High-Impact Marketing: Profiting from New Media

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Dates Location Tuition
May 16, 2011 - May 18, 2011 Philadelphia $4,950

Successful marketing ventures in new media depend on much more than translating your current marketing strategy into online formats. Customers have become increasingly sophisticated. They now hear about, experience, and understand your product or service through a variety of platforms – and they expect to be engaged and active participants in the marketing process. How can you best take advantage of new technologies and effectively allocate your resources to reach your customers?

Developing a marketing strategy that effectively traverses this dynamic landscape requires both strategy and knowledge. Many organizations are simply sticking with their old strategies, waiting for the new landscape to mature, while others are making limited attempts to experiment without an overall plan. Often they fail to consider how customer mindsets and preferences have changed, how new methods can and should work with traditional marketing, and how to work with other areas of the organization, such as technology and operations, that are critical to the performance of these ventures.

Navigating this new marketing terrain takes not only information and perspective, but tools that can be put to use immediately to facilitate better strategic decision making. In this two-and-a-half-day program, Wharton faculty and experts in online and offline marketing will teach participants to create high-impact marketing that leverages new technologies and new forms of customer interaction. Together, they will address major issues associated with the integration of traditional and new media strategies, the changing customer mindset and competitive pressures, and strategies for developing analytics to measure the success of these initiatives. Sessions will involve case studies, group discussions, and a benchmarking activity that includes reporting to a faculty panel. Participants will return to their organizations with the knowledge and skills needed to create a profitable new media strategy.

Tuition for Philadelphia programs includes lodging and meals. Prices are subject to change. Program Consultants are available to provide more information on course specifics and discuss how this program might meet your needs. Please contact them by e-mail or by telephone at +1 215.898.1776. Plan your stay.


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Marketing in the media-centric world is complex. While the fundamentals of traditional marketing apply, a new set of concerns must also be addressed. High-Impact Marketing will include case studies, presentations, class discussion, and group activities.

High-Impact Marketing Session Topics

  • Understanding Differences between Traditional and New Marketing
  • Customer Decision Making
  • Leveraging Social Networks
  • Designing Effective Customer Engagement Programs
  • Quantifying the Value of Online Social Networks
  • The New Word of Mouth Marketing
  • Smart Online Pricing Strategies
  • Integrating Your Marketing and IT Strategies
  • Innovation and Retaining a Competitive Edge

Wharton’s High-Impact Marketing program is designed for executives involved with product and brand management or marketing, as well as those seeking to learn the basic principles of the new marketing landscape, or who may have recently moved to a marketing role and are seeking the latest marketing thinking and tools.

Because of the collaborative nature of marketing in this environment, sending cross-functional teams of executives will further leverage the application and value of this program. Additional group benefits are available when four or more participants attend a program.

High-Impact Marketing is designed to equip participants with the knowledge and practical tools they need to develop and implement a profitable new media marketing strategy. Specifically, you will learn to:

  • Leverage the power of social networks
  • Design viral marketing programs that get results
  • Integrate traditional and new media strategies and practices
  • Reevaluate online pricing decisions
  • Strengthen brand identification
  • Balance the need to control your message with the customer’s need to be involved

undefined PATRICIA WILLIAMS, PhD
Academic Director
Associate Professor of Marketing
The Wharton School

Patti Williams is Associate Professor of Marketing at the Wharton School. She currently teaches courses on advertising/marketing communications to both undergraduates and MBA students at Wharton, and has also taught on Marketing and the Internet. She is the recipient of an Excellence in Teaching Award.

Her research interests include the role of emotions in persuasion and consumer decision making and automatic and effortful processes in consumer behavior. Her papers have appeared in the Journal of Consumer Research and the Journal of Marketing Research, among others. She serves on the Editorial Review Boards for the Journal of Consumer Research and the Journal of Consumer Psychology.

Prior to joining the Wharton School in 2000, Dr. Williams was an assistant professor at the Stern School of Business at NYU. She received a BA in communications from Stanford University and an MBA and PhD in marketing from UCLA.
Jonah Berger, PhD JONAH BERGER, PhD
Assistant Professor of Marketing
The Wharton School

Jonah Berger studies social epidemics, or how products, ideas, and behaviors catch on and become popular, as well as die out and become abandoned. Recently, he co-authored “Creating Contagious: How Social Networks and Item Characteristics Combine to Spur Ongoing Consumption and Drive Social Epidemics.”

