In this two-day executive program, leaders learn how to diagnose marketing strategy maturity, identify growth constraints, and design go-to-market plans to win market share through improved execution.
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Format: In-person
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Dates: May 13–14, 2026
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Duration: 2 days (14 hours), structured in 4 modules
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Location: CAMLS
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Tuition: $2,295
Many organizations fail in strategy execution not because they lack great ideas, but because their marketing capability and execution systems are not mature enough to support growth. Leaders often struggle to identify the right marketing strategy problems, align teams, maintain discipline, and convert plans into the expected performance.
This program provides a structured, evidence-based approach using the Marketing Strategy Maturity Model (MSMM) to assess both competitive maturity and process maturity, helping leaders understand where growth is blocked and how to fix it. Participants learn how to evaluate positioning, segmentation, value propositions, channel strategy, pricing, and execution discipline while identifying the structural and leadership enablers required to deliver results.
By the end of the program, participants leave with clearer priorities, actionable initiatives, and strategic maturity playbooks designed to win market share.
Key Takeaways
Participants will learn to:
- Diagnose strategy and execution maturity using MSMM
- Identify the most critical barriers to growth and execution
- Strengthen segmentation, targeting, positioning, and value propositions
- Improve go-to-market discipline and execution planning
- Align leadership teams around focused, measurable priorities
- Build strategy playbooks that connect direction to execution
Who Should Attend
This program is designed for:
Roles:
Directors • VPs • Senior marketing leaders • Strategy leaders • Business unit leaders
Ideal for leaders who:
- Are responsible for growth and market share
- Need disciplined strategy execution
- Want a structured way to assess their current marketing strategy
- Lead cross-functional performance initiatives
Curriculum & Topics
Program content is delivered across four structured modules, including:
Module 1 — Marketing Strategy Foundations & Maturity Mindset
Why Marketing Strategy fails · Understanding Marketing Strategy Maturity
Module 2 — Competitive Maturity
Assessing how to Create, Capture, and Sustain Value through Marketing Strategy Content
Module 3 — Process Maturity
Assessing Marketing Strategy Formulation Process: Formalization, Organizational Alignment, Consistency with Organizational Capabilities, and Sufficiency to Support Business Goals.
Module 4 — From Marketing Strategy Assessment to Execution
Playbooks Prioritization · Initiative design · KPI alignment · Implementation roadmap
Tools & Approaches
- Marketing Strategy Maturity Model (MSMM)
- Competitive & Process maturity diagnostics
- Execution discipline frameworks
Faculty
Juan Manuel Harraca - Program Director
Juan Manuel Harraca is an assistant professor of instruction in the School of Marketing and Innovation. He teaches upper-level sales, marketing, and strategy courses at undergraduate and graduate levels.
His research focuses on how firms can evolve their maturity in formulating and executing their marketing strategy. To do so, Harraca has developed a marketing strategy maturity model framework intended to be applied to firms of any size, industry, and geography.
Harraca earned a Doctor of Business Administration from the ÐÜèAVÃâ·Ñ, Muma College of Business. He holds an MBA from ESE Business School, Universidad de los Andes, Chile, where he has served as an adjunct and assistant professor from 2017 to 2024. Harraca earned a Bachelor of Business Administration from the Universidad Austral, Argentina.
Harraca has a strong track record as a senior executive, business consultant, and board member, with 25 years of experience in Latin America, with extensive experience in both B2B and B2C environments.
Benefits for Organizations
Participants return able to:
- Improve strategic clarity and alignment
- Strengthen execution discipline
- Identify capability gaps that limit growth
- Build mature, competitive marketing strategy ways of working
This program supports organizations seeking to:
- Grow market share
- Build strategic marketing capability
- Improve execution reliability
Program Format
This program is delivered in an immersive, interactive format designed to maximize engagement and peer learning. A detailed agenda will be shared with registered participants in advance.
Logistics
Detailed program information, including the agenda, parking instructions, and recommended hotel accommodations, will be provided to registered participants prior to the program start date.
All cancellation and substitution requests must be submitted in writing.
Cancellations
Cancellations received 14 days or more prior to the program start date will receive a full refund, minus a $250 administrative fee. Cancellations received within 14 days of the program start date are non-refundable.
Substitutions
Substitutions may be made at any time prior to the program start date at no additional cost. If pre-program assessments have already been completed, associated assessment fees are non-refundable.
Program Changes
The ÐÜèAVÃâ·Ñ reserves the right to cancel or reschedule a program. In the event of cancellation by the University, registered participants will receive a full refund.
Group Pricing & Custom Options
Discount Eligibility
USF alumni and active-duty military members and veterans are eligible for a 10% discount on all open-enrollment programs.
Please enter the appropriate discount code at checkout. Discounts are offered in good faith. Proof of eligibility may be requested prior to program start.
Discounts cannot be combined with other promotional offers.
USF Alumni
USF alumni receive 10% off open-enrollment programs with code USFALUMNI10.
Military & Veterans
Active-duty military members and veterans receive 10% off open-enrollment programs with code MILITARY10.