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.