His research has been published in the Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Journal of Personality and Social Psychology, and the Proceedings of the National Academy of Sciences. Popular accounts of his research have appeared in the New York Times, Wall Street Journal, NPR, Science, Sloan Management Review, and The Economist.
Eric T. Bradlow, PhD ERIC T. BRADLOW, PhD
K.P. Chao Professor
Professor of Marketing, Statistics, and Education
Co-Director, Wharton Interactive Media Initiative
Vice-Dean, Wharton Doctoral Programs
The Wharton School

An applied statistician, Professor Bradlow uses high-powered statistical models to solve problems on everything from Internet search engines to product assortment issues. Specifically, his research interests include Bayesian modeling, statistical computing, and developing new methodology for unique data structures with application to business problems.

Eric’s research has been published in the Journal of the American Statistical Association, Psychometrika, Statistica Sinica, Chance, Marketing Science, Management Science, and the Journal of Marketing Research. His most recent study is “Putting a Price Tag on Facebook: Quantifying the Value of Online Social Networks.”

Eric has won numerous teaching awards at Wharton, including the MBA Core Curriculum teaching award, the Miller-Sherrerd MBA Core Teaching award and the Excellence in Teaching Award. In 2009, he published (with Keith Niedermeier and Patti Williams) Marketing for Financial Advisors (McGraw-Hill).
ED KELLER
Industry Speaker

Ed Keller is a well known and highly regarded marketing research executive, who has been called “one of the most recognized names in word of mouth.” He served as President of the Word of Mouth Marketing Association (WOMMA) and the Market Research Council, and is a board member of the Advertising Research Foundation (ARF). The publication of Keller’s book The Influentials has been called the “seminal moment in the development of word of mouth.” According to The Washington Post, “The Influentials…deserves a place on the shelf of anyone in business or politics.” The Influentials was selected as one of five finalists for the 2004 Berry-AMA Book Prize for Best Book in Marketing, an honor that recognizes books “whose innovative ideas have had significant impact on marketing and related fields.”
Steven Shepard STEVEN SHEPARD, PhD
Industry Speaker

Steve Shepard specializes in international issues in telecommunications with an emphasis on strategic technical sales, services convergence, and the social implications of technological change. He is Resident Director of the University of Southern California’s Executive Leadership and Advanced Management Programs in Telecommunications, and adjunct faculty member at the University of Southern California, The Garvin School of International Management (Thunderbird University), the University of Vermont, Champlain College and St. Michael’s College. Dr. Shepard is also a Senior Fellow of the Da Vinci Institute for Technology Management of South Africa.

His global clients include major telecommunications manufacturers, service providers, software development firms, multinational corporations, universities, professional services firms, advertising firms, venture capital firms, and regulatory bodies. Dr. Shepard is the author of more than 45 books and serves as Series Editor of the McGraw-Hill Portable Consultant book series.
Christian Terwiesch, PhD CHRISTIAN TERWIESCH, PhD
Professor of Operations and Information Management
The Wharton School

Christian Terwiesch’s research on Operations Management and on R&D and Innovation Management appears in many leading academic journals, including Management Science, Operations Research, Marketing Science, and Organization Science. He is a Senior Fellow at the Leonard Davis Institute for Health Economics and is active on a number of editorial boards for journals including Management Science and Production and Operations Management.

Professor Terwiesch has researched with and consulted for various organizations, including a project on concurrent engineering for BMW, supply chain management for Intel and Medtronic, R&D pipeline management for Merck, product customization for Dell, and operations improvements for several large hospitals. He is the co-author of Matching Supply with Demand, a widely used textbook in Operations Management. His latest book, Innovation Tournaments, was published in 2009.
Z. John Zhang, PhD Z. JOHN ZHANG, PhD
Murrel J. Ades Professor
Professor of Marketing
The Wharton School

Professor Zhang has published numerous articles in top marketing and management journals on such pricing issues as measuring consumer reservation prices, price-matching guarantees, targeted pricing, access service pricing, the choice of price promotion vehicles, and channel pricing. His research focuses on competitive pricing strategies and the design of pricing structures. John won the 2001 John D.C. Little Best Paper Award for his contribution to the understanding of targeted pricing with imperfect target ability.

His new book, co-authored with fellow Wharton Professor Jagmohan Raju, is Smart Pricing: How Google, Priceline, and Leading Businesses Use Pricing Innovation for Profitability. Drawing on breakthrough pricing research, it heralds a revolution in how companies establish pricing and measure its effectiveness.