Strategic Marketing Management
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Navigate the Evolving Marketing Landscape
The world is changing. Customer demands are changing – rapidly and unforgivingly. In the new economy, where media consumption is becoming increasingly fragmented and consumers are being bombarded daily by information, the role of marketing has never been more complex:
- What does my customer value? Is my brand’s story credible and relevant?
- How much should I invest in marketing, and in what media and channels?
- Does my marketing operating model support different customer touchpoints?
- Am I gathering the right data and using the right analytics?
- How can I design and deliver a branded customer experience?
Framed in an Asian context, this programme is designed to help senior marketers – as well as general managers with marketing responsibilities – navigate the complexities of marketing and develop innovative, integrated strategies to grow the business.
- Customer centricity: A value-based marketing approach
- Services marketing: Achieving service quality in cost-effective ways
- Brand alignment for competitive advantage
- Digital marketing: Trends, strategic framework and acquisition tools
- Marketing analytics: Drawing insights and making strategic decisions
- Effectively market and brand products and services in increasingly competitive, commoditised markets
- Get up-to-date on the latest trends in consumer behaviour and the implications on marketing
- Be equipped with a framework for designing an integrated digital marketing strategy
- Understand how to draw insights from marketing analytics and make strategic decisions
- Gain insight into how organisations can nurture a highly engaged corporate culture that is both performance oriented and customer centric
- Develop strategies for building both brand leadership and market share leadership while strengthening customer intimacy
Who should attend
Senior marketers and business leaders who lead the marketing function, or general managers whom marketing leaders report to.