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Strategic Marketing Management


"In this age of rapid transformations, executives need to constantly deal with complex and dynamic issues. Recognising, analysing, and solving these issues requires an informed strategic sense of where markets are heading. This understanding of markets, products, competitors and customers is not just the remit of the marketers. Any executive playing a significant role in business performance now needs to develop a strategic marketing mind-set to play a full part in delivering organisational success."

- Dr Stefan Bernritter

The Strategic Marketing Management course has been designed to give you a broad understanding of the global marketing landscape, and its future direction. Using the latest research, tools and analysis techniques you will be able to critically evaluate and develop successful marketing strategies and innovation for organisational growth and profitability.

Develop the marketing mind-set needed to succeed in a fast-paced digital world. The King’s Strategic Marketing Management Programme is an intensive short programme over three and a half days offering ideas, latest thinking, and lessons from practice. It equips participants to use the best strategies and market insights to create growth and competitive advantage.

Learning outcomes

You will gain new knowledge and ideas in a broad number of areas which are critical to organisations:

  • Digital Marketing Strategy: Learn how to fuel an agile, marketing-driven focus within your organisation develop and develop a better understanding of who your customers are, and how to engage with them.

  • Digital Consumer Behaviour: Develop a deeper understanding of consumer decision-making which drives behaviour online and offline and use that knowledge that underpins all aspects of marketing within your organisation.

  • Brand Building: Build a greater understanding of the role of successful brands in supporting business strategy as well as the essential building blocks that create distinctive brand strength.

  • New Product Development in the Digital Age: Gain insights into new product development (NPD) - a vital firm activity helping to secure long-lasting competitive advantage - as well as the structure and processes when developing and launching new products.

  • Globally Integrated Marketing Communications:Understand the challenges and opportunities involved in the development and implementation of the international marketing communications strategy, with a particular emphasis on cross-cultural issues of the global marketplace.

  • Marketing Futures:You will assess environmental scanning and strategic tools and their relevance to future marketing strategy and develop a disciplined approach to the analysis of marketing problems for use in your future planning. 

Innovative Programme Design

The course is both relevant and rigorous and includes case studies, simulations, trend analyses and real-world projects. The sessions are designed to be highly interactive, to allow for practising skills and applying knowledge.

Who is this course for?

The programme has been designed for:

  • High-potential managers and leaders, specialist professionals looking to take on greater leadership responsibility involving business growth, innovation, planning, and marketing strategy

  • Executives who either have direct responsibility for marketing, customers, brands or markets or whose performance in their role relies on those that do

  • Functional or general managers or leaders with significant experience in the marketing field looking to refresh their knowledge or for whom developing an understanding of the landscape of marketing is a new challenge.

Key course facts

 Course dates

27 30 April 2021 + Capstone day, date TBC (optional)


Three and a half days in September plus Capstone Day (includes feedback session, wrap up and certificate ceremony)

 Entry requirements

Relevant professional experience, evidenced through the application form. 2:1 degree or equivalent desirable

 Credit value

The course is CPD accredited and can be undertaken for 15 credits.


Case study from participant’s own work experience (all students) plus an extended essay for those taking the course for academic credit


Bush House, Strand Campus


£2,500 (10 per cent alumni discount)


Open for applications now


Please email the Executive Education programme team at

 Course facilitators

Ko de Ruyter is Professor of Marketing at King's Business School, London. His research focuses on customer loyalty, marketing strategy, technology on the organizational frontline and social media. He has published widely in flagship academic business journals, such as the Journal of Marketing and Management Science. For his leadership in the academic research community,

Douglas West is Professor of Marketing at King's Business School. His research interests include creative and risky decision-making in the advertising business; heuristic versus algorithmic decision-making by managers when choosing creative projects; marketing budgeting decision-making; the role and propensity for companies to adopt e-marketing and m(mobile)-marketing.

Shintaro Okazaki is Professor of Marketing at King’s College London. He has authored over 100 articles and book chapters on advertising and marketing over his career and is the current Editor-in-Chief of Journal of Advertising. He also serves on the Editorial Review Boards of the Journal of Advertising Research, International Journal of Advertising, Journal of Public Policy & Marketing, International Marketing Review, International Journal of Market Research, and Internet Research, among others. Shintaro is a Past-President of the European Advertising Academy.

Dr Prokriti Mukherji is Lecturer in Marketing at King's Business School. Her research interests include marketing strategy, pharmaceutical innovations, word-of-mouth, and high-technology marketing. Prokriti's current projects include work on direct-to-consumer advertising for prescription drugs, and marketing of high definition televisions.

Jayne has taught Brand Management on our International Marketing Master’s degree for seven years, and now also teaches foundation marketing to undergraduates. Previously, for thirteen years she worked with major corporates and global agency clients, designing and delivering large-scale programmes to develop their marketing capabilities. Her own Master’s dissertation was on internal marketing to engage staff with service and brand visions in their companies. Jayne’s work in corporate training and executive education drew on her practitioner experience in commodities, industrial, B2B, B2C and services marketing. Within internal posts and as an Agency Director leading strategy and creative teams, she has developed marketing, communications or capability solutions for more than fifty companies, which over time have included clients such as: Apple computers; NatWest; Lloyds Bank; GE companies; Cisco; Institute of Actuaries; WPP/J. Walter Thompson; O2/Telefonica, to name a few. Jayne’s current research interests include education innovation; brand engagement/disengagement and transformative services.



More information

Dates: 27 30 April 2021 + Capstone day (optional)

Fee: £2,500 (10 per cent alumni discount)   


Find out more 

Apply now 

Or speak to Sarah at

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