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Strategic Marketing Management

Understand the marketing landscape and its future with this live virtual course


"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, Course Director

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.


Key benefits

This course will equip you to :

  • Develop the marketing mind-set needed to succeed in a fast-paced digital world
  • Immediately apply your learnings after each session and beyond
  • Select the best strategies and market insights to create growth and a competitive advantage for your organisation
  • Gain new knowledge and ideas in a broad number of areas which are critical to organisations

Course content

During the course we will explore:

  • 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. 


Who is this course for?

The programme has been designed for:

  • High-potential managers, leaders and 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

  • Entrepreneurs and individuals who are starting or growing their own business and need to develop the strategic skills to do this effectively






Course dates This course will run in person in Spring 2022. Full dates will be published here soon.

4 full days on campus + an optional virtual Capstone day

 Entry requirements

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

Assessment (optional)

The course can be taken for 15 academic credits though this is not compulsory. Assessment for the for-credit option comprises a case study from participant’s own work experience plus an extended essay.


Live virtual


£2,250 (10 per cent alumni discount)


Open for applications now


Please email the Executive Education programme team at


This course will run again later in 2022. Email us to be the first to hear when registration reopens.



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