Strategic Marketing (In-Person)

Our Strategic Marketing executive short course is meticulously designed to empower marketing professionals and those in related roles to think strategically about the most pressing issues and challenges in the field.  

As organisations strive to thrive in today's dynamic and rapidly changing market landscapes, mastering an effective marketing strategy is crucial. A robust marketing strategy not only helps organisations navigate diverse macro-economic contexts but also addresses evolving consumer preferences and meets a wide array of societal needs. 

During this innovative 3-day in-person course, you will: 

• Examine complex marketing problems and formulate strategic solutions based on data insights. Stay ahead with knowledge informed by world-leading research and contemporary strategic marketing practices.
• Explore how the latest technologies such as generative AI, machine learning, and immersive environments can be integrated into your marketing strategies to enhance efficiency and effectiveness. 
• Learn to design innovative marketing strategies, set clear objectives, monitor performance, and maximise return on investment to capitalise on market opportunities. 

Strategic Marketing

• Businesses today face a number of challenges, such as a rapidly evolving media landscape, platformisation and an increasingly more globalised market and customer base. Our Strategic Marketing course is designed to demystify these challenges and provide participants with the necessary skills to master them. Here, Course Director Dr Matteo Montecchi provides an overview and taster session for the course.

Programme Overview 
Indicative Schedule:

Day 1 - Strategising marketing

• Strategic marketing: a pathway to competitive advantage
• Leveraging marketing insights to understand consumer decisions  
• A strategic approach to marketing segmentation and target audience identification 

Day 2 - Value Proposition and Innovation

• Crafting compelling value propositions
• Developing effective differentiation and brand positioning strategies 
• Integrating and leveraging the latest marketing technologies 
• Evening reception event: Panel session with marketing industry experts

Day 3 - From Strategy to Execution

• Translating marketing strategies into actionable marketing policies
• Measuring and marketing monitoring performance  
• Future proofing your marketing strategy: navigating future technology and consumer trends to watch  

Who is this course for?
The course has been designed for: 

• Early/mid-career marketing professionals who are involved in the operational aspects of marketing and are looking to build their strategic marketing skills or move into a strategic marketing role 
• Executives who either have direct responsibility for marketing, customers, brands or markets, or whose performance in their role relies on those who do 
• Managers or leaders with significant professional experience who are looking to consolidate or refresh their marketing knowledge or for whom developing an understanding of the landscape of marketing is a new challenge 
• Entrepreneurs and individuals who are starting or growing their own business and need to develop the strategic skills to do this effectively 

Entry requirements

• In order to allow all participants to get the most out of the course we require you to have relevant full-time work experience.  

Programme impact
This course will equip you to:

• Examine complex marketing problems and formulate strategic solutions based on data insights. 
• Stay ahead with knowledge informed by world-leading research and contemporary strategic marketing practices. 
• Explore how the latest technologies such as generative AI, machine learning, and immersive environments can be integrated into your marketing strategies to enhance efficiency and effectiveness. 
• Learn to design innovative marketing strategies, set clear objectives, monitor performance, and maximise return on investment to capitalise on market opportunities.