Marketing Skills: Strategic Marketing: Introduction (1 day)

Course Overview

This course is designed for managers and executives, irrespective of function, who are or expect to become involved in the development of their organisation's strategic direction.

Audience

This course is designed for managers and executives, irrespective of function, with limited experience of the subject. It provides an introduction and overview of the key issues in strategic marketing decision-making. It would lead logically onto our 3 day 'Foundations of Strategic Marketing' course.

Skills Gained

Through many relevant examples you will understand the role of strategic planning within an organisation and be able to contribute more effectively to the strategic marketing planning process.

You will learn:

• Marketing and corporate performance: how marketing affects profitability, profit impact of marketing strategy (PIMS) and corporate marketing objectives
• Strategic marketing planning: a decision-making process for generating a strategic change perspective, what it is and how it relates to corporate planning and marketing operations and tactics
• Strategic analysis, the marketing audit and portfolio analysis, including multi-factor analysis
• Growth strategy including market penetration, marketing development, new product development and diversification
• How to critically assess a strategic marketing plan
• Implementation issues and the process of strategic planning

Marketing Skills: Strategic Marketing: Introduction (1 day) / 0653