The New Science of Marketing

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

The New Science of Marketing 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.

PROGRAM DATES

April 10 – April 12, 2018
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PROGRAM DETAILS

Investment: $6,850* (includes all meals and lodging)
Location: Yale SOM Campus
Contact: Molly Nagler or Tracy Sheerin
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*15% discount for groups of 4 or more

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

The New Science 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.

PRAISE FROM THIS YEAR’S ALUMNI

“(New Science of Marketing) delivers what you would expect from Yale: thought provoking content supported by empirical evidence and delivered by experts in their respective fields. The course does a great job of blending theory with application across behavioral science, digital media, and data analytics. A great investment for marketers looking to stay on the leading edge.” - Greg McDonald, Managing Director Integrated Marketing, Match Marketing Group, Toronto

“This is truly the cutting-edge of better understanding customers' needs and building a far more comprehensive view of their world, not yours.” - Laurence Gottlieb, President & CEO, Hudson Valley Economic Development Corporation

  • 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: Foundational Framework for Insights

    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: Branding and Messaging 

    New media has revolutionized customer experience and engagement – creating new challenges and opportunities for marketers. On Day 2 we will explore how branding and messaging evolves in the digital age. We will share our research on the fundamentals of consumer mindset, consumer experience, and latest technologies, and how to integrate these in brand communications in the digital era:

    •Communications: Mindsets and Self-Control
    •Engaging with Mobile
    •Technologies and Customer Experience
    •Branding in the Digital Age

    Day 3: Customer Analytics and Experimentation

    Data – big or small combined – provides a 360-degree view of customers. On Day 3 we will explore how firms leverage big data and simple yet robust business experimentation to build evidence-based management that drives tactical and strategic decisions on engagement - increasingly a source of differentiation and competitive advantage.

    •Big Data: The Path to Evidence-Based Management
    •Designing Experimentation
    •Rethinking CRM in the Big Data Era
    •Managing Buzz – The Role of Social Media

  • 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:  April 10 – April 12, 2018
    Location: Yale School of Management
    Investment:  $6,850* (all meals and lodging included)
    Contact:  Tracy Sheerin

    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
    • 15% discount for NON-PROFITS 
  • Testimonials

    This program will change everything you thought you knew about marketing and communication!

    Honestly, this was just an amazing experience. So much to learn in such a short time, yet the faculty made it digestible.

     There is an unmatched level of expertise here at Yale that you could not get elsewhere.

     A fantastic experience from start to finish with a LOT of value I can apply to the strategic advice I have to provide to others.

    Yale SOM is a hidden gem I wish I had discovered earlier!

    From first contact to the program wrap up the experience was fantastic. (The team) did a great job of accommodating requests and of keeping everything organized and on-time. The professors did a great job of delivering content in a compelling way.

    (New Science of Marketing) delivers what you would expect from Yale: thought provoking content supported by empirical evidence and delivered by experts in their respective fields. The course does a great job of blending theory with application across behavioral science, digital media, and data analytics. A great investment for marketers looking to stay on the leading edge.

    This is truly the cutting-edge of better understanding customers' needs and building a far more comprehensive view of their world, not yours.

program details styles