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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.
Faculty
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Harvard Business School
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Harvard Business School
Seminar Director
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."
Edward Walker
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."
Joanie Flatt
Board President, Childsplay
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Deadline March 12, 2010
May 6-7, 2010
Chicago
Applications are now being accepted for organizations outside the Chicago area only. All Chicago organizations will be chosen by our local partners
The online application cannot be saved or printed, but you can prepare and save your work using this practice document. Download now »
Sign up for seminar updates »
Request more information »
The Gleacher Center
University of Chicago Booth School of Business
450 North Cityfront Plaza Drive Chicago, IL 60611
312.464.8787
Local hotels »
Through the support of our national funders, all participating organizations will receive a fellowship that covers the full tuition of $1250 for a team of up to five people.
Learn
more »
For teams of three or more residing outside of the Chicago metropolitan area, NAS will provide travel support of up to $600/person.
Travel assistance is reimbursed against actual expenses and can be used for train or air transportation; hotel; rental car; gas, tolls and parking and taxis.
To learn more about this seminar, contact Jim Rosenberg, Strategic Marketing seminar director.
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