Your organization's future depends on the strength of its leadership. In today's fast-moving market, leaders must think clearly, act decisively and guide teams through constant change.
Yet many organizations invest more and grow less. Market share erodes, teams pull in different directions, and strong strategies stall in execution. The problem is rarely a lack of ideas. It is a lack of strategic marketing capability.
You will leave with:
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- A maturity assessment of your organization's marketing strategy and execution
- A ranked list of your top barriers to growth
- Sharper positioning and value propositions that win share
- A strategy playbook that connects direction to results
Business Challenges you will Solve
Are you facing one of these challenges? If so, this program is designed for you:
- Growth has stalled despite increased investment
- Competitors are taking market share
- Teams struggle to put strategy into action
- Marketing and business objectives aren't aligned
- Differentiation is getting harder
- Leaders lack a shared framework for growth
Key Takeaways
Participants will be able to:
- Diagnose their organization’s marketing strategy and execution maturity using the Marketing Strategy Maturity Model
- 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 a strategy maturity playbook that turns direction into results
Credential: Earn a USF Executive Edge Certificate of Completion
Who Should Attend
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- Directors and VPs responsible for growth and market share
- Senior Marketing Leaders seeking a structured way to assess and strengthen their current strategy
- Strategy Leaders who need disciplined, measurable execution
- Business Unit Leaders driving cross-functional performance initiatives
- Organizations that want stronger strategic alignment and marketing capability for growth
PROGRAM FACILITATOR
Juan Manuel Harraca, DBA, MBA - Program Director
Juan Manuel Harraca teaches marketing and strategy courses at the undergraduate and graduate levels in USF's School of Marketing and Innovation. 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 developed deep expertise in both B2B and B2C environments over 20 years of award-winning experience as a senior executive, consultant, and board member across Latin America with some of the world's biggest brands.
AN INVESTMENT IN PERFORMANCE, NOT JUST PROFESSIONAL DEVELOPMENT
When one leader attends, the whole organization gains. Participants return with a diagnostic, a prioritized plan and a shared framework their teams can apply immediately.
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Business impact |
What changes in your organization |
|---|---|
|
Stronger strategic alignment |
Leadership and marketing work from the same priorities and metrics. |
|
Sharper competitive positioning |
Clearer differentiation in the segments that drive revenue. |
|
Faster implementation of growth initiatives |
Disciplined go-to-market plans move from approval to results. |
|
Higher return on marketing investment |
Spend shifts to the barriers that matter most. |
|
Lasting organizational capability |
A repeatable maturity framework teams use long after the program. |
What you will learn
This program gives you a structured, evidence-based approach to assess your organization's competitive and process strength. Using the Marketing Strategy Maturity Model, you will find where growth is blocked and how to fix it, from positioning and segmentation to channel strategy, pricing and execution discipline.
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
program details
Who should attend: Directors • VPs • Senior Marketing Leaders • Strategy Leaders • Business Unit Leaders
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Dates: Nov. 6 and Nov. 13, 2026
- Time: 9 a.m. – 1 p.m. ET each session
- Format: Two live, interactive online sessions
- Investment: $995 for two registrations through Nov. 1
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.