The CMO's Playbook: Executive Edition

A playbook is a set of rules and methods suitable for a particular role, and is a term often used in sports. ‘The CMO’s Playbook: Executive Edition’ aims to help marketing managers develop a playbook for CMOs (chief marketing officers), in order to enable strategic decision making in marketing. The program focuses on marketing strategy and decision making, which can then be used to determine the marketing plan and tactical aspects of marketing.

Through a set of interactive lectures, case discussions, and a highly-effective multi-session Through a set of interactive lectures, case discussions, and a highly-effective multi-session team-againstteam simulation, participants will develop the ability to define and analyse strategic issues that concern CMOs every day. During the program, participants will consider multiple perspectives, develop alternatives, and make choices, which enables deep hands-on learning. This course is useful for anyone currently in or aspiring for a senior management role in marketing.

Marketing professionals aiming to develop/refresh their strategic marketing skills or transition to strategic roles in marketing.

Business owners and founders aiming to enhance market orientation of their business.

At least five years of work experience in marketing or allied role is required.

This program will involve interactive lectures (with faculty from academia and industry), case discussions, and handson exercises (including a multi-session simulation). As a result, the program is rigorous and learning is heavily participant-driven.