Frontiers of Marketing

Drive immediate business results with our new, intensive, three-day Yale program that explores cutting-edge behavioral science, digital media, and data analytics

The new Frontiers of Marketing will be held May 23rd-25th, 2017 at the Yale Club, New York. This program, developed in concert with Yale Center for Customer Insights, answers the three top concerns we hear from global marketing leaders – how to better unearth consumer insights, how to engage with consumers in today’s digital world  and how to use big data  for the greatest impact.

The Yale faculty dedicate one day to each topic (CONSUMER INSIGHTS, DIGITAL MARKETING and BIG DATA) for a deep exploration of the latest academic research and the best-in-class examples from industry. The program will include a healthy mix of lecture and working sessions to assure inspiration in the lecture hall drives impact at the office.

PROGRAM INFORMATION

Dates:  MAY 23–25,  2017
Investment:  $6,850* (all meals and lodging included)
Location:  Yale Club of New York City

*Local? Reduced pricing available to participants who don’t need hotel. Contact Tracy Sheerin for details.

Enroll Now →

Download Brochure →

PROGRAM CONTACT

Tracy Sheerin
Email: tracy.sheerin@yale.edu

Grounded in Yale’s faculty research, the course systematically unpacks three critical areas that can drive immediate business results. Throughout the program, faculty share current thinking, moderate discussions, and guide work sessions to ensure that learning in our classroom leads to action in your boardroom. 

Three Marketing Forces

The best CMOs and marketing executives have to master three forces that are fundamentally changing consumers and markets today. Yale’s Center for Customer Insights will connect you with path-breaking research in each area.

  1. Expanding Behavioral Understanding of Choice 
  2. Shifting Consumer Engagement in the Digital/Mobile Age 
  3. Exponential Growth of Data Analytics for Decision Makers 

Who should attend?

The program is crafted for executives with at least 8 years of experience who lead functional teams in areas such as marketing, branding, insights, innovation, product management, digital strategy, and communications.

  • Overview

    The Frontiers of Marketing program is a 3-day executive level course, uniquely crafted for global marketing leaders poised to succeed in today’s volatile marketplace. The program will be held on May 23 – 25, 2017 at the Yale Club, New York.

    Developed in partnership with the Yale Center for Customer Insights, the curriculum dedicates one day to each topic (consumer insights, digital marketing and big data) for a deep exploration of the latest academic research and the best-in-class examples from industry. The program will include a healthy mix of lecture and working sessions to assure inspiration in the lecture hall drives impact at the office.

    Over three intense and inspiring days, this certificate course explores the three biggest challenges facing global marketing leaders today:

    • How to better unearth consumer insights
    • How to engage with consumers in today’s digital world
    • How to use big data for the greatest impact
  • Topics Covered

    Learn to use cutting-edge behavioral science, digital media, and data analytics to drive immediate business results. During the program, the following topics will be covered:

    Topics Covered

    Consumer Insights

    Leverage Behavioral Economics to Understand Choice Drivers 

    Digital Marketing

    Increase Consumer Engagement in the Digital/Mobile Age

    Big Data

    Utilize Data Analytics for Decision Makers

  • Curriculum

    3 Days, 3 Marketing Forces Forge Leading Theory into Effective Practice 

    Grounded in Yale’s faculty research, the course systematically unpacks three critical areas that can drive immediate business results. Throughout the program, faculty share current thinking, moderate discussions, and guide work sessions to ensure that learning in our classroom leads to action in your boardroom. 

    Day 1: Leverage Behavioral Economics to Understand Choice Drivers

    A hidden system of decision-making lies beneath our awareness. Day 1 will give you fundamental knowledge about the sometimes-surprising ways in which consumers decide whether 

    Day 2: Increase Consumer Engagement in the Digital/Mobile Age

    New media has revolutionized every step of the consumer decision journey—creating new challenges and opportunities for marketers. Day 2 will investigate this new consumer journey, a framework for social network marketing strategy, and rigorous implementation across social/mobile platforms. From insight to strategy to implementation, participants will discover how to integrate the latest research on digit 

    Day 3: Utilize Data Analytics for Decision Makers

    Big Data—characterized by volume, velocity, variety, and speed—provides a 360-degree view of customers. This program will explore how firms can leverage Big Data to build evidence-based management that drives tactical and strategic decisions—increasingly a source of di≠erentiation and competitive advantage. 

  • Faculty

    ENGAGE WITH WORLD-RENOWNED SCHOLARS

    Among the most productive and cited scholars in marketing, the YCCI faculty team uses cutting-edge behavioral science and customer analytics to address the challenges of marketing, innovation, and research organizations. For over 10 years we have worked with leaders from organizations like P&G, IBM, Visa, Google, PepsiCo and American Express.

    Featured faculty

    Ravi DharRavi Dhar

    George Rogers Clark Professor of Management and Marketing 
Director of the Center for Customer Insights at Yale SOM

    K. SudhirK. Sudhir

    James L. Frank Professor of Marketing, Private Enterprise and Management 
 Director of the China India Insights Program at Yale SOM

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