STRATEGIC MARKETING: PLANNING, DEVELOPMENT AND IMPLEMENTATION

Content

Benefits of Strategic Marketing

• What is Strategic Marketing?
• Objectives and Key Elements of Strategic Marketing
• Importance, Benefits and Challenges of Strategic Marketing to your Organization
• Mastering Position, Market Analysis and Competitor Evaluation

Customer and Marketing Research

• Advantages and Disadvantages of Marketing Research
• Create Powerful, Targeted and Appropriate Messages
• Maximize the Mix of Communication Methods
• Behavioural Economics and Consumer Behaviour Theory in Marketing

Brand Management

• What is a Brand, Its key Characteristics and Why do People buy a Brand?
• Defending your Brand when it is under Attack
• Rebuilding your brand after it has been under-minded or discredited

Components of Marketing Communication

• Communication Defined
• Types of Promotional Objectives
• Steps in Creating an Advertising Campaign
• Evaluating Promotional Campaigns
• Market Segmentation

PR to Manage Impact of the Brand

• Anticipate potential sources of a Crisis and Mitigate the Risks
• Appoint Crisis Leaders, Teams and allocate Resources Required
• Create Crisis Plans for Key Eventualities

FOR WHOM: Directors of Marketing, Marketing Managers, Brand Directors, Brand Managers, Directors of Public Relations, Senior Public Relations Managers, Company Directors, Senior Managers, Product Managers, Advertising Managers, Customer Relationship Manager, Marketing and Sales Personnel, and others who are involved in marketing activities at all levels of the organization.

DATE:                 5th – 7th June, 2024

                              2nd – 4th December, 2024