Strategic Marketing Management

People in marketing management positions or those running their own businesses need to understand the principles and practices of strategic marketing to effectively design and implement marketing strategy. The purpose of this short programme is to develop strategic marketing analytical and planning skills. Students will develop knowledge and skills in critically analysing Marketing situations faced by any organisation be they large or small, a for-profit or not-for-profit organisation in the public or private sector, and preparing plans for marketing strategy implementation.

Strategic Marketing is a subject that has both theoretical and practical elements in it. A strong emphasis is placed on both these elements and a creative approach is taken in the practical application in the programme. Students are involved in a variety of activities in the programme, which may include case studies, seminars, in-company research and strategy development exercises, presentations and debates regarding relevant strategy issues. Thus problem-based, experiential and action learning are important components of the module. Students are encouraged to develop a practical and reflective approach to the programme.

• Develop an understanding of the basic principles of strategic marketing
• Develop an understanding of the effect of a dynamic external
  environment on the role and function of the strategic marketing process within organisations
• Understand and respond to challenges and opportunities in the field of marketing through strategic marketing theory and application
• Have an understanding of the nature and impact of consumer markets and their buying behaviour on marketing decisions and the need for marketing strategy
• Develop the ability to conduct a marketing environment analysis
• Have an understanding of the various corporate portfolio analysis tools, growth strategies and business strategies for competitive advantage
• Perform customer needs analysis and segmentation of the market
• Develop a positioning strategy
• Develop an appropriate marketing strategy for the target market
• Develop a comprehensive marketing strategy founded on thorough analysis
• Prepare strategic marketing plans
• Understand the role marketing plays in organisations
• Apply marketing management theory to case analysis

• Market-driven strategic planning
• The Marketing Planning process and structure
• Analysing the Marketing Environment
• Marketing Strategy Development

• Anyone working in Marketing departments who wish to acquire the skills and knowledge to better equip themselves for a marketing management position
• Anyone running their own business who needs to develop a strategic marketing plan for their business

This programme requires that the student has some prior marketing knowledge or completion of the Introduction to Marketing programme

Three days

* This programme is only available for a full cohort of a minimum of 20 delegates