MARKETING STRATEGY

This Program is a high-level marketing program, designed to impart the strategic knowledge, analytical skills and understanding required for those in, or hoping to rise to, high-level positions within marketing departments, and to business, strategic and managerial roles generally.

This Program looks at marketing concepts from a strategic point of view, and provides a framework for marketing and management thinking; it considers how to undertake strategic market planning and develop core strategy; to define and segment markets, build relationships through customer satisfaction, quality, value and service; and achieve growth.  Marketing has a crucial business role – it helps identify customer’s needs and wants and determines which target markets a company can serve and how best to do so; marketing then helps guide the design of appropriate products, services and programmes to serve these markets.  This Program covers these key concepts and how to apply modern strategic marketing, including in product and service firms, consumer and business markets, profit and non-profit organisations, domestic and global companies and small and large businesses.

SUMMARY OF MAJOR TOPICS COVERED INCLUDE:

• Strategic marketing planning, a strategic audit
• The mission and from mission to strategic objectives
• Developing growth strategies
• Marketing as part of strategic planning, marketing’s role, the marketing process
• Marketing strategy and strategies for competitive advantage
• Developing the marketing mix
• The marketing plan, swot analysis, objectives and issues
• Strategic marketing: programmes, budgets, controls, organisation
• Market segmentation and targeting, satisfying human needs
• Levels of market segmentation: consumer markets, business markets, international markets
• Developing market segments, market targeting, evaluating market segments, segment strategy
• Product positioning, differentiating markets
• Choosing and implementing a positional strategy
• Selecting and creating the right competitive advantages
• Communicating and delivering the chosen position
• Building customer relationships
• Customer satisfaction, quality, value, service
• Value chains and total quality management
• Customer retention and customer relationship management
• Identifying the company’s competitors, their objectives, and identifying their strategies
• Assessing competitors’ strengths, weaknesses and reaction patterns
• Designing the competitive intelligence system
• Competitive strategies: market-leader, market-challenger, market-follower, market-niche
• Balancing customer-competitor orientations
• Innovation and new-product development, reasons for failures and new-product success
• New-product development: idea generation, idea screening, concept development
• Testing, product development, test marketing and commercialization
• Product life-cycle strategies
• New-product pricing strategies: market-skimming pricing, market-penetration pricing
• Product-mix pricing strategies, product line pricing, promotional pricing, value pricing
• Captive-product pricing, by-product pricing, product-bundle pricing, psychological pricing
• Price-adjustment strategies, discount and allowance pricing, segmented pricing
• Geographical and international pricing, price changes
• The strategic marketing management framework
• Corporate strategy and marketing strategy; plans and programmes, strategy development
• Marketing models: BCG matrix, Ansoff Growth Matrix
• Growth strategies: penetration, market development, diversification, integration, stability
• Marketing and competitive strategy, generic strategy; attack and defense strategies