Strategic Marketing Management

Cambridge Judge Business School Executive Education

What are the topics?

Cambridge Judge Business School Executive Education

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Read more about Marketing

Marketing courses will plunge you into the vast field of marketing. In these courses, you will learn a variety of topics that cover each stage of runn...

Who should attend

  • Those who are concerned with improving their personal or/and organisational performance private or public sector, from commercial entities or NGOs
  • Anyone who needs to connect with their customers or stakeholders should find the programme is relevant and stimulating

About the course

Marketing is all around – we are exposed to marketing in almost everything we do. As a result, everyone and every organisation seem to have an intuitive understanding of what marketing is all about: marketing is about selling, advertising, and promotion. So it’s just common sense.

But is this really true? Is that what marketing all about? Do you really understand the marketing management process? These are the questions which we will address and debate in this programme.

Marketing is far more than just advertising and promotion; it is first and foremost an organisational culture and philosophy that has customers at the centre of an organisation’s strategies and business processes.

It is also the strategic analysis of the market environment, including customer, competitor, company, context and collaborator, and then also the strategic execution of segmentation, targeting and positioning, followed by a set of specific strategies in areas such as product, pricing, place (distribution), promotion and people.

Strategic marketing management is a powerful organisational practice and process to best reach and satisfy customers while increasing long-term profitability and productivity.

It will also help a business become more innovative and better penetrate a market, and hence achieve desired growth.

Topics

This programme deals with strategic marketing planning and analysis. Topics covered in the programme include:

  • Essence of marketing
  • Strategic marketing planning process
  • Understanding consumer needs
  • Consumer decision making: system 1 vs. system 2 model
  • Analysing competitors and company
  • Strategic segmentation and micro segmentation
  • Calculating market potential and targeting
  • Perceptual map and brand positioning
  • Emotionalising your products
  • Creating total experience
  • Value-based pricing

Benefits

  • Understand the true nature of marketing. Debunk the myths.
  • Develop a deep understanding around consumer needs and motives
  • Learn about effective marketing strategies such as segmentation and positioning
  • Develop an agenda for bringing winning products to market
  • Investigate value-based pricing to maximise your long-term profitability

Experts

Eden Yin

University Senior Lecturer in Marketing Director of the MPhil in Management Programme Fellow of St Edmund''s College BSc (Jilin University), MA (West Virginia University), PhD (University of Southern California) Research interests New product growth in high-tech industries; internationalisati...

Videos and materials

Strategic Marketing Management at Cambridge Judge Business School Executive Education

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

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.