Role of strategic marketing
• Definitions of marketing strategy, its role in the organization and how it underpins marketing planning and activities; the concept of product and customer in different organizations; resources and implementation and monitoring, control Corporate strategy and marketing strategy
• Corporate strategy; linking marketing strategy to corporate mission and vision; defining the business and conducting a situation audit meeting corporate objectives with a marketing strategy; corporate social responsibility; marketing Development of a marketing strategy
• Analysis of the environment; setting objectives; dynamic strategy – flexibility for change The way in which strategies can contribute to competitive advantage
• Segmentation; targeting and positioning; relationship strategies; product innovation and development; principles of branding; service marketing; pricing and distribution; E-marketing