Open Courses

Strategic Marketing Management



This practical and interactive course is designed to show how Marketing Managers and Executives can contribute to, and influence, the planning and deployment of their organisation’s marketing strategy.

This programme will introduce delegates to fresh strategic approaches, which will enable them to market products and services to deliver long-term value to their organisation. Contemporary insights in marketing thinking will be reviewed and applied throughout the course.

Who should attend

This course will be of great value to those leading and contributing to marketing strategy. Marketing Managers and Specialists will benefit from this programme, along with anyone with a market or customer-facing role.


Understanding corporate strategy

  • Alternative schools of strategy
  • Analysing external conditions – market, competitors, customers
  • Analysing internal capabilities – strategy, structure, processes, people
  • Competitive and adaptive strategies

Developing customer insight

  • Market insights: understanding customers and competitors
  • Principles of market research
  • Quantitative and qualitative market research methods

Segmentation and targeting

  • Market definition, market sizing and market share
  • Macro and micro segmentation
  • Targeting principles and targeting variables
  • Sequencing phased targeting

Positioning and routes to market

  • Positioning: the value proposition
  • Wholesale distribution channels
  • B2B routes to market - ecosystems and resellers
  • B2C routes to market - retailers
  • Understanding eCommerce platforms and merchants  

Evaluating marketing performance

  • Developing marketing objectives
  • Choosing the ‘Martech Stack’
  • Evaluating marketing performance and business impact
  • Using marketing metrics to assess performance targets
  • Content marketing metrics and analytics

At the end of the course, delegates will be able to:

  • Develop and implement marketing strategy
  • Undertake market research and establish customer insight
  • Effectively segment your market and create targeting plans
  • Select appropriate routes to market
  • Evaluate marketing performance

VAT: Courses held in London are subject to VAT at the current rate