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THE ONLINE PLATFORM IS AVAILABLE FOR THIS COURSE.
Course Overview
Winning in the marketplace requires managers to have an in-depth understanding of all areas of strategic marketing – from formulation to execution of strategies. A firm’s adeptness in understanding markets and creating, capturing, and sustaining unassailable customer value determines its growth and sustainability. Strategic Marketing Management offers a solid grounding in marketing management and strategies, equipping participants to enhance the profitability and position of their companies/brands, despite the continuous change in the markets, competition, and technologies. This course will take you from basic to advanced strategy formulation and competitive positioning required to dominate your market.
Course Objectives
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By the end of the course, participants will be able to:
* Apply a logical step-by-step process to produce a sound marketing plan
* Devise a marketing plan that builds on marketing audit findings
* Use marketing audit findings to identify effective strategies and tactics
* Develop the components of the strategic marketing plan
* Identify and implement the different marketing warfare strategies (offensive, defensive, and flanking).
Target Audience
General managers, marketing managers, product, and sales managers will find excellent value in attending. Market researchers, planning managers, and other practicing managers associated with the development of marketing plans will also significantly benefit from the course.
Target Competencies
Micro and macro analysis
Setting marketing mix
Devising ‘SMART’ goals
Blue ocean strategies
Managing business portfolio
Producing a Boston Consulting Group matrix
Structuring a marketing plan
Key Coverage Areas
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* Marketing for Non-Professional Marketers: Understanding Marketing Concept
* Marketing Planning
* The Marketing Environment & Competitors Analysis
* Strategic Marketing Model
* Consumer Buying Behavior
* Strategic Development
* Strategic Brand Management & Positioning
* Product/Service Decision & Management
* Pricing Decision & Strategies
* Channel and Distribution Tactics/Designing and Managing Channels
* Planning & Implementing Effective Promotion
* Implementing Marketing Programmes & Strategies.
* Strategic Brand Management Planning & Implementation
* Strategic/Key Account Management Strategies
* Applying Customer Lifetime Value to Strategy Formulation
* Brand Evolution: Building, Monitoring, and Using Brand Equity
* Customer and Competitor Analysis
* Product Life Cycle and Marketing Evolution
* Strategic Marketing: Segmentation, Targeting, and Positioning
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