Strategic Marketing Management

King’s Business School

How long?

  • 4 days
  • in person

King’s Business School

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Who should attend

  • High-potential managers and leaders, specialist professionals looking to take on greater leadership responsibility involving business growth, innovation, planning, and marketing strategy
  • Executives who either have direct responsibility for marketing, customers, brands or markets or whose performance in their role relies on those that do
  • Functional or general managers or leaders with significant experience in the marketing field looking to refresh their knowledge or for whom developing an understanding of the landscape of marketing is a new challenge.

About the course

The Strategic Marketing Management course has been designed to give you a broad understanding of the global marketing landscape, and its future direction. Using the latest research, tools and analysis techniques you will be able to critically evaluate and develop successful marketing strategies and innovation for organisational growth and profitability.

Develop the marketing mind-set needed to succeed in a fast-paced digital world. The King’s Strategic Marketing Management Programme is an intensive short programme over three and a half days offering ideas, latest thinking, and lessons from practice. It equips participants to use the best strategies and market insights to create growth and competitive advantage.

Learning outcomes

You will gain new knowledge and ideas in a broad number of areas which are critical to organisations:

Digital Marketing Strategy: Learn how to fuel an agile, marketing-driven focus within your organisation develop and develop a better understanding of who your customers are, and how to engage with them.

Digital Consumer Behaviour: Develop a deeper understanding of consumer decision-making which drives behaviour online and offline and use that knowledge that underpins all aspects of marketing within your organisation.

Brand Building: Build a greater understanding of the role of successful brands in supporting business strategy as well as the essential building blocks that create distinctive brand strength.

New Product Development in the Digital Age: Gain insights into new product development (NPD) - a vital firm activity helping to secure long-lasting competitive advantage - as well as the structure and processes when developing and launching new products.

Globally Integrated Marketing Communications:Understand the challenges and opportunities involved in the development and implementation of the international marketing communications strategy, with a particular emphasis on cross-cultural issues of the global marketplace.

Marketing Futures:You will assess environmental scanning and strategic tools and their relevance to future marketing strategy and develop a disciplined approach to the analysis of marketing problems for use in your future planning.

Innovative Programme Design

The course is both relevant and rigorous and includes case studies, simulations, trend analyses and real-world projects. The sessions are designed to be highly interactive, to allow for practising skills and applying knowledge.

Experts

Ko de Ruyter

Ko de Ruyter recently joined Cass as a Professor of Marketing. 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, Journal of Co...

Douglas West

Douglas West is Professor of Marketing in King's Business School. His research interests include creative and risky decision-making in the advertising business; heuristic versus algorithmic decision-making by managers when choosing creative projects; marketing budgeting decision-making; the role ...

Shintaro Okazaki

Shintaro Okazaki is Professor of Marketing at King’s Business School. He obtained his Ph.D. from the Autonomous University of Madrid, Spain. Shintaro has authored over 100 articles and book chapters on advertising and marketing over his career. Further information about Shintaro's research can ...

Prokriti Mukherji

Prokriti Mukherji gained a BSc and MSc in Physics from Delhi University, then gained her doctorate in Business Administration (Marketing) from the University of Southern California. She previously held the post of Assistant Professor at the Carlson School of Management, University of Minnesota. ...

Jayne Heaford

Dr Prokriti Mukherji is Lecturer in Marketing at King's Business School. Her research interests include marketing strategy, pharmaceutical innovations, word-of-mouth, and high-technology marketing,

Strategic Marketing Management at King’s Business School

From  2500 GBP$3,273

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