Strategic Marketing Management

$99

This course provides a comprehensive overview of the strategic and tactical considerations required in developing and deploying a viable and successful marketing strategy. You will learn how to use a range of models to evaluate your marketing strategy and product positioning, and develop strategies to drive growth.

Description

Marketing strategy should take a central role in framing and delivering strategy for a commercial enterprise. Strategic Marketing therefore should be framed in alignment with corporate strategy, and should clearly demonstrate its contribution to the realization of corporate objectives. Marketing strategy, like corporate strategy needs to be dynamic and responsive to changing market conditions, and needs to visible and accessible to all managers across the business.

This course provides a comprehensive overview of the strategic and tactical considerations required in developing and deploying a viable and successful marketing strategy. You will learn how to use a range of models to evaluate your marketing strategy and product positioning, and develop strategies to drive growth. You will also learn how to apply the marketing mix across the 4 key dimensions and how to measure and evaluate the effectiveness of your marketing programs.

COURSE DETAILS
  • Suitable For: Senior Managers and Marketing Professionals
  • Course Duration: 20 Hours
  • Access: 3 months
  • Certification: Download your CPD Certificate on completion
  • Additional Resources: Download comprehensive Learners manual, additional articles and worksheets
COURSE CONTENTS

This course comprises the following lessons:

Lesson 1 – Getting Started

Video – Marketing versus Sales

SECTION 1: THE CONTEXT FOR MARKETING

Lesson 2 – Understanding Marketing

Video – The Role of Marketing is Changing

Lesson 3 – Understanding Strategic Theory

Video – Applying Porter’s Generic Strategies

Lesson 4 – Understanding Organization Strategy

Strategic Marketing Management – Quiz 1

SECTION 2: UNDERSTANDING YOUR BUSINESS

Lesson 5 – Understanding the Business Environment

Lesson 6 – Competitor Analysis

Lesson 7 – Knowing your Market Share

Strategic Marketing Management – Quiz 2

SECTION 3: ANALYZING THE BUSINESS PORTFOLIO

Lesson 8 – Portfolio Analysis

Lesson 9 – Porter’s 5 Forces

Lesson 10 – Using The ADL Matrix

Strategic Marketing Management – Quiz 3

SECTION 4: DEVELOP MARKETING STRATEGY

Lesson 11 – The Marketing Mix

Video – The 4P’s – A Worked Example

Lesson 12 – Product Positioning

Lesson 13 – Pricing Strategy

Lesson 14 – Place Strategy

Lesson 15 – Promotions and Advertising

Lesson 16 – Brand Strategy

Video – Brand Building Strategies

Strategic Marketing Management – Quiz 4

SECTION 5: IMPLEMENTING MARKETING STRATEGY

Lesson 17 – The Marketing Plan

Lesson 18 – The Marketing Budget

Lesson 19 – Evaluating the Effectiveness of Marketing

Lesson 20 – Wrapping-up

Lesson 20 – Wrapping-up

Strategic Marketing Management – Quiz 5

Strategic Marketing Management – Course Evaluation

CERTIFICATION: DOWNLOAD YOUR CPD CERTIFICATE ON COMPLETION