Darden Executive Education

...Improve the Way You Do Business!

CHANGE THE WAY

YOU THINK.

Strategic Sales Management

Strategic Marketing Management

Social Media Marketing

The ProgramStrategic Sales Management is designed to provide operating sales executives and managerswith the best tools, techniques, and concepts forimproving the total effectiveness of the salesforce. The goal is to help participants transformtheir sales forces into high-performing salesteams. Participants will gain a sharper under-standing of the critical role played by line salesmanagers and learn how they can become agentsof change who stimulate outstanding sales forceperformance. In addition, participants will develop a better appreciation of the need for a more integrative approach to developing comprehensive marketing strategies throughcloser ties between marketing and sales.

Who Should Attend• Line executives and managers with direct

responsibility for a firm’s selling efforts.• Staff executives and managers with direct

responsibility for providing support and technical services for a firm’s selling efforts.

• Those in non-marketing functions who desire to gain further understanding of their organizations’ sales functions.

Benefits of Attending• Become a more effective sales executive and

manager through an enhanced comprehension of the relationships among strategy, sales management systems, performance metrics,and selling behaviors.

• Gain a deepened knowledge of sales management systems designed to support field sales managers.

• Improve performance through clarification of the roles in implementing marketing strategies.(Specifically, field sales managers)

• Recognize the challenges and opportunities inherent in building a customer-responsive,enterprise-focused sales organization.

• Recognize the impact of the Internet and the effect that e-commerce has on a firm’s selling activities.

• Return to the workplace with a strengthened toolkit for managerial actions that can effectively influence the behavior of the sales force.

• Understand sales management as only one element in an integrated go-to-market strategy and broad marketing strategy.

• View Customer Value Proposition (CVP) as a central business skill and competitive advantage.

Topics• The Changing Nature of Sales and the

Transformation of the Sales Process• Developing a Successful Sales Force• Motivating the Sales Force to Better

Performance• The Role of Field Sales Managers• The Role of the Sales Force in the

Marketing Mix• The Sales Force as an Element in

Implementing Strategy

Special FeatureLeadership Practices Inventory (LPI)©: With keyindicators identified in the 360-degree LPIassessment process and peer and faculty coaching, executives will return to the workplace with a clear view of their personalleadership styles and pathways for heighteningthe performance of their sales teams.

Strategic Sales Management

February 28–March 5, 2010 • September 19–24, 2010

Marketing andSales Series

“This program exceeded my high expectations. The class discussions and commitment of the instructors were what set the sessions apart.I recommend this course to leaders looking to improve themselves and their sales forces.”Manager, Retail Mutual Funds SalesState Farm

www.darden.virginia.edu/exed

Strategic Marketing Management

April 11–16, 2010 • October 24–29, 2010

The ProgramA firm’s adeptness in understanding markets and creating customer value is a primary determinant of its growth and sustainability.As market structures and communication technologies evolve, managers face new challenges in their efforts to market productsand services. Strategic Marketing Managementprovides participants the opportunity to activelystudy the concepts that are critical to buildingthe winning marketing strategies that help garner market leadership. Most importantly,this program offers a framework for market definition and evolution that will help participants integrate learned concepts into a coherent and comprehensive strategy andaction plan.

Who Should Attend• General managers with a need to improve

their performance in contributing to the customer value creation process.

• Emerging marketing managers (with basic marketing principles) who need to develop strategic marketing applications to help formulate solid marketing strategies.

• Mid- to senior-level marketing managers seeking to enhance their planning and implementation skills through a structured approach to market analysis and strategy development.

• Recently appointed marketing professionals with a career in the sales/marketing function.

• Senior and middle managers in any functional area who need to develop a proficiency in strategic marketing.

Participant titles may include, but are not limited to:• Brand Manager• Business Intelligence Manager• Director of Business Development• Director of Operations• Financial Analyst• General Manager• Marketing Director• Marketing Manager• Senior Marketing Manager• Vice President of Marketing

Benefits of AttendingParticipants will:• Become familiar with core concepts and

frameworks that will contribute to strategy making.

• Evaluate their own businesses relative to new organizational models and online threats.

• Explore theories associated with successful business endurance.

Topics• Applying Customer Lifetime Value to Strategy

Formulation• Building, Monitoring, and Using Brand Equity• Cost and Share Leverage Principles• Customer and Competitor Analysis• Positioning and Value Creation• Product Life Cycle and Market Evolution• Product Portfolio Analysis• Second-Generation e-Business Model• Segmentation and Targeting• Strategic Pricing Analysis

Special Features• Pricing and Strategy-Building Simulations:

Multiple interactive simulations provide the opportunity to practice strategy development and witness the immediate impact of decisions. Participants compete in teams to explore pricing/supply/demand to the best balance.

