Building a Market-oriented Business
In today’s highly competitive and turbulent business environment, a company’s success often depends on its ability to respond to challenges and opportunities arising in markets. Companies such as Apple, Nintendo, and Google, have continued to prosper even during the recent economic downturn. At the core of their success lies an astute understanding of their markets and their ability to translate this to profits.
This program will provide you with the basic understanding of the strategic role of marketing in business, and how to market products and services. More importantly, you will be exposed to case studies and simulations across a variety of industries, which will give you a hands-on experience of marketing decisions based on a sound analysis of the situation.
Target Audience
You are a manager keen on making a difference in your company and in its markets. If you are a manager in charge of a product, service or a business unit, this is an ideal program for you.Key Topics
- Market orientation and the strategic role of marketing
- Delivering customer value and managing key customers
- Competitive strategy, positioning and pricing
- Corporate social responsibility
Take-Home Value
You will return to your company with a clear understanding of the strategic importance of marketing and a tool kit to implement market-oriented strategies effectively to enhance or sustain business performance. You will be exposed to an international faculty, case studies to learn the underlying principles, and also try some of the principles in a simulation exercise.
Special Features
At ESMT, one of the most valuable learning opportunities is derived from the diversity of the professionals taking part in a program. Each class is made up of men and women from a variety of companies and industries, benefiting both benchmarking and learning.Meet the Faculty
Sumitro Banerjee (Program Director)Full biography
In 2009 Sumitro Banerjee joined ESMT as an assistant professor. Previously he was at the Martin J. Whitman School of Management, Syracuse University, where he taught Marketing and Management. He received his PhD in Management with a specialization in Marketing from INSEAD in 2004. He holds a Master of International Business from the Indian Institute of Foreign Trade and a Bachelor of Technology from the Indian School of Mines.
CB Bhattacharya
Full biography
C. B. Bhattacharya, PhD, The Wharton School, University of Pennsylvania, is a full professor, E.ON Chair in Corporate Responsibility, and dean of international relations at ESMT. Prior to joining ESMT, he was a full professor and Everett W. Lord Distinguished Faculty Scholar at Boston University.
David Soberman
David Soberman is a Professor of Marketing at the Rotman School of Management at the University of Toronto and at INSEAD in Fontainebleau, France. He is a licensed Professional Engineer (Ontario), holds a PhD (Management) from the University of Toronto and an MBA and a BSc in Chemical Engineering from Queen’s University in Kingston. Professor Soberman's research consists of using applied microeconomics and game theory to analyse a number of marketing phenomena. He uses this approach to examine how the operation of markets is affected by the exchange of information between firms and customers, relationships within the distribution channel and the introduction of innovations to markets.
Read his full biography on the Rotman School of Management site.
ESMT European School of