An Overview to Strategic Marketing

Strategic marketing focuses on how to develop competitive advantage through the drivers of shareholder value. Delivering value to your business requires insight into your changing marketplace and decisions regarding how to match your organisation’s distinctive capabilities with promising value opportunities. Being able to do this is the key for many marketers to increase their influence in the organisation.

Through many relevant examples and models, your executives will be able to contribute more effectively to the strategic planning processes in your business.

This course will help you appreciate the difference between a tactical and strategic approach to marketing. You will benefit by comparing your company’s approach to that of other delegates and the case studies used. You will leave equipped with a strategic marketing framework and an understanding of the key marketing activities that drive value.

This course is designed for managers and executives, irrespective of function, with limited experience of the subject. It provides an introduction and overview of the key issues in strategic marketing decision-making.

• Marketing and corporate performance: how marketing affects profitability, profit impact of marketing strategy (PIMS) and the survival matrix.
• Strategic marketing planning: a decision-making process for generating a strategic change perspective, what it is and how it relates to corporate planning and marketing operations and tactics.
• Strategic analysis, the marketing audit and portfolio analysis, including multi-factor analysis and application.
• Growth strategy including market penetration, marketing development, new product development and diversification.
• The process of competitive advantage and brand position development.
• How to critically assess a strategic marketing plan.
• Implementation issues and the process of strategic planning.

• This course provides a clear strategic framework and allows you to apply the principles presented to a case situation and your own organisation.
• This reinforces your learning in a fun and interactive environment, making application easier back at work.
• Delegates are asked to assess an actual strategic marketing plan prior to the course and this is discussed on the day.