Strategic Marketing

Building Marketing Strategies for Sustainable Growth in Today’s Networked Markets

This programme gives you a grounding in the fundamentals of marketing strategy to enable you to succeed in today’s intensely competitive market. You will learn to design marketing strategies that create real customer value and that capitalise on your organisation’s strengths and market opportunities. Through lectures, discussions, real life case studies, and exercises you will build the blocks of effective and sustainable marketing strategies. Special emphasis will be given to the role of new technologies, social media, and word-of-mouth.

You will gain:

• The practical skills to develop a framework for building effective marketing strategies;
• Hands-on experience in performing a marketing audit and capturing the value and insights offered by social media;
• Improved knowledge in maximising customer equity;
• A better understanding of how to generate growth options;
• The ability to build and leverage brand equity and make tradeoffs in managing brand portfolios;
• The practical skills to design and manage market-based multichannel systems;
• The tools to develop revenue models that create economic value.