The Commercial Strategy and Growth Management International Academic Program offers an intensive experience designed for international students to understand how organizations design, implement, and execute commercial strategies aimed at sustainable growth.
Over five days, participants will explore the core concepts of commercial strategy, value proposition design, client management, commercial planning, and team leadership, combining academic sessions, case studies, collaborative work, and hands-on experiences with commercial professionals.
The program draws on best practices used by leading organizations and offers a comprehensive view of the commercial process, from strategy definition through execution and evaluation.
The program combines interactive classes, business case analysis, collaborative work, meetings with commercial professionals, field visits, and cultural immersion.
Throughout the program, the 5D Framework will be introduced as a tool for designing, planning, and executing commercial strategies, enabling students to approach business challenges from a strategic and integrative perspective.
The methodology proposes five stages:
| Discover | Analyze the competitive environment, understanding the market, customers, trends, and competition to identify growth opportunities. |
| Define | Define the value proposition, target market, and commercial objectives, establishing the business's strategic priorities. |
| Design | Design the commercial strategy, selecting the Go-to-Market model, distribution channels, client management approach, and the tools needed for implementation. |
| Deliver | Execute the commercial plan through effective management of teams, clients, channels, and commercial processes, ensuring implementation aligned with the defined strategy. |
| Develop | Evaluate results, analyze performance indicators, and define continuous-improvement actions to drive the organization's sustainable growth. |
Our faculty brings together professionals with extensive local, regional, and international experience in Marketing, Trade Marketing, Insights, Business Development, and Growth Strategy functions at consumer goods companies, startups, and consulting firms, combining that practice with a distinguished academic career. Their approach brings real-world tools, methodologies, and cases that connect theory with today’s market challenges.
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