Strategic Marketing

In order to win in an increasingly competitive market, companies have to turn their goals into marketing plans before they can communicate their differentiated competitive advantage to their target market. Marketing the company’s products/services strategically can ensure that opportunities to build relationships are exploited and the gap between the organisation and the customers is reduced.

This programme focuses on the strategic issues that face you and the marketers in your team.

Those in the marketing department with responsibility for strategic marketing.

You and your team members:

Analyse your business and explore its capabilities for further development of the product offering and customer base

Acquire the requisite tools for strategic marketing planning

Understand growth strategies

Learn to develop and communicate the company’s differentiated competitive advantage

• To review concepts in marketing
  
• To promote an understanding of marketing planning
  
• To illustrate how to segment your market
  
• To identify how to develop a customer value proposition
  

Defining marketing
Sales vs. market driven companies
Market orientation
Managing inputs from the environment
Customer types and needs
Customer Relationship Marketing
Realising your customer’s full value potential
Marketing planning and audit
Strategic marketing planning
Market analysis
Marketing objectives
Marketing planning and tools
Marketing Mix
Creating a differentiated competitive advantage
Marketing and key customer strategies
Segments and niches

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