Product Overview

This workbook has been designed to cover a range of strategic marketing issues. Develop your understanding of the principles of strategic marketing, your skills in challenging and critically analysing established concepts and broaden your knowledge of the strategic and managerial issues of concern in the changing market environment.

Target Audience

• Middle and Senior Managers
• Post Grad and/or Post experience Managers

Anybody wanting to develop skills and knowledge in a particular management field at postgraduate or post experience level.

Objectives

• Understand the nature and importance of the marketing management decision-making process
• Appreciate the nature of competitive advantage, why it is important and how it can be created
• Understand the importance of establishing and selecting appropriate marketing objectives and evaluation systems to monitor and control outcomes
• Illustrate how effective segmentation, targeting and market selection can be instrumental in creating competitive advantage
• Appreciate the need to identify new market opportunities and the need to match organisational objectives and resources to achieve appropriate positioning and market development in either home or foreign markets
• Appreciate the various factors, considerations and implications involved when establishing or adapting a pricing strategy
• Understand the factors and considerations involved when developing distribution systems and when selecting from a range of channel options
• Understand the factors and considerations involved when establishing an appropriate communications strategy and an awareness of the nature and possible use of various elements of the marketing mix
• Understand the role, responsibility and contribution of the sales force and an awareness of some of the recruitment, selection and training issues that often need to be considered
• Understand how to plan and develop an appropriate marketing mix for products and services with consideration to any associated branding and product/service issues

List Of Contents