INTRODUCTION WHO SHOULD ATTEND

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1 PROGRAMAS INTERNACIONALES Oct 14, Oct 17, 2013 May 5, May 8, 2014 WHARTON MARKETING METRICS : LINKING MARKETING TO FINANCIAL CONSEQUENCES The WHARTON School of University of Pennsylvania Aresty Institute of Executive Education FICHA TÉCNICA TOPIC: MARKETING & SALES TUITION: $8,950 USD (Fee Includes lodging andmeals) INTRODUCTION The Wharton Marketing Metrics program provides rigorous tools and approaches to measure the effectiveness of your marketing expenditures. It will help you make better investments to get more "bang" for your buck. Faculty offer insights and frameworks to help you better assess and communicate the returns from your marketing spending. An interdisciplinary team of faculty from Wharton s Marketing, Accounting, and Finance Departments brings an approach and perspective based on research and best practices at leading companies. They will give you a broad, unbiased, and sophisticated view of the impact of various marketing efforts in different industries, with special attention to assessing both short-term and long-term implications. WHO SHOULD ATTEND This program is designed for marketing and finance executives who need to assess the returns from marketing expenditures, or demonstrate results. Marketing managers with budgetary responsibility, from CMOs to product and brand managers, will be better able to develop strategies, justify expenditures, and demonstrate returns. CFOs and finance executives will improve their ability to evaluate marketing investments. KEY BENEFITS Receive a sophisticated view of the impact of marketing efforts in different industries. Assess both the short-term and long-term implications of each marketing strategy. You will: Develop a measurement-based approach to allocating resources across your marketing portfolio and evaluating intangible assets, such as brand and customer satisfaction. Learn to evaluate the financial impact of marketing expenditures. Page 1 of 5

2 Discover how to effectively allocate and support your budgets and communicate your successes. CURRICULUM In addition to participating in class sessions and working in teams on cases, participants will directly wrestle with metrics through a marketing dashboard exercise. In this exercise, participants design a dashboard using a proprietary computer program and then use the dashboard for a virtual test drive to make resource allocation decisions. This is an ideal opportunity to experiment with different measures and see how they help or hinder your ability to guide your business in real time. Wharton Marketing Metrics will also explore how traditional marketing measures such as awareness, preference, loyalty, customer satisfaction, distribution levels, and market share are linked to financial outcomes. Through these exercises and discussions, you will get a clear sense of the best marketing metrics to use as the central focus of the business. Wharton Marketing Metrics Session Topics Linking marketing metrics to financial metrics Managing growth and risk Understanding and managing your customer assets What the CFO wants to hear from marketers The value of brands How to grow the value of the customer asset Assessing the lifetime value of customers Measuring the likelihood of repeat purchases Measuring marketing assets Customer satisfaction: linking drivers, outcomes, and profits Resource allocation across the portfolio The marketing dashboard: determining the essential metrics for your firm Metrics for managing your budget FACULTY DAVID J. REIBSTEIN, PhD Faculty Director William Stewart Woodside Professor Professor Reibstein has conducted research into competitive marketing strategies, e- Page 2 of 5

3 commerce resource allocation, promotion evaluation, product variety, brand equity, and market segmentation. He has authored numerous books, developed the ValueWar competitive simulation, and teaches marketing management and marketing research in the MBA program, where he has received numerous teaching awards, including national recognition for teaching among business school faculty in BusinessWeek and Fortune. He developed and coordinates several Wharton Executive Education programs such as Competitive Marketing Strategy and Wharton Marketing Metrics : Linking Marketing to Financial Consequences. He helped found Bizrate.com, a leading infomediary that has surveyed more than three million Internet customers and was recently appointed to a new marketing task force for Major League Baseball called Major League Baseball in the 21st Century. PETER FADER, PhD Frances and Pei-Yuan Chia Professor Co-Director of the Wharton Customer Analytics Initiative Professor Fader's expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with firms from a wide range of industries, such as consumer packaged goods, interactive media, financial services, retailing, and pharmaceuticals. Managerial applications focus on topics such as customer relationship management, customer lifetime value, and sales forecasting for new products. Much of his research highlights the consistent (but often surprising) behavioral patterns that exist across these industries and other seemingly different domains. His latest book is entitled Customer Centricity: Focus on the Right Customers for Strategic Advantage, Second Edition (Wharton Digital Press). CHRISTOPHER ITTNER, PhD Ernst & Young Professor of Accounting Professor Ittner s research includes performance measurement, cost management practices, and the valuation of intangible assets. His work on the association between customer satisfaction measures and financial performance received the American Accounting Association s Notable Contribution to Management Accounting Literature Award. Prior to receiving his doctorate, Dr. Ittner was a manufacturing consultant with Deloitte, Haskins & Sells. His consulting clients have included Bell South, Guardsmark, Ernst & Young, General Motors, and Lockheed, among others. JAGMOHAN S. RAJU, PhD Page 3 of 5

4 Joseph J. Aresty Professor Chairman, Wharton Marketing Department Professor Raju is a leading authority on competitive strategy and pricing. His research interests include pricing, strategic alliances, new-product introduction strategy, retailing, private labels, and corporate advertising. He teaches marketing management to the MBAs, pricing strategy to the Executive MBA students, and mathematical models in marketing to the PhD students. He is the academic director of Wharton's Strategic Marketing Essentials, Competitive Marketing Strategy, and Pricing Strategies Executive Education programs and is the marketing editor of Management Science. He holds a PhD in business, an MS in operations research, and an MA in economics from Stanford University. He also has an MBA from the Indian Institute of Management, Ahmedabad, and a BTech in electrical engineering from the Indian Institute of Technology, Delhi. JOHN R. PERCIVAL, PhD Adjunct Professor of Finance, John Percival is active in the development and teaching of various Executive Education programs. At Wharton since 1971, he is the lead faculty on several open-enrollment programs: Integrating Finance and Strategy for Value Creation and The CFO: Becoming a Strategic Partner. He has also developed customized programs for companies such as GE Capital, Pitney Bowes, IBM, Fiat, Chubb, Hartford, American Skandia, Sun Life, Siam Cement, Scientific Atlanta, Ford, and Bankers Trust. He consults to organizations in both the public and private sectors, has authored or co-authored articles in numerous publications, and was recently the recipient of the WEMBA Program Core Teaching Award for Financial Analysis. Z. JOHN ZHANG, PhD Murrel J. Ades Professor Professor Zhang has published numerous articles in top marketing and management journals on such pricing issues as measuring consumer reservation prices, pricematching 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. Page 4 of 5

5 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. PROGRAM LOGISTICS DATES/ TUITIONS/ VENUE Oct 14, Oct 17, 2013 $ 8,950 USD May 5, May 8, 2014 $ 8,950 USD Tuition for programs includes lodging and meals. Prices are subject to change. FOR DETAILED INFORMATION ON Admissions, Fees, Payments, and Cancellations, please visit the WHARTON s website Page 5 of 5