Strategic Marketing

KEY INFORMATION

  • Course Code: MPRS101A
  • Duration: 4 days
  • Fee: £2180

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

Target audience

This marketing seminar is suitable for:

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

Learning outcomes

Upon completion of this marketing workshop, 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.

WHAT IS INCLUDED:

  • 24 hours of classroom-based training
  • Apple iPad
Program taught in:
  • English (US)

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Last updated September 10, 2019
This course is Campus based
Start Date
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Jan 28, 2020
Duration
4 days
Full-time
Price
2,180 GBP
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