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School Hosts Top Latin American Executives for Program in Marketing

October 08, 2014
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The Executive Program in Marketing welcomed nearly 40 executives from 14 countries in Latin America to campus, to learn about the latest and best practices in marketing and expand their professional network.

The School of Business in September hosted 37 Latin American marketing executives for a one-week Executive Program in Marketing. The participants, who came from 14 countries, included high-level directors, general managers, vice presidents and CEOs. This select group of marketing leaders from across Latin America enrolled in the program to learn the latest and best practices in marketing, amplify their perspective, exchange ideas and expand their professional network.

“The Executive Program in Marketing has been a huge success over the last two years, attracting senior executives from across the Americas,” said David Lecón, director of executive education at the School of Business. “As the #1 ranked U.S. executive education provider for Latin America, we are pleased to continuously add Spanish-language workshops and certificate programs to our portfolio of non-degree programs designed for Latin American professionals.”   

The program, which was taught in both English and Spanish with simultaneous translation, consisted of the following themes faced by today’s marketing executives: Service Quality, Pricing Strategies, Building Powerful Brands, How to Compete in Emerging Markets: Globalization vs. Localization, Advanced Sales Management, and Customer Relationship Management Strategies.

Members of the School of Business faculty participating in the program included A. Parasuraman, holder of the James W. McLamore Chair in Marketing, department chair and professor of marketing; Ram Krishnan, research professor of marketing; Jeffrey Weinstock, a marketing lecturer; Ian Scharf, also a marketing lecturer; and Pablo Fernández, an adjunct professor.

The program will run again in May 2015, due to the great response received.

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