Advanced Strategic Marketing Management

Upon completion of this course, you will be able to understand:

Three core areas of the marketing environment.
Key characteristics associated with the marketing environment.
PESTLE analysis and how it is used to understand the external environment.
The environmental scanning process.
Porter’s Five Forces industry analysis model.
How to analyse an organisation’s product/service portfolio to aid resource planning.
The strategic planning process and the key influences that shape marketing strategy.
How to analyse current conditions, and formulate marketing strategies.
Different types of strategic marketing goals and associated growth strategies.
Concepts associated with strategic market action.
The main issues associated with strategy implementation, including the principles of marketing metrics.
Key elements of a marketing plan.
Principles of market segmentation and the STP process.
The characteristics and differences between market segmentation and product differentiation.
Consumer and business-to-business market segmentation.
Different targeting strategies.
The concept of positioning.
How the use of perceptual maps can assist in the positioning process.
International market development as a market growth strategy.
Different forms of international marketing strategy.
Key drivers for international market development.
Criteria used to identify and select international markets.
How environmental factors influence the choice of international marketing strategy decisions.
Various international market entry methods.
Different levels of a proposition.
Various types of product propositions and particular concepts relating to the management of products, including the product lifecycle.
The relationship between product and service offerings and the product-service spectrum.
Processes and issues associated with innovating new propositions.
How new propositions are adopted by markets.
The concept of price elasticity of demand.