Strategic marketing

hec executive programs

marketing.unige.ch

[email protected]

masters, Diplomas anD certificates at hec executiveA wide range of masters, diplomas and certificates are offered at HEC

Contrôle de GestionCréations de Luxe et Métiers de l’ArtEntrepreneurship & Business DevelopmentGestion des Ressources HumainesGestion des Risques d’EntrepriseGestion et Management dans les Organismes sans But LucratifGestion Quantitative de PortefeuilleManagement de ProjetManagement des Institutions de SantéManagement Durable – Gestion de l’Environnement et EntrepriseManagement Stratégique, Achats, Logistique et ApprovisionnementSécurité de l’InformationStratégie Marketing, Communication & e-BusinessAviation ManagementCommodity TradingCorporate Social ResponsibilityInternational Organisations MBA [IOMBA]strategic marketingExecutive MBA

▶ HEC EXECUTIVE PROGRAM | STRATEGIC MARKETING2

The FuTure is NowThe world of business today is incredibly high paced. After having endured significant challenges through the financial crisis, the trade is picking up, and the world is looking ahead. Volume growth is happening and technological evolution is helping to drive cost savings. things are on the move.

But where should you place yourself to keep up? hec geneva executive aims to equip you with the necessary tools to react to the challenges of now while getting ready to optimise on the growth of the future.

contentsWhy STrATegic MArkeTing? > p. 8courSe DeScripTionS in A nuTShell > p. 10BrAnD MAnAgeMenT > p. 13MArkeTing STrATegy > p. 14MAnAging & MArkeTing innoVATion > p. 16ADVAnceD pricing > p. 17MAnAging conSuMer inSighTS > p. 18MArkeTing coMMunicATion > p. 20MArkeTing 2.0 > p. 21SerVice MArkeTing > p. 23cuSToMer relATionShip MAnAgeMenT > p. 24opTiMiSing reTurn on inVeSTMenT > p. 26TeAching philoSophy & FAculTy > p. 29rigour & releVAnce > p. 31Who ShoulD ATTenD > p. 32Which pATh To chooSe > p. 33hoW To Apply > p. 34prAcTicAl inForMATion > p. 35


Welcome to hec geneva executiveAt HEC Geneva Executive we believe that knowledge is one of the most powerful assets in today’s highly competitive professional environment. We trust that we will be your choice for executive education and look forward to welcoming you on an exciting journey.

Whatever your motivation; by having picked up this folder, you are on your way somewhere new. Perhaps you want to accelerate your existing career, or develop beyond your current technical expertise? Maybe you have ambitions to start your own business? Or you are looking to progress your exciting career? Or perhaps transfer to a new career? Or indeed, you might just want to do things differently.

Whatever you are thinking, you have decided to invest in your future and unleash your full potential. At HEC Geneva Executive we let you turn your ideas into action – without interrupting your career, through formats that are designed to minimise disruption, and in many ways complement your work-ing life. With the vast range of exciting opportunities in our programs, your options are endless.

Join us in one of Europe’s most dynamic and fastest growing business centres. Geneva offers an international make-up of over 150 nationalities and a unique opportunity to build local and global networks while contributing to your learn-ing experience. By joining HEC Geneva Executive, you become part of a multina-tional community and a lifetime member of an extensive global network.

Through the extensive range of executive programs in HEC Geneva Executive, our aim is to provide professionals with an academic foundation as well as applied knowledge, allowing them to excel as the future leaders of the business community.

The future is now; welcome on board.

professor Bernard morardDean of the Faculty, HEC University of Geneva

THE FUTURE IS nOW;WELCOME On BOARD

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the university of genevaGeneva, a cosmopolitan city conducive to negotiations and new conceptions, is the prime meeting place at the highest political and economic level. It houses the headquarters of a myriad of multina-tional corporations, banks, and international organizations.

The University of Geneva, founded in 1559, is located in the very heart of the city. The University of Geneva is one of the leading higher educa-tion institutions in Switzerland, renowned for the excellence of its faculty and students, and home to several nobel Prize winners.

numerous amenities, such as libraries and cutting-edge computer and multimedia facilities, are available to students. Participants of the DAS Strategic Marketing have access to these facilities with their student ID card, which is issued at the beginning of each new program.

