Explore data-driven strategies, market research techniques, and cutting-edge tools to make informed marketing decisions.
This course focuses on development, implementation, and control of marketing strategies and analytical skills needed to attain and sustain an organisation's competitive advantage. Techniques that assist in developing and evaluating the effectiveness of marketing strategies are introduced and contemporary issues in marketing practice are discussed. Instructional methods include the use of case studies and the development of a strategic marketing plan. You will be making significant strategic decisions at the overall company-wide level. You will also be building an appreciation for how marketing integrates and fits within the wider context of business. You will experience uncertainty, and you will experience ambiguity. You will also quickly begin to realise that a company’s strategy must evolve over time.
2 Days
• Understanding of the actual marketing strategy process, from the strategic approach to the tactical execution
• The marketing techniques and tools required to achieve strategic marketing objectives
• The ability to prepare marketing planning, to analyze markets and data, and to understand customer needs
• Strategic Leaders and Executive Teams
• Professionals Seeking to Enhance Strategic Marketing Skills
1. Introduction & Welcome
2. Pre-Program Benchmarking
3. The Marketing Concept
• Marketing Scope and functions
• Competitive pressures changing the world
• Definition of strategic planning
• Organizing the general planning framework
4. Strategic Marketing Process
• The Benefits of Planning
• Reasons to Develop A Marketing Plan
• Planning Process
• Setting Objective and Goals
• Linking The Marketing Process with Vision, Mission and Objectives Of Company
1. Data And Marketing Analytics
• Data vs Analytics
• Pros and Cons of Leveraging Data
• Understanding Analytics
• To Which Customers Should Products Be Promoted?
2. Targeting & Positioning
• Understanding positioning statement
• Compare and contrast to identify your own uniqueness
• Determine current position
• Competitor positioning analysis
• Strategically Targeting Market Segments
• Strategically Positioning Brands for Targeted Market Segments
3. Overall Summary, Wrap-Up and Action Items
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