Open Program

Strategic Marketing Drivers

Position the customer at the heart of your strategy to accelerate business growth.

This three-day program will give you a distinct pathway to understand your customers, your market and its opportunities. 

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Upcoming Dates

04 Dec 2017 - 06 Dec 2017

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Program Overview

During the program you will explore a business context shaped by globalisation, economic change, customer sophistication, competitor initiatives and other market forces. Through market analysis, you will see how customer insights are generated and turned into a competitive advantage. We explore segmentation through customer needs leading to the development of compelling value propositions. You will gain insights into practical pricing opportunities and address communication challenges in a world shaped by social media. With tools, techniques, live examples and best practices, this is a practical program for improving the marketing and customer focus of your business.

Content and Structure


To maximise the impact of your learning, you will carry out some preparatory work on customer focus including a gap analysis of your own organization. Selected readings will identify the value of customer insight so that you are ready to hit the ground running in the residential phase of the program.

Residential Phase

The program includes expert input from tutors with tutor-led discussions on key topics, current case studies, best practices, illustrations, an experiential challenge in data interpretation, quizzes and group exercises.   

Key topics covered:

  • Mega-trends and market challenges – appreciating how market forces will impact on you and your customers
  • Market analysis – exploring the signals for the future unwittingly given by your customers, considering the impact of competitive activity and identifying your own strengths and opportunities
  • Leveraging customer understanding – identifying insights and converting them into compelling value propositions at a price that delivers profit to your organization
  • Market implementation – developing a marketing plan, addressing customer communications and planning for loyalty
  • Planning for results – a short sharp session giving you time for your own practical application to ensure you turn your ideas into effect for your business


  • Whilst at Ashridge, you will distil and record your key action objectives
  • Six weeks after the residential phase of the program, tutors will facilitate a virtual follow-up session for the group to review your actions and support you in making further progress
  • You are also given continued access to your online program portal and Virtual Ashridge content for six months after your residential stay

Related content

View related programs  The Ashridge experience   Customize this program 

This program is a module of our Advanced Management Program.

All Ashridge Open Programs are taught in English, find out how we can help you to improve your English.

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Participant Feedback

“Very good program starting at the beginning, giving insights to consider what is driving customers. Helps set up the strategy, describe the strategy and to execute it.”

Dirk Weber, Business Development Manager, Pentair Haffmans

 “Great insight and learning, I would definitely recommend the programme.”

Graeme Campbell, Director of Strategy, BrightHouse

“A great relevance course, nice mix of high level overview and heeps of practical advice.”

Jon Regan, Head of Business Integration Centre, Thames Water

 “Well paced, easy to absorb and instantly actionable learning.”

James Copeman, Vice President – Sales, Oxford Analytica

“Excellent programme. I will be back to learn more of what I already thought I knew.”

Alan O’Prey, Strategic Accounts Director, MJ Quinn

Program fee

Price: £3,550.00 + VAT
What is included in your open program fee?

Download our brochure /executive-organisation-development/open-programmes/marketing-drivers/mdr-form/

Who is it for?

You are a manager of any business discipline who needs to leverage marketing strategy tools to support and drive the achievement of your business objectives in a changing business environment.  This learning is relevant for business-to-business and consumer sectors, services and manufacturing, private, not-for-profit and public sector organizations - in short for any organization that serves customers.

Benefits to you and your organization

  • You will leave with a real understanding of the drivers of market success, based on a closer appreciation of current and emerging customer needs
  • Specifically you will assess the current levels of customer focus in your organization and identify opportunities to become more customer centric
  • Working on the value proposition will help create clarity of organizational purpose and develop applicable ideas for differentiating your organization from your competitors

Faculty Team

Hari Mann

Hari Mann

PhD, MSc

Read more about Hari

Paul Griffith

Paul Griffith


Read more about Paul

Mike Cooray

Mike Cooray


Read more about Mike

Related Case Studies

Sam Tinsley's Ashridge story

Marketing Drivers

“Ashridge has played a key role in helping us increase sales by a third.”

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