Institute of Sales & Marketing
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More info Strategic Marketing
1. Introduction to Strategic Marketing
An organisation that develops and performs its production and marketing activities with the aim of satisfying the needs of its customers is market oriented. A market oriented organisation is clear that the “strategy” behind marketing is about managing relationships in an integrated and holistic manner.
This advanced level marketing Bootcamp is for practitioners and managers who want to get more involved with marketing planning and strategy. It will enable you to contribute more to the strategic planning process and develop better marketing plans.
On successful completion of the course delegates will:
- Structure and write strategic and operational marketing plans.
- Assess your organisation's use of strategic marketing and make constructive recommendations to maximise ‘business’ benefits from a customer orientated perspective.
- Appreciate the customer-focused planning process and be able to map your organisation's decision-making against it.
- Use the key tools and techniques that ensure planning is externally focused.
- Manage segmentation analysis and decision making.
- Recognise barriers to achieving high performance organisations and teams, and be able to recommend practical steps to overcome these in a variety of scenarios.
- Appreciate the critical importance of control and be able to recommend a range of control metrics in financial and marketing terms.
