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Overview

Strategic marketing focuses on how to develop competitive advantage through the drivers of shareholder value. Delivering value to your business requires insight into your changing marketplace and decisions regarding how to match your organisation’s distinctive capabilities with value opportunities. Being able to do this is the key for many marketers to increase their contribution and influence in the organisation.

Who should attend?

This course is designed for managers and executives, irrespective of function, who are new to or have limited experience of the subject. It provides an introduction and overview of the key issues in longer-term strategic marketing decision-making.

Learning outcomes

  • Strategic marketing defined: a decision-making process for generating a strategic change perspective. What it is, what it involves and how it relates to and differs from corporate strategy and tactical marketing
  • Strategic analysis tools and how to apply them to generate insights, including the BCG/GE Portfolio matrices and TOWS analysis
  • Growth strategy including market penetration, market development, new product development and diversification
  • Frameworks for competitive advantage and brand position development
  • How to write a one page marketing strategy statement
  • How to critically assess a strategic marketing plan
  • Action planning and review

Course Dates

Start Date End Date Location
12 Nov 2018 12 Nov 2018 London
15 Nov 2018 15 Nov 2018 Birmingham
21 Mar 2019 21 Mar 2019 London

Course Director

Debbie Clewes

Debbie Clewes has run, for over 20 years, workshops on Strategic Planning, Brand Management and NPD and longer tailored in-company programmes working with many organisations including Rolls Royce, McCains, BHF, American Express and John Lewis. Debbie has written articles and revision texts on strategic marketing and is often asked to consult and speak on the subject.

Enquire

Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.