“The business enterprise has two — and only two — basic functions: marketing and innovation.” Stanford’s Strategic Marketing Management program brings this famous Peter Drucker quote to life.

This week-and-a-half-long comprehensive marketing program combines a focus on strategic frameworks and fundamentals with site visits, group collaboration, and visits from guest speakers. It’s a convergence of traditional and digital, theory and practice, B2B and B2C.

Drawing on the unique Silicon Valley spirit, this program includes content on innovation and decision-making that’s critical to marketers. You’ll examine core marketing fundamentals like customer and competitor analysis, value pricing, relationship management, brand management, and digital marketing. And you’ll integrate these core elements to create a cohesive marketing strategy within the context of your overall business strategy.

In-depth sessions explore competition and strategic interaction among companies, provide insights on executing change-management initiatives, and teach frameworks for aligning a business’s value proposition with its organizational culture.