Advanced Strategic Marketing Management

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.
  • Different levels of a proposition.
  • Various types of product propositions and particular concepts relating to the management of products, including the product lifecycle.
  • The relationship between product and service offerings and the product-service spectrum.
  • Processes and issues associated with innovating new propositions.
  • How new propositions are adopted by markets.
  • The concept of price elasticity of demand.
  • Price, and its relationship with costs, quality, and value.
  • How customers perceive price.
  • Pricing strategies and how to price new offerings.
  • Cost-, competitor-, demand-, and value-oriented approaches to pricing.
  • How pricing operates in the business-to-business setting.
  • The role and configuration of the marketing communications mix.
  • Characteristics of each of the primary tools, messages, and media.
  • Criteria that should be used to select the right communications mix.
  • The changing marketing communications landscape.
  • Principles and issues associated with integrated marketing communications.
  • Digital marketing and social media marketing.
  • How digitisation is transforming marketing practice.
  • Key techniques in digital marketing and social media marketing.
  • How practitioners measure the effectiveness of social media marketing.
  • Crowdsourcing and how it can be harnessed for marketing.
  • Characteristics and principal types of brands and branding.
  • Ways in which brands work through associations and personalities.
  • How branding has evolved, utilising relational, and co-creation perspectives.
  • How brands can be built.
  • Principal issues associated with branding in services, B2B, internal, and global contexts.
  • Issues and activities associated with brand equity and why branding is important to marketing messages.

Further information

London Business Training & Consulting (LBTC)
Provider:
London Business Training & Consulting (LBTC)
Duration:
9 Days
Price:
£4,745 (ex VAT)
Availability:
Scheduled dates
Course type:
Classroom
Locations:
Dubai, London

Contact Information

London Business Training & Consulting (LBTC)

ONE LYRIC SQUARE
Hammersmith
London
W6 0NB

Credentials

Locations