THE UnIvERSITy OF GEnEvA IS OnE OF THE LEADInG HIGHER

EDUCATIOn InSTITUTIOnS In SWITzERLAnD

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» ▶ HEC EXECUTIVE PROGRAM | STRATEGIC MARKETING6

Why strategic marketing Marketing today is not simply acting on subjective instincts or opinions, but it is increasingly based on objectively verifiable approaches and methods. The increasing amount of available information about markets and prospects, about media and channels, about customers, customer behavior and customer value offers the opportunity and the need for data- and fact based decision-making. As marketers and chief executives are increasingly focusing on measuring return on market-ing investment (ROMI), this knowledge is becoming more and more crucial. Marketing is, and will be in the future more and more about information, models, facts and accountability.

The management bible, the Harvard Business Review1 con-cedes that «The choices facing managers and the data requir-ing analysis have multiplied even as the time for analysing them has shrunk». Therefore marketing managers must master the science of quantitative marketing. Quantitative marketing applies a combination of analytical tools, quantitative mod-els and approaches to provide the fundamental knowledge and insights about customers, competitors, and markets.

This fact-based decision-making leads to an improvement of marketing performance and to the optimisation of market-ing investment. Forrester Research2 believes that «quantitative, analytical skills are eclipsing media and creative talent to become the most important elements in the discipline of marketing.» Today, fact-based quantitative marketing is used by an increas-ing number of companies of all sizes and sectors. Thus demand for quantitatively trained marketers will continue to grow.

The Strategic Marketing diploma at HEC Geneva Executive is one of the few executive programs today that offers this distinct quantitative and fact-based diploma. Participants will acquire solid knowledge about the latest analytical tools and techniques as well as best industry practices to base their leadership and make better marketing decisions.

1 Bonabeau, E. (2003), «Don‘t trust your gut», Harvard Business Review, May, pp. 116-1232 Forrester Research (2004), «Database Marketers Gain Influence But Lack Enterprise Coordination»

MARkETInG TODAy IS nOT SIMPLy ACTInG On SUBJECTIvE InSTInCTS OR OPInIOnS

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FasT ForwardWhy sit and wait for something to happen when you can choose to move forward as part of our group? in hec geneva executive, we believe that unity is the key to success, and your professional development will be based on your skills in combination with the input of your peers. As the european seat of united nations, geneva’s diversity provides a fascinating context for your learning experience, and allows you to develop in a truly international environment. To understand business you need to understand the world around you. it’s all here.

Courses in the Strategic Marketing diploma cover key marketing top-ics. Following Harvard Business Review the overall motto across all courses is «Don’t trust your gut!», use marketing research and ana-lytics instead of relying only on instinct. Thus the general approach in all courses is to provide partici-pants with necessary frameworks, analytical tools and best industry practices to make better decisions in the respective areas.

BRAnD MAnAGEMEnTProvides participants with relevant and comprehensive theoretical knowledge (mostly rooted in consumer psychology), analytical techniques and tools as well as current best practices to make more informed brand management decisions.

MARkETInG STRATEGyExposes participants to the key concepts and tools that are critical to build win-ning marketing strategies. Discusses planning frameworks and tools for strategic marketing such as customer, competitor and company analysis.

MAnAGInG & MARkETInG InnOvATIOnExamines the strategies, processes, tools and techniques used by leading compa-nies for new-product development. Typical marketing problems and decisions for different stages of the new product devel-opment process from idea generation to market testing will be discussed in detail.

ADvAnCED PRICInGEstablishes a foundation for effective pricing decisions by teaching key eco-nomic, analytical and behavioural con-cepts associated with costs, customer behaviour and competition. Advanced pricing techniques and practical applica-tions of these approaches within specific industry contexts will be presented.

course Descriptions in a nutshell


MAnAGInG COnSUMER InSIGHTSGives a solid understanding of the mar-keting research process and provides the knowledge and skills to both determine the scope and direction of research activities conducted, as well as to leverage research findings to make key decisions and sup-port managerial recommendations.

MARkETInG COMMUnICATIOnSProvides participants with hands-on knowledge of all steps of the marketing communication process in order to be able to successfully implement a brand-ing strategy. Participants will acquire in-depth knowledge about concepts, tools and best practices of integrated marketing communications used by leading com-panies to develop, execute and evalu-ate compelling communication plans.

