“There is
mounting evidence that those companies that embrace the marketing concept and
accept its pivotal role in setting corporate strategy outperform their product-centred
competitors” - Philip Kotler In today’s
turbulent business environment, it is becoming even more crucial and vital
that Marketing Managers, Brand Managers and product planners ensure that the
strategic marketing management of their products and services are aligned
well with the overall vision of their organisations, provide profitable
competitive advantage and executable tactical solutions for growth and
prosperity of their businesses. This programme
will emphasise key elements of strategic marketing management that managers
and planners will have to focus on and ensure that they ‘get it right’ before
implementation plans are rolled out. These elements include sensible business
environmental analysis, smart competitive analysis, deep understanding of
customer needs, segmentation and targeting, well-differentiated strategy
development and disciplined tactical implementation. Concepts that are
presented will be linked to case studies of best practice companies both
foreign and local. Individual and group exercises will stimulate learning and
maximise the understanding and skills development of this programme. |
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Objectives Upon completion of this programme, you will be able to: ·
Apply a fundamental framework in effective and successful strategic
marketing management of your brands and services ·
Conduct comprehensive PEST, SWOT and other essential stakeholder
analysis ·
Use PLC, BCG and other strategy formulation tools in developing
sustainable competitive advantage ·
Formulate effective intergrated marketing mix programmes to realise
successful implementation of marketing strategies ·
Learn evaluation and monitoring mechanisms for better ROI of marketing
programmes Who Should Attend
Programme Outline Day 1
Why strategic marketing management in the first place?·
Revisiting the marketing concept. ·
Differentiating marketing from selling. ·
Understanding the corporate plan and the
importance of vision and mission statements. ·
Linking the corporate strategic directions
with the strategic marketing management of companies’ products and services. |
Understanding
the turbulence of the business environment ·
Political, Economic, Social and
Technological situational analysis. ·
The competitor situational analysis. ·
The customer situational analysis. ·
The SWOT (Strength,Weaknesses, Opportunities
and Threats) Analysis. ·
Determining organisation’s key competencies,
key issues and key opportunities. Day
2 Bringing marketing strategies to life
·
Setting the key objectives of the company. ·
Learning to use benchmark, strategic tools,
frameworks and competitive strategies. ·
Evaluation of business portfolios. ·
Principles of Customer Segmentation,
Targeting and Positioning. ·
Deciding on the most effective strategies to
create competitive advantage and achieve the objectives of the company.
·
Executing marketing tactics effectively and
profitably. ·
Achieving a well-aligned integrated
marketing ·
communications programme. ·
Designing an effective marketing evaluation
and control programme. Training Facilitator Jeremy
Earl Abrahams, MMIM, MIM-CPT, MIM-CPFM
B. Sc (Hons) (USM), MBA (MIM – University of Bath, UK) |
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Administrative Details Fees: MIM Member: RM1,100 Non-Member: RM1,270 Duration: 2 days Time: 9:00 a.m. – 5:30 p.m. Venue: MIM Management House Kuala Lumpur |
PSMB Scheme:
CPD Hours:
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