Introduction
Companies take advantage of strategic marketing to identify and find ways to meet the needs of their customers.
Executives and marketing managers use strategic marketing to create a marketing plan and thus improve the performance of companies and increase profits.
Places: 20
Duration: 5 Days (35h) with practical component
Face-to-face course taught in London, Madrid and Porto
Dates to be announced briefly - watch the LSDM website
Course summary
Created and intended for executives, managers, entrepreneurs and people interested in practical training with real applicability in strategic marketing, management and trade. The program for our Strategic Marketing course offers knowledge, new ways of managing and planning strategic marketing so that participants can deal with the biggest challenges currently.
Our Intensive Strategic Marketing course examines the main elements of marketing strategy and understands how companies have created and maintained a competitive advantage through the development of marketing strategies. Our participants will be challenged to develop strategic thinking and articulate different elements of that process associating mission, vision and goals to segmentation, positioning (STP) and competitive offers and target markets.
A strategic analysis is crucial for the development of the marketing strategy and must be in tune with the main trends in the marketing environment of the companies.
Multilingual teacher
Written content of the course available in Spanish, English and Portuguese.
Program
DAY 1
Environment and internal analysis and perspectives
In the component of the first day, we will address the contents of internal and external analysis of organizations as a great knowledge of all the elements that make up and interact in the market that allows participants to develop effective marketing strategies. The nature and definition of a marketing strategy will be analyzed as well as the contributions of co-creation of value and social networks. The development of a marketing strategy will allow organizations to develop a strategic position regarding the external environment, its resources, internal capacities, expectations and influence by the interested parties. The approach to market research methods will be vital for the understanding of different types of clients, as well as for identifying concurrent clients.
DAY 2
Segmentation, positioning and market
In this component, we will discuss the process of Strategic Marketing Management (SMM - Strategic Marketing Management), in specific options and strategic decisions. The objective is to understand the underlying bases that guide future strategies. Participants will understand the profitability of the strengths of the organization to take advantage of external opportunities and / or minimize threats while investing in opportunities to overcome the greatest weaknesses of organizations. To this end, we will address concepts such as segmentation and positioning of the organization, contributing to the development of a competitive marketing strategy through research techniques and the creation of models that can be applied to operationalize segmentation and positioning. Finally, the participants will learn to create an evaluation of the attraction of the market, as well as the competitive position of a company.
DAY 3
Competitive advantages and innovation
In component number three, our participants will learn to identify the competitive advantages of organizations using specific methods to create a competitive advantage. The main strategy addressed will be the new marketing mix through the analysis of the following elements: product, price, distribution and promotion. Each of these elements must contribute to a coherent and comprehensive marketing program that communicates and delivers the desired value to customers. Finally, we are going to examine innovation factors. That is one of the biggest concerns for each company, as well as its impact on the development of a competitive advantage.
DAY 4
Relational marketing strategies
One of the most important trends in the thinking and practice of marketing in recent years has been the change of approach to achieve individual transactions in order to establish long-term relationships with customers. While transactional marketing refers to a single sale, relationship marketing corresponds to a relationship with the client that will lead to the repetition of business / purchases as well as the creation of opportunities for the development of additional businesses. After understanding the importance of a relationship with the client, the time will come for the participants to determine how to implement marketing strategies, because, even in an organization, different strategies may be necessary for different companies or products.
DAY 5
Implementation of the final project
On the last day, participants will be challenged to carry out a case study with all the concepts, practices and methods acquired throughout the course. Finally, each participant will be invited to present their work, debating ideas and new forms of action in the market.
Prices
All inclusive: tuition, intensive course, daily break, study resources and final certificate
Terms:
1st price up to 30 days before the start date
2nd price up to 15 days before the start date
3rd price up to 7 days before and after dates
Payment by bank transfer
