Programme Overview
Indicative Schedule:
| Day 1 - Strategising marketing |
- Strategic marketing: a pathway to competitive advantage
- Leveraging marketing insights to understand consumer decisions
- A strategic approach to marketing segmentation and target audience identification
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| Day 2 - Value Proposition and Innovation |
- Crafting compelling value propositions
- Developing effective differentiation and brand positioning strategies
- Integrating and leveraging the latest marketing technologies
- Evening reception event: Panel session with marketing industry experts
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| Day 3 - From Strategy to Execution |
- Translating marketing strategies into actionable marketing policies
- Measuring and marketing monitoring performance
- Future proofing your marketing strategy: navigating future technology and consumer trends to watch
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I highly recommend King’s Executive Education for anyone serious about gaining a competitive edge and advancing their strategic and technological capabilities. I left with essential takeaways, including the integral role of marketing at every stage of a business, the importance of staying attuned to ever-evolving consumer needs, and the transformative potential of AI – if handled wisely. The interactions, case study discussions, and diverse perspectives from peers were remarkable, bringing fresh approaches and ideas into my toolkit. I was surrounded by some of the sharpest marketing minds from Saudi, Dubai, Switzerland, the Netherlands, Italy, and the UK. This experience alone was worth every penny.
Mo Husain, Executive Director at La Vie Academy
Terms and Conditions for executive short courses.
Who is this course for?
The course has been designed for:
- Early/mid-career marketing professionals who are involved in the operational aspects of marketing and are looking to build their strategic marketing skills or move into a strategic marketing role
- Executives who either have direct responsibility for marketing, customers, brands or markets, or whose performance in their role relies on those who do
- Managers or leaders with significant professional experience who are looking to consolidate or refresh their marketing 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
Entry requirements
In order to allow all participants to get the most out of the course we require you to have relevant full-time work experience.
Course fees
Course fees for Autumn 2025 to be confirmed.
Programme impact
This course will equip you to:
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Examine complex marketing problems and formulate strategic solutions based on data insights.
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Stay ahead with knowledge informed by world-leading research and contemporary strategic marketing practices.
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Explore how the latest technologies such as generative AI, machine learning, and immersive environments can be integrated into your marketing strategies to enhance efficiency and effectiveness.
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Learn to design innovative marketing strategies, set clear objectives, monitor performance, and maximise return on investment to capitalise on market opportunities.
The faculty members who delivered the material were knowledgeable and engaging and very open to both questions and discussing international nuances from the global attendees. I particularly enjoyed the sessions around the evolving importance and role that AI is playing in the marketing landscape. I would recommend this course for any marketer, at any stage of their career. It was impossible to come away not feeling invigorated and enriched.
Andy Landgell, Brand Manager, NEOM
Faculty
Dr Matteo Montecchi is a Lecturer (Assistant Professor) in Marketing and the director of the International Marketing MSc (Executive) at King’s Business School. Trained as a marketing researcher, Matteo uses consumer-based insights and theories to inform and direct managerial practice. His research investigates consumers’ and other stakeholders’ interaction with digital technologies and digital brand touchpoints, focusing on how this interaction shapes value perceptions and behaviours. This includes artificial intelligence applications to retail practices, voice-activated commerce, blockchain-enabled transparency, and the diffusion of fake news on social media. He is also interested in the factors that lead to the strategic positioning of fashion and luxury brands and in regulatory issues associated with the distribution of luxury products such as competition restriction in vertical agreements.
Gillian Brooks is a Lecturer (Assistant Professor) in Strategic Marketing. She joined the faculty from Saïd Business School, University of Oxford. Trained as a sociologist, Gillian investigates core topics in consumer behaviour, social media and marketing strategy. Her research has been published in the Journal of Marketing, Forbes, The Guardian, The Telegraph, The Times and Newsweek. Previously, she was a Teaching Fellow in the Department of Media and Communications at the London School of Economics and an Adjunct Professor at Georgetown University. Prior to entering academia, Gillian worked as a publicist at a global media relations firm in Toronto, Canada.
Professor Kirk Plangger holds a Chair in Marketing in the Department of Marketing and is the Associate Dean (Doctoral Studies) at King's Business School. He is a marketing management researcher specialising in consumer led digital marketing strategy.
Professor Plangger's research explores how digital technologies mediate and change the behavioural processes and how organisations should address these technologies. Currently, he is working on many projects investigating the role of artificial intelligence (AI) in marketing, including synthetic manipulation in advertising, Deepfake marketing, immersive digital marketing, brand transparency using Blockchain, virtual social media influencers, and algorithmic bias in marketing.
Ko de Ruyter is Professor of Marketing and Head of Department, Marketing, at King’s Business School. 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, the Journal of Consumer Research and Management Science.
For his leadership in the academic research community, Professor de Ruyter has been awarded a life-time achievement by the American Marketing Association. This honour has by no means made him want to rest on his laurels. With the best yet to come, and a ‘mid-career mission’ combined with maximal insights and experience, Ko is passionate about the practical relevance of his research and its value for businesses and their customers.
Oguz A. Acar is a Chair in Marketing at King's Business School, King's College London He is also a Research Affiliate at Laboratory for Innovation Science at Harvard University, an Expert (in Behavioural Sciences and Innovation) at World Economic Forum and a Fellow of the Royal Society of Arts (RSA). He was recently named a World’s Top 40 Business School Professors Under 40.
Oguz’s research is on behavioural innovation — it draws on behavioural science to understand creation, evaluation and adoption of innovative outputs be it a novel idea, product, strategy or technology. This research is published in leading academic journals across different disciplines including marketing (e.g., Journal of Marketing Research), psychology (e.g., Psychological Science), management (e.g., Journal of Management) and innovation (e.g., Research Policy) as well as in executive-oriented outlets such as Harvard Business Review.