MARkETInG 2.0Provides know-how to integrate digital channels into the traditional marketing mix. Participants get familiar with the latest trends in e-marketing and learn to leverage this knowledge for effec-tive marketing decisions/campaigns.

SERvICE MARkETInGFocuses on the peculiarities of service marketing. Among other topics, this module covers service design, manag-ing service encounters, capacity man-agement and customer relationship management in the service industry.

CUSTOMER RELATIOnSHIP MAnAGEMEnTIntroduces the participant to the latest best practices, analytical tools and approaches in modern customer relationship market-ing. Topics include satisfaction measure-ment and tracking, customer loyalty programs, customer value analysis, etc.

OPTIMISInG RETURn On MARkETInG InvESTMEnTIntroduces the participant to necessary tools and techniques to measure return on mar-keting investment. Topics include proposing and (re)allocations of marketing budgets, benchmarking of marketing effectiveness, and developing marketing dashboards.


in my country, Swiss products and services always stand for superior quality. When applying to the Strategic Marketing pro-gram at the university of geneva, i had high expectations which were by far exceeded from the very first modules. cosmopoli-tan atmosphere, knowledgeable students with 14 different nationalities, experienced professors, helpful coordinators, relevant case studies and interesting class discus-sions make this program a lifetime expe-rience. The modules have enabled me to widen my knowledge in the marketing field, enhance my presentation skills and acquire new friends from all over the world. it was a remarkable step in my career path.

MArWA MouSTAFAcommunication Manager, reM confectionery, egypt

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testimonial

BranD management

DETAILED COURSE DESCRIPTIOnIn a world where the consumer faces a variety of alternatives to choose from, a strong brand can have a dramatic impact on his/her purchase decision. While it is often possible to imitate manufacturing processes, the beliefs, attitudes and associations established in the consumer’s mind that represent the brand cannot simply be imitated. Therefore more and more firms and organisations of all types have realised that the brand name associated with their products or services is one of the most valu-able assets they own. Branding is a key course that builds upon the lessons learned in the marketing core and the marketing research courses and provides deeper insights on two interre-lated issues: consumer psychology and brand management.

The concepts of branding taught in this brand management class are relevant for any type of organisation (public or private, large or small, etc.).

LEARnInG OBJECTIvESBrands are some of the most valuable assets companies own. The overall goal of the course is to analyse the brand manage-ment decisions that have to be made to build, measure, and manage a brand. Particular emphasis is put on understanding psychological principles at the consumer or customer level that will improve managerial decision-making with respect to brands. Upon completion of this course participants are expected to:

▶ have attained a thorough understanding of the con-sumer and of how consumers develop brand attitudes and behaviours

▶ know the topics, techniques, and decision options in ana-lysing, planning and managing brands

▶ be able to apply the acquired knowledge to make informed and more successful decisions in real world branding problems

Branding is rather an art than a science and most branding decisions and problems, which companies face in the real world, have no definitive «best solution». Still by providing participants with relevant and comprehensive theoretical knowledge (mostly routed in consumer psychology), analytical techniques and tool as well as current best practices they will be able to make more informed decisions with a higher probability of success.

A STROnG BRAnD CAn HAvE A DRAMATIC IMPACT

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marketing strategy

DETAILED COURSE DESCRIPTIOnOrganizations operate in a dynamic marketplace — competition, consumers, technology, and market forces redefine industries every day. Staying competitive means continuously adjusting and adapt-ing the marketing strategy to meet changing needs and expecta-tions. Effective strategic market management has become a key determinant of competitive advantage and business performance.

This course exposes participants to the key concepts and ideas that are critical in order to build winning marketing strategies. It aims at equipping managers with fresh ideas and practical tools to generate, deliver and capture customer value. In order to make effective strategic decisions, manag-ers must identify and measure consumers’ needs and wants, assess the competitive environment, select the most appropri-ate customer targets, and then develop marketing programs that satisfy consumers’ needs better than the competition.

