Frontiers of Marketing

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

The new Frontiers of Marketing program will be held September 19th-21st, 2017 at the Yale School of Management. 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 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.

PROGRAM INFORMATION

Dates: September 19 – 21, 2017
Location: Yale SOM Campus
Investment: $6,850 (meals and lodging included)

Request a Brochure » Enroll Now »

PROGRAM CONTACT

Tracy Sheerin
Email: tracy.sheerin@yale.edu

Counts towards 3  Certificate of Excellence in Global Business credit days.

Frontiers of Marketing is a program designed to exponentially increase your understanding of variables affecting modern marketing practices and to give you tools specific to improving your own organization’s practices. Our professors are world leaders in the fields of behavioral economics and data analytics—this type of cutting edge research is only available at the Yale School of Management.

With this program, you not only gain access to that research, but are in conversation with the professors themselves, as well as your peers, as you work through these new practices. This research has changed and is continuing to change the way organizations market to their customers, we want you to be a part of this new wave of marketing tactics.

Who should enroll?

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.

  • Why attend?

    Learn how to drive better business results using cutting-edge behavioral research to: 

    • Reimagine your customer’s journey in the digital age
    • Utilize the digital social network as a listening tool, brand builder and design development lab
    • Design memorable customer experiences
    • Better frame your brand value
    • Optimize your decision making with Big Data
    • Integrate new data streams to supercharge your CRM
  • Topics covered

    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 to buy, when to buy, and how much to consume.

    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 digital market­­­ing into their organization’s marketing mix.

    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 differentiation and competitive advantage. 

  • Participating 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.

    Ravi Dhar

    Gorge Rogers Clark Professor of Management and Marketing & Director of the Center for Customer Insights

    Ravi Dhar is the George Rogers Clark Professor of Management and Marketing and director of the Center for Customer Insights at the Yale School of Management. He also has an affiliated appointment as professor of psychology in the Department of Psychology, Yale University.

    He is an expert in consumer behavior and branding, marketing management, and marketing strategy and a leader in bringing psychological insights to the study of consumer decision-making. His research focuses on using psychological principles, such as limited self-control and cognitive limitations in processing information, to investigate fundamental aspects about the formation of consumer preferences and goals in order to understand consumer behavior in the marketplace. 

    K. Sudhir

    James L. Frank ’32 Professor of Private Enterprise and Management, Professor of Marketing & Director of the China India Insights Program

    K. Sudhir is James L. Frank Professor of Marketing, Private Enterprise and Management and director of the Yale China India Insights (CIIP) Program. He leads the data-driven consulting and research collaborations with a range of Fortune 500 companies at the Yale Center for Customer Insights.

    Sudhir’s research has been the recipient of many best paper awards across all leading marketing journals, with two of his dissertation papers nominated among the final ten for most long-term impact for three consecutive years in 2009-11. His research has laid the foundations for econometric modeling in multiple areas of inter-organization and intra-organizational behavior: pricing in marketing channels, sales force compensation and organizational buying. His research on how data providers can profitably package and sell customer data provides conceptual underpinnings to evaluate the business-efficiency enhancing and consumer privacy tradeoffs central in today’s debates around big data. His theoretical work on CRM clarified why customer data enhances profits and why it is profitable to reward one’s best customers. Through his research on the China India Insights Program, he has been an evangelist in demonstrating why the rich cross-sectional variation and dynamics in institutional and market characteristics across and within emerging markets help improve our understanding of markets and marketing.

    He is currently editor-in-chief of Marketing Science, and had been an Associate Editor at all of the field’s quantitative marketing journals.

    Zoe ChanceZoë Chance

    Assistant Professor of Marketing

    Zoë studies persuasion and decision making, working passionately to understand how people can lead happier, healthier, more fulfilling lives. At Yale, Zoë teaches Mastering Influence and Persuasion, advises Center for Customer Insights consulting and research teams, and collaborates with Google and Optum Health.

    Jiwoong Shin

    Professor of Marketing

    Professor Shin’s research focuses on analytical modeling of strategic interactions between firms and consumers; in particular, consumer search theory, advertising, pricing strategies, and CRM. His current work in communication strategy investigates (i) the role of vague messages and offers novel explanations why and how those vague messages can convey price and quality information to consumers and (ii) the relative roles of consumer search and firm advertising in signaling product quality. 

    Also, his work in customer management strategy addresses a long standing puzzle in practice: Should a firm offer a lower price to its own customers or to competitors' customers? When is it profitable to reward one’s own customers? Professor Shin’s research appears in the Journal of Marketing ResearchManagement ScienceMarketing Science, and other publications.

    For two years in a row (2010 and 2011), Professor Shin has been the recipient of the John D. C. Little Best Paper Award, awarded for the best marketing paper published in Marketing Science and Management Science

    Nathan Novemsky

    Professor of Marketing

    Professor Novemsky is Professor of Marketing in the Yale School of Management and has an appointment as Professor of Psychology in the Department of Psychology at Yale University. He is an expert in the psychology of judgment and decision-making, an area that overlaps heavily with behavioral economics and consumer behavior. He has published articles in leading marketing and psychology journals on topics that include: how people made judgments and decisions based on the information in front of them, how they know what they like, how the way they frame decisions affects the choices they make, how they choose and evaluate gifts, how their goals influence their behavior and other topics in judgment and decision-making.

  • Program details

    Dates:  September 19–21,  2017
    Location: Yale School of Management
    Investment:  $6,850* (all meals and lodging included)
    Contact:  Tracy Sheerin

    Enroll Now » Request a Brochure »

    How do I explain the benefits of the certificate program to my supervisor?
    Download the Sample Justification Letter.


    *Discounts

    • 15% discount for YALE SCHOOL OF MANAGEMENT Graduate 
    • 10% discount for YALE UNIVERSITY Graduate 
    • 15% discount for 4 or more people

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