Strategic Marketing
Business, Leadership & Management
Course overview
As organisations strive to thrive in today's dynamic and rapidly changing market landscapes, mastering an effective marketing strategy is crucial. A robust marketing strategy not only helps organisations navigate diverse macro-economic contexts but also addresses evolving consumer preferences and a wide array of societal needs. This course is designed to empower marketing professionals to think strategically about the industry’s most pressing challenges.
Course dates
Course features
The need for strategic thinking in marketing has never been more critical. Marketing professionals must not only keep pace with an ever-fluctuating market but also anticipate and shape the future. This course is designed to inspire and equip you with the strategic insights and innovative approaches necessary to thrive in this environment.
|
Day 1: Strategising marketing |
The first day starts with an overview of strategic marketing. You'll look at pathways to competitive advantage, explore ways in which you can leverage marketing insights to understand consumer decisions and also explore a strategic approach to marketing segmentation and target audience identification. |
|
Day 2: Value Proposition and Innovation |
On the second day, you’ll expand your skillset looking at how to craft compelling value propositions. You’ll learn how to develop effective differentiation and brand positioning strategies, how to integrate and leverage the latest marketing technologies. This day includes an evening reception panel session with marketing industry experts. |
|
Day 3: From Strategy to Execution |
Finally, this programme will explore how to translate marketing strategies into actionable marketing policies. You’ll look at how to measure and monitor marketing performance and how to future-proof your marketing strategy, considering future technology and consumer trends. |
Our expertise
King's Business School's marketing academics are some of the highest cited scholars in the field of marketing. Our academics work on various editorial review boards, host major international research conferences and are active in pursuing both theoretical research and practical collaborations.
I highly recommend King’s Executive Education for anyone serious about gaining a competitive edge and advancing their strategic and technological capabilities. The interactions, case study discussions, and diverse perspectives from peers were remarkable, bringing fresh approaches and ideas into my toolkit.
It was impossible to come away not feeling invigorated and enriched. 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.
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. This course has been designed for:
- 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.
Further information
On completing this programme, participants will be able to:
- Examine complex marketing problems and formulate strategic solutions based on data insights.
- Stay ahead with knowledge informed by world-leading research and contemporary strategic marketing practices.
- 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.
- Learn to design innovative marketing strategies, set clear objectives, monitor performance, and maximise return on investment to capitalise on market opportunities
Credit value:
Not for credit
Duration:
3 days
Book a consultation with Nicole Yee, our Programme Expert, to find out more about this course.
Offered by:
Who will I be taught by
Senior Lecturer (Associate Professor) in Marketing
Professor of Marketing
Professor of Marketing & Innovation
Senior Lecturer (Associate Professor) in Strategic Marketing
Professor of Marketing
Discover more
