketing StrategyExposes participants to the key concepts and tools that are critical tobuild winning marketing strategies; discusses planning frameworksand tools for strategic marketing such as customer, competitor andcompany analysis.

2. Customer Relationship ManagementIntroduces participants to the latest best practices, analytical toolsand approaches in modern customer relationship marketing. Topicsinclude satisfaction measurement and tracking, customer loyaltyprograms, customer value analysis, etc.

3. Managing Consumer InsightsGives a solid understanding of the marketing research process andprovides the knowledge and skills to both determine the scope anddirection of research activities conducted, as well as to leverageresearch findings to make key decisions and support managerialrecommendations.

4. Brand ManagementProvides participants with relevant and comprehensive theoreticalknowledge (mostly rooted in consumer psychology), analyticaltechniques and tools as well as current best practices to make moreinformed brand management decisions.

5. Service MarketingFocuses on the peculiarities of service marketing. Among othertopics, this module will introduce service design, managing serviceencounters, capacity management and customer relationshipmanagement in the service industry.

6. Marketing CommunicationProvides participants with hands-on knowledge of all steps of themarketing communication process in order to be able to successfullyimplement a branding strategy. Participants will acquire in-depthknowledge about concepts, tools and best practices of integratedmarketing communication used by leading companies to develop,execute and evaluate compelling communication plans.

7. Return on Marketing InvestmentIntroduces participants to necessary tools and techniques tomeasure return on marketing investment. Topics include proposingand (re)allocations of marketing budgets, benchmarking ofmarketing effectiveness, and developing marketing dashboards.

8. Advanced PricingEstablishes a foundation for effective pricing decisions by teachingkey economic, analytical and behavioral concepts associated withcosts, customer behavior and competition; presents advancedpricing techniques and practical applications of these approacheswithin specific industry contexts.

9. Managing and Marketing InnovationExamines the strategies, processes, tools and techniques used byleading companies for new-product development; identifies typicalmarketing problems and decisions for different stages of the newproduct development process from idea generation to market testing.

10.Marketing 2.0Provides know-how to integrate digital channels into the traditionalmarketing mix. Participants get familiar with the latest trends in e-marketing and learn to leverage this knowledge for effectivemarketing decisions/campaigns.



INDIVIDU

ALMODU

LES

CERTIFICATE

DIPLOMA

EXECUTIVE MBA

n Professional Experiencen Desire to complete knowledge in specific

subjectsn Can select between 10 different marketing

modules

n Professional Experiencen Bachelor’s degree or equivalentn Can choose between Analytical Marketing

or Branding & Digital Marketingn 4 modules (12 ECTS Credits)

n Professional Experiencen Bachelor’s degree or equivalentn 10 modules (30 ECTS Credits)

n Professional Experiencen Bachelor’s degree or equivalentn 1st year of the Executive MBAn 10 modules of Strategic Marketing +

2 modules from InternationalManagement

n Visit emba.unige.ch for more information

WHICH PATH TO CHOOSE

WHICH PATH TO CHOOSEIndividual Module CertificatesProfessionals who wish to complete their knowledge only in particularsubjects can take individual modules, for each of which an official coursecertificate will be delivered.

Certificate of Advanced Studies (CAS)The CAS in Analytical Marketing or the CAS in Branding and DigitalMarketing will be awarded by the GSEM of the University of Genevaafter successfully completing 4 modules – 3 mandatory and one electivefrom the DAS in Strategic Marketing (12 ECTS Credits).

Diploma of Advanced Studies (DAS)The DAS in Strategic Marketing will be awarded by the GSEM of theUniversity of Geneva after successfully completing the 10 modules (30ECTS Credits).

MBA Major in Strategic MarketingThe DAS in Strategic Marketing can be chosen as the specialization yearof the Executive MBA at the University of Geneva. The second year of theExecutive MBA requires 12 modules. Students enrolled in the ExecutiveMBA at GSEM Executive can validate the 10 modules from the DAS inStrategic Marketing and can choose 2 modules from the InternationalManagement Specialization. For more information, please visit emba.unige.ch


CAS | Analytical marketingSeptember to June

Awarded by the Geneva School of Economics and Management of theUniversity of Geneva for a total of 12 ECTS credits.

