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Brand Advantage


Brand Advantage: Standout Marketing in a Saturated Market



Georgetown University campus, Washington, D.C.






“Don’t blame the marketing department.  The buck stops with the CEO.”

– John D. Rockefeller


In reality, the buck stops with every manager involved in advancing an idea, product, service, process or policy before it goes to market.  All business managers need a basic understanding of their target market, the competition and the customer – including what customers want, what they value, pricing strategy, and how to engage the market effectively.  This program will cover what works – and what does not – in marketing, including: creating and maintaining customer loyalty, competitor analysis, segmentation, the importance of “branding” and “positioning,” the price/value equation, and more.



The Brand Advantage executive certificate is designed for all professionals involved anywhere along the value chain of goods and services offered by their organizations – from corporate strategy to product development, production, finance, project management and beyond.  Individual entrepreneurs seeking to hone their marketing skills – for their clients or their own businesses – would also benefit. 


Strategic Purpose

Participants will leave with a better understanding of their markets and the ability to develop a winning position that delivers value to their customers and organizations. Managers of all disciplines who understand marketing – and what is marketable – can impact their organization’s processes and decision-making and ensure the return on investment their organizations are seeking.


Approach and Coursework

Program coursework includes lectures and classroom discussion of real case studies, providing practical learning from marketing strategies that have worked – and lessons from those that haven’t.  



Brand Advantage is presented by three of the Georgetown McDonough School of Business’s most accomplished marketing professors – Kurt Carlson, Prashant Malaviya and Luc Wathieu – who combined have more than 40 years of experience teaching executives at top MBA schools such as Harvard, Duke, Wharton and INSEAD, one of the world's leading and largest graduate business schools internationally.


Program Fees and Registration

The program fee is $4,250. 



Professor Kurt Carlson weighs in on the importance of executive programs in marketing:  “If you don't know the basics, it's going to be hard to walk the walk and talk the talk. If you do marketing right, you understand the consumer well enough to figure out what they need, so you're not producing unnecessary goods and services that people aren't going to use.”

Read the full article here

 Office of Executive Education

Georgetown University

 37th and O Streets, NW

 Rafik B. Hariri Building, Suite 474

 Washington, D.C. 20057-1223 USA

 Tel. +1 202 687 4065



There is a 10% discount for NGOs, Government and multiple registrants from a single organization for the same program. There is a 20% discount for Alumni to celebrate the first year of our executive certificate programs in 2012. For more information, please see the registration information page.



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