Advanced Strategic Marketing Management

KEY INFORMATION

  • Course Code: MPRS101
  • Duration: 9 days
  • Fee: £3865

COURSE OUTLINE

The Marketing Environment

  • Understanding the external environment
  • Understanding the performance environment
  • Understanding the internal environment
  • Marketing audit

Marketing Strategy

  • Strategic marketing planning – activities
  • Implementation
  • Managing and controlling marketing programmes
  • Marketing planning

Market Segmentation and Positioning

  • The STP process
  • Market segmentation in consumer markets
  • Segmentation in business markets
  • Target markets
  • Segmentation limitations
  • Positioning

International Market Development

  • International market development: a growth strategy
  • International competitive strategy
  • International market selection
  • International marketing environment
  • Market entry selection criteria

New Proposition Development and Innovation

  • Product levels
  • Classifying products
  • Product range, line, and mix
  • Product lifecycles
  • Development propositions for products and services
  • Service development
  • The process of adoption
  • Diffusion theory

Price and Customer Value Decisions

  • Price elasticity of demand
  • The concept of pricing and cost
  • The relationship between pricing and propositional costs
  • Pricing management

Configuring the Marketing Communications Mix

  • Selecting the right tools
  • Marketing communications messages
  • The media
  • Other promotional methods and approaches
  • Integrated marketing communications

Digital and Social Media Marketing

  • Evolution of the internet
  • Evolution of social media
  • Digital marketing communications
  • Crowdsourcing
  • Legal and ethical considerations

Branding Decisions

  • How brands work: associations and personalities
  • Brand names
  • Types of brand
  • Branding strategies
  • How to build brands
  • Brand co-creation
  • Sector branding
  • Brand equity

Target audience

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

Learning outcomes

Upon completion of this international marketing 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 analyze an organization’s product/service portfolio to aid resource planning.
  • The strategic planning process and the key influences that shape marketing strategy.
  • How to analyze current conditions, and formulate marketing strategies.
  • Different types of strategic marketing goals and associated growth strategies.
  • Concepts associated with the 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 digitization 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, utilizing 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.

WHAT IS INCLUDED:

  • 54 hours of classroom-based training
  • Apple iPad
Program taught in:
  • English

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Last updated June 7, 2019
This course is Campus based, Online & Campus Combined
Start Date
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Sep 24, 2019
Duration
9 days
Full-time
Price
3,865 GBP
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Sep 24, 2019
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Oct 4, 2019
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Sep 24, 2019

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Oct 4, 2019