Strategic Marketing
Strategic marketing management needs to address two fundamental questions: where are we now? and where do we want to be? Based on thorough analysis and planning, visions, objectives and strategies need to be developed to maintain a competitive advantage and provide superior customer value. Your offer needs to be clearly positioned in your defined market segments taking into account the stage of development of your market(s). Strategic marketing decisions are increasingly developed in the English language– the seminar contents can thus be applied directly without the need for time-consuming translation.
Target Group
- Marketing and sales managers involved in international teams
- Marketing and sales managers from international subsidiaries
- Product managers and other marketing personnel involved in strategy development
Contents
- Analysis and planning instruments
- Developing marketing strategies for competitive advantage
- Segmentation, market coverage and positioning
- Competitive strategies for lifecycle stages
- Special topics (e.g. strategic B2B marketing, services marketing)
Benefits
- You develop an in-depth understanding of strategic marketing concepts and are able to apply them to your own working environment
- You learn to recognize and implement the strategic marketing options available in your specific competitive situation
- You make a more effective contribution to international strategy development teams
Methods
- Instruction, moderated discussions, exercises, group work