Who should attend
This programme is perfect for professionals who are new to marketing – or for people who work closely with their organisation’s marketing teams. You’ll gain the knowledge and confidence to get involved in marketing discussions – and develop strong working relationships with colleagues in marketing.
About the course
To achieve business objectives, you need a clear marketing strategy. And in today’s dynamic and competitive market, strategic marketing knowledge and skills are a must-have. This programme introduces you to marketing strategy and gives you the tools to understand and evaluate your organisation’s approach and develop a unique, customer-focused value proposition.
This programme is divided into four modules - each one focussing on a different aspect of strategic marketing:
MODULE 1: KICK-OFF & MARKETING ANALYSIS
To really understand your market, you need to analyse it. In this module, you’ll use the five Cs of marketing – company, collaborators, customers, competitors and context to gain insight into the strategic parties operating in your market and understand their interests. You’ll then use this analysis to identify where you can create value.
MODULE 2: MARKET SEGMENTATION
Knowing the right way to segment your market is essential. This module introduces you to the segmentation, targeting and positioning process – STP – so you can carry out segmentation and assess it critically.
MODULE 3: VALUE PROPOSITION
Every business needs a defined offer – or value proposition – to make sure its position in the marketplace gives it a competitive advantage. In this module you’ll learn to look at value from different perspectives and define a customer-focused value proposition.
MODULE 4: CONCLUSION
This final module focuses on what you’ve learned throughout the programme – and how you plan to use your new knowledge and skills in the future.
This online journey brings together learning formats including videos, interviews, questionnaires, case studies and real-life examples. You’ll also have background reading to do and questions to help you reflect on your own experience.
In addition, you’ll have the opportunity to put theory into practice and use templates to capture strategic information about your organisation. By the end of the programme, you’ll be ready to leap into marketing discussions and projects with confidence.
You can start Essentials in Marketing at any time – and study wherever and whenever suits you. It takes around 10 to 12 hours to complete the programme and you can split this time over a maximum of three months.
Fred Lemke, Ph.D., MBA, is Full Professor of Marketing & Sustainability at Vlerick Business School and leads management workshops on the interface of marketing, sustainability, innovation, value creation, customer experience, and reputation. He also holds positions at Newcastle University Bus...
Videos and materials
Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.