:: 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.

Professional Development Units (PDUs) and Continuing Education Units (CEUs)

This seminar is worth .65 CEUs.

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

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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