Strategic Marketing for Managers

This unit enables learners to develop knowledge and understanding of marketing at a strategic level and how this is applied in practice including developing a marketing strategy.

Awarding Body



25 Hours

Start Date

All Year Around

Study Mode

Classroom Workshop

By the end of this programme, the participant will be able to:

  • Understand the principles of strategic marketing
  • Understand how to carry out a strategic marketing analysis
  • Understand the role of customer behaviour in marketing strategies
  • Understand how to develop an implementable strategic marketing plan
  • Understand how to create a marketing strategy to meet business objectives
  1. Understand the principles of strategic marketing
  • Role of strategic marketing
    • Definitions of marketing strategy, its role in the organisation and how it underpins marketing planning and activities; concept of product and customer in different organisations; resources and implementation and monitoring, control
  • Corporate strategy and marketing strategy
    • Corporate strategy; linking marketing strategy to corporate mission and vision; defining the business and conducting a situation audit meeting corporate objectives with marketing strategy; corporate social responsibility; marketing
  • Development of a marketing strategy
    • Analysis of the environment; setting objectives; dynamic strategy – flexibility for change
  • Way in which strategies can contribute to competitive advantage
    • Segmentation; targeting and positioning; relationship strategies; product innovation and development; principles of branding; service marketing; pricing and distribution; E-marketing
  1. Understand how to carry out a strategic marketing analysis
  • Internal environmental analysis
    • Resource-based, performance, value chain, functional
  • External environmental analysis
    • Macro environment; micro environment; competitor analysis; wider external factors including government
  • Integration
    • Fit between internal and external environment
  1. Understand the role of customer behaviour in marketing strategies
  • Marketing research
    • Defining the need with respect to consumer behaviour; data collection, organisation and interpretation; primary and secondary research; methodologies
  • Customer/consumer behaviour
    • Definitions of customers and consumers; concept of consumer behaviour; buyer behaviour and factors affecting it; B2B and B2C; concept of customer loyalty
  • Customer behaviour analysis
    • Principles of relationship marketing and its use; concepts of customer retention and customer relationship management
  • Psychology of consumer behaviour
    • Models: Pareto efficiency, Black Box model; stages of the buying process; purchasing decisions; demographics; culture; psychographics
  1. Understand how to develop an implementable marketing plan
  • Marketing audit
    • Identify current competitive position (leader, follower, challenger, nicher, defensive); coherence with existing business strategies and plans; their cost-effectiveness; marketing and communication methodologies, SWOT analysis
  • Strategy formulation
    • Information requirements; setting SMART objectives, success and evaluation criteria; identify strategic alternatives and establish specific courses of action
  • Implementation
    • Identify alternative marketing action plans relating to the marketing mix and communication plans.
  • Monitoring systems
    • Key Performance Indicators (KPIs) and marketing metrics; milestones; response mechanisms; budget monitoring
  • Contingency planning
    • Nature of possible events; risk identification and assessment; response strategies; impact of changes to plans
  1. Understand how to create a marketing strategy to meet business objectives
  • Requirements
    • Strategic marketing planning process; planning models and stages; gap analysis techniques and uses; concepts of social responsibility, societal and ethical marketing and their strategic impact
  • Alignment
    • Strategies for achieving coherence with corporate strategies and plans; who should be consulted
  • Internal/external environment
    • Use of tools and techniques to achieve coherence with the environment; market entry strategies: reseller, distributor, sales outsourcing; market entry timing: wave, waterfall, sprinkler
  • Competitive forces
    • Forces: threat of substitute products, power of customers, power of suppliers, potential for new competitors, current competitors; nature and scale of their likely impact
  • Entry Level Managers

How many students are there in a classroom?

It depends on how many would enroll per intake. Even if the number of students are just 1, we still continue with the training as planned. The maximum number of students we will have in a classroom is 10.

Can I request a date that is convenient for me?

Absolutely! We will arrange the training that is convenient for you. The training date is completely customizable.

Can I change the course content?

Yes, if the contents of the course needs to be changed, please let us know. We will communicate with you and get a course outline that works for you finalized.

Does it matter which industry I work at?

It really doesn’t. We take cases and discuss them to cover your industry. If you need the course to be customized and tailored to your industry, we can also do that. You’d have to let us know in advance by filling out the form below.

(The fees include coffee breaks, study materials and working lunches daily)

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