STRATEGIC MARKETING
IN ACTION (SMA)
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Who

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

What

Gain tools and concepts for winning in tough markets:

  • Boost your strategic thinking about the evolving competitive landscape and understand how to create and capture more value
  • Gain insights into drivers of customer value, behavior and choice and align different stakeholders to improve customer satisfaction and loyalty
  • Co-create outstanding customer experiences: improve them, differentiate them and take them "from good to great"
  • Meet the challenge of driving change as a marketer, make critical decisions and follow through with execution

Duration

Phase I - 1 month (pre-program distance learning)
Phase II - 5 days on campus
Phase III - 3 months (post-program distance learning)

When

Program Session 2014
SMA 2
October 20-24, 2014
Program Sessions 2015
SMA 1
March 23-27, 2015
SMA 2
September 28-October 02, 2015

Fee 2014

CHF 11,000

Not available

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 unique combination of key marketing skills, real-life planning and networking. Thanks to the program, I drafted a very solid plan for a work-related project including all key elements to consider, and basically followed the plan through to the successful launch of a new brand eight months later. Thomas Erik Nilsson Global Launch Manager | Novozymes A/S | Denmark
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
This program is founded on an excellent and well-mixed set of elements: quality professors, up-to-date study materials and great participant interaction. Classroom discussions are real - not theoretical - and create a stimulating and challenging learning environment. Michele Genovesi General Manager | Pharmaton SA | Switzerland
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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Understanding what customers really want

Companies around the globe and across many industries strive to become more customer-focused. Understanding what customers really want, co-creating outstanding experiences that truly resonate with them, delivering on our promises and capturing a fair share of value created, represent - more than ever - key challenges in today's markets.

How do you win in tough markets?

There are no shortcuts and half answers won't do. What you need is an innovative marketing strategy that is rooted in market and competitive data; a differentiated value proposition that is inspired by customer insights; and an organizational capability that allows you to execute your strategy flawlessly - and fast.

Strategic Marketing in Action (SMA)

Is designed to provide experienced managers with strategic, marketing or commercial responsibilities - with new marketing concepts and a framework for winning in tough markets:

  • Boost your strategic thinking about the evolving competitive landscape and understand how to create and capture more value
  • Gain insights into drivers of customer value, behavior and choice and align different stakeholders to improve customer satisfaction and loyalty
  • Co-create outstanding customer experiences: improve them, differentiate them and take them "from good to great"
  • Meet the challenge of driving change as a marketer, make critical decisions and follow through with execution
Not available

Phase I - Pre-program distance-learning

You will refresh your marketing knowledge through assigned readings and work in parallel on identifying and outlining an individual marketing challenge you will then focus on solving throughout the program. Exchanges between participants and Faculty and amongst participants are facilitated - ahead of the program - 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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Phase III - Post-program - moving forward

You work on your defined and updated agenda and share insights and learnings with IMD Faculty and peer participants. You will have support to execute your action plan through interactions with participants, IMD Faculty and coaches, for three months, Visit www.imd.org/sma for via the same online channels as during the pre-program module.

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

Wolfgang Ulaga German
Marketing and Strategy
PhD University of Paris 1


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

Not available

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.

Fee

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.

Substitution

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

Winning in tough markets

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Strategic Marketing in Action