18 INTERNATIONAL PORTFOLIO Short Focused Programs PROGRAM: OPEN INNOVATION AND CORPORATE ENTREPRENEURSHIP DESIGN THINKING FOR BUSINESS INNOVATION ADVANCED MARKETING STRATEGY MONETIZATION: HOW TO TURN VALUE CREATION INTO LASTING REVENUE DESCRIPTION This course conveys the latest concepts of entrepreneurship and corporate venturing. We will explore new product/new market/new business models combinations including the finance, marketing, sales, technology and human capital frameworks relevant for launching new ventures. This intensive workshop will give corporate leaders the skills to bring new creative solutions into their company, using design thinking processes that are powerful tools for corporate innovation and transformation. Advanced Marketing Strategy deals with the challenges that executives face today and helps them to develop a meaningful understanding of markets, customers and prospects, and to use this knowledge to develop and deliver superior offerings in order to capture value. The program provides a pragmatic, action-oriented study of the different—and at times surprising—roles that prices play in capturing, communicating, and even enhancing a company’s competitive advantage. The objective is to equip program participants with the necessary confidence and skills to design and execute a superior strategy.
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