Marketing Strategy in the Business Environment

Marketing Managers often have to make fundamental strategic decisions affecting the well being of their company in order to effectively market products and/or services. These decisions have to take into account factors such as the environment in which the company is operating, the company's own strengths and weaknesses, the competition and future opportunities in the market place.

No sessions currently available. Contact client services to get the next available date.
CPE CREDITS
14.0
Anyone involved in marketing a product or service or who works frequently with their marketing department.
No advance preparation required.
Students will be able to:
  • Have a solid marketing foundation in strategic marketing theory and business unit analysis
  • Understand environmental and competitive analysis
  • Define segmentation and positioning
  • Respond to threats and opportunities
  • Analyze pricing considerations and the product life cycle
  • Participate in case study discussions to apply to their business
  • Complete their own seven-step marketing plan
  • Practice presenting their marketing plan and evaluate others
None.
Day 1
Building Foundational Marketing Knowledge
  • Strategy - Multiple levels; The 4P's; The BCG Matrix
  • Business unit analysis - the strategic business unit; Porter's Theory of Competitive Analysis; Miles and Snow's Classification of SBU Strategies
  • Environmental and competitive analysis
  • Response to environmental threats/opportunities
  • Pricing strategy - setting price; selecting a pricing method; common mistakes
  • Product life cycle
  • Strategies for new product entries - various advertising strategies; message execution; measuring ad effectiveness
Students take home case studies for review in advance of Day 2.

Day 2
Building & Applying Marketing Strategy in the Business Environment
  • Strategies for growing in a mature marketplace - strategic options for leaders vs. challengers
  • Distribution systems
  • Strategies for declining markets - including the rules of marketing engagement
  • Applying marketing strategy
  • - Participate in Case Study discussions to apply to your own business
  • - Complete your own seven-step marketing plan
  • - Practice presenting your marketing plan and evaluate others
This course is a mix of lecture and interactive activities.

Clients who register for this course will receive a complimentary 4-month subscription to FT.com. The Financial Times is the world's most respected financial newspaper, providing a broad assessment on finance, business and the industrial sector. The move to the electronic version follows an ongoing review of our environmental responsibilities as a global business and as part of the Pearson group. FT.com also has features that are not available in hard copy, such as: Special Reports, Alphaville, editor blogs, education sections and much more! Subscriptions will start within 6-8 weeks of the start of class and are limited to one subscription per client. (Please note: as of May 1, 2011, the electronic subscription replaces the hard-copy 3-month Financial Times subscription.)

Lunch is included for all students taking day classes.