Course Introduction

Learning Objectives

By the end of this course, participants will be able to:

• Gain an in-depth understanding of strategic marketing planning processes, including situation analysis, goal setting, strategy development, implementation, and evaluation.
• Learn how to identify and segment target markets based on demographic, psychographic, and behavioral characteristics, and develop targeting strategies to reach key customer segments effectively.
• Understand the principles of product and brand management, including product lifecycle management, brand positioning, and brand equity.
• Explore various pricing strategies and tactics, including cost-based pricing, value-based pricing, and dynamic pricing, and learn how to set prices to maximize profitability and competitiveness.
• Learn about distribution channel design, management, and optimization, including channel selection, channel conflict resolution, and channel partner relationships.
• Develop skills for developing and implementing integrated marketing communications strategies, including advertising, public relations, sales promotion, direct marketing, and digital marketing.
• Learn how to measure marketing performance, track key metrics, and evaluate the effectiveness of marketing campaigns and initiatives using tools such as marketing analytics and dashboards.
• Understand the ethical and social responsibility considerations in marketing management, including consumer privacy, deceptive advertising, and corporate social responsibility.

Personal Impact:

• Participants will experience personal and professional growth as they enhance their strategic thinking, decision-making, and leadership abilities in marketing management. Through interactive lectures, case studies, and hands-on exercises, participants will gain practical insights and tools that can be applied to their careers or businesses. They will develop confidence in their ability to lead marketing functions, drive business growth, and adapt to the dynamic marketing landscape.

Organizational Impact:

• The program will have a significant impact on organizational marketing effectiveness, efficiency, and competitiveness. Participants will return to their organizations equipped with the knowledge and tools to develop and implement strategic marketing plans that align with organizational goals and objectives. By applying strategic marketing management principles and techniques learned in the course, organizations can enhance their market positioning, attract and retain customers, and achieve sustainable growth and profitability.

Target Audience:

This training program is designed for leaders at all levels, including:

• Mid-level and senior marketing professionals, marketing managers, business owners, entrepreneurs, and anyone responsible for leading or managing marketing functions within an organization.
• Whether you’re looking to advance your career in marketing management or enhance your strategic marketing capabilities, this course will provide you with the insights and skills needed to succeed in today’s competitive business environment.

Learning Methodology:

• Lectures and Presentations
• Case Studies and Real-World Example
• Group Discussions and Interactive Exercises
• Role-Playing and Simulations
• Self-Assessment and Reflection
• Action Planning
• Online Resources and Support beyond the training