Strategic Marketing Programme

Content Overview

Building a competitive and sustainable marketing strategy

Devising a brand strategy, including segmentation and pricing
Competitive positioning for a brand
Building brand architecture
Branding for purpose
Sustainability as a competitive advantage
Marketing as the driver of revenue and profit growth

Building an agile marketing organisation that can adapt to changes

Understand which capabilities are needed to deliver on your strategy and how to build the advanced operations to execute
Understand the expanded breadth of marketing’s role in driving growth and how to work successfully across crossfunctional teams to drive customer centricity across the organisation.

Understanding the changing environment and how it is shaping marketing strategy and execution

What are the megatrends shaping marketing strategy
How do you identify those that are most relevant for your business and integrate them into your strategy

Leveraging digital to power growth and customer relationships

Understanding your audience: from segmentation to personalisation
Developing customer and market insights
Anticipating new opportunities to identify growth areas
Growing the customer solutions area: new value propositions and subscription models
Role of digital and data in giving you a competitive advantage

Turn Learning into Practice
with the DiG Simulation

During the programme you will have plenty of opportunity, through the case study method and through the DiG (Discovery, Innovation and Growth) simulation, to experiment with turning theory into practice – so that you return to your role with immediately actionable tools, skills and confidence. The DiG simulation will enable you to:

Fine-tune your own understanding of the knowledge you have acquired, taking you out of your comfort zone but in a safe and risk-free environment
Develop leadership skills for customer-centricity, innovation, sustained growth and team performance
Gain a clear view of the whole marketing process from customer insights to innovation, marketing deployment and value creation.