Marketing Skills: Strategic Marketing: Introduction (3 day)

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Course Overview

To meet the needs of executives who want to develop their understanding of strategic marketing in principle and practice, and to use this to improve company performance, and to help delegates see marketing as a strategic and not merely an operational discipline.

Audience

Marketers who are starting to move into positions where they will be expected to demonstrate strategic awareness and also for managers from other disciplines who have to work with their marketing colleagues as members of cross-functional strategic teams.

Skills Gained

Your organisation will experience an increasing awareness of how effective marketing strategies have impact, and how these will lead to performance and profit improvements. A greater understanding of customers, competitors and organisational structure and communication will lead to a sharper strategic focus for your organisation.

You will develop your analytical skills, gain a deeper understanding of external and internal business processes, discover how marketing models fit together and can be used in practice, and work out an action plan for implementing your newly acquired skills.

Course Outline

• Add value for the customer (marketing orientation)
• Utilise the logical steps of the strategic marketing process to your organisation's advantage
• Practise with the tools and frameworks of strategic marketing
• Segment, target and position
• Link positioning and brand-building
• Develop the marketing mix (the link between strategy and tactics)
• Develop a product/service innovation approach

Marketing Skills: Strategic Marketing: Introduction (3 day) / 0130