“Companies only have 2 profit centers: marketing and innovation. Everything else is a cost.”
Peter Drucker
The digitization of the economy, accelerated by the drastic change in consumer habits and working methods, has produced effects in the most varied areas of business. This is the case in banking, healthcare, retail, science, agriculture, work, environment, security, transport, politics and business life in general. Due to all these reasons, it is essential to know how to read trends, the market and the competition in order to act more effectively, with a coherent and consistent logic. Whether in B2C or B2B markets, the degree of importance and responsibility of Strategic Marketing increases every day, assigning its performance to the creation of value for customers and profitability.
It becomes critical to align marketing objectives with the strategic goals of any company to measure performance effectively, whether in strengthening its competitive position, entering new markets, improving awareness and brand image, service differentiation or the sales force and optimization of communication and distribution omnichannel management. Investing in marketing strategically cannot, and should not, compromise profitability. On the contrary, it must represent the engine that will give it expression and greatness. Its degree of effectiveness depends on the alignment of the marketing strategy with the entire operational plan, which must be constantly monitored, in its economic, reputational and social dimensions.
This program aims to respond to these challenges, constantly reinforcing them through added value, favoring a strong connection to business practices, based on the permanent discussion of cases, contact with successful realities and project dynamics in the classroom.
