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Who should attend

Strategic Marketing in Action (SMA) is for mid-level and senior managers with strategic, marketing or commercial responsibilities.

Program benefits

Learn new marketing concepts and a framework to create and capture value:

  • Discover what customers really value
  • Create experiences that address customer needs
  • Capture value through intelligent pricing
  • Manage the transition from products to integrated solutions
  • Leverage your digital strategy to meet customers along their decision journey
  • Improve customer satisfaction and loyalty


Phase I - 1 month pre-program distance learning
Phase II - 5 days on campus
Phase III - Optional post-program offer (CHF 3,500)*


Program Sessions 2017
March 20-24, 2017
October 09-13, 2017

Fee 2016

CHF 9,900

*Optional post-program offer: Build on your SMA experience, by joining one of our new Global Leadership in the Cloud programs: Leading Strategic Initiatives (LSI). Enjoy the flexibility that comes with an online program and learn to drive the strategic changes you need to make, to address your marketing challenges. Learn more

This program is eligible for the Global Network for Advanced Management (GNAM) Certificate of Excellence in Global Business, which allows executives to choose from over 200 courses offered by 19 top global business schools and representing a total of 15 training days. For more information and a full list of eligible programs, visit GNAM website

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Our participants

Strategic Marketing in Action is for mid-level and senior managers with strategic, marketing or commercial responsibilities. Participants generally have at least 10 years of work experience in marketing or other fields in a firm that serves end-consumers, retailers, industrial buyers, governments, NGOs or other stakeholders, and:

  • Want to boost their and their team's contribution to the organization's business strategy and its results
  • Have the ambition to deliver a superior level of performance
  • Are eager to work intensively with other like-minded professionals attending the program

Sample of positions held by recent participants

Marketing and Sales Director
Global Marketing Manager
Business Development Director
European Product Manager
Regional Director
Head of Brand Management
Trade Marketing Manager
Business Director
VP of Strategic Projects
Managing Director

Testimonials of Past Participants

Strategic Marketing in Action is a must for any business trying to sustain or improve their footprint. The program approaches business and market development from a broad angle and could easily serve as an eye-opener for finance people, supply chain experts and marketers. If you never really understood what strategic marketing can do for your business, here is your answer. Hans Peter Folmann Senior Director | The Lego Group | Denmark
Strategic Marketing in Action is a motivating trip that makes you reconsider how to create and capture value for your organization. It demands an open mind and a lot of focus. In return, you get really useful ideas and concepts, as well as the inspiration to build a winning strategy. Bernard Salez Portfolio Manager Innovation | bpost | Belgium
Strategic Marketing in Action forces you to think outside the box and to reconsider creatively the way you understand your business environment. It offers a great combination of strategic thinking and practical decision making, with actual tools you can bring back home. Thiébaut Ossola Director Brand Experience | Swissôtel Hotels & Resorts | Switzerland
This program is rich and complete and helps you move to a higher level of strategic thinking. I left with many ideas for my own organization - my boss said the course has already paid for itself! Nelleke Rienstra-Jacobs Manager, Marketing & Communications | Securitas | The Netherlands
My number one reason for choosing SMA over other marketing programs, is the personalized and intensive pre- and post-program distance learning support you get. Thanks to this design, what you learn really stays with you and has a lasting impact on your performance. Florian Stockert Sales and Marketing Director | Mondi Uncoated Fine Paper sales GmbH | Austria
Strategic Marketing in Action was a very intense and deep learning experience, which allowed me to refresh and strengthen my brand marketing expertise in a friendly multi-cultural atmosphere. Yuliana Balashkevich Brand Director, Premium Brands | JTI Marketing & Sales Russia | Russia
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Creating the right value: Understanding what customers really want

Whether you are a manager working in a B2B or a B2C company, you are most likely grappling with the same type of underlying challenges: understanding what customers really want, and as a result creating the right type of value. Asking customers about their needs or conducting focus groups frequently fails to uncover what customers really desire. On the program, we will teach you how great companies create "wow" experiences for their customers by deeply understanding their needs.

