Introduction to Strategic Marketing

Overview

Strategic marketing focuses on understanding continuously changing markets to build a competitive advantage; maximising opportunities to develop products and services that deliver both customer value and high profit potential. This course will cover:

• Strategic marketing: define what it is, what it involves and how it relates to and differs from corporate strategy and tactical marketing
• Strategic analysis; develop the market knowledge and insight required to deliver real value to your customers
• Growth strategy; explore opportunities to drive loyalty, the implications of serving multiple markets and the emergence of new market and new product opportunities for sales growth
• Positioning strategy; evaluate brand ideas and positioning propositions to drive differentiation leading to an integrated customer experience

We will review contemporary strategic marketing case studies across sectors and explore the application of effective strategic marketing practice. At the end of the course you will be able to summarise your marketing strategy decisions into a one-page Strategy Statement and decide which key strategic priorities to focus on.

Who should attend?

This course is designed for managers who aspire to or are recently managing marketing at a strategic level. It is also for anyone who wants to understand the contribution marketing can make to shaping the strategic direction of any organisation; through a better understanding of strategic marketing activities, you will be able to increase your contribution and influence in your organisation.

Learning outcomes

• Define strategic marketing: what it is, what it involves and how it relates to and differs from corporate strategy and tactical marketing
• Apply strategic analysis frameworks to generate insights, including the BCG/GE Portfolio and TOWS matrix
• Generate growth strategies including market penetration, market development, new product development and diversification
• Construct a one-page Strategy Statement including objectives and positioning proposition development
• Focus on your key strategic challenges and develop an action plan to address them