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, Marketing Plan template, Market assessment worksheets and 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 MARKETS
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