LEARnInG OBJECTIvESThe goal of this course is to help participants develop a com-prehensive understanding of how marketing strategies can be developed and executed in dynamic and competitive global marketing environments. The goals of this course are:

▶ to provide in-depth knowledge of competitive dynamics and how to integrate marketing strategy into the overall business strategy

▶ to introduce participants to marketing strategy and the elements of marketing analysis: customer analysis, com-petitor analysis, and company analysis

▶ to introduce state-of-the-art theories and methods, analyti-cal techniques, and current best practices for analyzing cus-tomer preferences and enhancing customer relationships

▶ to familiarize participants with the elements of the mar-keting mix (product, pricing, advertising and promotion, and distribution), and to enhance their problem-solving and decision-making abilities in these operational areas of marketing.

STAyInG COMPETITIvE MEAnS COnTInUOUSLy ADJUSTInG AnD ADAPTInG

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Marketing strategies and tactics as well as the methods to measure them evolve very fast, especially with internet communicating so much information at the same time. it is highly important for me to remain updated on the new tools to maintain a modern thin-king approach in my workplace. i have cho-sen the DAS Strategic Marketing program based on the variety of offered courses. however, since attending the program, the richest source of knowledge has come from a combination of my peers, their diverse backgrounds and business orientations, as well as the most recent examples provided by the professors. After some modules, i already feel comfortable to implement the concepts that i have learned into my work.

MelAnie VAnBergheMMarketing Manager, Firmenich

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testimonial

DETAILED COURSE DESCRIPTIOnThe development of new products and services is probably the most important but also most risky activity within a firm. Across companies many years and millions of dollars are spent devel-oping products that on average fail far more often than they succeed. On the other hand, leading companies manage to bring out successful new products year after year. The primary purpose of this course is to provide marketers with an in-depth under-standing of current best practices in new product development.

This course examines the strategies, processes, tools and tech-niques used by leading-edge companies for new product develop-ment. It examines different stages of product development, from idea generation to market testing. Participants will learn about and apply tools for effective new product development including stage-gate processes, ethnographic market research techniques, ideation/brainstorming techniques, idea scoring models, concept statements, conjoint analysis, forecasting models, and new product business cases. This course will also highlight the different roles and functions required for effective new product development. Although the primary focus of the course is on physical products, much of the material is also relevant for the design of new services.

LEARnInG OBJECTIvESThe goal of this course is to make participants familiar with the methods and frameworks for:

▶ identifying and evaluating opportunities for new products ▶ structuring the process of new product development (nPD) ▶ designing business models for new products ▶ constructing and testing product concepts ▶ understanding the principles of prototyping and user-centered design

▶ consumer testing and launching new products

LEARn ABOUT AnD APPLy TOOLS FOR EFFECTIvE nEW PRODUCT DEvELOPMEnT

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managing anD marketing innovation


aDvanceD pricing

DETAILED COURSE DESCRIPTIOnIn an effort to improve performance and increase profits, com-panies spend considerable resources on trying to increase sales volume (e.g., through advertising) or decrease costs (e.g., through process re-engineering), but very little on trying to optimize price. This behaviour is especially perplexing considering the fact that price affects the bottom line like no other factor. After all, price is the only component of the marketing mix that immediately generates revenue, while all other components represent costs. Successful pricing decisions require a thorough understanding of three key determinants: supply side factors (costs), demand side factors (customers’ willingness to pay), and the competitive environment. Many companies assign prices based on simple surcharge calculations, or rely on their intuition rather than well-founded analytics. This may result in suboptimal pricing decisions that make the company miss out on potential profit.

This course establishes a foundation for effective pricing deci-sions by teaching key economic, analytical, behavioural and psychological concepts. Equipped with this understanding, par-ticipants will learn how to develop successful pricing strategies, choose appropriate price models and define optimal price points. Advanced analytical approaches, covering recent advances in discrete choice modelling (e.g., menu-based and adaptive choice based conjoint), and their practical application within specific industries will be presented. Even though the focus of this class is on pricing decisions, it also covers pricing in the context of other marketing activities to develop an integrated strategy.

