Sustainable growth requires more than a strong strategy. It requires the organizational capability to execute.
Learn to assess your marketing strategy maturity, spot barriers to growth, and build the capabilities needed to win market share. Using the Marketing Strategy Maturity Model, you'll evaluate competitive positioning and build action plans that turn strategy into results.
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Format: Online
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Dates: Nov. 6 and Nov. 13, 2026
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Duration: Two 4-hour online sessions (9 a.m. -1 p.m.)
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Location: Online
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Cost: $1,995
Most organizations don't fail at execution because they lack good ideas. They fail because their marketing capability isn't mature enough to support growth. Leaders struggle to identify the right problems, align teams, and turn plans into performance.
This program gives you a structured, evidence-based approach using the Marketing Strategy Maturity Model to assess your organization's competitive and process maturity. You'll learn where growth is blocked and how to fix it, from positioning and segmentation to channel strategy, pricing, and execution discipline.
You'll leave with clearer priorities, actionable initiatives, and a strategy maturity playbook built to win market share.
Key Takeaways
You will develop the skills to:
- Diagnose strategy and execution maturity
- 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 Will Benefit
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
Faculty
Juan Manuel Harraca, DBA, MBA - Program Director
Juan Manuel Harraca is an assistant professor of instruction in the School of Marketing and Innovation, where he teaches marketing and strategy courses at the undergraduate and graduate levels. His research focuses on how firms build maturity in formulating and executing marketing strategy, and he developed the marketing strategy maturity model framework used in this program.
Harraca holds a Doctor of Business Administration from USF's Muma College of Business and an MBA from ESE Business School, Universidad de los Andes, Chile. He brings over 20 years of experience as a senior executive, consultant, and board member across Latin America, with deep expertise in both B2B and B2C environments.
Benefits for Organizations
Your organization will benefit from:
- Improved strategic clarity and alignment
- More disciplined execution
- Reduced capability gaps
- Increased strategic marketing capability for growth
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 University of South Florida 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, active-duty military members and veterans, and USF faculty and staff 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.
USF Faculty & Staff
Current USF faculty and staff receive 10% off open-enrollment programs with code USFFACSTAFF10.