STRATEGIC MARKETING MANAGEMENT
- INTRODUCTION
Customer-centric and competitively dominant marketing strategies are vital to business success. By exploringthe core concepts and tools of contemporary marketing management—from market segmentation and product positioning to distribution channel design and communications—this program equips you to develop your own effective customer-centric marketing strategy.
It’s easier than ever to reach targeted customers, but many marketers lack the ability to create compelling brands and scalable practices with meaningful results. To realize the promise of big-data profits, marketing leaders need to claim their stake in an increasingly noisy brand landscape, track business goals against evolving analytics and deliver meaningful benefits to consumers who crave human connection first.
- EXPECTED OUTCOME
The Online Strategic Marketing Management focuses on appraising go-to- market programs and designing integrated strategic marketing plans. You’ll learn how to evaluate marketplace potential and risk from the perspective of the firm’s unique ability to develop and deliver goods and services of meaningful customer value.
This program explores the principal concepts and tools of contemporary marketing management, from market segmentation and product positioning to the design of distribution channels and communications strategy. As you
examine marketing from a value-creation perspective, you will learn to evaluate the competitive advantage andpotential of the unique goods and services your organization offers.
- TAKING YOUR SKILLS TO THE NEXT LEVEL
Participating in classroom presentations, discussions, team problem solving, and in-depth case-study analysis, you will strengthen your capacity to:
- Analyze and understand customer needs and buying behavior
- Understand competitor strengths and weaknesses
- Identify shifts in the technological, regulatory, and cultural context of business
- Partner with collaborators to build go-to-market power
- Assess the economic impact and viability of various social media and digital strategies
- Understand marketing program development and implementation
- Comprehend your role in a fully integrated, strategic marketing plan
- IMPROVING YOUR ORGANIZATION’S PERFORMANCE
To thrive in a highly competitive marketplace, companies must develop marketing plans that align them with their customers and differentiate them from their competitors. Without integrated and innovative strategies, corporate leaders will struggle to create value and generate growth.
This program explores the principal concepts and tools of contemporary marketing management, from market segmentation and product positioning to the design of distribution channels and communications strategy. As you examine marketing from a value-creation perspective, you will learn to evaluate the competitive advantage and potential of the unique goods and services your organization offers.
- WHO IS RIGHT FOR THE PROGRAM
Strategic Marketing Management addresses the needs of two distinct groups of executives at large established companies. Marketing managers will examine a structured approach to market analysis and strategy development and will learn how to improve their planning and implementation skills. General managers will explore how marketing efforts can contribute to enterprise success and will learn how to audit the performanceof their marketing function.
Participant titles may include, but are not limited to:
- Brand manager
- Business intelligence manager
- Director business development
- Director of operations
- Financial analyst
- General manager
- Senior marketing manager
- Marketing director
- Marketing manager
- Vice president of marketing
- Marketers involved in developing, informing and implementing their organisation’s marketing, product and brand plans; and
- Key account managers in marketing research houses and communication agencies who influence andwork with clients in developing marketing
- PAST PARTICIPANTS REPRESENTED: Industries
3%Agriculture 11%Chem/Pharm/Bio 3%Communications 20%Consumer Products 3%Education 11%Financial 7%Health Care 7%High Technology 11%Manufacturing 4%Nonprofit Services
6%Professional Services 2%Raw Materials/Energy 3%Real Estate/Construction 3%Retail Services 6%Utilities/Telecommunications 7%Parastatal Organizations
37%Government Organizations
- YOUR COURSE OF STUDY
Strategic Marketing Management explores the following topics:
- Marketing as a Value Creation Process
A framework for analyzing market opportunities and risks, and understanding customer needs using state-of-the-art techniques
The role of value creation in acquiring and retaining customers
- Analyzing Buyer Behavior
Understanding the buying decision process
Determining the needs and wants of existing and prospective customers Research techniques for understanding customers and prospects
- Selecting the Target Market and Positioning the Product
The advantages of market segmentation
Product positioning as the foundation for developing the marketing mix Standardization versus customization: the world of one-to-one marketing
- Developing the Integrated Marketing Program to Generate Maximum Customer Value
Designing products and services that deliver meaningful customer value The “augmented” product as an antidote to commoditization
Marketing communications planning: budget and the media mix Going to market: designing and managing the distribution channel Positioning the Internet as an effective online sales tool
- Redefining for the Digital World
Understand how digital and social contribute to a sustainable business strategy
Identify unmet customer needs in the digital and social spheres
Effectively allocate resources and budgets across a growing number of digital channels
- Capturing Created Value for the Firm Pricing: shifting from cost- to value-based pricing Characteristics of profitable pricing practices
- Marketing Management Creating the marketing plan Anticipating and adapting to change Ethical and legal issues
- EXPECTED OUTCOME
You’ll walk away from Strategic Marketing Management with:
A common language and context for marketing discussions with management, internal strategists and partner firms
Hands-on experience using marketing metrics to interpret consumer behavior and adapt your strategy accordingly
A marketing strategy toolkit
A renewed sense of your brand’s meaning and purpose
Out-of-the-box techniques for attracting the right customers and nurturing those relationships
FOR MORE DETAILS AND COURSE OUTLINE PLEASE CONTACT:
PIERRE DUPLIS BRENNER
The Admission Director
AFRICA INSTITUTE FOR CAPACITY DEVELOPMENT (AICD)
HEAD OFFICE:
21 Detroit Plaza |Pretoria Road|Kempton Park|
Gauteng. SOUTH AFRICA
Telephone : +27 733797377
Whatsapp Number : +27 733797377
For more information https://aicdtraining.com/apply-online/