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Course description

Strategic Marketing:

This course briefs about The Marketing Environment; Marketing Strategy; Market Segmentation and Positioning; International Market Development.

The Marketing Environment: Understanding the external environment; Understanding the performance environment; Understanding the internal environment; Marketing audit.

Marketing Strategy: Strategic marketing planning – activities, Implementation, Managing and controlling marketing programmes, Marketing planning.

Market Segmentation and Positioning: The STP process, Market segmentation in consumer markets, Segmentation in business markets, Target markets, Segmentation limitations and Positioning.

International Market Development: International market development: a growth strategy; International competitive strategy; International market selection; International marketing environment; Market entry selection criteria.

Upon completion of this marketing workshop, you will be able to understand three core areas of the marketing environment. Key characteristics associated with the marketing environment. PESTLE analysis and how it is used to understand the external environment. The environmental scanning process. Porter’s Five Forces industry analysis model. How to analyse an organisation’s product/service portfolio to aid resource planning. The strategic planning process and the key influences that shape marketing strategy. How to analyse current conditions, and formulate marketing strategies. Different types of strategic marketing goals and associated growth strategies. Concepts associated with strategic market action.

Additional entry requirements

This marketing seminar is suitable for Chief Communications Officers Marketing and communications directors, managers, executives and staff.

Course reference: MPRS101A (use this when contacting provider)

Course info
Start Date: Tue 24th September 2019
MAY 2019
Sun Mon Tue Wed Thu Fri Sat
Sun Mon Tue Wed Thu Fri Sat


W6 0NB


4 days


Full time


Certificate of Attendance


BeginnerIntermediate Advanced

From: £2,180

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