LEARnInG OBJECTIvESThe goals of this course are:

▶ familiarise participants with the necessary theoretical background and analytical tools required for profitable pricing decisions

▶ get an opportunity to apply these tools and concepts to solve business problems

▶ work with real data and analyse real-world managerial pricing problems

A FOUnDATIOn FOR EFFECTIvE PRICInG DECISIOnS

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managing consumer insights

DETAILED COURSE DESCRIPTIOnThis course gives participants a solid understanding of the marketing research process and the practical skills to do qualita-tive and quantitative research. It looks in detail at data collec-tion methods, measurement instruments, sampling procedures and data analysis techniques. The emphasis of the course is on solving marketing problems using marketing research.

The goal of this course is to provide participants with the necessary theoretical knowledge and skills to conduct empirical research. The skills covered in the course are not only applicable to marketing but to any type of empiri-cal research problem. This class provides the foundation for more advanced classes in the Strategic Marketing diploma.

LEARnInG OBJECTIvESUpon completion of this course participants are expected to be able to:

▶ translate marketing problems into research questions ▶ decide on the appropriate marketing research to answer these research questions

▶ determine the research design (data collection methods, sampling etc.)

▶ analyse and interpret data ▶ make effective decisions based on the results of data analyses

Participants may not become methodological experts, but will be introduced to the basics of empirical research such as questionnaire design, measurement and scaling, sam-pling and selected multivariate analysis techniques.

Participants will acquire the knowledge and skills to both deter-mine the scope and direction of research activities conducted on their behalf, as well as to leverage research findings to make key decisions and support managerial recommendations.SOLvInG MARkETInG

PROBLEMS USInG MARkETInG RESEARCH

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MarkeTiNg isand, in the future, will increasingly be about informa-tion, models, facts and accountability. The Strategic Marketing diploma in HEC Geneva Executive is one of the few executive programs today that offers this distinct quantitative and fact-based diploma.

marketing communications

DETAILED COURSE DESCRIPTIOnWith the rapid development of technology and the social web, there has been a seismic shift over the past decade in how humans connect and communicate with each other and in their decision journey to purchase. Mass custom-ization, channel and media fragmentation and the speed of innovation have all contributed to this. never before was the customer as empowered as they are today.

To thrive in today’s ever changing marketplace, marketers must have a toolbox filled with the old and the new and they must have the training and the instincts on how to leverage both of these in unity to win the hearts and minds of today’s customer. While embracing the dynamics of this new con-sumer landscape, marketers must be clearer than ever on the core values and strategies of their businesses and brands and on their customers’ needs and behavioural insights.

During this 3-day marketing communications (marcom) course, participants will get grounded on the fundamentals of marcom tools and processes and be immersed into the new world that the social web and digital revolution have created. They will get hands-on, practical experience in developing winning marcom strategies and plans in response to the respective business challenge a brand is facing in the new, dynamic marketplace.

LEARnInG OBJECTIvES ▶ The role of marcom in brand building ▶ Understanding how strategy empowers marcom ▶ Marcom process from business challenge to marcom strategy to execution

▶ Media insights and mix choices between traditional, new, owned and earned media

▶ How to evaluate a campaign from idea to execution

The course is based on interactive, hands-on exercises and case studies from leading brands.

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GET GROUnDED On THE FUnDAMEnTALS

OF MARCOM TOOLS AnD PROCESSES


marketing 2.0

DETAILED COURSE DESCRIPTIOnFor any traditional business digital channels have become a vital part of a multi-channel approach to marketing. This course will explore the Internet as a source of product information, an adver-tising medium, a customer relationship management tool, and a customer service channel. The Internet is a place to «do busi-ness,» to set up shops and to communicate with customers and to handle transactions. There are new roles the Internet is playing - for example, distribution channel for music, surrogate for the press (blogs) - that have changed the landscape of whole industries and confront companies with new opportunities and challenges.

Within this course, topics such as social networking, mobile marketing, online communities, viral marketing, wikis, and blogs will be examined. Furthermore the major B2B, B2C and C2C business models of E-commerce are illustrated. In this lecture, a well-founded knowledge of the key properties and mechanisms of electronic markets and their application in today’s businesses is elaborated. Auction mechanisms, pricing of information goods, economic network effects for information technology and dynamics of standardisation processes are discussed.

