Strategic Marketing Management
An in-depth course of around 40 hours for marketers ready to think and plan strategically.
About this course
An in-depth course of around 40 hours for marketers ready to think and plan strategically. You will plan market research, analyse markets and competitors, shape a marketing strategy and manage a brand that customers recognise and trust.
Each part builds towards a full marketing plan with objectives, budgets, timelines and measures. In the capstone project you develop a strategic plan for a real organisation and present it for feedback, earning an Alalamia certificate on completion.
What you'll learn
- Plan and interpret market research to support marketing decisions
- Analyse markets, competitors and internal capabilities to identify strategic options
- Formulate a marketing strategy aligned with business objectives
- Develop and manage a brand and its positioning over time
- Select growth strategies for products, markets and channels
- Build a complete marketing plan with budgets, timelines and measures
- Evaluate marketing performance and adjust strategy using evidence
Curriculum
- Corporate, business and marketing strategy
- Market orientation
- The strategic marketing planning process
- Marketing's role in growth
- Defining the research problem
- Secondary and primary research
- Survey and questionnaire design
- Qualitative research methods
- Analysing and presenting findings
- Market size and trends
- Competitor intelligence
- Internal resources and capabilities
- SWOT to strategic options
- Customer journeys
- Customer lifetime value
- Value propositions
- Customer retention strategies
- Competitive advantage
- Growth strategies and the product-market matrix
- Portfolio analysis
- Targeting and positioning decisions
- Brand identity and image
- Brand architecture
- Building and measuring brand equity
- Repositioning and brand extension
- Product and innovation strategy
- Pricing strategy
- Channel strategy
- Integrated communication strategy
- Plan structure
- Objectives and key results
- Action plans and timelines
- Marketing budgets
- Organising for marketing
- Marketing metrics and dashboards
- Marketing return on investment
- Reviewing and adjusting the strategy
- Developing a strategic marketing plan for a real organisation
- Peer review
- Final presentation and feedback
Who it's for
Marketing professionals, product and brand managers, and business owners who plan marketing strategy and want a structured, evidence-based approach.
Before you start
- Basic knowledge of marketing principles or practical marketing experience
Part of these Alalamia diplomas
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