About this Course

At the core of every business is the need to obtain, grow and retain customers.  The marketing function has always been concerned with understanding and delivering value to that effect. 

Marketers have to constantly reinvent themselves to keep up with new technologies and changing customers’ expectations in the face of increased global competition. 

The strategic marketing workshop provides a comprehensive examination of the latest marketing tools, methodologies and strategies for generating and growing customer value.

Objectives

Upon completion of this workshop, participants will be able to;

• Analysing market opportunities and risks
  
• Understanding the buying process and determining customer needs
  
• Creating a foundation for marketing success by segmenting the market, assessing competitors and positioning products
  
• Creating value for the customers over your competition
  
• Developing an integrated marketing strategy, including distribution channels, partnerships and marketing communications
  
• Streamlining product portfolio
  

Target Audience

Managers, Technical, Financial Professional or any functions interfacing with marketing.

Duration

Two days

Curriculum

Introduction to Marketing Strategy

• Understanding Vision and Mission
  
• Setting Business Objectives the SMART Way
  

Environment Analysis and Market Intelligence

• Performing the Internal Audit
  
• Analysing the Macro Environment
  
• Analysing the Micro Environment
  

Customers Centric Strategies

• Customer Needs and Insight
  
• Understanding Customers Perception and How to Manage Perception
  
• Understanding The Type of Customers and Their Behaviour
  

Strategic Brand Management

• The Importance of Branding
  
• Brand Value and Brand Equity
  

Developing the Product Strategy

• Product Portfolio Planning
  
• Adapting the Product Components
  

Channel Design and Management

• Partnerships and its Role
  
• Channel Leadership
  

Strategic Pricing and Value Creation

• Developing Strategies Beyond Demand and Supply
  
• Marketing ROI
  

Integrated Marketing Communication

Developing Your Communication Strategy

Traditional versus Non-Traditional Platforms

Methodologies

The program has been designed to incorporate role play to simulate corporate marketing functions.  Participants are required to apply the marketing knowledge in decision making process.  The module also encourages learning through a series of lectures, discussions and exercises.

While the lectures aim to equip participants with general frameworks and understanding of strategy marketing, the discussion and exercises help individual participant understanding the respective functions of marketing and its role within the organisation.

Participants are also required to make calculated marketing decisions through a series of open discussions with one another from different backgrounds and industries to encourage wider perspectives and viewpoints.

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