LEARnInG OBJECTIvESUpon completion of this course participants are expected to:

▶ integrate digital channels into the traditional marketing mix ▶ become familiar with the latest trends in e-marketing and know-how to make more effective marketing decisions/campaigns

DIGITAL CHAnnELS HAvE BECOME

A vITAL PART OF MARkETInG

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The DAS Strategic Marketing specializa-tion has been incredibly valuable for my career and personal development. it pro-vides a great overview of the most relevant subjects in marketing and demonstrates how to use best-practice analytical tools and consumer insights to lead business strategy. Finally, experienced colleagues with a great mix of international back-grounds have often the opportunity to share their different point of views, which enriches the acquired knowledge.

MoAri AVAnciniWeb consultant, ueFA

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testimonial

service marketing

DETAILED COURSE DESCRIPTIOnService industries dominate most advanced economies and a growing number of service organisations compete in the global market. Managers working in the service industry – for example, those working in the financial, retailing, hospitality and public sectors – will find the services approach to mar-keting particularly relevant in planning and implementing marketing strategy. Service organisations differ in key aspects from manufacturing organisations, requiring a distinctive approach to planning and implementing marketing strategy.

This course develops an appreciation of how service market-ing systems operate, addresses service-related issues such as service design, capacity management and customer rela-tionship management. It is intended to increase managers’ capability for innovative development and implementation of marketing strategy in the service environment. Marketing practice in the service sector continues to evolve rapidly and a growing number of service industries now find themselves competing internationally. Service industry managers report that manufacturing-based models are not always useful and relevant. In this course, the importance of understand-ing service organisations on their own terms is stressed.


▶ distinctive aspects of services management ▶ managing service encounters ▶ targeting customers, managing relationships and building loyalty

▶ complaint handling and service recovery ▶ pricing services ▶ enhancing value by improving quality and productivity ▶ balancing demand and capacity ▶ developing strategies for transnational operations

MARkETInG PRACTICE In THE SERvICE SECTOR

COnTInUES TO EvOLvE RAPIDLy

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customer relationship management

DETAILED COURSE DESCRIPTIOnManaging customer relationships has become critical as the firm’s ability to know the needs, desires and behaviors of its customers and to communicate with them individually has increased through the use of information technology, and it has become feasible to customise products/services to meet each customer’s needs. This course will cover analytical approaches for customer relationship management and customer valu-ation at each stage of the customer lifecycle, dealing with problems such as: identification of good prospects for cus-tomer acquisition, customer development via up-selling or cross-selling; and customer attrition/retention management.

The course will introduce issues, techniques and terminology associated with database marketing and data mining for analyti-cal CRM. Techniques covered will include decile analysis, RFM (recency/ frequency/monetary) analyses, and response model-ing using logistic regression and machine learning algorithms. A major component of the course will be a series of hands-on analysis of customer databases using statistical software. Specific analyses will address the following CRM problems: measuring customer lifetime value; estimating return on marketing invest-ment; identifying prospects for cross selling; and building predic-tive models to select the best targets for a marketing campaign.


▶ measuring and managing the customer experience along all relevant touchpoints

▶ estimating customer value and differentiating the marketing mix accordingly

▶ designing loyalty programs ▶ leverage warehouse data for churn analysis and response modeling

MAnAGInG CUSTOMER RELATIOnSHIPS HAS

BECOME CRITICAL

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Through the topics covered, the in-class acti-vities, the interactions with the professors and the networking possibilities, this pro-gram is very stimulating. The combination of theoretical lessons with practical case studies, seminars, and workshops allows me to learn quickly. The program presents concepts that i can directly apply into my workplace to assist in decision-making and the development of creative strategies. Attending this program has given me the confidence i need for a change in my career.

chiArASTellA SiMoneproduction planning Analyst, polo ralph lau-ren, europe

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testimonial

optimising return on investment

DETAILED COURSE DESCRIPTIOnBoth marketers and chief executives are increasingly focusing on measuring return on marketing investment (ROMI) and the knowl-edge about return on marketing investment is becoming more and more crucial. Thus, marketing managers need tools to determine the impact of marketing activities on the bottom line. In a world of media fragmentation and multi-channel management this has become an increasingly difficult task.

This course will provide the participants with the necessary tools and techniques to measure return on marketing investment. It will enable the participant to assess marketing accountability and effectiveness, to calculate ROMI for product, price, channel and promotion actions, propose and defend marketing budget (re)allocations, to integrate leading performance indicators into mar-keting dashboards. The course will be highly interactive, based on action-oriented cases and tools and will deliver new perspectives for immediate application.


