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L4: Senior-Executive Management → L4: Marketing and Sales

Strategic Marketing Management (4S04)


Description
COURSE OVERVIEW:

Marketing strategy should take a central role in framing and delivering strategy for a commercial enterprise. Strategic Marketing therefore should be framed in alignment with corporate strategy, and should clearly demonstrate its contribution to the realization of corporate objectives. Marketing strategy, like corporate strategy needs to be dynamic and responsive to changing market conditions, and needs to visible and accessible to all managers across the business.

This course provides a comprehensive overview of the strategic and tactical considerations required in developing and deploying a viable and successful marketing strategy. You will learn how to use a range of models to evaluate your marketing strategy and product positioning, and develop strategies to drive growth. You will also learn how to apply the marketing mix across the 4 key dimensions and how to measure and evaluate the effectiveness of your marketing programs.

COURSE DETAILS
- Suitable For: Senior Managers and Marketing Professionals
- Course Duration: 20 Hours
- Certification: Download your Certificate on completion
- Additional Resources: Download your Learners manual, additional articles and worksheets

VIEW COURSE EXTRACT

Content
  • Strategic Marketing Management 1 - Getting Started
  • Video - Marketing versus Sales
  • Section 1: The Context for Marketing
  • Strategic Marketing Management 2 - Understanding Marketing
  • Video - The Role of Marketing is Changing
  • Strategic Marketing Management 3 - Understanding Strategic Theory
  • Video - Applying Porter's Generic Strategies
  • Strategic Marketing Management 4 - Understanding Organization Strategy
  • Develop Marketing Strategy - Quiz 1
  • Section 2: Understanding your Business
  • Strategic Marketing Management 5 - Understanding the Business Environment
  • Strategic Marketing Management 6 - Competitor Analysis
  • Strategic Marketing Management 7 - Knowing your Market Share
  • Develop Marketing Strategy - Quiz 2
  • Section 3: Analyzing the Business Portfolio
  • Strategic Marketing Management 8 - Portfolio Analysis
  • Strategic Marketing Management 9 - Porter’s 5 Forces
  • Strategic Marketing Management 10 - Using The ADL Matrix
  • Develop Marketing Strategy - Quiz 3
  • Section 4: Develop Marketing Strategy
  • Strategic Marketing Management 11 - The Marketing Mix
  • Video - The 4P's - A Worked Example
  • Strategic Marketing Management 12 - Product Positioning
  • Strategic Marketing Management 13 - Pricing Strategy
  • Strategic Marketing Management 14 - Place Strategy
  • Strategic Marketing Management 15 - Promotions and Advertising
  • Strategic Marketing Management 16 - Brand Strategy
  • Video - Brand Building Strategies
  • Develop Marketing Strategy - Quiz 4
  • Section 5: Implementing Marketing Strategy
  • Strategic Marketing Management 17 - The Marketing Plan
  • Strategic Marketing Management 18 - The Marketing Budget
  • Strategic Marketing Management 19 - Evaluating the Effectiveness of Marketing
  • Strategic Marketing Management 20 - Wrapping-up
  • Strategic Marketing Management - Quiz 5
  • Strategic Marketing Management - Course Evaluation
Completion rules
  • All units must be completed
  • Leads to a certificate with a duration: Forever
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