Corsi

“Marketing is the whole business seen from the customer’s point of view,” as Peter Drucker once observed. In today’s customer-centric economy and hyper-competitive environment, this insight is more relevant than ever. Strategic marketing is far too important to be left only to the marketing department. Understanding customers’ wants, needs, and desires is not just the marketer’s task, it is the responsibility of everyone in the organization. From administration to finance, from operations to sales, and all the way to the C-suite, aligning decisions with customer value is the only way to truly perform one’s role.

This 3-day program in Madrid is designed for executives who want to master the discipline of strategic marketing management as a shared organizational responsibility. Blending cutting-edge executive education with unique experiential learning, the course will equip participants with the frameworks, insights, and mindset to align marketing with corporate strategy, create sustainable customer value, and translate vision into measurable impact.

Madrid,  one of Europe’s most vibrant capitals and consistently ranked among the best cities in the world for quality of life, provides the perfect backdrop. Sessions will be hosted in Club Matador, one of the city’s most exclusive private clubs, and in the offices of a leading consulting firm in Salamanca, Madrid’s elegant business and cultural hub.

• Marketing’s Role in Business Strategy: Clarifying marketing’s strategic role and positioning it as a true growth engine.
• Customer-Centric Alignment: Building shared ownership of marketing priorities across leadership teams and business functions.
• Strategic Agility in Marketing: How to balance long-term brand equity with short-term performance in volatile, data-driven markets.
• Designing the Marketing Organization: Structures, incentives, and cultures that enable marketing to drive innovation and execution.
• From Plan to Market Impact: Tools, frameworks, and real-world cases to translate marketing strategies into tangible business outcomes.

20 April – Club Matador

• Arrival in Madrid
• 14:30 Welcome Coffee
• 15:00 First Session (90’)
• 16:30 Second Session (90’)
• 18:00 Third Session (90’)
• 19:30 Wrap-up & Networking
• Wine & Tapas at Club Matador

21 April – Cremades & Calvo Sotelo

• 09:30 Breakfast & Kick-off
• 10:00 Fourth Session (90’)
• 11:30 Fift Session (90’)
• Light lunch on site
• 14:30 Sixth Session (90’)
• Break & Transfer
• 17:00 Exclusive visit to El Corte Inglés flagship store, with rooftop aperitivo
• Free evening & dinner at leisure

22 April – Santiago Bernabéu Stadium + Flagship Store

• 10:00 Guided tour of Santiago Bernabéu Stadium (120’)
• 12:30 Visit an iconic Flagship Store & discussion with the store manager (store TBC)
• From 14:30 onward: free time & departures

The program is curated by Professor Giuseppe Stigliano, who lives and teaches in Madrid (other than in London and Milan), and brings 25 years of international executive and academic experience at the intersection of marketing, strategy, and innovation.

It features world-class faculty and practitioners:

• Paolo Taticchi – Professor in Strategy & Sustainability, UCL School of Management
• Luis Huete – Professor, IESE Business School (TBC)
• Federica Ilaria Fornaciari – Business Leader & Strategy Advisor (TBC)
• Ferran González Feliubadaló – Governance Expert & Partner, Cremades & Calvo Sotelo (TBC)

Entrepreneurs, senior managers, and executives from any industry who recognize that marketing is not just a function but the lens through which the entire business must be seen. In a customer-centric, hyper-competitive economy, understanding and responding to customer needs is everyone’s responsibility, from finance to operations, from sales to the C-suite. This program is designed for leaders who want to embed strategic marketing into the core of their organization and ensure that every decision contributes to sustainable growth and customer value.

Participants are advised to stay in Madrid’s Salamanca district, where most activities will take place. The area offers convenient access to both the airport and the course venues, as well as a wide range of premium hotels, restaurants, and cultural attractions.