Participants will gain in-depth knowledge of Porter’s generic strategies, Core Competencies, Competitive Advantage Strategies, and Market Dominance Strategies, among others, to develop effective marketing plans. The course also covers contemporary marketing tactics such as pricing strategies, point-of-sale marketing, trade credit, strategic vision and mission alignment principles and strategic marketing insights. Through case studies and practical exercises, participants will hone their skills in developing robust marketing strategies to achieve organizational goals and maintain a competitive edge.

After the successful completion of this course, you will be able to:

Comparative Strategies for Marketing:

⦁ Porter’s generic strategies and their applications in business.
⦁ The concept of Core Competencies and their role in shaping a company's competitive advantage.
⦁ Various Competitive Advantage Strategies used by organizations to gain an edge in the market.
⦁ The General Electric Model and its application in strategic planning, as well as the Shell Directional Policy Matrix and its significance in decision-making.
⦁ Companies employ market dominance strategies to establish a strong market presence.
⦁ Effectiveness of Market Defence Strategies used by businesses to protect their market position against competitors.

Contemporary Marketing Tactics:

⦁ Understanding marketing tactics and operational plan.
⦁ Marketing tactics for current world.
⦁ Various tactics for pricing, product, promotion and distribution.
⦁ Dealer loaders.
⦁ Point of sale marketing.
⦁ Trade credit.

Strategic Vision and Mission of Corporate Culture:

⦁ What is a vision statement?
⦁ What is a mission statement?
⦁ The difference between vision and mission statement.
⦁ How leadership and organisational culture influence vision and mission.
⦁ The concept of later thinking.
⦁ The theories and barriers to innovation.

Strategic Marketing Insight:

⦁ The core principles underlying the strategic marketing process.
⦁ Identify and describe the key stages involved in strategic marketing.
⦁ The essential steps involved in conducting a comprehensive situation analysis for strategic marketing.
⦁ Classify and analyze the components of the Five C analysis framework used in strategic marketing.
⦁ The sequential steps necessary for formulating effective marketing strategies.
⦁ The fundamental components and elements encompassing the marketing mix.
⦁ Explore and analyze the various factors that influence the dynamics of marketing strategy relationships.

Segmenting and Targeting Strategies:

⦁ Define and recognize various marketing techniques.
⦁ Formulate clear and measurable marketing objectives and strategies.
⦁ Describe the concepts of marketing segmentation and targeting.
⦁ Identify and categorize different market segments.
⦁ Explain the process of profiling markets.
⦁ Develop skills to strategically position products or services within segmented markets.

Segmenting and Targeting Strategies:

⦁ Understand the core principles of relationship marketing.
⦁ Analyse various direct response marketing strategies.
⦁ Understanding between offensive and defensive marketing strategies.
⦁ Understanding effective customer retention strategies.
⦁ Learn to calculate and interpret customer lifetime value.
⦁ Explore the concept of personalized marketing.

Strategic Positioning in Business Environment:

⦁ Articulating the concept of strategic positioning.
⦁ Outline and discuss the sequential steps involved in strategic positioning.
⦁ Interpret the Ansoff Matrix as a tool for strategic positioning.
⦁ Understanding Bowman’s Strategic Clock model.
⦁ Understanding a wide range of strategic options available to organizations.
⦁ Define the concept of the product life cycle and explain its goals.

Concept of strategic marketing:

⦁ Define strategic marketing and explain its significance in the business context.
⦁ Identify and describe the phases involved in the strategic marketing process.
⦁ Understand the importance of developing a robust marketing strategy for businesses.
⦁ Explain the role of strategic marketing in achieving organizational goals and competitive advantage.
⦁ Describe the key principles that guide effective strategic marketing efforts.
⦁ Outline the objectives that a well-crafted marketing strategy aims to achieve.
⦁ Break down the stages of developing and implementing a comprehensive marketing strategy.

The certificate is designed to enhance the learner's knowledge in the field. This certificate is for everyone who is eager to know more and get updated on current ideas in their respective field. We recommend this certificate for the following audience.

• Marketing Strategist
• Brand Manager
• Marketing Analyst
• Market Research Manager
• Strategic Marketing Consultant
• Product Development Manager
• Marketing Communications Manager
• Digital Marketing Manager
• Sales and Marketing Director
• Market Segmentation Specialist