STRATEGIC MARKETING

The Strategic Marketing course provides cutting-edge insights into the strategic elements of the marketing process and helps participants rise to today’s biggest challenges, identifies and utilizes an organization’s competitive advantage in its current and future markets, to determine the best resource allocation and activities to ensure mutually beneficial value to itself and its customers.

 

  • Introduction to Strategic Marketing
    • The Strategic Marketing Process Overview
  • Goal Setting
    • Hierarchy of Objectives
    • SMART(ER) Objectives
  • Situational Analysis
    • Competitive Positioning
    • SWOT
    • McKinsey 7S
    • PESTLE
    • Segmentation
    • Product Lifecycle Management
  • Brand Strategy
    • Customer Value Proposition
    • Defining the Brand
    • Building the Brand
    • Managing the Brand
  • Consumer Analysis
    • Consumer Insights
    • Buying Decision Processes
    • The Decision Making Unit (B2B)
  • Strategy Formulation Tools
    • Gap Analysis
    • Product Positioning Map
    • Product / Market Expansion Grid
    • Ansoff’s Growth Matrix
    • Porter’s Generic Competitive Analysis
    • Porter’s Five Forces
  • The Marketing Mix Framework
    • The 10 Ps of Marketing
    • The 4 Cs of Marketing
  • New Developments and Opportunities
    • Consumer Generated Marketing
    • Sustainable Marketing
  • Implementing the Strategy
    • Scheduling & Resource Requirements
    • The Marketing Budget
  • Controlling and Evaluating Success
    • Measuring Success
    • The Balanced Scorecard
    • Corrective Measures

By the end of the course, participants will be able to:

  • To understand the vital elements which constitute an effective and powerful marketing strategy
  • To determine the difference between ‘marketing strategy’ and ‘marketing tactics’
  • To review the Strategic Marketing Planning Process
  • To review the latest marketing advancements, including digital and permission marketing
  • To build and track the key success measures that demonstrate growth in the marketplace
  • Explore the implications of serving multiple markets and of the emergence of new markets as opportunities for sales growth and as threats from new branded entrants into home markets

 

  • Senior Sales Professionals,
  • Business Development Managers/Officers, and
  • Marketing Executives.