Strategic Marketing

Overview

Strategic Marketing: Some Straight-Forward Questions

• What is a marketing strategy today?
• When do you change your marketing strategy
• Why might it be more important to be fast than right?
• How do you manage the process of changing your marketing strategy?

Strategic Marketing: Some Not-So-Straight-Forward Realities

"Strategy is the art of creating value. It provides the intellectual frameworks, conceptual models, and governing ideas that allow a company’s managers to identify opportunities for bringing value to customers and for delivering that value at a profit."  (R Norman and R Ramirez, Harvard Business Review, 1993)

"…strategies decay in four ways – by being replicated, supplanted, exhausted, or eviscerated. And across the board, the pace of strategy decay is accelerating."  (G Hamel, Harvard Business Review, 2003)

"Conventional wisdom holds that companies must offer their customers something truly unique in order to win their business and loyalty. In truth, successful businesses offer them something simpler but more important."
(P Barwise and S Meehan, MIT Sloan Management Review, 2004)

Topics Covered

To help you craft better marketing strategies in the future, you will be challenged to think hard about issues such as:

• How marketing strategy is changing as a result of 4-Ps: pressure, performance, processes, and pragmatism – is there a new ‘dominant logic’ emerging?
• How marketing strategy is also changing as a result of the impacts and possibilities of discontinuous innovations and converging information technologies
• How firms leverage their market-based resources and capabilities
• How key marketing metrics to do with value, processes and outcomes are defined, measured and monitored
• How to manage the process of continuous marketing strategy change and evolution
• How you might deal with the above issues

This Short Course is not a ‘how-to’ exercise in writing a strategic marketing plan.

Who should attend

• Functional and senior managers, marketing professionals, consultants with a need to drive business growth
• Past participants in the PGDipBus (Marketing) wishing to refresh and update their marketing strategy knowledge
• Anyone wanting to evaluate and improve their marketing strategy thinking and initiatives
• These who have attended the Marketing Management Short Course

Outcomes

The purpose of this Short Course is to examine important issues associated with how firms improve their strategic marketing performance and positions of advantage in their chosen market ‘spaces’, and as conditions become increasingly uncertain and complex. In essence, this Short Course will help you to better manage the art of creating and sustaining value for your customers and other key stakeholders through an ever-evolving marketing strategy.