Programme details

The Market Driving Strategies programme focuses on the ways you can drive long-term customer value by delivering above and beyond expectations. You explore how marketing innovation can be used to develop radically new and different value propositions that meet overlooked, latent and emerging customer needs.

Practical in its application, Market Driving Strategies uses case studies and group discussions to challenge you to see your marketplace differently, to identify opportunities to create new products and services, and to transform industries.

You learn how new products, processes and business models can be the source of sustainable competitive advantage for your company, as well as exploring the challenges of managing marketing in the new reality of global, interconnected markets.

Programme content

Over five days, the programme focuses on the following key themes:

  • Leading breakthrough innovation - Recognise the industry, market and technology boundaries that exist in our minds, and explore ways to transcend these boundaries.
  • Thinking differently - Develop your ability to energise creativity.
  • Strategising differently - Create strategies that actually make a difference.
  • Marketing differently - Radically differentiate your products, services and brands in B2C and B2B contexts.
  • Building new market capabilities - Transform markets by leveraging resources from inside and outside your organisation.
  • Entering and dominating markets - Manage the take-off of new products and services, and pioneer new markets.
  • Building a culture of innovation - Foster an environment in which novel ideas flourish.

Programme structure


  • Leading breakthrough innovation
  • Thinking differently: Energising creativity
  • Reflections in study group


  • Strategising differently: Making strategy happen
  • Reflections in study group


  • Driving business markets
  • Co-creating new market space
  • Reflections in study group


  • Building new market capabilities
  • Managing take-off
  • Reflections in study group


  • Creating a culture of innovation
  • Taking stock, looking forward

For further information on this programme, download the brochure.

Programme dates

This five day programme takes place at London Business School.

Next programme date:

  • 10 - 14 November 2014

Upcoming programme date:

  • 11 - 15 May 2015
  • 22 - 26 June 2015
  • 08 - 13 November 2015

For further information, please call +44 (0)20 7000 7324 or email

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Students in study group

Next steps

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Contact us

Cleo Jackson, Programme Associate
Tel: +44 (0)20 7000 7324

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