Strategic Marketing

Description

Target audience:

  • Chief Communications Officers
  • Marketing and communications directors, managers, executives and staff.

What you will learn

Upon completion of this course, you will be able to understand:

  • Three core areas of the marketing environment.
  • Key characteristics associated with the marketing environment.
  • PESTLE analysis and how it is used to understand the external environment.
  • The environmental scanning process.
  • Porter’s Five Forces industry analysis model.
  • How to analyse an organisation’s product/service portfolio to aid resource planning.
  • The strategic planning process and the key influences that shape marketing strategy.
  • How to analyse current conditions, and formulate marketing strategies.
  • Different types of strategic marketing goals and associated growth strategies.
  • Concepts associated with strategic market action.
  • The main issues associated with strategy implementation, including the principles of marketing metrics.
  • Key elements of a marketing plan.
  • Principles of market segmentation and the STP process.
  • The characteristics and differences between market segmentation and product differentiation.
  • Consumer and business-to-business market segmentation.
  • Different targeting strategies.
  • The concept of positioning.
  • How the use of perceptual maps can assist in the positioning process.
  • International market development as a market growth strategy.
  • Different forms of international marketing strategy.
  • Key drivers for international market development.
  • Criteria used to identify and select international markets.
  • How environmental factors influence the choice of international marketing strategy decisions.
  • Various international market entry methods.

Further information

London Business Training & Consulting (LBTC)
Provider:
London Business Training & Consulting (LBTC)
Duration:
4 Days
Price:
£1,960 (ex VAT)
Availability:
Scheduled dates
Course type:
Classroom
Locations:
London Kings Cross, AVANI Hotel

Contact Information

London Business Training & Consulting (LBTC)

SEVEN PANCRAS SQUARE
7 King's Boulevard
London
N1C 4AG

Credentials