The focus of the program will center on a framework to develop marketing capabilities, marketing excellence, and marketing performance architecture in your organization. You will learn to assess the linkages within this framework in order to optimize your organization’s investment in marketing assets and resources. We will discuss the development of capabilities and the way in which ordinary capabilities can become dynamic capabilities.

You will develop insights into how capabilities can leverage marketing excellence and drive improvements across specific marketing metrics in building and developing your dashboards. We will examine evidence to understand how and under what conditions marketing assets, resources, and activities drive different performance metrics. This will be used to understand decision-driven marketing by considering the complementary and substitution relationships with other business functions in your organization—to be able to develop scorecards to raise marketing execution outcomes. The program will use a combination of lectures, group work, case discussion, and worksheets in delivery.

(Deze Summerclass wordt in het Engels gegeven.)