Strategic Marketing Management

Course ID
Professional Development Programmes
In-Person, Live Online
In Person
Live Online

Markets in general and products or services in particular have very tricky ways of evolving. Therefore, if there is any part of management that requires the most strategic plannings and moves, it should be marketing. This is typically important for demystifying the forces that create the markets and their complex interplays.

Organizations where each individual considers himself a marketer achieve the greatest success. These companies understand that enhancing the total customer experience by listening to what really excites customers and then responding with products and services which make customers successful, often builds trust and confidence from the market. Every individual in the company is then committed to this customer success.

Face-to-FaceStarts March 21, 20243 days
Face-to-FaceStarts March 21, 20243 days
  3 weeks

Organizations where each individual considers himself a marketer achieve the greatest success.

This course explores vital elements such as segmentation and positioning, designing a marketing plan and making it work by understanding product/service development, pricing strategies, how to communicate the value to the market and selecting the best routes to market. Every opportunity will be given to ensure that students are able to apply key concepts to their business situations whether from a business-to-business environment or business-to-consumer. Engaging and informative, this 2-day course provides a thorough grounding in the theory and practice of marketing today.

Strategic Marketing Management addresses the needs of two distinct groups of business executives. Marketing managers will examine a structured approach to market analysis and strategy development and will learn how to improve their planning and implementation skills. Likewise, General Managers will explore how marketing efforts can contribute to an enterprise’s success and will learn how to audit the performance of their marketing functions.

Learning Outcomes

Students should become adept in the following marketing areas amongst others;

  • Listening to and understanding customers as a major sources of market information.
  • Responding to the information to generate excellent responses to customers’ demands
  • Appreciating every manager’s role in marketing regardless of function
  • Contributing actively to making customers satisfied and the company successful
  • Implementing and evaluating marketing actions and objectives
  • Predicting change and responding to threats
  • Developing a comprehensive marketing strategy