▶ measuring and evaluating return on marketing investment ▶ communicating these insights effectively through relevant metrics and dashboards

▶ taking decisions to improve marketing effectiveness

LEARn THE nECESSARy TOOLS AnD TECHnIQUES TO MEASURE RETURn On MARkETInG InvESTMEnT

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MBa Major iN sTraTegic MarkeTiNgThe completed diploma can also be validated as the specialisation year of the executive MBA at hec geneva executive, university of geneva. more information on mba.unige.ch

key FacTs oF hec geNeva execuTive

At the heart of Geneva’s Business Community

10,000+ students

things are

on the move

37 nationalities

35 average age participant

international Alumni

39% women in HEC Geneva

Work/stuDy programs

2-year Executive MBA

teaching philosophy anD facultyThe philosophy of the the Diploma of Advanced Studies in Strategic Marketing is based on the two principles of analytic rigour and practical relevance.

Participants will learn and apply a combination of analytical tools, quan-titative models and approaches that provide the fundamental knowl-edge and insights about customers, competitors, and markets and that will help them to make better decisions. Teaching in this program does not follow a «classic lecture style». In order to ensure an effec-tive learning experience, teaching will be interactive and discussions in class will be encouraged through case studies and group work.

Relevance of the topics covered is guaranteed through the selection of the faculty: professors with extensive practical experience and high-level managers with a strong academic background (PhD). In addition external practitioners will enrich every course by sharing their expertise and by explaining how tools and concepts learned are applied in managerial practice.

FACULTyThe faculty for the Diploma of Advanced Studies in Strategic Marketing in HEC Geneva Executive is composed of leading academics and high level prac-titioners in the respective field of teaching.

Academic instructors have been selected based on their research AnD commercial experience in the courses that they will teach. Our professors integrate the latest results from their research and bring their extensive com-mercial experience into the courses. This approach guarantees state-of-the art and relevant content. Our practitioners have all completed a PhD at a lead-ing university or business school in the respective fields that they will teach in the program, but opted for a management career. They now cover high level management positions in industries directly related to the course they teach.

THIS APPROACH GUARAnTEES

STATE-OF-THE ART AnD RELEvAnT

COnTEnT

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«Welcome to the Strategic Marketing Diploma in HEC Geneva Executive. In recent years mar-keting has undergone a rapid transformation towards a more data- and fact-based approach. This specialisation is one of the few executive programs that meet companies’ growing demand for quantitatively trained marketers. Participants will be equipped with solid knowledge about the latest analytical tools and techniques and with best practice examples from industry to make better marketing decisions and to accel-erate their careers in the marketing field.

We have selected renowned business school professors and high level practitio-ners to guarantee our students a rich and challenging learning experience.»

prof. Dr. marcel paulssen

WorD of the Director

MAnAGInG AnD MARkETInG InnOvATIOnDr. fee steinhoff

▶ Manager of the User-Driven Innovation Division at the Deutsche Telekom Laboratories

▶ Consulting experience with Bombardier, Mckinsey & Co., Roche

MARkETInG COMMUnICATIOnSDr. Jan huckfeldt

▶ vice President Marketing EMEA, Lenovo ▶ Previously worked for Hewlett Packard’s Imaging and Printing Group as CMO for EMEA

▶ Worked for Procter & Gamble on various brands such as Pampers and Gillette

▶ Ph.D. in Polymer Chemistry from the University College Dublin

MARkETInG 2.0prof. Dr. Johann fueller

▶ CEO of Hyve AG ▶ Lecturer of Marketing at the Innsbruck University – School of Management

▶ Consulting experience with Adidas, nestlé, pwc

MARkETInG STRATEGyprof. Dr. Björn ivens

▶ Professor and Chair of the Marketing Department, Otto-Friedrich-University, Germany

▶ Academic Co-Director, Executive MBA-Program and vice-Dean of Business and Economics, University of Lausanne (2009)

▶ Consulting Experience with Siemens, Pictet Funds, Puls Market Research

rigour anD relevanceThe program combines academic excellence with practical and current content from high level practitioners.


who should aTTeNdexecutives with a minimum of 3 years work experience, wishing to broaden and deepen their education and skills with state of the art topics, tools, techniques and practical approaches or those who are considering a career change and who would like to work in marketing.

professionals who wish to complete their knowledge with just a few particular subjects can take individual modules, for each of which an official certificate will be delivered. For students who wish to continue their studies, this program can count towards the executive MBA at hec geneva executive.

