Marketing Management & Strategy

About the Course

This 5-day comprehensive Marketing Management & Strategy training course is designed to equip delegates with the essential tools and knowledge needed to navigate the complexities of modern marketing. In an era where digital transformation reshapes traditional practices, understanding the convergence of digital and traditional marketing strategies is crucial. It explores the analysis, planning, implementation, and control of marketing initiatives within a competitive environment, ensuring that delegates are well-versed in both strategic and tactical marketing. 

Over the span of the training program, delegates will explore a wide range of topics, including market analysis, segmentation, pricing, distribution, and integrated marketing communications. Emphasizing practical application, it integrates case studies, real-world scenarios, and hands-on exercises to bridge the gap between theory and practice. A unique aspect of this training is the focus on the role of digital technologies, providing insights into how digital tools can enhance and transform traditional marketing strategies. 

Delegates will learn to develop strategic marketing plans, conduct thorough market research, and utilise analytical frameworks for decision-making. It also covers competitive dynamics, product strategy, and the intricacies of the marketing mix, ensuring a holistic understanding of the subject. They can make informed managerial recommendations, effectively communicate marketing strategies, and successfully implement and monitor marketing initiatives.

Core Objectives

By the end of this training course, delegates will achieve the following objectives:

• Analyse the principles of strategic marketing and the role of digital technologies
• Evaluate market conditions and competitive dynamics using analytical frameworks
• Develop strategic marketing plans with market research, segmentation, and targeting
• Design integrated marketing communications strategies, including digital marketing
• Formulate pricing strategies and distribution plans aligned with product life cycles
• Implement marketing initiatives by integrating marketing mix elements
• Monitor and assess the effectiveness of marketing strategies and adjust as needed
• Communicate marketing strategies effectively to stakeholders

Training Approach

This training course employs a blended approach, combining classroom lectures with interactive discussions, real-life examples, and case studies. Delegates will engage in practical exercises and group activities to apply theoretical concepts to real-world scenarios. A key component is developing a strategic marketing plan, allowing attendees to practice and refine their skills. It also incorporates digital tools and technologies, providing hands-on experience with contemporary marketing strategies. This methodology ensures a dynamic learning environment that enhances understanding and retention of key marketing principles.

The Attendees

This training course is ideal for marketing professionals, business managers, entrepreneurs, and academics seeking to deepen their understanding of strategic marketing and gain practical insights into effective marketing management. For professionals looking to enhance their marketing skills or integrate marketing strategies into their business plans, it offers a valuable opportunity to stay competitive in the dynamic marketing field.

Likewise, it will be valuable to the professionals but not limited to the following:

• Marketing Managers and Consultants
• Marketing Analyst
• Brand Managers
• Product Managers
• Business Development Managers
• Digitals Marketers
• Advertising Executives

Daily Discussion

DAY ONE: FOUNDATIONS OF STRATEGIC MARKETING

• Definition and Importance of Strategic Marketing
• Key Concepts and Objectives of Strategic Marketing
• Strategic Marketing vs Tactical Marketing
• Role of Digital Technologies in Marketing
• Impact of Digital Tools on Traditional Strategies
• Strategic Marketing Planning Processes
• Contributions of Malcolm McDonald and Peter Doyle
• Understanding the Marketing Environment
• Macro and Micro Environmental Factors
• PESTLE and SWOT Analysis

DAY TWO: MARKET ANALYSIS AND STDP

• Market Research Methods and Techniques
• Data Collection and Forecasting Demand
• Scenario Planning for Market Analysis
• Conducting SWOT Analysis
• Using the BCG Matrix for Portfolio Analysis
• Identifying Market Segments
• Criteria and Methods for Segmentation
• Selecting Target Markets
• Developing Segmentation Strategies
• Evaluating Market Segment Potential

DAY THREE: COMPETITIVE DYNAMICS AND PRODUCT STRATEGY

• Analysing Competitive Environment
• Developing Competitive Strategies
• Globalisation Impact on Competition
• Setting Product Strategy
• Product and Service Decisions
• New Product Development Processes and the MVP Concept
• Creating Perceptual Maps
• Analysing Market Positions with Maps
• Understanding Product Lifecycle
• Integrating Product Strategy with Market Dynamics 

DAY FOUR: PRICING AND DISTRIBUTION

• Formulating Pricing Strategies
• Financial Modeling for Pricing Decisions
• Effective Pricing Programs
• Designing Integrated Marketing Channels
• Supply Chain Management Strategies
• Distribution Channel Design
• Relationship between Product Life Cycle and Marketing Mix
• Adjusting Marketing Mix Strategies
• Resource Allocation in Distribution
• Optimising Supply Chain Performance

DAY FIVE: INTEGRATED MARKETING AND IMPLEMENTATION

• Designing Effective Promotion Strategies
• Advertising Techniques and Strategies
• Integrated Marketing Communications
• Role of Digital Marketing in Promotion
• Direct Marketing Strategies
• Sales Promotion Techniques
• Public Relations in Marketing
• Implementing Marketing Initiatives
• Monitoring and Evaluating Strategies
• Communicating Marketing Plans to Stakeholders