This CAS is a condensed executive program that quantitatively trainsprofessionals in the marketing field.

It will provide participants with the necessary analytical skills needed inlight of the rapid transformation that marketing has undergonetowards a more data-and fact-based approach.

PROGRAM

Module 1 Managing Consumer Insights

Module 2 Return on Marketing Investment

Module 3 Advanced Pricing

Module 4 Elective*

*One class to be selected from the DAS in Strategic Marketing:

n Marketing Strategy

n Customer Relationship Management

n Brand Management

n Service Marketing

n Marketing Communication

n Managing and Marketing Innovation

n Marketing 2.0.


CAS | Branding and Digital MarketingSeptember to June


This CAS prepares participants to deal with the shift from traditionalmedia marketing to the internet, wireless devices, and other digitalmedia. Participants will learn how to optimize their marketing mix inorder to succeed.

Marketing professionals with expertise in this area are invaluable assetsto any organization as emerging technology continues to affect the waymarketing is practiced today.

PROGRAM

Module 1 Brand Management

Module 2 Marketing Communication

Module 3 Marketing 2.0

Module 4 Elective*

*One class to be selected from the DAS in Strategic Marketing:

n Marketing Strategy

n Customer Relationship Management

n Managing Consumer Insights

n Service Marketing

n Advanced Pricing

n Return on Marketing Investment

n Managing and Marketing Innovation


DAS | Strategic MarketingSeptember to June


Our program prepares participants for high level marketing positions byequipping them with solid knowledge about the latest tools andtechniques and best industry practices in key areas of marketing such asonline marketing, branding, pricing and more. Our program isspecifically designed for marketing professionals who wish to get aheadwith new knowledge of state of the art topics and approaches or formanagers who are considering a career change and who would like towork in the marketing field.

PROGRAM

Module 1 Marketing Strategy

Module 2 Customer Relationship Management

Module 3 Managing Consumer Insights

Module 4 Brand Management

Module 5 Service Marketing

Module 6 Marketing Communication

Module 7 Return on Marketing Investment

Module 8 Advanced Pricing

Module 9 Managing and Marketing Innovation

Module 10 Marketing 2.0


TEACHING PHILOSOPHY AND FACULTYThe philosophy of the Diploma of Advanced Studies in StrategicMarketing is based on the two principles of analytic rigor and practicalrelevance.

Participants will learn and apply a combination of analytical tools,quantitative models and approaches that provide the fundamentalknowledge and insights about customers, competitors, and markets andthat will help them to make better decisions. Teaching in this programdoes not follow a “classic lecture style.” In order to ensure an effectivelearning experience, teaching is interactive and discussions in class areencouraged through case studies and group work. In addition, externalpractitioners will enrich every course by sharing their expertise and byexplaining how tools and concepts learned are applied in managerialpractice.

Academic instructors have been selected based on their research ANDcommercial experience in the courses they teach. Our academicsintegrate the latest results from their research and bring their extensivecommercial experience into the courses. This approach guaranteesstate-of-the art and relevant content.

Our practitioners have all completed a PhD at a leading university orbusiness school in the respective fields they teach in the program, butopted for a management career. They now cover high level managementpositions in industries directly related to the courses they teach.


In my country, Swiss products and services always stand for superiorquality. When applying to the Strategic Marketing program at theUniversity of Geneva, I had high expectations which were by farexceeded from the very first modules. Cosmopolitan atmosphere,knowledgeable students with 14 different nationalities, experiencedprofessors, helpful coordinators, relevant case studies andinteresting class discussions make this program a lifetimeexperience. The modules have enabled me to widen my knowledgein the marketing field, enhance my presentation skills and acquirenew friends from all over the world. It was a remarkable step in mycareer path.

