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 valuable 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 who aspire to or have limited experience of managing marketing at a strategic level. It provides an introduction and overview of the key activities necessary for successful longer-term strategic marketing decision-making to achieve sustainable competitive advantage.

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 Days Location
13 Nov 2019 1 London
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14 Nov 2019 1 Birmingham
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15 Jan 2020 1 London
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26 Mar 2020 1 London
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21 May 2020 1 London
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Course Director

Debbie Clewes

Debbie is a very experienced trainer and consultant working with the CIM for many years delivering tailored in-company innovation and NPD workshops across sectors including Coors and Charles Wells Breweries, Tesco, RBS, Perry’s and Rolls Royce. She also helps managers achieve their professional qualifications on the CIM Diploma in Professional Marketing and the Marketing Leadership Programme. Debbie is very positive, friendly and engaging and is genuinely interested in her delegates and their individual needs. She is focused on presenting the most useful product innovation principles and frameworks and working collaboratively to apply these to practice helping inspire change and improve performance.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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