Strategic Marketing Programme for Directors

University of Salford, Manchester

University of Salford, Manchester

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About the course

The marketing function is an essential element of any corporate strategy.

Do you want to learn how to exploit the marketing function in your organisation for sustainable competitive advantage?

Whether you are an aspiring or an experienced Director, with limited or no marketing background, this course will provide you with skills and practical knowledge to confidently steer your organisation’s strategy, and leverage business opportunities created by the function of Marketing. Following the completion of the course, you will have an ability to influence marketing strategy, whilst ensuring it is in line with your business objectives, protects the value of the brand, and maximises business opportunities for your organisation. Regardless of the sector your organisation operates in, the nature of your target market or specificity of your customer base, the programme provides you with tactical tools that will make you an efficient leader and valuable contributor to the Marketing activities and performance.

You will also have an opportunity to explore numerous digital technologies available to you, enhancing efficiency of your marketing team, and to learn how to effectively integrate your marketing strategy with the digital aspect.

Through exercises, group discussions, case studies and various interactive activities, you will gain practical knowledge necessary to succeed as a director in the field of strategic marketing. From exploiting data, to taking advantage of the digital technologies, your knowledge base will make you an influential contribution to the board room.

Agenda

DAY 1 – The role of Marketing in a corporate context

Session 1.1 -Marketing as a Business Function

  • The importance of Marketing as a business function
  • The director’s role in strategy and marketing
  • Review of your businesses marketing objectives
  • Group Discussion

Session 1.2 - Strategic Models, Competitor Analysis, Brand identity

  • Explore strategic models and concepts
  • Analyse the competitive landscape and identify consumer trends and behaviours for your business
  • Brand identity and position within the market
  • Evaluate the businesses strengths and identify areas of possible opportunities and risk
  • Group Discussion

Session 1.3 - Data Protection

  • Considerations in relation to data and GDPR
  • Group Discussion

Session 1.4 - Using Data and Insight to Develop your Marketing Strategy

  • Using Data and insight to develop your marketing strategy
  • (Evidence-driven Marketing Strategy: design, implementation, evaluation)
  • Group Discussion

DAY 2 – Integrating Marketing Strategy with Technology

Session 2.1 - The importance of digital in the business world - digital landscape in context

  • The importance of digital and new technologies in the business world
  • Applying principles of digital landscape in a context of marketing strategy
  • Explore the current trends
  • Case studies
  • Group Discussion

Session 2.2 - Social Media as a tool for storytelling and brand positioning

  • Understanding how social media needs to be a part of your overall marketing strategy - Influencing change, storytelling and brand positioning etc
  • Group Discussion

Session 2.3 - Considerations when developing an Integrated Marketing Strategy

  • Considerations when developing an Integrated Digital Marketing Strategy
  • Defining, designing and building a brand using a variety of tools
  • Group Discussion

Session 2.4 - Designing and Implementing an effective Digital Marketing Strategy

  • Implementing an effective Digital Marketing strategy - the essentials to achieve your organisational goals and objectives
  • (Practical discussion based, applying knowledge to build a strategy for specific business needs)
  • Summary

Learning Outcomes

Day 1

  • Understand the director’s role in strategy and marketing
  • Explore strategic models and concepts to design and implement an effective marketing strategy
  • Analyse the competitive landscape and identify consumer trends and behaviours that will inform the businesses strategic marketing plan
  • Evaluate the businesses strengths and identify areas of possible opportunities and risk
  • Appreciate the role of GDPR
  • Develop techniques to define your organisation’s brand and position within the market
  • Understand how Big Data can improve business output

Day 2

  • Understand the role of digital and new technologies in business operations
  • Gain an insight into how technology (Artificial Intelligence and Machine Learning) is changing the marketing landscape
  • Explore the digital landscape and the associated risks and benefits
  • Discover and understand the influence and applications of Social Media
  • Find out how to develop a unique brand narrative and storytelling in today's marketplace
  • Develop a strategic marketing plan for your organisation

Experts

Mirage Islam

Mirage started his marketing career in Financial Services and then FMCG, before joining one of the UK’s largest mobile Internet portals – developing online social communities – creating marketing opportunities for leading brands. He then spent 7 years with Sky, launching and leading its first Dig...

Strategic Marketing Programme for Directors at University of Salford, Manchester

From  GBP 1 595$2,258
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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.

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