Advanced Strategic Marketing Management

Description

The leading organizations of the world recognize and acknowledge that marketing strategies can provide competitive advantage. When there is a marketing centric approach to marketing planning, we can redefine the values that lead to successful strategic marketing plans. This course focuses on bringing insight to innovation while delivering return on investment for all your marketing activities.

This course will also bring an expansive understanding of the theoretical and practical issues with marketing management. The focus of the modules reflects the changing marketing landscape and the tools required to excel in the field. When organizational success is underpinned by acquiring and retaining customers, marketing is conceivably the most important commercial discipline. Marketing management will nourish you with contemporary core concepts that can be applied to the marketplace.

The course will wrap with a summary of the key learning points, followed by an action planning exercise with a view to apply the acquired knowledge and skills immediately upon your return to work. Post-course support is also available in relation to the implementation of your action plan, up to six (6) months following course completion.

What you will learn

Marketing Strategy

• Defining Marketing Objectives
• Creating A Marketing Strategy
• The Elements Of A Marketing Plan
• Marketing Models And Case Studies

Market Research, Analytics and Insight

• Understanding Primary and Secondary Research
• Technological Considerations in Research
• Quantitative and Qualitative Research
• Trends Analysis and Market Overview

Demographics, Consumer Psychology and Psychographics

• Behavioural Economics and Marketing
• Attitudes, Values and Lifestyles
• The Psychology of Marketing
• Demographics and Data Insights

Creating Value in a Business Proposition

• Specifying Values
• Unique Selling Proposition
• Seven (7) Rules of Business Propositions

Market Planning – Segmentation, Targeting, Positioning

• Segmentation Analysis
• Targeting Consumers
• Market Positioning and Repositioning Strategy
• Building Customer Profile

Understanding Product Life Cycles

• Product Life Cycle Planning
• Scaling Growth
• Managing Transitions and Declines
• Cross Product Service Strategies

Marketing Communications, Branding and Design

• Create Winning Marketing Campaigns
• Branding Principles
• Design Management
• Integrated Marketing Solutions

Managing a Marketing Budget

• Managing Budget
• Handling Constraints
• Delivering Return on Investment (RoI)

Course Review

• Summary and recap of key learning objectives
• Action Planning