Capturing a fair share of value: Getting the price right

Even if your company creates great value for customers, the next challenge is to capture a fair share of the value you create. Unfortunately, many companies that manage to create the right type of value, often fail to capture the value created. This requires the ability to price a product appropriately, deliver the value to your market through the right channels, and to communicate the value in a compelling manner to customers.

Strategic Marketing in Action (SMA)

Provides experienced managers with new marketing concepts and a framework to create and capture value:

  • Discover what customers really value
  • Create experiences that address customer needs
  • Capture value through intelligent pricing
  • Manage the transition from products to integrated solutions
  • Leverage your digital strategy to meet customers along their decision journey
  • Improve customer satisfaction and loyalty
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A distinguishing feature of the SMA program is that it goes beyond classroom case studies and discussions. We help you address a real marketing problem that you are facing:

PHASE I - Pre-program distance learning

You will refresh your marketing knowledge through assigned readings. In parallel, you will identify and outline your individual marketing challenge, which you will work on solving throughout the program. We will facilitate exchanges between participants and Faculty and amongst participants through internet chat rooms and live video conferences.

PHASE II - Five days at IMD

During your time on campus, you will interact with IMD Faculty members - all thought leaders in their respective fields - as well as guest speakers. Off campus visits complement the real-world learning environment at IMD. You will also be supported and motivated to develop a consistent and clear action plan to address your individual marketing challenge.

Program framework

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Our Faculty

Our Faculty members are recognized world authorities in their fields. Dividing their time between teaching, research and working with international companies, they remain on top of the latest management trends. You can expect timely, innovative learning activities, materials and content in all IMD programs.

SMA Program Director

Goutam Challagalla American / Indian
Marketing and Strategy
PhD University of Texas at Austin

SMA Faculty

Seán A. Meehan Irish
Martin Hilti Professor of
Marketing and Change Management

PhD London Business School

Howard H. Yu Chinese (Hong Kong)
Strategic Management
and Innovation

DBA Harvard Business School

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In this section, you will find important information on the program fee, application, invoicing, cancellation and transfer. If you have any questions, please do not hesitate to contact our program advisors.


The program fee (which can be found on the overview page) includes tuition, teaching materials, and lunch on weekdays. Travel or living expenses are not covered. You must settle your own hotel bills, both when in Lausanne and on off-campus assignments, as well as all dinners and lunches on weekends when applicable. IMD reserves the right to modify the program fee at any time.

Tentative reservation

To make a non-binding reservation, send us a completed tentative reservation form. This carries no obligation and is not a substitute for the formal application form.

Application & invoicing

Your application is forwarded to the Program Director who will evaluate it to ensure that the program corresponds to your objectives and profile. This can take approximately 1 week.

The Information & Registration office will notify you of the outcome of your application. If you are accepted, they will send your acceptance letter and invoice fee together by priority mail. From this point, your enrollment will be considered firm by both you and IMD.

Please pay the program fee within 30 days of the invoice date and no later than the commencement of the program. If you register within 1 month of the start of the program, you must settle the invoice immediately without exception. Payment can be made by bank transfer or credit card.

Up to six weeks before the program start date, a program coordinator will contact you with information on hotels and pre-program preparation. Please note that IMD reserves enough rooms for each participant on the program.

If accepted, you understand that you must be completely free of professional duties while attending this program and that you must attend all scheduled sessions and activities.

Cancellation & transfer policy

IMD must be notified in writing of all cancellations and transfers. If you are admitted to a program, but find that you are unable to attend, you have the following cancellation and transfer options:

Up to six weeks before program start:

  • Cancellation: You receive a full refund of the program fee.
  • Transfer: You may transfer to the next available session with no transfer fee.

Note: IMD programs tend to be fully booked well in advance. Space may not be available in a later session.

From six weeks to up to 11 days before program start:

  • Cancellation: You incur a 50% cancellation fee.
  • Transfer: You incur a 20% transfer fee.

Within 10 days before program start:

  • Cancellation: You incur a 100% cancellation fee.
  • Transfer: You incur a 100% transfer fee.


A participant can be substituted on the same program session without incurring any fees. The substitute needs to apply and be admitted.

Note: Once you have paid the program tuition fee, if you do not attend another program within 24 months, the program fee will be forfeited.

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Strategic Marketing in Action

Creating and Capturing Value

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Strategic Marketing in Action