Many cultural leaders worry that becoming more "market-oriented"
requires compromising mission, and they struggle to find participation strategies
that can win support while advancing their vision. In this environment, new
marketing approaches are needed that can help you position your organization
for different communities, make the most effective programming decisions and
deeply engage your community.
Harvard Business School
School of Management, Simmons College
How you will benefit
In Strategic Marketing you explore systematic approaches
for understanding customers, planning marketing strategies and creating value for your community.
Whether you present programs directly to the public or work with partners such as schools and
social service organizations, Strategic Marketing will give you
new tools to:
- Understand the needs and interests of your current - and potential - stakeholders
- Identify the best target-customer segments for your organization
- Create differentiation and positioning that attract, serve and keep participants and customers
- Recognize and systematically respond to changes in your community
- Advance your mission through a sharp focus on customers and markets
What to expect
This exciting two-day seminar engages your team in a series of class discussions,
team-based activities and case studies to help your team develop an integrated
view of marketing and customer relationships.
See a detailed description of the seminar sessions »
Who should attend
Good marketing is more than just advertising and public relations. It is a vital senior-level
management function that helps create, capture and sustain value for the diverse stakeholders of
an organization, from institutional funders and individual donors to employees and consumers.
Strategic Marketing takes an integrated approach that incorporates
program, development, customer service, operations and communications decisions. We strongly recommend
that you consider a senior-level team of three or more for this seminar that includes:
- Your senior-level program, management and board leadership
- The directors for your marketing, development and outreach teams
What past participants have to say
"The seminar made us
rethink our positioning. The work challenged one of
our basic beliefs and at first I recoiled from the
result, but by the end of the seminar I realized that
we had captured a key new idea about who we are and
who we serve. The framework we learned for defining
a positioning statement will continue to be a very
valuable tool for us."
Executive Director, Oklahoma City Philharmonic
"I want to tell you again what a HUGE success I
thought the Strategic Marketing seminar was. Rather than being academic and
professorial, our two presenters were hands-on, engaging, stimulating and just
overall quite excellent."
Board President, Childsplay
This seminar is not currently scheduled for open enrollment.
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To learn more about this seminar, contact Jim Rosenberg, Strategic Marketing seminar director.