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Strategic Marketing



Total Learning Hours: 24 Hours
Assessment: Presentation/ Brief Assignment

Attendees include:

  • Marketing Managers
  • Sales Managers
  • Regional Managers
  • Customer Service and Call Centre Managers
  • Hotel and Hospitality Professionals
  • General MBA degree holders who have not followed the specialised Marketing pathway

Course Objectives:

The aim of this programme is to develop learners’ understanding of the concepts, methods and technical aspects of strategic marketing and the challenges associated with marketing in today’s business environment, including how a strategy combines product development, promotion, distribution, pricing, relationship management and other elements.

Indicative Learning Model:

Critically discuss the nature and purpose of strategic marketing in an organisation: strategic marketing e.g. definition, concepts, aims, objectives, importance; the interrelationships between strategic marketing and business organisation; emergence and importance of digital and online marketing. Analysis and application of different marketing concepts in different organisational contexts: strategic marketing concepts of Philip Kotler, Peter Doyle, Hugh Davidson, Malcolm McDonald and others; strategic marketing features; attachments with corporate strategies as defined by Michael Porter; organisational structures; dynamic strategies as featured by Carpenters and Sanders; attachments with mission statements; ethics and corporate responsibilities; knowledge management systems; systematic approaches, necessities of strategic marketing in an organisation; activity integration, scheduling and sequencing; resource demands; time scaling; control and monitoring elements.

Explanation of the processes involved in strategic marketing: the definition, role and importance of process in strategic marketing; planning processes of strategic marketing with contributions or Malcolm McDonald and Peter Doyle; strategic marketing analysis; factor analysis; option evaluation; objective setting of marketing strategy; perceptual mapping; choice; control; formulation; implementation.

Developing SMART strategic marketing objectives for an organisation: situation analysis of market, industry and organisation environment; conduct and performance; SMART (specific, measurable, achievable, realistic and time bound); portfolio analysis techniques: Ansoff matrix, BCG matrix, Product Life Cycle model; Porter’s Five Forces model; PEST (political, economic, social, technological) analysis; marketing audit.

Assessing and evaluating external and competitive environment in which an organisation performs: supply to demand environment shift; competition; globalisation; new constraints; fashionisation of markets; micro-markets; expectations rising; technological change; importance of customer service; commoditisation; brands erosion.

Assessing and evaluating internal and stakeholder environment in which an organisation performs: SWOT (strengths, weaknesses, opportunities and threats) analysis of a business organisation; the role identification of stakeholders; measuring the performances of stakeholders; marketing objectives focus; attachments with corporate strategies; new product developments speed; customisation, information handling abilities to gain competitive advantage; timescales; demands for resources; organisational structures; budgets; monitoring; control and review mechanisms; innovation strategies; target markets; e-marketing position; mandatory focus; key market segments; customers and other stakeholders partnerships.

Identify and develop various options available within given constraints for an organisation: relationship marketing e.g. definitions; features; direct response marketing strategies: new customers acquiring, offensive strategies, increasing customer purchase frequency; defensive strategies; customer satisfaction; switching costs.

Learning Outcome:

  • Be able to critically analyse the principles of strategic marketing and the role of digital technologies.
  • Be able to apply tools for analysing the business environment in strategic marketing.
  • Be able to carry out market segmentation, targeting and brand positioning.
  • Be able to apply the integrated marketing mix in an organisation.
  • Be able to critically analyse brands in a business context.

Mode of Delivery: Blended/ Virtual

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