IMD International

Real World, Real Learning with Strategic Marketing in Action (SMA)

Executives tell how the program positively impacted their performance

IMD's Strategic Marketing in Action (SMA) provides managers with strategic, marketing or commercial responsibilities the tools to win in tough markets.

IMD spoke with some former participants to find out what they took away from the program.

Atana Skalko, Manager of Business Development at Nestlé Adriatic, said: "The entire program was extremely relevant to my current role. It was important to me to be able to implement the knowledge I gained immediately. The program's organization was excellent. I am constantly using what I learned in my everyday work environment."

"Strategic Marketing in Action delivered practical learning that can be applied directly," said Nisrine Atallah, Marketing Manager at Novartis. "I was able to work on my own personal challenge while finding out about the real business problems of other executives. The quality of exchanges with faculty and fellow participants was outstanding."

"We learned how to apply theory to real world situations for B2C and B2B companies. I loved the fact that the professors work closely with businesses and are intensely focused on real world situations and challenges," said Barbara Cresti, Senior Marketing Executive.

For Camilla Haustrup Hermansen, Director of Business Development and Marketing at Plus Pack, a Danish food packaging company, it was eye-opening to be able to spar with other executives about personal business challenges. "The program gave me a broader perspective of marketing but also definitely showed me how to deliver value to my business," she said.

According to Philippe Weiss, Oncology Team Manager at Bayer Switzerland, the sessions were very interactive and provided useful links between cases and real world experience. "I was inspired by the lessons and the program was well-varied. The marketing insights I gained will really help me in my professional life. I found Strategic Marketing in Action to be of very good value for the money. The networking was also fantastic."

Erich Buholzer, Country Manager at Franke Water Systems SA, said "I learned many new aspects of strategic marketing, which I really think will make a difference when I put them into action."

"Case-based discussion with faculty was definitely valuable. I was impressed by the use of technology that facilitated a live case discussion with the GE organization in India," said Steen Hesthaven, Vice-President of Corporate Marketing at Ambu, a Danish company that makes devices for hospitals and rescue services.

Find out more about Strategic Marketing in Action.

The next session will be from September 28 to October 02, 2015.

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