Which path to choose

DIPLOMA OF ADvAnCED STUDIESThe Diploma of Advanced Studies in Strategic Marketing will be awarded by the faculty of Economics and Social Sciences of the University of Geneva after successfully completing all 10 modules of the Diploma of Advanced Studies in Strategic Marketing (30 ECTS-Credits)

InDIvIDUAL COURSE CERTIFICATESProfessionals who wish to complete their knowledge with just a few par-ticular subjects can take individual modules, for each of which an official certificate will be delivered.

MBA MAJOR In STRATEGIC MARkETInGThe completed diploma of advanced studies in Strategic Marketing can be validated as the specialization year of the Executive MBA at the University of Geneva. The second year of the Exec MBA requires 12 modules. Students enrolled in the Exec MBA at HEC Geneva Executive can validate 10 modules from the DAS in Strategic Marketing as their major and can choose 2 modules among International Management Specialization. For more information, please visit mba.unige.ch

1st yearExecutive MBA

Full diploma program inStrategic Marketing

Diploma of Advanced Studiesin Strategic Marketing

MBA majorin Strategic Marketing

Individual Course Certi�catesStrategic Marketing

Any chosen number of modules from the Strategic Marketing Program

Full diploma program inStrategic Marketing

PROFESSIONALEXPERIENCE

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hoW to applyADMISSIOn CRITERIA

▶ Strong command of both written and spoken English ▶ A minimum of 3 years professional experience ▶ Proficiency in Microsoft Office ▶ The ideal candidate has a university degree or equivalent

WHAT TO SUBMIT?Applications must include the following documents:

▶ Application form* completed and signed ▶ your updated Cv in English ▶ 2 passport photos (1 hard copy + 1 jpeg) ▶ A cover letter in English ▶ Letters of recommendation ▶ A copy of your ID Card or Passport ▶ A copy of your diplomas (in English, French, German or Italian)

Students already enrolled in the Exec MBA at HEC Geneva Executive only have to fill in the Registration form (available on marketing.unige.ch)

WHERE TO SUBMIT?The fully completed and signed registration form has to be submit-ted by post and by e-mail to

▶ Diploma of Advanced Studies in Strategic Marketing HEC University of Geneva, Uni Mail Boulevard du Pont d’Arve 40 CH-1211 Geneva 4, Switzerland

▶ [email protected]


pratical informationThe program consists of 10 modules. Each module is based on a compulsory 24-hour class and requires presence in Geneva and cannot be completed as distance learning. A mandatory exam takes place at the end of each module.

HOW MUCH ▶ Fees : CHF 11’500* (Includes all 10 modules) ▶ Individual modules can be undertaken at a price of CHF 1’700* per module.

* PRICES ARE SUBJECT TO CHAnGE WITHOUT PRIOR nOTICE

WHERE ▶ University of Geneva Uni Mail 1211 Geneva

WHEnCourses are held either

▶ over two consecutive weekends (Fridays: 2:15pm-9pm and Saturdays: 8:15am-1pm)

▶ or over three consecutive days (Thursday, Friday, Saturday; 9am-5:30pm)

get in contact With usInFORMATIOn SESSIOnSEach year, we organise info sessions for interested candidates. During these info sessions, the program and its upcoming edition are presented by the program management. The exact dates will be announced on marketing.unige.ch

TALk TO USIf you have questions or would like to have a phone conversation or a personal meeting to learn more about the DAS in Strategic Marketing and how it can support the achievement of your career goals, you are more than welcome to contact us by e-mail or telephone:

▶ [email protected] ▶ +41(0)22 379 88 65


FACULTÉ DES SCIEnCES ÉCOnOMIQUES ET SOCIALEShec executive

Diploma of advanced studies in strategic marketinghec, université de genève, uni MailBoulevard du pont-d’Arve 40ch-1211 geneva 4Switzerland

[email protected]

Strategic marketing

Documents

Transcript of Strategic marketing