Start Date: 21 Dec, 2025
End Date : 25 Dec, 2025
Duration : 5 Days
Overall Description:
Marketing is the glue that holds and organisation together, gives it understanding of what customers want, what they value and are willing to pay for. As the marketplace and customer needs change, marketing helps the rest of the organisation understand how to change. Strategic marketing is the overarching framework that knits marketing activities to the wider business needs, at the same time helping operational teams become customer centric. It provides deep understanding of customers and how to serve them.
Course Objectives:
- Ability to conduct a comprehensive situational analysis and market assessment
- Proficiency in segmenting markets and selecting appropriate target segments
- Skills in developing strategic marketing goals and competitive positioning
- Competence in crafting an integrated, data-driven marketing strategy
- Expertise in implementing, monitoring, and adapting the strategic marketing plan
- Enhanced strategic thinking and decision-making capabilities
- This comprehensive course outline covers the full strategic marketing planning process, from situational analysis to plan execution and performance evaluation. It aims to equip participants with the knowledge and tools to develop and implement effective, data-backed marketing strategies that drive sustainable business growth.
Course Outline (Content):
Introduction to Strategic Marketing
- The Role of Marketing in Business Strategy.
- Core Marketing Concepts and Frameworks.
- The Marketing Mix: Product, Price, Promotion, Place.
Situational Analysis and Assessment
- Conducting a Comprehensive Marketing Audit.
- Internal Analysis: Strengths, Weaknesses, Resources.
- External Analysis: Competitor, Industry, and Market Trends.
- Identifying Key Opportunities and Threats.
Market Segmentation and Target Market Selection
- The Segmentation Process: Criteria and Approaches.
- Developing Buyer Personas for Target Segments.
- Evaluating and Prioritizing Target Market Segments.
Strategic Marketing Objectives and Positioning
- Aligning Marketing Goals with Business Objectives.
- Competitive Strategic Positioning.
- Ansoff's Matrix and Growth Strategies.
The Marketing Strategy Development Process
- Forecasting and Demand Modeling.
- Budgeting and Resource Allocation.
- Integrating the Marketing Mix Elements.
- Monitoring and Control Mechanisms.
Implementing the Strategic Marketing Plan
- Stakeholder Engagement and Alignment.
- Executing Tactics Across the Marketing Mix.
- Adapting the Plan Based on Performance.
- Measuring and Evaluating Marketing Effectiveness.
Who Should Attend?
- Chief Marketing Officers, Marketing Directors, Marketing Vice Presidents.
- Heads of Product Management, Product Development, Research & Analysis, Planning, Programmes & Campaigns, Public Relations, Brand Management, Public Affairs, Advertising, Community Relations, Media Relations, Distribution, Monitoring & Evaluation.
- Business Growth Directors, Customer Experience Directors, Sales Directors, Business Strategy Directors, Finance Directors, HR Directors.
Course Methodology:
We utilize a variety of proven adult learning techniques to ensure maximum understanding, comprehension and retention of the information presented. This training course will be conducted as a highly interactive workshop session. A variety of training methodologies will be used Before and during the course whenever applicable. Some of these methods are gamification, online pre-post test, role plays, self-assessment instruments, group exercises & case studies.
