:: Instructor-led Classes

Strategic Marketing

Course Details

The most important decision company executives make is which market opportunities to pursue and which opportunities not to pursue. Without a well-defined approach to evaluate new opportunities and then develop competitive market strategies, companies will not be able to achieve a sustainable path of growth and profitability.

This one-day workshop teaches you the fundamental principles of strategic marketing and through a series of exercises, enables you to apply them to your own situation.

There is no prerequisite for this course.

Who Should Attend

  • Executive level management
  • Senior level leaders in marketing, business development, corporate strategy, product management and product marketing
  • Small business owners

Continuing Education and Recertification Hours

  • .65 CEUs

Outcomes

Participants in this workshop will be able to:

  • Complete an industry analysis of a new market opportunities
  • Complete customer research that leads to an understanding of market problems, market segments and buyer profiles
  • Analyze the competitive position of top competitors
  • Complete a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis for their company
  • Evaluate market attractiveness and select the best market opportunities to pursue
  • Create a market strategy that clearly defines target market segments, positioning, the 4 P's of marketing (product, price, promotion, and place) and market objectives, leading to a competitive advantage.

Course Outline

  1. Definition and Importance of Strategic Marketing
    • Understanding Markets, Customers and Products
  2. Evaluating and Selecting Market Opportunities
    • Conducting Effective Market Research and Analysis
    • Evaluating the Competition
    • Determining the Attractiveness of Opportunities
    • Selecting Market Opportunities to Pursue
  3. Defining Market Strategies to Compete
    • Selecting Profitable Target Market Segments
    • Developing Your Positioning and Differentiation Strategy
    • Using the 4 P's of Marketing to Compete and Create Value
      • Products - Developing Value
      • Pricing - Capturing Value
      • Place (Channel) - Delivering Value
      • Promotions - Communicating Value
    • Setting Goals and Objectives

Instructor(s)

Coordinator(s)

Questions about this course?

    512-471-2924
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