Introduction
Why the Intensive Strategic Marketing Course?
Companies leverage strategic marketing to identify and find ways to meet their customers' needs.
Executives and marketing managers use strategic marketing to create a marketing plan, improve business performance and increase profits.
Places: 20
Duration: 5 days (35h) with practical component
Classroom course taught in London, Madrid and Porto
Dates to be announced shortly - watch out for the LSDM website
Course Overview
Created and designed for executives, managers, entrepreneurs and interested in practical training with real applicability in the areas of strategic marketing, management and commerce. The Intensive Strategic Marketing course program provides knowledge, new forms of strategic marketing management and planning so that participants can meet the greatest challenges of today.
The Intensive Strategic Marketing Course examines key aspects of marketing strategy, understanding how companies create and maintain competitive advantage by engaging marketing strategies. Participants will be challenged to develop strategic thinking and articulate different elements of the process by linking mission, vision and objectives with segmentation, positioning (STP), competitive offerings and target markets.
The strategic analysis is central to the development of the marketing strategy and should be in tune with the main trends in the marketing environment of the companies.
Multilingual teacher.
Written course contents available in English, Spanish and Portuguese.
Program
DAY 1
Environmental, Internal and Perspective Analysis
In the module of the first day we will discuss internal and external analysis content of the organizations because it will be through a deep understanding of all the elements that constitute and interact in the market, that the participants will be able to develop effective marketing strategies. The nature and definitions of the marketing strategy as well as the contributions of value creation and social networks will be analyzed. The development of the marketing strategy will allow to develop a strategic position of the organizations in terms of the external environment, its resources, internal competences, the expectations and influence of the interested parties. The approach to market research methods will be vital for understanding different types of customers as well as identifying competitors.
DAY 2
Targeting, Positioning and Market
In this module we will discuss the Strategic Marketing Management (SMM) process, namely strategic options and decisions. The aim is to understand the underlying underpinnings of future strategies. Participants will understand the profitability of the organization's strengths to take advantage of outside opportunities and / or minimize threats by investing in opportunities to overcome organizations' greatest weaknesses. To this end, concepts such as segmentation and positioning of the organization will be addressed, contributing to the elaboration of a competitive marketing strategy through research and modeling techniques that can be applied to operationalize segmentation and positioning. Finally, participants will learn how to build an assessment of the attractiveness of markets as well as the competitive position of a company.
DAY 3
Competitive advantages and innovation
In module number three, participants will learn how to identify the competitive advantages of organizations using specific methods to create competitive advantage. The main strategy will be the Novo Marketing Mix through the analysis of the following elements: product, price, location and promotion. Each of these elements should contribute to a coherent and comprehensive marketing program that communicates and delivers the desired value to customers. Finally, we will analyze innovation factors, being one of the most important concerns of each organization, as well as its impact on the development of competitive advantage.
DAY 4
Relationship Marketing Strategies
One of the most important trends in marketing thinking and practice over the last few years has been the change of approach to achieving individual transactions in order to establish long term relationships with customers. While transactional marketing refers to making a single sale, relationship marketing is the relationship with the customer that will lead to repeat business / purchases as well as creating opportunities for further business development. After realizing the importance of customer relationship, it will be time for participants to determine how to implement marketing strategies because even within an organization different strategies may be needed for different companies or products.
DAY 5
Implementation of the Final Project
On the last day, participants will be challenged to conduct a real case study applying all the concepts, practices and methods acquired throughout the course. In the end, each one will be invited to present his work debating ideas and new ways of acting in the market.
Prices
London
Madrid
Port
1st Price with all Included
1,000 £
£ 890
£ 890
2nd Price with all Included
£ 1,100
990 £
990 £
3rd Price with all Included
1,250 £
£ 1,100
£ 1,100
On the day with everything included
£ 1,500
1,250 £
1,250 £
* All Inclusive: tuition, intensive course, daily coffee break, study resources and final certificate
Conditions:
1st price up to 30 days before start date
2nd price up to 15 days before start date
3rd price up to 7 days before and after dates
Payment by bank transfer