Marwa MoustafaCommunication ManagerREM Confectionery, Egypt

Marketing strategies and tactics as well as the methods to measurethem evolve very fast, especially with internet communicating somuch information at the same time. It is highly important for me toremain updated on the new tools to maintain a modern thinkingapproach in my workplace. I have chosen the DAS StrategicMarketing program based on the variety of offered courses.However, since attending the program, the richest source ofknowledge has come from a combination of my peers, their diversebackgrounds and business orientations, as well as the most recentexamples provided by the professors. After some modules, I alreadyfeel comfortable to implement the concepts that I have learned intomy work.

Melanie VanberghemMarketing Manager

Firmenich


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TESTIMONIALS

TESTIMONIALS

Through the topics covered, the in-class activities, the interactionswith the professors and the networking possibilities, this program isvery stimulating. The combination of theoretical lessons with practicalcase studies, seminars, and workshops allows me to learn quickly. Theprogram presents concepts that I can directly apply into my workplaceto assist in decision-making and the development of creativestrategies. Attending this program has given me the confidence I needfor a change in my career.

Chiarastella SimoneProduction Planning AnalystPolo Ralph Lauren, Europe


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WHO SHOULD ATTENDn Executives with a minimum of 3 years work experience, wishing to

broaden and deepen their education and skills with state-of-the-arttopics, tools, techniques and practical approaches or those who areconsidering a career change and who would like to work in marketing.

n Professionals who wish to complete their knowledge with just a fewparticular subjects can take individual modules, for each of which an officialcertificate will be delivered. For students who wish to continue their studies,this program can count towards the Executive MBA at GSEM Executive.

HOW TO APPLYAdmission Criterian Strong command of both written and spoken Englishn A minimum of 3 years professional experiencen Proficiency in Microsoft Officen Bachelor’s Degree or equivalent

What to submit?Applications must include the following documents:n Application form* completed and signedn Your updated CV in Englishn 2 passport photos (1 hard copy + 1 jpeg)n A cover letter in Englishn Letters of recommendationn A copy of your ID Card or Passportn A certified copy of your diplomas (in English, French, German or Italian)*Available on marketing.unige.ch

Where to submit?The fully completed and signed registration form has to be submitted bypost and by e-mail ([email protected]) to:GSEM, University of Geneva – Uni Mail (DAS in Strategic Marketing)40 boulevard du Pont d’Arve 40 – CH-1211 Geneva 4


PRACTICAL INFORMATIONEach module is based on a compulsory 24-hour class and requirespresence in Geneva and cannot be completed as distance learning. Amandatory exam takes place at the end of each module.

How muchn DAS in Strategic Marketing: CHF 12,000* (Includes all 10 modules) n CAS in Branding and Digital Marketing: CHF 5,700*n CAS in Analytical Marketing: CHF 5,700* n Individual modules: CHF 1,700* per module* Prices are subject to change without prior notice

WhereUniversity of Geneva – Switzerland

WhenCourses are held either over two weekends (Fridays: 2:15pm-9pm andSaturdays: 8:15am-1pm) or over three consecutive days (Thursday, Friday,Saturday; 9:15am-5pm)

GET IN CONTACT WITH USInformation sessionsEach year, we organize info sessions for interested candidates. Duringthese info sessions, the program and its upcoming edition are presentedby the program management. The exact dates will be announced onmarketing.unige.ch

Talk to usIf you have questions or would like to have a phone conversation or apersonal meeting to learn more about the DAS in Strategic Marketingand how it can support the achievement your career goals, you are morethan welcome to contact us by e-mail or telephone:n [email protected] Phone: +41(0)22 379 88 29


GENEVA SCHOOL OF ECONOMICS AND MANAGEMENT | GSEM EXECUTIVE

Diploma of Advanced Studies in Strategic MarketingGSEM | University of Geneva | Uni Mail40 boulevard du Pont-d’ArveCH-1211 Geneva 4

[email protected]

University Centre for Continuing and Distance Educationwww.unige.ch/formcont

diploma of ad van ced studies - unige · 2016-04-29 · 6. marketing communication provides...

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