Goizueta partnered with a global division dedicated to the largest customer for the leading #1 beverage company to design a program with advanced marketing sessions for their field and sales people. Their business challenge is to grow the business with two of the worlds’ most mature, well-known brands in an ever increasing marketplace.
The program consisted of a series of one and two day sessions based over a one year time frame and was held in different regions throughout the U.S. It consisted of the best current thinking of content of marketing strategy, brand management, and pricing strategy. Action-based learning components included case studies, facilitated discussions, knowledge exchange, a marketing simulation focusing on Strategic Brand Management, and team teaching with internal marketing specialists. Faculty included Goizueta marketing experts, as well as executives from within the client firm.