• Marketing Strategy Toolkit: Participants will return to the workplace with an essential toolkit for developing successful marketing strategies, including an online resource that can be used to help create pricing scenarios.

“There is no course I know of that brings home the importance of understanding your customer better than this one. Understanding your customer is not an option—it is oxygen to a business.”

Second Vice PresidentMassMutual

www.darden.virginia.edu/exed

www.darden.virginia.edu/exed

Social Media Marketing: Turning Customers Into Advocates

March 8–12, 2010 • October 4–8, 2010

The ProgramSocial network marketing; social media; word of mouth marketing; viral connectivity; buzzmarketing—whatever you choose to call it, theconcepts and implementation of the applicationsare just as important to your customers as theyare to your business. People are sharing photos,personal stories, and blogging about their opinions on everything from vacations and running shoes, to their favorite neighborhoodrestaurants. Social media technology has leveledthe playing field and empowered ordinary citizens to become major brand influencers;whether it is comfortable or not, the customer is calling the shots. So how do organizationsretake control of their brands while betterunderstanding the full potential of social marketing?In this new program, participants will explorethe opportunities created through new technologies, such as blogs, social networking,and RSS feeds, that are changing marketingstrategies. They will learn how to understandtheir customers’ online media consumption patterns and use of social technologies.Participants will identify which business objectives can be met using social media tools,how to develop strategies that drive those objectives in the online world, and discuss howto assess and utilize the results. Executives willreturn with an overall framework for connectingthe power of users’ feedback and “online voice”to create a win-win scenario for their brands and customers.

Who Should Attend• Chief marketing officers and vice presidents

of marketing who are establishing their companies’ overall marketing strategies, and want to understand how to integrate social media into their communication activities.

• Chief strategy officers and vice presidents of strategy who are charged with directing their organizations’ comprehensive go-to-market strategies and shaping their firms’ future visions and goals.

• Senior-level managers responsible for identifying ways to leverage a CRM database for increased ROI and growth.

Benefits of AttendingThrough the course, participants will:• Be able to evaluate the potential effectiveness

of proposals from social media agencies.• Develop an awareness of the internal culture,

resources, and policies that will maximize the benefit of a social media investment.

• Fully realize the role of social media as a marketing discipline.

• Gain the knowledge necessary to form new relationships with customers.

• Integrate social media with other marketing activities.

• Learn to evaluate which social media strategiesare most appropriate to their products or services, and to their targets’ internet usage profiles.

• Understand how to drive objectives with, and integrate marketing activities around, social media technologies.

Topics• Getting into the Online World: Internal

Apprehension and the Opportunities Beyond• Social Media Marketing Strategies• Technology Buzz Words and Leading-Edge

Concepts• The New Structure of Online Management• Turning Your Customers Into Advocates

Special Features• Selling Relationship Module: Participants will

take part in an interactive group module thathighlights the key strengths of social media applications. This exercise will provide relevanttakeaways that can be applied within any field or context.

• Guest Speaker: Scott Hildebrand, BoldMouth Chairman and COO, will share his twentyyears of marketing and social media experiencethat draws from a range of disciplines,industries, and clients.

“Social Media is a paradigm shift inthe customer relationship. Dardenhas found a way to help, or focuson, strategic brand response.”

Senior TechnologisNavy Federal Credit Union

Executive Education programs are offered by the University of Virginia’s Darden School Foundation, a nonprofit organization devoted entirely to the welfare of The Darden School.The Darden School Foundation fully supports equal opportunity in employment and access to educational opportunities. Information is subject to change without prior notice.

General InformationRegistration: Registration may be completed by phone, Web site, mail, or fax. Confirmation of acceptance will besent upon receipt of form.Accommodations: Sponsors Executive Residence Center provides private, single-room lodging for program participants. Executives will take meals at the Abbott Center dining room. At times it may be necessary to house participants offsite at partnering hotels.Schedule: Each program will begin on the first day with a reception, followed by dinner. Daily sessions will be held at The Darden School. Evenings will be devoted to group discussions and/or individual preparation. The finalsession will adjourn with lunch.Fees: Strategic Marketing Management—$8,950 per person; Strategic Sales Management—$8,950 per person;Social Media Marketing—$7,500 per person. The fee includes tuition, course materials, lodging, meals, and certificate of participation. We accept payment by check, American Express, MasterCard, and Visa. Payment is due upon receipt of invoice and/or acceptance into the program.

Past participants have reported greater learning value and increased key takeaways when attending a Darden program with other executives from their organizations. Companies that send more than one participant to a single program offering will receive 10% off the full fee for any additional participants. Teams of four or more must call for approval and special pricing.

