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Strategic Marketing Fundamentals

Course Outline

Strategic marketing focuses on how to develop competitive advantage through the drivers of shareholder value. Delivering value from marketing efforts to your business requires insight into your changing marketplace and decisions about how to match your organisation’s distinctive capabilities with value opportunities.

Being able to do this is the key for many marketers to increase their contribution to and influence in the organisation.

Benefits of this training course

This strategic marketing training course will help you appreciate the difference between a tactical and strategic approach to marketing, and how to utilise different areas of the marketing scope to achieve both marketing results and business improvements.

Attendees will leave equipped with a strategic framework, along with an understanding of the key marketing activities that drive value, increase ROI and produce positive KPI reports.

Through case studies, actionable marketing model templates and application activities, attendees will become confident in contributing more effectively to business’s strategic-planning processes.


Who should attend this course?

This course is designed for both marketing managers and marketing executives, irrespective of function, who are new to or have limited experience of strategic marketing as part of a larger business strategy.

This marketing training course provides an introduction and overview of the key issues in longer-term strategic marketing decision-making.


What you will learn?

  • Marketing and corporate performance: how marketing affects profitability and the survival matrix
  • Strategic marketing planning: a decision-making process for generating a strategic change perspective, what it is and how it relates to corporate planning and marketing operations
  • Strategic analysis, the marketing audit and portfolio analysis, including multi-factor analysis and application
  • Growth strategy including market penetration, marketing development, new product development and diversification
  • The process of competitive advantage and brand position development
  • How to critically assess a strategic marketing plan
  • Implementation issues and the process of strategic planning
  • Action planning and review

Downloadable Resources

Course Outline

How to take this course

In-company Training

E Learning

Public Courses

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