Multiple fee reductions cannot be combined for one participant; Darden will gladly accept the greater reduction in price.

Sales Program FacultyRobert E. Spekman, Faculty LeaderTayloe Murphy Professor of Business Administrationand Area Coordinator, Marketing, The DardenSchool. B.S., University of Massachusetts, Amherst;M.B.A., Syracuse University; Ph.D., NorthwesternUniversity.

Paul W. FarrisLandmark Communications Professor of BusinessAdministration, The Darden School. B.S., Universityof Missouri; M.B.A., University of Washington;D.B.A., Harvard University.

Joseph W. HarderAssociate Professor of Business Administration,The Darden School. B.S., Bethel College; M.B.A.,Santa Clara University; Ph.D., Stanford University.

Neil RackhamMember of McKinsey & Company’s Sales andChannel Management Group; Chairman of theAdvisory Board for Go To Market Partners.

For complete faculty information, please visit www.darden.virginia.edu/faculty.

Marketing Program FacultyRobert E. Spekman, Faculty LeaderTayloe Murphy Professor of Business Administration andArea Coordinator, Marketing, The Darden School. B.S.,University of Massachusetts, Amherst; M.B.A., SyracuseUniversity; Ph.D., Northwestern University.

Paul W. FarrisLandmark Communications Professor of BusinessAdministration, The Darden School. B.S., University ofMissouri; M.B.A., University of Washington; D.B.A.,Harvard University.

Ervin R. ShamesLecturer in Business Administration, The Darden School.B.S.B.A., University of Florida; M.B.A., Harvard University.

Social Media Marketing Program FacultyRonald T. Wilcox, Faculty LeaderAssociate Professor of Business Administration, The DardenSchool. A.B., Xavier University; M.S. and Ph.D., WashingtonUniversity

Rajkumar VenkatesanAssociate Professor of Business Administration, The DardenSchool. B.E., Computer Science, University of Madras,India; Ph.D., Marketing, University of Houston.

Eric L. FletcherAttorney and currently Policy Compliance and ContractAdministrator, The Darden School.

Guest ContributorsFor complete list, visit www.darden.virginia.edu/exed/SOC.

NONPROFIT ORG.U.S. POSTAGE

PAIDCHARLOTTESVILLE

VIRGINIA PERMIT NO. 16

P.O. Box 7186Charlottesville, VA 22906-7186

Registration Form (Please photocopy for additional registrants) � Group Registration

Strategic Sales, Marketing, and Social Media Programs� Strategic Sales Management � Strategic Marketing Management � Social Media Marketing

Date of Attendance_____________ Date of Attendance_____________ Date of Attendance__________

Phone, or photocopy completed registration form (including mailing label) and mail/fax to: Rebecca Yancey, Executive Education,The Darden School Foundation, University of Virginia, P.O. Box 7186, Charlottesville, VA 22906-7186. Phone U.S./Canada 877.833.3974;Worldwide 434.924.3000 Fax 434.924.4402 Email Darden_Exed@Virginia.edu Web www.darden.virginia.edu/exed

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Person in charge of executive development in your organization

Name __________________________________________________Title __________________________________________________

Company ________________________________________________________________________Phone ________________________

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Organization Description

Parent Organization ______________________________________________ Subsidiary/Division ________________________________

Position Classification Level � Administration � General Manager � Marketing � Technical � Senior� Engineering/R&D � Human Resources � Operations � Other ___________ � Upper Middle� Finance/Accounting � Manufacturing � Sales __________________ � Middle

How did you first hear about this program? � Brochure � Your HR Officer � A Colleague � Advertisement ________________________________� Flier � Your Manager �Web Site � Other ________________________________________

Fee: See General Information page. The fee includes tuition, course materials, lodging, meals, and certificate of participation. We accept paymentby check, American Express, MasterCard, and Visa. Payment is due upon receipt of invoice and/or acceptance into the program.

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Cancellation/Transfer Policy: Qualified substitutes for confirmed registrations can be accommodated prior to the program start date with written notice and will incur no fee for substitution.Cancellations made within 15–30 calendar days of the start date will incur a fee equal to 25% of the published tuition cost; cancellations made within 14 calendar days of the start date will incur a fee equal to 50% of the published tuition. Withdrawals on or after the first day of a program are subject to forfeiture of the total tuition. All transfers made within 7–30 calendar days of the start date will incur a $500 transfer fee. One transfer per registrant to a subsequent offering within 12 months is allowed. Transfer requests received less than 7 days before the start date will incur a fee equal to 25% of the published tuition. A transfer request followed by a subsequent cancellation will be subject to the applicable cancellation fees noted above. All cancellation/transfer requests must be received in writing.

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